How a little bit of personal attention can go a long way with customer loyalty.
Last year Ryan Klarner, a member of his Illinois high school swim team, posted a plea on Taco Bell’s Facebook page. Employing a loose interpretation of English grammar, the 15-year-old asked: “Is there any way you guys could make me a customized speedo that says think outside the buns on the back of it?” Thirteen days later, Taco Bell posted a reply: “What size do you wear? And what’s your address?”
More than 2,600 people liked Ryan’s post, and more than 1,000 liked the reply. Ryan was already a regular customer–his post noted that he eats at Taco Bell “at least” five to seven times a week–but he is now a fan for life, or what’s known in the marketing world as a brand ambassador.
To Raquel Smith, marketing manager at Oneupweb, a Traverse City, Mich., digital marketing agency, Taco Bell’s handling of the request was a textbook lesson in how entrepreneurs can inspire customers. “It’s a great example of listening to your fans, providing value for them and creating a really strong ambassadorship,” she says.
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