In today's information economy, it's easier than ever for potential customers to get what used to be considered inside information on companies' business practices, products, and, maybe most importantly, how they treat their clients. It's also easier than ever for clients to vote with their dollars when a company doesn't live up to their expectations. So how do you gain and retain loyal, long-term clients in an increasingly competitive marketplace? Give them an exceptional experience. Here's how:
Know your customers: At heart, all great companies have the same goal: to provide a service or product that fills an important need. But how will you keep up with clients' changing needs if you don't know anything about them? Get to know the people who make your business possible by talking with them personally, asking for their feedback, or sending out a meaningful survey.
Respond to feedback: Today it's possible to get lightning fast feedback on pretty much everything and sometimes what you hear isn't pretty. Put feedback to great use by actually letting it inform your growth as a company, and make changes to your products or services that reflect what customers actually want.
Listen: It can be challenging to not go on the defensive when you're on the phone or, worse, face-to-face with an angry or upset client. But while getting to a solution is the ultimate goal, it's not the only part of an effective conflict resolution process. People often need to feel fully heard before they can relax enough to hear your side of the story and work towards a solution. When it comes to difficult clients, zip your lip and work on empathy first.
Send a card: Whether it's for a joyous occasion like a birthday or the holidays; or a difficult event like a death in the family, sending a personally-signed card is an easy way to let clients know that you're thinking of them, and reminding them that you're there.
Make a phone call: In an era dominated by texting and electronic communication, it can be surprising and impressive to get a direct phone call from someone at a company. Pick up the phone and follow up on a service, address a problem, or just find out how your product is working for a new client.
Apologize: If one of your reps screws up, or you deliver a defective product, owning up to it is the first step in regaining your clients' trust and continuing patronage. Be honest, be sincere, do what it takes to amend the mistake and you won't have to lose customers over it.
Go the extra mile: Often, it just takes one extraordinary experience to turn a regular customer into a loyal promoter; someone who will voluntarily sing your praises and recommend you to their friends and family members for years to come. So find ways to go that extra mile. Maybe stay late for an off-hours visit or delivery or if you're an owner/boss handle an important customer service call personally. It really might not take a great effort but with an obvious willingness to go that extra mile, it may create a trust that will last for years and perhaps may turn some of your clients into company ambassadors.
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