Making a sale is great. Converting the single ka-ching into a loyal customer is even better. A customer may stumble upon your product or hear about it from a friend. However, from then onward, it’s your business model that can turn them into loyal patrons, or worse, critics. Word-of-mouth is one of the strongest marketing tools, but it can work both ways. So, don’t underestimate the power of a disgruntled customer. Especially today with social media, customer raves or rants can make or break your reputation.
A business may have a world-class product or service, but if their customer service is poor, they’re bound to lose customers. Today’s purchasers expect quick, accurate, and honest answers. They can quickly move onto a competitor if they don’t get a clear response from you. It’s your responsibility to be available and accessible. You may have only one chance to impress them — so make sure it counts.
Just like every other relationship, customer relationships are an art not a science. Every customer is different and needs to be handled accordingly. Customer relationship management doesn’t necessarily need a huge financial investment either. Follow the simple tips listed below to make your customers feel valued so they keep coming back for more.
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1. Let Technology Help You
Save your staff for creative tasks. For nearly everything else, there is technology. If your small business can’t afford to hire additional manpower, do-it-all small business software can help you out with so many jobs. From customer communication and marketing campaigns to online invoices, these programs can make your operations more effective and efficient.
AI-generated chatbots are becoming so specialized that customers are often unable to tell them apart from humans. Train these chatbots to answer frequently asked questions and forward complex queries to the right staff members. You save yourself the hassle of hiring humans and your customers save time as they get quick responses 24/7. With help from technology, you can be there for your customer around the clock.
2. Stay Connected
Technology has made it easier to communicate with customers beyond designated time zones and geographical borders. Take advantage of social media platforms and make your presence felt. Update followers about your products and services, but also create fun and informative content. Tell them about industry trends or organize fun competitions. Keep them engaged and excited about what’s happening on your end. When customers feel their voice matters in a poll or survey, they can feel more invested in a brand.
Monitor all communication platforms and make sure your brand message is consistent and cohesive. Be proactive and reach out to customers if they have a bad experience. Actively seek feedback and, more importantly, act on it. Listen attentively and acknowledge their viewpoint. By being prompt in your responses and transparent in your policies, you show that customer satisfaction matters.
3. Be Honest
Every relationship should be based on trust. A profit-centered business model, such as one with complicated return policies, can make a customer lose trust in your business. Disclose any hidden costs, and reduce the fine print and disclaimers. Put yourself in your customer’s shoes, and try to understand what’s easy for them. Ensure your policies are flexible and adapt them according to current market trends.
There may be times when the error lies on your end, and that’s OK. Own up to the mistake and compensate the customer for their time and money. Honesty builds credibility and strengthens the relationship between you and your customer. Following up and following through shows you value their relationship more than their money.
4. Make Customers Feel Special
Generic marketing can do more harm to your image than you think. Every customer interaction is an opportunity to prove you care. Whether online or in person, make sure your staff is trained to respond with empathy and warmth. Addressing customers by name and sending them a gift on their birthday gives them a VIP-like feeling they all enjoy.
Consider using gamification to influence consumer behavior by giving them points or rewards for being loyal customers. Winning gives the customer a sense of achievement and motivates them to shop some more. Incentivize returning customers by offering discounts and exclusive perks. This has a dual benefit of retaining customers as well as fostering a community where they feel appreciated.
5. Nurture a Community
Instead of focusing on customer numbers, focus on customer interactions. Hang around the comments section on social media accounts to see their reactions. Keep them engaged using competitions, contests, and upload user-generated content on your official accounts. Even a simple unboxing video can be a strong marketing tool, encouraging others to also make a purchase.
Current customers can help you understand how other customers may think. They may promote your product or service in a way that increases your visibility. It’s an easy strategy for brand growth and one in which you only must invest time and attention. Be genuine in your interactions and soon you’ll have a thriving online community ready to advocate for your brand.
Whether you own a small online shop or manage a multinational corporation, strong customer relations are pivotal for long-term success. Consider your customers to be the judge, jury, and executioner of your business. They’re the ones buying, so their opinions matter the most. Go the extra mile to keep your customers satisfied and set your business on the path to success and sustainability.
