Customer evangelist

[StevePendray]

Have you seen the latest American marketing fad - customer evangelism? It's the title of a new book, that makes the point that your satisfied customers are often the most effective salesmen for your business.

That's common sense - and a number of large companies invest a lot of money on ensuring the satisfaction of existing customers, and create innovative ways of getting them to recommend their product.

I'd be interested in hearing how much that figures in the way you run your smaller businesses?

[gary]

I don't think this is anything new. Businesses have been getting new business through their existing clients for a long time. It makes sense: do a really good job and your clients will recommend you when they come across someone else with problems you can solve. I'm not sure they will actively go out to sell your services for you, unless there is a genuine incentive to do so, but the referrals system certainly works.

Gary