“Customer loyalty is dead.” I’ve heard this statement repeated several times by opponents of Customer Relationship Management (CRM) systems, and business owners that don’t truly understand how to build customer loyalty.
And, it’s no wonder they feel that way. Think about the number of stores you’ve personally visited, never to return to again. If a person does not return to a store or business, there is usually a good reason for it. They might include:
BAD EXPERIENCES
Everybody has a bad experience they like to share. And, more often than not, when I hear
these stories my heart goes out to the business owner rather than the customer. It seems as if
the country is obsessed with attacking supervisors and business owners for any reason. The service is too slow, the food is cold, the employees didn’t talk kindly, I had to wait, and so on and so forth. Meanwhile, the business owner is running around trying to make everybody happy.
Everybody has a bad experience they like to share. And, more often than not, when I hear
these stories my heart goes out to the business owner rather than the customer. It seems as if
the country is obsessed with attacking supervisors and business owners for any reason. The service is too slow, the food is cold, the employees didn’t talk kindly, I had to wait, and so on and so forth. Meanwhile, the business owner is running around trying to make everybody happy.
Without knowing the secrets to winning lifelong customers, mistakes will inevitably be made. But
if you know the secrets, even mistakes can turn out in your favor.
THEY DON’T FEEL SPECIAL
There is a hobby shop in Mesa, Arizona notorious for its arrogance. When I say arrogance, I mean that the owner and employees have such an elevated opinion of themselves (and their expertise in model cars and airplanes) that customers literally feel an energy drain when they step foot inside the hobby shop doors.
Such actions may be the very reason a buyer never returns. You see, on top of everything else the small business owner must do, they must also make the buyer feel special. This all relates
back to the idea of building the relationship ةwith your customer.
No one wants to be just another customer. We want to be the “special”ة customer. We want to feel that our decision to buy meant more to the business owner than just another sale. But sometimes businesses get caught up in speedy transactions, and swift customer turnarounds,
and forget to consider their most valuable asset…the customers. But the result is your customer
will walk out the door and never come back.
Make your customer feel special.
NO ENCOURAGEMENT TO RETURN
How many people view “the sale” as the end-all moment to customer interaction? “The customer purchased, my job is done.” This is a mentality that absolutely terrifies me because it means the small business owner has given up on future “mastering moments.” Nevertheless, it’s common
among small businesses. The customer gets their product, packs it up, and as they’re heading out the door, the employee or owner shouts, “Thank you. Come again.”
And that’s supposed to entice the customer to return? More than likely they’re thinking, “Mmmhmm. Whatever.” They look at the “come again” comment as a knee-jerk reaction, not a sincere request for repeat business.
I feel absolutely exhausted as I’m talking about this. How difficult was it to get the person
through the door, on the phone, or online buying your product or service? And now you’re just going to let them go? What about all the work you did to make them buy from you in the first
place? What about all the money you spent? Learn the techniques for winning lifelong customers.
Keep a Database
If you want your customers to know you truly care and appreciate them, you have to keep a
customer database. Maybe you can’t be the business owner that remembers everyone’s name,but who needs to know that?
Picture this: a customer calls you up and says, “Hi, I recently bought product X. I really like it. I
was wondering if you have any more.”
This is wonderful! Of her own choice the buyer has returned to you. Now it’s time to capitalize on
the situation. You ask for the customer’s name and plug it into your database. Luckily, not only
does your customer’s name show up, but you know the day she last came in, exactly what product she bought, and you’ve made a note that she had three kids in tow when she came in before.
Rather than answering your customer with a dull, “Yeah. have more,” you say:
“You know, Nancy, I remember when you were in here last. You had your kids with you. How are they doing?”
A stunned Nancy says, “They’re doing well. Thank you.” She’s too stunned to say anything more, so you say, “We certainly have product X in stock. Will you be in to pick that up today? I know it’s tough to get around with three small children.”
You just gained a loyal customer. Of course, the best part of doing business with Nancy was
being able to wow her. You remembered who she was (or at least she thinks you did). All of a
sudden, instead of feeling like just another woman dragging three kids around, she’s the woman
with three kids that you remembered. You’ve just offered her special treatment. You rolled out
the red carpet. And the added bonus is the increase in sales. Truth is: you’ll REALLY remember
her next time.
Target Your Follow-up Campaigns
Databases are great because of the valuable information they hold. And, with that kind of information, the marketing campaign you’ll be sending out to your customers is going to be magical.
Your customer follow-up should constantly be giving your customers a reason to return. The same materials you sent to convert them, are going to keep them coming back. But now you’re much more likely to get them to work with you again. First, they’ve purchased a product from you, so you know what items they like. Second, you know the price range they choose to stay in and you ةwon’t be pushing a mother on a tight budget to buy an elaborate spa package. (Even if she could probably use one.) Third, they bought from you once. And, assuming there were no disasters, you’ve gained more of their trust.
When would you go to Kentucky Fried Chicken? When you felt like eating some chicken, right?
Customers are coming to you because they need or want the product or service you offer. That
places a heavy responsibility on your shoulders. Why? Because you need to deliver as promised. If you claim to be a fast food restaurant, then you better get that food out fast. If you’re a bookstore, you better offer a wide variety of books.
As humans, we want things to be predictable. Even someone who likes surprises doesn’t like surprises where their money is concerned. (Not unless they’re getting more of it.) It is when you can offer a valuable, predictable service that you will have customers happily returning to do business with you.
When I have a craving for great Mexican food, I go to Gecko Grill. If my car is dirty, I swing by
Full Circle Auto Wash. But why do I head to those places? Because I know I will get what I am
paying for…every single time. And, when I don’t, I switch!
It’s the Simple Things that Make a Difference
Lifelong customers come from following a few basic ideas: keep a database, make your customer feel special, understand the value of your customers, and deliver your product or service as promised. By following these simple tips, you’ll minimize customer dissatisfaction and build wealth through a large customer loyalty base.
But don’t make it complicated. And don’t be extravagant. Simple solutions are best.
An employee of mine went to the Apple store to find a power cord for his computer. He was informed by the salesperson that his computer was an older model and cables for such computers were no longer manufactured. Rather than miss an opportunity, the saleswoman GAVE my employee an old cord that the store had been using for demos and no longer had a use for. You can bet that my employee will remain loyal to Apple for a long time to come.
You’ve got to give yourself the edge. Customer loyalty is not dead. People still feel a sense of
obligation. You have the ability to create that loyalty through the relationship you build with your
customer. On the other hand, if you’re not putting some real effort into customer loyalty, eventually, your customer will head somewhere else.
Let me relate one more story. A friend of mine was torn when her brother-in-law became an
insurance salesman. This friend had used the same insurance salesman for years, but felt her
loyalty now lay with her family. It was after realizing that her original salesman had never
made an effort to retain her as a customer that she easily cancelled her policy and went with
her family obligations.
The world is full of better offers. You’re never going to be able to give your customers the best deal. (Most of the time it’s because you aren’t even aware of what the best deal is.) But, by treating your customers the way they deserve, you will be creating customers for life. And a lifelong customer adds all kinds of revenue to your bottom line.
There is one more aspect of creating lifelong customers. This might sound contradictory, but you
need to capitalize on their patronage…but that’s for the next chapter to address.
back to the idea of building the relationship ةwith your customer.
No one wants to be just another customer. We want to be the “special”ة customer. We want to feel that our decision to buy meant more to the business owner than just another sale. But sometimes businesses get caught up in speedy transactions, and swift customer turnarounds,
and forget to consider their most valuable asset…the customers. But the result is your customer
will walk out the door and never come back.
Make your customer feel special.
NO ENCOURAGEMENT TO RETURN
How many people view “the sale” as the end-all moment to customer interaction? “The customer purchased, my job is done.” This is a mentality that absolutely terrifies me because it means the small business owner has given up on future “mastering moments.” Nevertheless, it’s common
among small businesses. The customer gets their product, packs it up, and as they’re heading out the door, the employee or owner shouts, “Thank you. Come again.”
And that’s supposed to entice the customer to return? More than likely they’re thinking, “Mmmhmm. Whatever.” They look at the “come again” comment as a knee-jerk reaction, not a sincere request for repeat business.
I feel absolutely exhausted as I’m talking about this. How difficult was it to get the person
through the door, on the phone, or online buying your product or service? And now you’re just going to let them go? What about all the work you did to make them buy from you in the first
place? What about all the money you spent? Learn the techniques for winning lifelong customers.
Keep a Database
If you want your customers to know you truly care and appreciate them, you have to keep a
customer database. Maybe you can’t be the business owner that remembers everyone’s name,but who needs to know that?
Picture this: a customer calls you up and says, “Hi, I recently bought product X. I really like it. I
was wondering if you have any more.”
This is wonderful! Of her own choice the buyer has returned to you. Now it’s time to capitalize on
the situation. You ask for the customer’s name and plug it into your database. Luckily, not only
does your customer’s name show up, but you know the day she last came in, exactly what product she bought, and you’ve made a note that she had three kids in tow when she came in before.
Rather than answering your customer with a dull, “Yeah. have more,” you say:
“You know, Nancy, I remember when you were in here last. You had your kids with you. How are they doing?”
A stunned Nancy says, “They’re doing well. Thank you.” She’s too stunned to say anything more, so you say, “We certainly have product X in stock. Will you be in to pick that up today? I know it’s tough to get around with three small children.”
You just gained a loyal customer. Of course, the best part of doing business with Nancy was
being able to wow her. You remembered who she was (or at least she thinks you did). All of a
sudden, instead of feeling like just another woman dragging three kids around, she’s the woman
with three kids that you remembered. You’ve just offered her special treatment. You rolled out
the red carpet. And the added bonus is the increase in sales. Truth is: you’ll REALLY remember
her next time.
If you work just for
money, you’ll never make
it, but if you love what
you’re doing and always
put the customer first,
success will be yours.
- Ray Kroc
McDonald’s Founder
Target Your Follow-up Campaigns
Databases are great because of the valuable information they hold. And, with that kind of information, the marketing campaign you’ll be sending out to your customers is going to be magical.
Your customer follow-up should constantly be giving your customers a reason to return. The same materials you sent to convert them, are going to keep them coming back. But now you’re much more likely to get them to work with you again. First, they’ve purchased a product from you, so you know what items they like. Second, you know the price range they choose to stay in and you ةwon’t be pushing a mother on a tight budget to buy an elaborate spa package. (Even if she could probably use one.) Third, they bought from you once. And, assuming there were no disasters, you’ve gained more of their trust.
3 Reasons Your Customer Database is Going to Improve Your Follow-upDeliver as Promised
• You know what they want
• You know their price range
• They know you
When would you go to Kentucky Fried Chicken? When you felt like eating some chicken, right?
Customers are coming to you because they need or want the product or service you offer. That
places a heavy responsibility on your shoulders. Why? Because you need to deliver as promised. If you claim to be a fast food restaurant, then you better get that food out fast. If you’re a bookstore, you better offer a wide variety of books.
As humans, we want things to be predictable. Even someone who likes surprises doesn’t like surprises where their money is concerned. (Not unless they’re getting more of it.) It is when you can offer a valuable, predictable service that you will have customers happily returning to do business with you.
When I have a craving for great Mexican food, I go to Gecko Grill. If my car is dirty, I swing by
Full Circle Auto Wash. But why do I head to those places? Because I know I will get what I am
paying for…every single time. And, when I don’t, I switch!
It’s the Simple Things that Make a Difference
Lifelong customers come from following a few basic ideas: keep a database, make your customer feel special, understand the value of your customers, and deliver your product or service as promised. By following these simple tips, you’ll minimize customer dissatisfaction and build wealth through a large customer loyalty base.
But don’t make it complicated. And don’t be extravagant. Simple solutions are best.
An employee of mine went to the Apple store to find a power cord for his computer. He was informed by the salesperson that his computer was an older model and cables for such computers were no longer manufactured. Rather than miss an opportunity, the saleswoman GAVE my employee an old cord that the store had been using for demos and no longer had a use for. You can bet that my employee will remain loyal to Apple for a long time to come.
You’ve got to give yourself the edge. Customer loyalty is not dead. People still feel a sense of
obligation. You have the ability to create that loyalty through the relationship you build with your
customer. On the other hand, if you’re not putting some real effort into customer loyalty, eventually, your customer will head somewhere else.
Let me relate one more story. A friend of mine was torn when her brother-in-law became an
insurance salesman. This friend had used the same insurance salesman for years, but felt her
loyalty now lay with her family. It was after realizing that her original salesman had never
made an effort to retain her as a customer that she easily cancelled her policy and went with
her family obligations.
The world is full of better offers. You’re never going to be able to give your customers the best deal. (Most of the time it’s because you aren’t even aware of what the best deal is.) But, by treating your customers the way they deserve, you will be creating customers for life. And a lifelong customer adds all kinds of revenue to your bottom line.
There is one more aspect of creating lifelong customers. This might sound contradictory, but you
need to capitalize on their patronage…but that’s for the next chapter to address.
© 2008 By Clate Mask
