Customer Relationship & Marketing

If you make customers unhappy in the physical world, they might each tell 6 friends.

If you make customers unhappy on the Internet, they can each tell 6,000 friends.

It's never uncomplicated to win new customers but anyways you can always find ways to revive the way you deliver your services. Seasonal changes to decor, a new way to answer the phone, a different tagline in an email anything to get their attention If you use equipment in the delivery of your service replace it before it's completely through its useful life. Don't hang around for a customer to remark on it.

Encourage customers who are fans to "Like" you on Facebook

Don't assume they'll tell others about you. Make it easy for them to do it.

Sign up a secret shopper service to go through your customer experience periodically.

Have customer’s complete surveys about shopping experiences.

Have employees identified themselves by name and with badge so customers can remember them.

And don't just spy on your employees.

Reward great service and retrain those who aren't delivering it.

Remember "The quality of our work depends on the quality of our people."

"The goal as a company is to have customer service that is not just the best, but legendary."

Many businesses linger for customers to establish their merit before they begin to take steps to reinforce the relationship as an alternative, move towards everyone as a potential lifer: Don't adopt the mindset that a customer must 'earn' their way into your good graces as a business. Instead, we assume from the very beginning that this new customer is going to be a long-term loyal customer and treat them as such. By treating your customers respectfully from the start and expecting that they will pay on time rather than prodding those about payment deadlines before it ever becomes an issue can engender long-term customer loyalty

In many businesses 80% of sales come from just 20% of customers.

A customer for life is someone who will always buy from you whenever possible, and will tell their friends about your business

It outlays five times more to win a new customer than keep an old one.

The ability to have personal customer relationships is one of the biggest advantages small businesses have in the marketplace.

Communicate with your customers. Genuine interest in their satisfaction will help make customers feel valued and therefore more loyal.

Branding alone will not make customers loyal, but back up a good product and customer service with branding and loyalty will develop quicker.

"One customer, well taken care of, could be more valuable than $10,000 worth of advertising"

 

[Dhruv Bindhani]

The digital age has dramatically amplified the impact of customer dissatisfaction. While a negative physical experience might reach a handful of people, an unhappy online customer can broadcast their discontent to thousands. Therefore, proactive customer relationship management and exceptional service are more critical than ever.

Proactive Customer Engagement​

Businesses should never wait for customers to establish their worth. Instead, adopt a "potential lifer" mindset from the outset, treating every new customer as a valuable, long-term asset. This means extending trust and respect from the first interaction, rather than, for example, pre-emptively prodding them about payment deadlines. Such an approach fosters immediate loyalty.

To consistently capture customer attention and enhance service delivery:

• Innovate Service Delivery: Regularly refresh aspects of your service, from seasonal decor and phone greetings to email taglines, to keep the customer experience novel and engaging.
• Maintain Equipment: Proactively replace equipment before it shows signs of wear to avoid customer complaints.
• Encourage Advocacy: Make it easy for satisfied customers to "Like" you on social media platforms like Facebook. Don't assume they will spread the word; facilitate it.
• Monitor Service Quality: Employ secret shopper services to periodically evaluate the customer experience from an unbiased perspective.
• Gather Feedback: Implement customer surveys to collect insights on shopping experiences.
• Personalize Interactions: Encourage employees to wear name badges and identify themselves by name to foster memorability and personal connection.
• Recognize and Retrain: Crucially, reward employees who deliver outstanding service and provide targeted retraining for those who fall short. Remember, "The quality of our work depends on the quality of our people."

The Value of Customer Loyalty​

The adage "The goal as a company is to have customer service that is not just the best, but legendary" underscores the importance of exceptional service. Businesses often find that 80% of sales come from just 20% of their customers, highlighting the immense value of a "customer for life"—someone who consistently chooses your business and actively advocates for it.

It is significantly more cost-effective—five times more—to retain an existing customer than to acquire a new one. Small businesses possess a considerable advantage in the marketplace due to their inherent ability to cultivate personal customer relationships.

Building loyalty also involves:

• Consistent Communication: Genuine interest in customer satisfaction through regular communication makes them feel valued and, consequently, more loyal.
• Beyond Branding: While branding is important, it alone won't create loyalty. It must be backed by a good product and superior customer service for loyalty to develop rapidly.

As the saying goes, "One customer, well taken care of, could be more valuable than $10,000 worth of advertising." Prioritizing customer satisfaction and nurturing loyal relationships is a powerful and cost-effective strategy for sustained business success.