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Overpromise and Overdeliver: The Secrets of Unshakable Customer Loyalty
Marketing to the baby boomer generation is not easy. Mature audiences receive messages differently, and boomers receive them differently than other mature consumers. Boomers have rejected the often inflexible, overly-predictable behaviors of their parents' generation. Enthusiastic in embracing what meets with their approval, they are particularly attractive to marketers who know that high-quality products will inspire valuable customer loyalty in this market segment.

But how can companies build this elusive customer loyalty? To answer that question, you need to listen to Rick Barrera. A marketing consultant, Barrera leads us through a working theory of how to do the trick by presenting outstanding success stories and analyzing their strategies. These winning companies have managed to make their brands very attractive to customers with an exciting new approach to branding, both faster and more economical than previous methods. American Girl, TiVo, Google effectively own their markets, and it's not just because they have great products. Their presentation is keeping up with product quality every step of the way.

Barrera has coined the word TouchPoint to describe the key moments of interaction between a customer and a brand. Product TouchPoints are a big promise about the product or service, delivered in a big way. Human TouchPoints occur with direct contact through sales and service, and System TouchPoints are process encounters; all TouchPoints are vital to success. Nothing damages a business like a promise unkept. On the plus side, customers will rarely forget a TouchPoint. Baby boomers are open to new products and experimentation, but they are even more likely than the average consumer to reward great service with continued business.

The most lucrative marketing opportunity of this new century should not be squandered because of avoidable failures. A huge marketing budget isn't required to dominate your market, because word-of-mouth can do the job for free. You've probably heard it said that a satisfied customer will tell one person, while dissatisfaction will find its way into an anecdote delivered to three, four, five or more friends. Whatever the accuracy of this estimate, it's certainly true that companies must really impress customers to fuel real buzz around a product.

Keeping promises – especially outrageous, unbelievable ones – is the key to shining out in your field. The examples showcased by Barrera actually "overpromised" to lure customers – and then "overdelivered" to get them coming back again and again.

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