Building Customer Loyalty – A Few Basics
Building customer loyalty is a matter of focusing on the basics. Does your company need to refocus on any of them?
Studies have shown that businesses often spend five to six times more to attract a new customer than to keep an existing one. Over the long term, those dollars add up. In fact, a company’s ability to care for its customers often determines its survivability in the marketplace. Make customers happy and they’ll stick with you; disappoint them and they’ll tell their friends.
Hire friendly people. You have probably visited a business where you encountered a grumpy salesperson or a bashful receptionist. Unlikeable staff will not generate repeat business. The staff you employ should enjoy interacting with your customers. If your employees regularly hide out in the back room instead of greeting clients, it’s time to take a hard look at your hiring practices.
Request customer feedback. This can be as simple as spending a few minutes with a customer to inquire about his or her experience with your company. Be specific. Instead of asking, “How was our customer service today?”, ask something more along the lines of, “Did our salesperson answer all your questions about ‘XYZ’ project?”. You might also establish a focus group of customers to solicit ideas for improving your products and services.
Follow up. If customers spend valuable time providing their opinions via surveys, suggestion boxes, or focus groups, don’t ignore what they have to say. Let them know that you take their ideas seriously and are looking for ways to implement at least some of their suggestions.
Never stop training. Often employees treat customers rudely or disrespectfully because they simply lack training in proper etiquette. Show them the proper way to answer phone calls, how to make eye contact and smile, how to help without being pushy. With a little focused training, most people can learn good customer service skills. Take time upfront to develop these skills in your employees and you’ll reap dividends in customer loyalty.
Model proper behavior. Simply put, the boss should exemplify top-notch customer service. If your employees see you treating clients poorly, don’t be surprised if they assume that such behavior is acceptable.
Remember: it’s easier to keep an existing client than to beat the bushes for a new one. It’s cheaper, too.