Bob Baker's Indie Music Promotion Blog

Music marketing ideas for DIY artists, managers, promoters and music biz pros


November 02, 2004

Creating Customer Evangelists

As you know, this site is all about creating a buzz over your music -- hence the name "The Buzz Factor." That's why I was so intrigued to find the web site of Ben McConnell and Jackie Huba, authors of the book "Creating Customer Evangelists."

McConnell and Huba write, "When customers are truly thrilled about their experience with your product or service, they can become outspoken 'evangelists' for your company. This group of satisfied believers can be converted into a potent marketing force to grow your universe of customers."

From their research into the best practices of some of the most forward-thinking companies with legions of evangelists who spread the word, the authors have discovered these six basic tenets of creating customer evangelists:
  1. Listen to your fans: Continuously gather customer feedback.
  2. Napsterize knowledge: Make it a point to share knowledge freely.
  3. Build the buzz: Expertly build word-of-mouth networks.
  4. Create community: Encourage communities of customers to meet and share.
  5. Make bite-size chunks: Devise specialized, smaller offerings to get customers to bite.
  6. Create a cause: Focus on making the world, or your industry, better.
Check out the Creating Customer Evangelists web site at www.creatingcustomerevangelists.com. McConnell and Huba also have a nice blog at customerevangelists.typepad.com.

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