Raving Fans by Ken Blanchard and Sheldon Bowles

Last updated: Aug 11, 2023

Summary of Raving Fans by Ken Blanchard and Sheldon Bowles

Raving Fans is a book written by Ken Blanchard and Sheldon Bowles that focuses on the importance of creating and maintaining loyal customers. The authors argue that in today's competitive business world, simply satisfying customers is not enough; businesses need to go above and beyond to create raving fans.

The book begins by introducing the concept of a raving fan, which is a customer who is not only satisfied with a product or service but is also enthusiastic and passionate about it. The authors emphasize that raving fans are the key to long-term success and growth for any business.

Blanchard and Bowles then outline three key steps to creating raving fans. The first step is deciding what kind of service vision the business wants to create. This involves defining the ideal customer experience and setting high standards for customer service.

The second step is discovering what customers really want. The authors stress the importance of understanding customer needs and expectations in order to exceed them. They provide various strategies for gathering customer feedback and conducting market research.

The third step is delivering the vision plus one percent. This means consistently delivering exceptional service and going the extra mile to exceed customer expectations. The authors emphasize the importance of every employee in the organization being committed to delivering the vision.

Throughout the book, Blanchard and Bowles provide numerous examples and case studies of businesses that have successfully created raving fans. They also offer practical tips and techniques for implementing the strategies discussed.

The authors also address potential challenges and obstacles that businesses may face in their quest to create raving fans. They emphasize the need for strong leadership, employee empowerment, and a culture of continuous improvement.

In conclusion, Raving Fans is a comprehensive guide to creating and maintaining loyal customers. It emphasizes the importance of going above and beyond to exceed customer expectations and create raving fans. The book provides practical strategies and examples for businesses to implement in order to achieve long-term success and growth.

1. The Importance of Creating Raving Fans

In "Raving Fans," Ken Blanchard and Sheldon Bowles emphasize the significance of creating raving fans rather than just satisfied customers. They argue that satisfied customers are not enough to sustain a business in today's competitive market. Instead, businesses should strive to exceed customer expectations and create fans who are not only loyal but also actively promote the business to others.

The authors provide examples of companies that have successfully created raving fans, such as Disney and Nordstrom. These companies go above and beyond to deliver exceptional customer service and create memorable experiences. By doing so, they not only retain customers but also attract new ones through word-of-mouth recommendations. The key takeaway is that businesses should focus on creating raving fans by consistently exceeding customer expectations and providing exceptional service.

2. Understanding the Customer's Desired Outcome

Blanchard and Bowles emphasize the importance of understanding the customer's desired outcome. They argue that businesses should not only focus on selling products or services but also on helping customers achieve their desired results. By understanding what customers truly want and need, businesses can tailor their offerings and provide a more personalized experience.

The authors provide an example of a car dealership that goes beyond selling cars by helping customers achieve their desired outcome of reliable transportation. The dealership offers services such as free loaner cars and a shuttle service to ensure that customers can continue with their daily activities while their cars are being serviced. This understanding of the customer's desired outcome sets the dealership apart from its competitors and creates raving fans.

3. The Three Secrets to Creating Raving Fans

Blanchard and Bowles introduce the three secrets to creating raving fans: Decide what you want, Discover what the customer wants, and Deliver the vision plus one percent. These secrets provide a framework for businesses to follow in order to create raving fans.

The authors explain that businesses should first decide what they want to achieve in terms of customer service and create a clear vision. They should then discover what the customer wants by actively listening and seeking feedback. Finally, businesses should deliver the vision plus one percent, meaning they should consistently exceed customer expectations by going the extra mile.

4. The Importance of Empowerment

Blanchard and Bowles emphasize the importance of empowering employees to create raving fans. They argue that employees should be given the authority and autonomy to make decisions and take actions that will delight customers.

The authors provide an example of a hotel where employees are empowered to solve customer problems on the spot, without having to seek approval from managers. This empowerment not only leads to faster problem resolution but also creates a sense of ownership and pride among employees. Empowered employees are more likely to go above and beyond to create raving fans.

5. The Power of Consistency

Blanchard and Bowles highlight the power of consistency in creating raving fans. They argue that businesses should consistently deliver exceptional service and exceed customer expectations every time.

The authors provide an example of a restaurant where customers know they will always receive outstanding service and delicious food, regardless of who is serving them. This consistency builds trust and loyalty among customers, turning them into raving fans who keep coming back and recommending the restaurant to others.

6. Turning Complaints into Opportunities

Blanchard and Bowles emphasize the importance of turning complaints into opportunities to create raving fans. They argue that businesses should view complaints as valuable feedback and an opportunity to improve.

The authors provide an example of a company that actively seeks customer complaints and uses them to identify areas for improvement. By addressing complaints promptly and effectively, the company not only resolves the issue for the complaining customer but also improves its overall service, creating raving fans in the process.

7. Going the Extra Mile

Blanchard and Bowles stress the importance of going the extra mile to create raving fans. They argue that businesses should consistently exceed customer expectations and provide unexpected surprises.

The authors provide an example of a hotel that goes above and beyond by offering complimentary upgrades, personalized welcome gifts, and surprise treats. These extra touches create memorable experiences for guests and turn them into raving fans who are more likely to return and recommend the hotel to others.

8. Creating a Raving Fan Culture

Blanchard and Bowles emphasize the importance of creating a raving fan culture within an organization. They argue that businesses should foster a culture where every employee is committed to creating raving fans.

The authors provide examples of companies that have successfully created a raving fan culture, such as Southwest Airlines and Zappos. These companies prioritize customer service and empower employees to deliver exceptional experiences. By creating a raving fan culture, businesses can ensure that every interaction with customers is consistent and exceeds expectations.