Business Success Is All About Customer Loyalty
If you ask business owners what they think good customer service means, most of them state that they aim to have ‘satisfied’ customers. What you really want, though, are customers who are loyal to your business and rave about your products and services.
Though research points out that about 65% of customers claim to be loyal, those who are merely satisfied with your product/service will only remain loyal until a better deal comes along. Truly loyal customers will support your business at all times and are willing to try out any new product or service that you bring to the market. They will give you genuine feedback and increase your business through referrals. These are the kinds of customers that you want, but how do you transform a satisfied customer into a loyal one?
Give Customers the Freedom to Conduct Business How They Want
Customers use sophisticated means to conduct their businesses these days. It makes good business sense to deliver your product/service through different channels to your customer. Can customers come to a physical location to receive products or services from you? Do you have a toll-free number? Is there a way you can deliver SMS texts, notes, and reminders to your customers? Can customers place orders online through your website? Is your website compatible with mobile devices? The more options you give to your customers, the more likely they are to remain loyal.
Build Good Relationships with Your Customers
Customers want to do business with someone who understands their needs. Strive to stay in regular contact with your customers, even when you don’t have something to sell, and address them by their first names. A constant effort to build rapport and strengthen relationships with your clients will go a long way towards building customer loyalty. You want to forge a long-term, personal relationship with your customers that keep them coming back to you.
Ensure Staff Loyalty
It’s easier to acquire loyal customers when you have a loyal staff. Customers like to see familiar faces when they come back to buy from you, and staff members who care for your product/service as much as you do are immeasurably valuable in terms of building customer loyalty. You want staff members who will be the cheerleaders of your products and services. To increase staff loyalty, be sure to recognize and reward employee efforts and schedule regular training sessions to make sure all staff has the most up-to-date product knowledge.
Seek Out and Address Customer Complaints
The average customer will switch to a new product or service provider rather than lodging a complaint, so it is important to establish a clear, easy channel for customer feedback. Make sure that your support staff is equipped with the right guidelines to effectively handle complaints, and follow up to ensure that all complaints have been fully resolved to the customer’s satisfaction.
Show an Interest in What Your Customers Have To Say
Conducting regular surveys can tell you what your customers are looking for from your business and can also let you know what other things they might expect of you. Surveys can be conducted through email, phone, or even a form on your website. Give careful consideration to all customer suggestions, and let your customers know you are listening by following up even if you don’t implement their suggestions.
Be an “At Your Service” Business
It is one hundred percent true that customers are happiest when their most difficult demands are met. Businesses that focus on fulfilling customer needs always have loyal customers. Never use (or allow your employees to use) phrases such as, “It’s company policy,” or “It’s not my fault,” etc. These can be very off-putting to customers, who want to feel that their business is important to you—and it should be! It pays to be a solution-oriented company.
Look After Your Favorite Customers
The 80/20 rule of business states that 80 percent of your business comes from 20 percent of your customers. It is therefore important to identify the top 20 percent and look after them exceptionally well. It pays to concentrate more effort on this 20 percent and make sure they remain happy and loyal rather than gamble on the remaining 80 percent. Of course you want to convert everyone to a loyal customer; just make sure you don’t neglect those who are already loyal in the process.
One of the keys to business success is putting in the effort it takes to build and keep loyal customers. Need help figuring out the best strategy for building a ‘tribe’ of loyal customers? Pamela Finnesand, The Business Maximizer can assist you! Schedule your complimentary Business Breakthrough Strategy Session today.
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