While advertising can be a good way to bring new people to your business, the customer experience is what brings them back. Gaining each new customer costs an estimated four to ten times more than retaining repeat customers, depending on the type of business. So, while you need both, you can get a lot of mileage out of taking good care of your existing customers, getting them to buy more frequently from you and to spread the news about your business to other potential customers.
Below are a few great ways to make your business a quadruple-threat of customer service:
Create an Enjoyable Customer Experience
Do you like clothes shopping? Many people that I know wish they could avoid the hassle by hiring a personal shopper. Recently, a friend told me about Von Maur, describing the experience as “like the rich people shop.” As soon as you start shopping, someone offers assistance without pressure and then, reserves a roomy, clean dressing room for you when you’re ready. You do not bump into other shoppers and the restrooms are so beautiful that you want to throw a party in them. Add their no-interest credit cards to the mix and you have a truly enjoyable customer experience.
Von Maur figured out how to remove the drudgery out of shopping and make customers feel like Julia Roberts in the Pretty Woman shopping scene (the second one, not the first). Trader Joe’s is another great example. While grocery shopping isn’t usually considered “fun”, Trader Joe’s breaks the mold. While I enjoy their mix of unusual products, their customer service keeps me coming back. When you ask an associate where an item is located, they actually escort you to the exact placement instead of pointing out into space. They also engage you in dialogues when you check out about new products
Regardless of your business type, you can take a page from Von Maur and Trader Joe’s. If your consulting services require long meetings with your client, bring in their favorite treats and coffee, even if you have to carry them to the customer’s site. Or, if your sandwich store sports long lines (a nice problem to have), serve a free mini-cup of your home-made soup while your customers wait. These small gestures can pay big dividends.
Trade on Service
When you have a legend about your business’s amazing service, like Nordstrom does with its famed “taking the tire back” story, you know that you provide an exceptional service. Nordstom’s well-deserved reputation comes from making product returns effortless, without question and, perhaps most important, without guilt. Customers perceive Nordstrom as a company that is willing to do anything for them. If you take good care of customer issues, you cultivate loyal customers and earn valuable word-of-mouth advertising.
Other companies that have done well with this are Nextiva and its Amazing Service promise and CVS’s 100 percent satisfaction guarantee. They represent businesses that put their customers first, with guaranteed service that goes above and beyond that to ensure that customers have a fantastic experience interacting with the company.
Your customers will look forward to buying from you when you stand solidly behind your product or service. Make customer support accessible and guilt-free. Offer friendly and helpful phone support representatives, and make sure that your website prominently displays a customer support link. Then, remember that “the customer is always right” still holds true. You may have shipped the un-plated cap screws that they originally ordered, but if they now say that they wanted plated ones, accept the return without question and get the right product in their hands quickly. Particularly in a challenging economic environment, customers are less willing to risk their hard-earned cash. If they know you back up your products or services no matter what, you reduce their risks and open their wallets- not just once, but over and over again.
Make it Right
Every business will have times when, despite best efforts, a customer is let down. However, businesses aren’t made on being mistake-free; rather, they are made by how they respond to customer issues. If there’s an unhappy customer, whether they complain directly or online through social media or review sites, take swift action. You can quickly turn a ranting customer into a raving fan by making it right.
Create a Personal Relationship
You may not care if restaurant servers know your name, but you probably feel like a celebrity, however, when they remember that chocolate lava cake is your favorite dessert — and they bring a free one to your table just for being a frequent customer. While big businesses offer coupons and other generic loyalty rewards, small businesses have the luxury of developing truly personal relationships with their customers and gaining loyalty for their efforts.
I know a freelancer who took copious notes every time she worked for a new company. When she returned the next time, the employees were impressed when she remembered their names and the company’s unique processes and procedures. In her clients’ eyes, she was part of their team and they asked for her every time they needed help.
Personal relationships with your customers make you a part of their circle of friends. With technology, it is easier than ever to keep notes on your customers’ preferences and use that to enhance your relationship. When you make customers feel important and cared-for, they will turn to you first for their needs.
Employ the quadruple-threat strategy to make your business a valuable partner to your customers and with focus, this can help you to grow exponentially.