We can all understand how easy it is to get accustomed to the way things are and get into following a routine. Sometimes, it takes a change in that routine to begin seeing things through a different perspective. I recently took a position, similar to my previous position, but with a different company. This change was enough for me to step back and analyze exactly what customer loyalty means. I noticed many differences between the way the two companies were run and it got me to thinking how this effects the customer.
In every industry, there will be competition. It’s creativity that will create a desire in your customer to make them want to come to you for business as opposed to anyone else. At the previous company I worked for, that kind of corporate attitude was spread very thin. In order to maximize customer loyalty, you have to give your customers a reason to come to you, even if it is out of their way. You have to create a “Purple Cow,†a term dubbed by the one they call Seth Godin. An great example he gave in his book “Free Prize Inside,†was a strategy Amazon implemented. They stopped advertising and used the money they saved from that and put it into free or discounted shipping for their customers, giving them the perfect reason to shop with them as opposed to someplace else, even with comparable pricing. Now, a purple cow doesn’t have to be a discount, I’m not saying you have to give away the farm in order to keep customers, all they need is a reason to come to you. All day, I see customers coming to see us from the complete opposite end of the city to deal specifically with us because the WANT to deal with us. Any increase in customer retention translates directly into corporate growth. It’s pretty obvious that we want our customers to have a positive perception of our businesses, but in what ways can we do that?
Back Your Product.
Seems pretty simple, right? Even if you don’t manufacture your products, back them up. If your customer leaves with a perception that you passed the blame on to the manufacturer instead of stepping up to find a solution, they’re not coming back. Make sure they know you want to help them and see them back.
Communication.
Speak to your customer. Be personable. If they buy a product from you, follow up with them, if possible. Find out if there is anything else they need, that is a prime opportunity to add on additional sales. If you supply a product or service that needs a replacement after a certain period of time, contact them. Let them know that you’re still around and that your still interested in their business. If you build a relationship with a customer and get to know their needs, they will have absolutely no reason to go to a competitor.
Build on Criticism.
It’s impossible to please everyone, however a complaining customer provides a different angle to adapt to a customer’s needs. A dynamic business sense will work wonders when it comes to customer retention. Find out what you can do to make the situation (and your business) better. When you can see the situation through your customer’s eyes, you may find ways to improve the way you deal with them.
Be aware of their needs. If you sell a product, offer other products that you can sell with it. If a customer buys something from you, they don’t want to have to go someplace else to get an additional part or product to go with the one they just bought from you.
Keep a happy workplace.
Treat your employees like people, not numbers. The happier they are, the more pride they will take in their job translating into better customer service. Give them responsibilities. Give them an active hand in the company and give them a reason to grow your business. In contrast, take a stand if an employee is difficult with a customer and make it aware that that kind of attitude is not tolerated. If your customer receives great service, your customer will be just that….your customer.
If a customer knows what you do, is not only satisfied with your product but happy with your service, they will come back to you because it makes it easier on them that you have what they want. That is less money you have to spend on marketing to get that customer to come back. As well, the more satisfied they are, the more likely they are to recommend your company to others once again, eliminating cost of advertising to that customer. It is more expensive to gain a new customer than retain an existing. A solid corporate foundation is dependant on a solid customer base. Without returning customers, you don’t have a solid customer base. It’s not difficult, you just have to set foot in the customer’s shoes. What sets us apart from our competitors? What else can we do to keep our customers coming back? How can we adapt to a customer’s needs?
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