corriedavidson.com

I am a brand ambassador for Discover.

I didn’t know that’s what I was, but that’s what marketingreports and studies would label me. They would call me that because I am ahappy, enthusiastic, and loyal customer who tells others how happy Discovercard makes me. I am an advertising executives dream. I am want you want yourcustomers to be like. I am hundreds of thousands of free (and perhaps moreeffective) advertising dollars.

So how did Discover, a credit card company of all things,win my heart?

Because they treat me well, give me what I want, fix myproblems when they arise, and tell me they appreciate me. And they CONTINUE todo so. 

I am not a high-roller. I don’t put $5,000 on my credit cardevery month. I don’t buy into “additional credit card monitoring plans”.  I have never had a balance (which meansI’ve never paid interest), I have no annual fee, I’ve never missed a payment,and I pay my bill in full every month. I am not the kind of customer that makesa credit card company any money at all. In fact, Discover actually pays ME tobe their customer (through their cashback rewards program). Yet they still makea substantial effort to not only keep me as a customer, but to keep me a happyone.

 Recently my wallet was stolen and all of my bankcards/credit cards were used. Discover was the only company (of three) thataggressively sought to aid me in recovering my missing belongings. Theyencouraged me to file a police report, gave me all information on where andwhen the card was used, which locations might have surveillance, how to bestcatch the perpetrators and volunteered to work with the police to catch thecriminals. (The police unfortunately wouldn’t return my calls to report astolen wallet in D.C. They said “someone will get back to you on that.”) 

Any time I’ve had to call Discover - to increase my limitfor a big purchase, to notify them when I was travelling internationally, tochange my address, etc,- I have only encountered friendly and helpful staff whospeak my language natively. I have even received a call before from Discoverjust to check in on how they were serving me – whether I had suggestions toimprove their service, if I was happy, etc.

So what is Discover’s ROI in me? I am a walking talkingDiscover billboard. When people complain about their card company I urge themto switch to Discover. When people talk about getting a new credit card, Irecommend Discover. When a business doesn’t take the Discover card, I thinktwice before going back and tend not to set up long-term accounts with thosewho don’t take it (I like getting rewarded for my purchases!). 

So how do you create brand ambassadors? Two words:C-U-S-T-O-M-E-R. S-E-R-V-I-C-E.  Treat your customers as individuals. Respect them. Listen to them. Thank them. Whether itis with a formal rewards program or not, WORDS go a long way. Don’t always beselling! (While stranded alone in the city with no wallet, no ID and on thephone with Wachovia trying desperately to cancel my stolen check card, theirrepresentative had the gall to try to sell me a new Savings Account plan!!) Alittle understanding and respect go a long way. Customers can forgive a lot ifthey think you appreciate them. I am only one in a customer base of millions,but Discover treats me as if I’m a valued asset and I reward them with loyaltyand the best advertising money can’t buy.

(Note to the reader: no, I am not getting any money fromthem to write this; I don’t sell ad space; they have never asked me to writeanything about them, and I have never worked for them nor any other credit cardcompany.)