• The Secret Sauce: Growing a Company by Word of Mouth.

    Posted on September 29th, 2010 by and currently 5 commenting.


    Found this on Flickr via Fort Cloudy’s photostream. With the caption, Dear USAA, I love you.

    I had a great conversation with my friend Chris Sandoval from USAA last Friday afternoon. If you hang around here often you know we have a corporate crush on them. We’ve written a post or two about it.

    Well, the crush continues to grow to full on love, since I do believe Chris shared one of the coolest stories I have heard in a while.

    He told me that years ago, someone asked him, “What is USAA’s secret to generating so much positive word of mouth?”

    He said simply. “First, you need to love your customers more than anyone else and second, you need to show it every time.”

    The person asking him the question went on to remark, “No really, I wish we could unearth the secret and duplicate it for other companies….” This guy was in marketing.

    Hmmmm.

    Why do people refuse to embrace the simplicity of it all and believe the obvious? It’s about people. And people need/want/crave/desire/cherish love.

    USAA’s feelings remind me of one of our core beliefs here at Brains on Fire:

    Love is circular transaction. Love the people who love you and they will love you back.

    Our intern this semester asked me a really interesting question a couple of weeks back. Have I told you how much I learn from out interns? Here’s his question:

    “How exactly does Brains on Fire differ from a traditional branding/WOM company?

    I guess I’m asking because in my mind, it seems what Brains on Fire does is right, and true — the ONLY way to operate. Since BOF seems to embody some sort of truth, I don’t understand how other companies can be different, but still be successful.”

    I got this question and I have not responded until now because it frankly stumped me. There are lots of companies more successful than Brains on Fire. Lots of them. What is the difference Zach, the youngest and newest among us, is noticing? What draws such talented and committed people towards us? What keeps them here in spite of the hard hours and crazy travel and occasional growth pains? And most importantly what helps us attract crazy, bright clients who believe in us with heart and soul?

    Then it dawned on me, like USAA we are in the love business. And this love is real. It’s not the only way to grow a successful business (being the low cost provider can certainly work), but it sure makes getting up in the morning a whole lot more fun and interesting.

    People work better and harder when they are working with purpose and passion. We believe it and so do our dear friends at USAA.

    So I ask again, at the fear of repeating myself, how do you love your clients and how do you show it? Every. Single. Day.

    Big love to you all this wonderful day. Make it count! I am.

  • W

    That’s too many phone numbers to list on a business card. That’s not love. That puts the task on the customer of finding the right number to call. Companies that extol great customer service should help the customer get to the right department, not force them to figure it out for themselves.

    How do you show love to your customers? Give them great customer service! Give them ONE number to call. Answer it with a living, breathing person who genuinely wants to help them. And you follow through until they are satisfied. WOM works both ways – it can bring customers to you, but without great customer service (the love), it can send them running.

  • chris sandoval

    @W – you’re absolutely right about the card having too many numbers! USAA has started migrating virtually all communications to a single phone number: 1-800-531-USAA (8722).

    The card in photo is actually an older design (and, well, umm, the same design I still carry in my pocket) – members often keep them as totems.

  • http://pointoforder.squarespace.com kamran

    rfo rp- and I would be tempted to take it to the next level- beyond customers into membership. that seems like a real tough mindshift for some companies.
    but some folks just wanna be members, not just customers. if ya make that easy,sticky, and fun…sparks fly.
    @w- you should see the trainwreck that is my team’s card. 4pt type. grown ups need glasses-itsa perfect litmus test for the tribe.

  • http://brainsonfire.com Robbin

    Kamran,

    You are so right. Duh? That membership thing is so compelling. I have to admit Am Ex gets me on that. They do a great job of making me FEEL like a member of something. I have a card that gets me in those airport clubs when I travel, Makes me feel loved to be brutally honest with you.

    That is post all it’s own. USAA has that right as well. Thanks for sharing. And Chris thanks for the inspiration.

    OXOXOXo

  • http://www.mullikin.net Jami Mullikin

    You know, I think most corporate marketers and general agencies think it is harder than it really is and they are not bold enough to call it love. I believe the simple formula is committing to find and share the love, get started, believe what your customers and employees tell you, and repeat. Overtime you will see that the smaller details pay the biggest rewards and people will establish an emotional connection with your products or services. You guys keep sharing the love, and hopefully many others will follow.