This post from Sean D'Souza, How to Create The Accidental Evangelist, is a good one to read and internalize. Posted on his blog, Psychotactics.com, Sean does a good job reminding us that it takes listening to our clients (referral sources) and acting upon what we learn to create "accidental evangelists."
After Sean gives examples from Amex and a hotel, he writes:
Yeah, yeah, I know. You don’t run a hotel. And you don’t own a credit card company. And the options for you to create evangelists, accidental or not, are few and far in between.
Ok, so tell me another one…
Because you’ve not been listening. As in paying attention to your customers — because customers are sure telling you really important stuff all the time.
“Hi Jody,” they say, “Can we re-schedule our meeting, as I can’t make it today. My son is ill and needs to be taken to the doctor.” Or “Hi, Mark,” they say, “It’s my birthday next week, and my wife is taking me out to lunch, so….
... companies don’t listen. People do. Companies send silly greeting cards at Christmas time. People listen and act on specific situations. And when they (as in you and me, act) the customer is startled, bemused, surprised, excited and suddenly there’s a smile on the customer’s face.
Take a moment to read it and then follow his advice.