Aren’t we all fed up of receiving sales and marketing emails that start with, “Dear Valued Customer…”? Most of these emails show us that we’re really a faceless, nameless entity in a database that desperately needs updating. Here are some tips on how to make all customers feel loved, from our friends at LogicMelon.
In order for me to feel valued as your customer, I have to believe that you see me as an individual. I have to believe that you’re glad I’m a customer. And most importantly, I have to believe that you actually care about trying to help me as a customer.
Below is a list of actions that make me feel valued as a customer. Depending on your organisation and industry, you’ll likely have to adapt the specific actions to the specifics of your situation, but the principles should apply no matter the organisation or industry.
Acknowledge my presence
Even if you’re with another customer, at least give me a sign that you know I’m there. Eye contact and a smile is all it takes. Let me know that I’m more important than your paperwork or your colleague, and definitely let me know that I’m more important than chatting on your mobile phone.
Remember, I know that you know I’m there.
Return phone calls and emails as quickly as possible
Few actions more accurately demonstrate how important you think I am than how quickly or slowly you get back to me. That return call or email response that comes minutes after I left the message tells me that you respect me enough to show a sense of urgency. One of the greatest loyalty-building statements your customers can say is, “Thanks for getting back to me so quickly!”
Remember something about me
When you remember my name or what I ordered the last time or the name of my company or anythingabout me, you’ve paid me the ultimate compliment. You said I’m worth remembering.
Share a tip or insight
You know more about your products and services than I do, you know how I can avoid certain problems in the future, or how to get the product to do things I’ve never thought it could do or I’ve just completely forgotten.
When you give me that, “I didn’t know it could do that!” surprise, you’ve got me as a customer forever. Especially when I feel positively equipped to share with my colleagues my newly found insight!
Do something unexpected
When I make a significant purchase or go through an important personal event (first new-born child), a call, email, or handwritten note communicates that you’re thinking about me, and at least for the moment you’re creating a great impression.
Forwarding on content that’s relevant to me or to my business lets me know that you don’t just think about me when I’m spending my budget with you, you’ve also got my best interests in mind. Knowing that you’re looking out for me puts you on a higher level of preferred organisations I’d rather work with.
Saving face
There are a lot of things I think I know and don’t, or I know just enough to be very dangerous! There are many, many things that I knowI don’t know, but you’ll never win me over by making me feel like an idiot. When I feel idiotic or embarrassed, I just want the conversation to stop – which isn’t a great customer retention strategy.
The most skilful service providers gently nudge us in the right direction, while always respecting the customer. The absolute best service providers make the right solution look like the customer’s original suggestion in the first place. However you do it, making me feel good about myself makes me want to see you again.
Respect my time
An inevitable result of an organisation’s inefficiency, poor processes, or carelessness is wasted time for me as your customer. When I have to explain my problem each time my call is transferred, my life gets a bit shorter – time is the only resource I can never claw back.
On the other hand, whenever you do something that saves me time, or helps me to manage my time, you’ve separated your organisation from just about every other supplier out there.
Time to take stock
You’ve made significant investments with your current supplier; your credibility will eventually be on the line and you need value delivered. We all know what poor support can do to the reputation of any company. Whether you decide to make a clean break or redefine the relationship with your incumbent software supplier, it’s possible to prepare yourself for success and make a change.
LogicMelon
Award-winning recruitment software that will find, attract, hire and analyse the way you want to work.
At LogicMelon, we have experienced software recruitment marketing specialists to help you build effective recruitment solutions supported by the best customer service you’ll find anywhere!
