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If you use Twitter or any of the other social networking tools, you’re bound to notice how much people crave acceptance and appreciation. Twitter users are delighted when their posts are re-tweeted (re-quoted) or commented on by their followers.
It’s obvious that people like being shown appreciation, but there’s more to being appreciated than meets the eye. Social scientists say we’re hard-wired to respond powerfully to appreciation. In fact, the quest for acceptance and appreciation may be one of our stronger drivers.
When we’re validated by others, we’re inclined to bond with them. I call this the Validation Principle, and it’s one of the keys to building durable customer relationships.
Regardless of the product or service we’re offering, people are more likely to stick with our brand if we demonstrate genuine appreciation for them. The keyword here is ‘genuine’.
Emotionally intelligent business people have long understood and applied this principle. Now, social networks, like Twitter, make it possible for companies to show appreciation for their customers while also growing communities of loyal followers in the process.
Virgin America, JetBlue, and Comcast are examples of companies using Twitter to recognize customers for their loyalty. One-by-one, big brands are jumping on the social media bandwagon.
I’m most impressed with how Zappos does it. I started taking notice of Zappos after hearing their CEO, Tony Hsieh, at a recent conference. He recognizes Twitter’s potential as a powerful customer engagement tool.
The company set up a Twitter micro site with a Beginners Guide to Twitter and a leader board where employees are ranked by their number of followers.
Zappos brings some natural advantages. For starters, a strong customer focus is embedded in the company’s DNA. Zappos chooses employees with strong relational skills, gives them the means for interaction, and provides thoughtful guidance without inhibiting their sense of expression.
However, Zappos’ most effective tool may be Hsieh’s own relational skills. Hsieh uses Twitter to “connect with” rather than “market to” his followers. Through his modeling and encouragement, Zappos has mobilized 440 employees to show their love for Zappos’ customers using Twitter and other social media tools.
Unlike a lot of companies whose message is “Gee, look how cool we are”. Zappos’ message is “Wow! Look how cool our customers are”.
The result? Zappos customers like being recognized for their loyalty. Many become evangelists who serve as Zappos’ de facto marketing force.
Zappos is a paradigm for how companies can use social networking to build loyal followers. Other models for leveraging social media to boost customer loyalty are bound to emerge. Which companies will find the most inventive ways to validate customers?
Twitter is a great channel for showing the people we serve that we appreciate them and that our success depends on it. As companies figure out how to use Twitter to validate their customers, they should discover that they have a powerful and cost-efficient customer loyalty tool at their disposal.
What do you think? I’d love to hear your perspective. Is it practical for companies to use social media to show their appreciation for customers? If so, how would you recommend they go about it?
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Want more on this subject?
Read a related post on the role of relational competencies like empathy in business.
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Tags: appreciation, Carl Rogers, Comcast, Empathic, Empathic validation, empathy, JetBlue, Social Media, The Validation Principle, Tony Hsieh, Validate, Validation, Virgin America, Zappos