The Home Depot does it with weekly DIY lessons, REI does it with YouTube videos, and now Verizon is doing it with in-store wireless workshops. When you teach your customers something — whether it’s a new skill, or how to use your product — you give them a reason to come back.

WOM Tip #206

These learning experiences forge relationships and build trust. That’s a great motivator for word of mouth, but it also makes your customers’ experience with your stuff better.

For example, customers who go to Verizon’s wireless workshops are less likely to have to call customer service to figure out how to use their new phone. Customers who learn DIY projects from The Home Depot will be more confident to start their next project, and folks who watch REI’s YouTube videos see how knowledgeable their employees are.

You have something to teach your customers. Use that knowledge to show them a better experience and turn them into a loyal customer.

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