If customers are good to have, and repeat customers are even better, then it stands to reason that those who encourage others to turn to your business for their product or service needs represent the pinnacle of customer engagement.

Allow me to share a personal anecdote.

A few weeks back I was ready to upgrade my smartphone. At the time, I didn’t feel particularly appreciated by my service provider, but because I was under contract, I grudgingly returned to one of their showrooms. Convinced I’d once again be treated as “one of the herd,” my experience was unlike any of the other instances in which I’d felt compelled to once again give them my repeat business.

But the representative who assisted me that day was exceptional, and not just because the company’s customer-service bar was set so low based on my previous visits. He listened with patience, reiterated my needs as he understood them, and helped me arrive at a purchase decision about which I continue to feel extremely satisfied. As simple as it sounds, he provided impeccable—and here’s the critical part: memorable—service.

The results of his job well-done? I emailed the service representative’s manager, praising his expertise and professionalism. I wrote a review on the company’s website, and identified the showroom. I’ve since recommended him by name, and have insisted that several friends and family members in the market for a new phone ask to work with him directly.

AdvocatesIn short, I became a brand advocate.

It goes to show that it doesn’t matter what business you’re in; if you make every customer feel as though they’re being treated as a unique individual, and you demonstrate the ways in which your solution addresses their needs, it’s likely those customers will not only make a purchase, but also conclude their transactions knowing you provided exceptional value, and then tell others about their experiences.

The goal of converting your customers to brand advocates might sound like Business 101, but if it’s so basic, why does it often prove so challenging?

For specific suggestions regarding how your business can take appropriate steps to reach your customer-service goals, I encourage you to read the article, “Six Ways to Turn Customers Into Brand Advocates,” courtesy of 1to1 Media.

And for additional food for thought, check out “Here’s How Big Data Can Help Retailers Keep Happy Customers,” published on the Xerox blog, Simplify Work, and written by Xerox colleague and Chief Innovation Officer for Retail, Naveen Sharma.

As always, thanks for reading.