Increasing customer loyalty with “Memorable Engaging Moments”

Edited excerpt from Turning your Customers into Fans by Ryan Battles:

At a company I used to work for, our co-founder was always striving to inject “MEMs” into our product, that is, “Memorable Engaging Moments.” Essentially, we were trying to create situations where a customer does X, expects Y, but receives Y, Z, and a few other extras. This works in any type of business, not just software.

When I had a flat tire that needed to be fixed, I ran it into the auto mechanic near my office. They fixed the tire. I then asked how much an oil change would cost. Knowing that I was not a regular customer, the technician said, “For you, nothing. Bring this card in for a free oil change next time you need one. Thanks for trusting us with your business today.”

Not only did I come back to that establishment for my oil change a few weeks later, but I continued using them for projects large and small ever since. I’ve even recommended them to a few friends in town looking for a mechanic. I became their advocate.

In what way can you do something unexpected whenever someone purchases your product? People are getting used to transactional emails, “thanking you” for your purchase. What if you actually sent them a short video clip of someone on your customer success team (or yourself if you are a solopreneur) thanking them by name, and giving them your email if they have any questions or concerns?

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