For the past few months I’ve been really enjoying a new relish I found at the supermarket. I fleetingly wondered why each product had a different person’s name on it (for example ‘Steve’s Balsamic Beetroot Relish’). I recently discovered that after five years of service, staff members of this jam and relish company have a product named after them. So it’s not just a random name that’s been placed on each product: there is a real person and a real story behind it. When you go to their website, you can look up the person and read about them.
I think this is genius on a number of levels:
- It is great for staff morale. Staff know they are truly a part of the company’s history and are rewarded for loyalty and service.
- It relays the company’s values of being a family run business, and treating their staff like they are part of the family.
- It makes the consumer feel like they are part of the company in a small way. That is, I can get to know the employees in a fun and somewhat personal manner.
- It provides the company an opportunity to share their story.
The way to keep customers loyal is not only about their satisfaction with your specific product or service. Yes, I really like the balsamic beetroot relish. But I also love buying from an Australian, family owned company who has a sense of fun. So my loyalty has moved from just liking the taste of a product, to wanting to continue to support this company with my purchases.
There are many different ways to tell your story. Start by ensuring that your website includes a friendly and inviting ‘About Us’ page so that customers get to know you before they engage further with you. And think about ways to continue that story through every aspect of your business.