Business owners fight an increasingly tough battle against consumer apathy and buyers’ almost visceral allergic reactions to traditional sales and marketing. Increasingly, the Benedryl to this annoying itch is often a heavy dose of social proof from loyal fans.

Of course, honing a customer-centric business model isn’t new or necessarily rocket science. It’s perhaps even a little simpler than most marketers expect. Not that “simple” should ever be confused with being “easy” and there are myriad reasons why companies fail to keep customers happy.

However, if you’re a founder or CEO who wants to produce exponential business growth, cultivating competition-busting customer loyalty continues to be a mission worth solving. We’re not just talking about keeping consumers hooked for repeat purchases; we want to create … 

– Extreme Customer Loyalty –
the kind of devotion that transforms customers into passionate brand advocates.

This level of loyalty transcends mere satisfaction; it fosters a deep emotional connection between the customer and the brand, leading to unparalleled engagement and advocacy.

The benefits of extreme customer loyalty extend far beyond even Adam Driver’s dramatic interpretation of five-star reviews. When done well, the efforts can deliver:

• • Organic Advocacy and Validation – In an era of eroding consumer trust, extreme customer loyalty fuels authentic word-of-mouth marketing. These customers become your most persuasive advocates, organically promoting your brand within their networks and online communities. Their genuine enthusiasm carries far more weight than traditional advertising, driving increased brand awareness and adding credibility to your other marketing.
  • Enhanced Customer Lifetime Value – Loyal customers demonstrate higher retention rates and increased lifetime value. They are less likely to be swayed by competitors and more likely to explore your full product or service offerings, contributing to sustained revenue growth.
  • Increased Resilience in Challenging Markets – Brands with a fiercely loyal customer base are better equipped to navigate economic downturns and industry disruptions. These customers provide a stable foundation, mitigating risk and ensuring business continuity.
  • Reduced Marketing Expenditures – When your customers are actively championing your brand, you can strategically reallocate marketing spend. This allows for greater investment in customer experience initiatives and loyalty programs, further reinforcing the cycle of devotion

If you still don’t believe avid fans can impact your P&L, Rob Markey (partner and director at Bain & Company) said in a Harvard Business Review article that companies “at the top of their industries in Net Promoter Scores or satisfaction rankings for three or more years—grow revenues roughly 2.5 times as fast as their industry peers and deliver two to five times the shareholder returns over the next 10 years.”

Clearly, it pays to keep your customers not just satisfied but so happy they’re willing to tell others how your products/services make them feel.

Examples of companies’ efforts to build trust and loyalty have popped up recently in a few of my not-so-random conversations and podcasts. If, like me, you’re regularly consuming the “Founders” podcast, listening to Seth Godin talks, etc. these may sound familiar but let me touch on a few.

• • Chewy’s Compassionate Response to Pet Loss: Chewy, the online pet retailer, demonstrates remarkable empathy by sending handwritten condolence cards and flowers to customers who have experienced the loss of a pet. This genuine gesture of compassion resonates deeply with pet owners, fostering a profound sense of loyalty and appreciation. It’s such an inspiring business approach, it’s been shared over and over by fans and widely covered in major news media.
  • LEGO’s Dedication to Fostering Creativity and Imagination: LEGO’s exceptional customer service extends beyond simple brick replacements. Their commitment to fostering creativity and imagination is evident in their personalized responses, often including handwritten notes and extra bricks at no cost, creating a memorable experience that strengthens customer relationships. Sales to its loyal adult fans are a big factor in LEGO doubling its revenue over the last decade to nearly $10B in 2023.
  • Workato Writes The Book on B2B Customer Avengelism – Given the typically longer sales cycles and higher customer acquisition costs, retention and loyalty among businesses selling to businesses is even more important. To highlight how customers are using Workato’s software in innovative ways, the company took two years and compiled a 336-page book, “The New Automation Mindset,” a best seller according to USA TODAY and The Wall Street Journal. In an Ad Age interview, CMO Bhaskar Roy explained the intent was “…to tell our customer stories as a means of differentiation and to in turn inspire our customers with additional use cases.” The company just announced its fifth year on Deloitte’s Fast500 list with 484% revenue growth (2020-2023) and has a 7-star rating on software review site G2.
  • The Taj Mahal Palace Hotel’s Unwavering Commitment to Guest Safety: During the 2008 terrorist attacks in Mumbai, the staff of the Taj Mahal Palace & Tower displayed extraordinary courage and loyalty to their guests. They prioritized guest safety above their own, barricading doors, guiding guests to secure locations, and even offering themselves as hostages.

The level of selfless heroism at Taj Mumbai is far beyond what most of us will require or encounter. But it’s useful to understand the staff’s actions were not a result of the terrible event; the behavior and beliefs were already present, built up over time, and ingrained in the culture of exceptional service. As they are at Chewy, at LEGO, and I’d wager at Workato, as well.

Here’s the important takeaway from these examples: demonstrating or receiving extreme customer loyalty is not a switch you can flip. It’s a mentality supported by thousands of smaller decisions made throughout the entire organization and conspicuously championed by the actions of the CEO and senior leadership team.

We dive into:

• • Strategies for Cultivating Extreme Customer Loyalty
  • How to be the hedgehog

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