This is a Guest Post by one Rachel Tait. I have the pleasure of working Rachel at Sword Ciboodle and her passion is contagious. Considering my previous post this seemed a natural to share with a wider audience (the Steelers part was almost a nonstarter :-). It is also interesting to note that we did ust open up new offices in Chicago, with nice view and Rachel made a side comment about the new view and feeling a bit inspired to finish this post – it can be the little things.
Passion: “any powerful or compelling emotion or feeling, as love or hate” (Dictionary.com).
So, if that’s passion then what comes with it? In my opinion: focus, learning, interest and continuous improvement. Passionate individuals and organizations never stop learning, and in terms of customers, your passionate ones are often those that are most loyal, most valuable and importantly most vocal across all communication channels.
I’ve got a long list of things that I’m passionate about. I don’t want to bore you but on there would be chocolate, wagamama (delicious noodle house in the UK… unfortunately not available in Chicago. Sad face), Scotland, NFL Football and of course marketing. On marketing, I’ve always been passionate about it and I like to think I always will be. I did it for 4 years at university, have worked in this field since graduation and everyday know that this is the job for me. I’m not saying there are days when marketing isn’t the top of my fav list – ask some of my colleagues in the Sword Ciboodle office, the stories they could tell! But to this day, I’ve never got home and started looking into how I change careers to become a dentist, carpenter or Shetland Pony Breeder. In fact, with my passion comes an interest in advancing my knowledge in marketing and supporting disciplines.
For organizations that want to make waves in their industry, and stand out as the best, one of the secrets is to get passionate about your customers, and make them get passionate about you. Care about how they get treated, learn about what they want, and then go out of your way to deliver it! Don’t just find out why they like you, find out why they love you. And when you know why they love you – make sure you’re delivering these products/services/traits to them, and others like them, in spades. It’s important that you don’t just run through the motions in a predefined script or process (yes Abercrombie and Fitch I’m looking at you…. the fact your sales associates follow me around asking if they can help me because they were told to do so whenever they see a customer is more than a little creepy, and annoying). Go beyond what is expected or required, show off your passion and theirs will follow.
If you can grow this passion within a small customer base, you will often find it grows exponentially as beyond anything passion is infectious. Just look at sports fans! As a proud supporter of the Pittsburgh Steelers, I’m never more passionate, loud and proud than when surrounded by my other Black and Gold brethren. And when I say surrounded, that’s not only when watch games but also in groups online. I recently joined www.32loud.com which is a website which welcomes fans from all of the NFL’s 32 teams, and I joined because they are targeting those that are vocal to be part of their online community. They got to me via a facebook group for Steelers fans based in Chicago, which has 400+ fans who post on the ups and downs of the Steelers on a daily if not hourly basis. So what made me join? They locked into my passion. They have a leaderboard on the website, which ranks the teams in terms of number of members, number of posts, number of likes etc. Can’t have the Bengals or Ravens out doing my boys so I got onboard and ‘got loud’.
Like 32loud, find passionate voices out there, and let them know you’re not only listening to them but taking on their comments. Log into your company facebook, hold interactive focus groups, hey stand outside with a sandwich board speaking to people if that works for you! Just do something, as passion isn’t something you can just say you are and that’s that. It requires action, and not just one off action, but continuous action. Anything less is just lip service.
I know it’s not as simple as just getting it done, and many ‘ducks need to be in a row’ for this to happen – including people, technology, budgets etc. However, without a vision, and a commitment to achieving that vision, the norm will remain just that – normal, beige, ‘just ok’. I don’t know about you, but I can’t think of many examples of cutting edge companies that are ‘just ok’….. and for Rachel Tait.com, marketing extraordinaire to the stars, just ok isn’t an option….