In a world where companies often prioritize their own interests over the well-being of their customers, it’s refreshing when a company takes a different approach. And not surprisingly, that approach is something we all, as consumers, remember.
These companies that swim upstream in today’s corporate reality are known as “beloved companies.”
Most of us can agree that the key to building a successful business is to focus on improving customers’ lives.
This means working together as leaders and employees to prioritize the needs of the people who use your products or services. If you’re not united in this goal, you won’t be able to achieve it.
So, what is a beloved company, exactly?
It’s not complicated, just rare! A beloved company is a company that grows differently. These companies have a code of conduct that guides how they bring products to market, treat their employees, and interact with customers. These behaviors set them apart from their competitors and help them to grow in good times and bad.
Yes, you read that right! Beloved companies tend to develop such a core reputation that they become recession proof.
Beloved companies are the ones that attract and retain the best employees, and they’re the ones that have customers who rave about them to their friends and family. In fact, these companies often don’t need to spend as much on marketing and advertising because their customers do it for them.
But how do you become a beloved company?
It starts with a focus on what’s right for your customers and how you can enable your employees to deliver value. This means making decisions that prioritize the well-being of your customers and involve your employees in the process.
For small businesses, experts recommend getting your employees together and brainstorming the different stages of your customer’s experience. Rather than focusing on what you want to get from them, think about what your customer is trying to accomplish in each stage and what memory you want to leave them with. Then, make decisions about what you will and will not do in each stage to create your own code of conduct.
This code of conduct should be communicated clearly to all employees and should serve as a guide for decision-making. By focusing on conscious decision-making and conscience-based growth, you can create a company that truly prioritizes the needs of its customers and its employees.
The argument could be made that beloved companies are the ones that truly make a difference in the world. By focusing on improving the lives of their customers and treating their employees with respect and dignity, these companies can grow in a way that benefits everyone involved while spending less on marketing, meaning, becoming a beloved business is also good for business. Go figure!
The Importance of Authenticity in... Everything
When it comes to customer service, many companies claim to be customer-focused, but how many truly embody that ethos?
True customer focus goes beyond ticking off actions on a piece of paper. It involves having genuine, meaningful conversations with customers, understanding their goals and objectives, and improving their businesses.
To achieve this level of customer focus, companies must first determine what they will always do and never do for their customers, as well as what they will always and never do to their employees. This requires authenticity and a genuine desire to improve customers’ lives, rather than just focusing on making a sale.
Authenticity is also crucial in developing a company’s brand identity.
Customers can sense when a company is being authentic and are more likely to connect with a brand that is genuine and true to itself, like Patagonia, for example.
There’s a business philosophy you may be interested in that’s centered around the idea of giving customers a “bag of groceries.” Essentially, it means you’re providing them with knowledge and resources that will help them even if they don’t make a purchase. By being a beacon of knowledge and offering information fearlessly, companies can attract customers in an organic way. Do that and those same customers will return, time and time again.
But authenticity doesn’t just apply to the pre-sale experience.
I cannot emphasize enough the importance of the “hello” and “goodbye” bookends of a customer’s experience, as well as the middle operational steps. By being authentic in every interaction, from attaching a personalized note to a dry cleaning order to remembering a customer’s child’s birthday, companies can create a memorable experience that customers won’t forget.
Of course, there are operational aspects of the business that must be mastered, but it’s ultimately your unique personal touch that will make the difference.
The key to true customer focus is authenticity. By focusing on improving customers’ lives rather than just making a sale, and by being true to who they are as a company, companies can create a loyal customer base that will sustain their growth over the long term.
Make Those Customer Connections Consistently
As you continue the journey of serving your customers, it’s important to remember to connect with them in a personal way and provide them with even more information, knowledge, and value than they initially asked for. This tactic is what sets apart a truly exceptional business from a merely satisfactory one.
It’s also important to recognize that the emotional component of business cannot be ignored, whether it’s B2B or B2C.
By modeling behaviors that prioritize customer satisfaction and connection, you’ll set the tone for your employees to follow suit. And by being a part of your customers’ stories, you’ll create a lasting impression that they’ll remember for years to come.
Believe it or not, but your business can too make a difference in the lives of your customers and their families. So, continue to give fearlessly and be a part of their journey.
Have You Heard Of These Beloved Companies
Warby Parker
This eyewear company has gained a loyal following by offering stylish glasses at an affordable price point, with a focus on customer service and social responsibility.
Toms
This shoe company has a unique “One for One” model, where for every pair of shoes purchased, they donate a pair to someone in need. This has helped them build a strong brand identity and a loyal customer base.
Jeni’s Splendid Ice Creams
This artisanal ice cream company has become known for their unique and delicious flavors, as well as their commitment to using high-quality, locally-sourced ingredients. They have a strong social media presence and engage with their customers in a personal way.
Patagonia
This outdoor apparel company has built a reputation for their commitment to sustainability and environmental responsibility. They have a loyal following among outdoor enthusiasts who appreciate their focus on creating high-quality, long-lasting products.
The Sill
This online plant retailer has gained a cult following by making it easy for people to buy and care for plants. They offer a wide variety of plants, as well as helpful information on how to care for them, which has helped them build a strong community of plant enthusiasts.
Quick Tips on Becoming A Beloved Company
- Be socially responsible: Consumers today are increasingly aware of the impact that businesses have on the environment and society. By taking steps to reduce your company’s carbon footprint, support social causes, and operate ethically, you can earn the trust and loyalty of customers who share those values.
- Personalize the customer experience: People like to feel valued and appreciated as individuals. By tailoring your interactions with customers to their preferences and interests, you can create a more personal and engaging experience that fosters a deeper connection.
- Foster a positive work culture: Your employees are your greatest asset, and a positive workplace culture can have a major impact on how they perform and how they treat customers. By creating a supportive and empowering work environment, you can cultivate a team that is dedicated to providing exceptional service and building strong relationships with customers.
- Continuously improve: Even if you’re already a beloved company, there’s always room for improvement. By seeking out feedback from customers and employees, analyzing data, and experimenting with new approaches, you can identify areas where you can do better and continually raise the bar for your business.
- Be authentic: Ultimately, what sets beloved companies apart is their genuine commitment to building meaningful relationships with customers. By being authentic, transparent, and sincere in your interactions with customers, you can build trust and loyalty that will endure even when things don’t go perfectly.
