Approximately two weeks ago we started exploring the Integrated Stakeholder Ecosystem (ISE), first understanding the foundation of business success by analyzing the essential trio, followed by what best strategies are used by some of the best employers and other organizations to achieve a happy and fulfilled workforce.
Moving alongside the ISE, today, I would like to focus on the Customers and what tactics have been used by companies out there to create an unforgettable customer experience and build lasting customer loyalty.
Before, one would say “Customer is always right” meaning just give the customer whatever he/she wants and…that’s it. Today, businesses need to think deeper about making their customers happy and loyal. Why? I believe the reasons are obvious: Raising market entrants being often the game changers disturbing the market and the power of internet and technology, creating virtual space for online customer reviews or viral marketing just to name a few.
So what do organizations do to build long-lasting customer relationships? What do they do to keep their customers come back, spread the good word with their closest, promoting the company without any financial compensation? Here are some key strategies:
Create a lovemark
Going beyond being seen as a product/service provider, but becoming a lovemark is not so easy. To give the customers a way to express their identity, aligning their values to the values of your company, provoking the feeling of proudness of being related to your organization and its product/service is hard, takes time but is absolutely worth it.
Show you care
As basic as it sounds, showing you care about your customers and you are willing to go an extra mile in your relationship is vital. To do so, make sure you have the right people facing your customers in the first place, that use simple tricks as: treating the customer with a smile and positive mood, remembering the customer’s name or their favorite product etc. Don’t confuse this with favoritism. It is about getting personal, and not treating your customers as a transaction. Many loyalty programs can easily help you track this information or send out birthday cards, but making sure your customers are treated with care also in person.
Align online & offline
In today’s interconnected world, it is important to develop both, an exceptional online and offline customer experience. Make sure you are aligned on the way you position and present yourself in both the virtual and the F2F setting, as to make a good impression online and then upsetting the customer in your store will hurt you (and so will vice versa).
Communicate it allÂ
Transparent and open communication is key…and this includes communicating the good and the not so good. Sharing the victories, a successful new product launch or a big win is of course needed. But, also to be honest about your mistakes makes you look human an vulnerable, which customers do appreciate and can relate to. Moreover, make sure you respond in timely manner, even if you don’t have the answer, letting them know you are working on their query and giving them a deadline when will you get back to them.
Listen – Listen – Listen
Listening actively and continuously to the customers’ needs, desires and complaints is another critical element. This often works better than just putting yourself in your customer’s shoes. To then actively translate what was heard into product or service adjustment or feeding this information into your R&D, Innovation or other departments is needed. Listening to your customers will shape the geographies you enter, the products/service you offer and most effective marketing channels.
Involve customers
More and more we see companies involving their customers in product and service design. If by implementing crowdsourcing into their strategies, inviting customers to test the pilots, come in for a focus group exercise or enabling customers to customize their product. Make your customers aware about the fact you are interested in their opinion and that their opinion matters to you.
Surprise them & Innovate
Everybody likes a little special surprise, making him/her feel special. This can be in a way of an unexpected gift or an extra freebie, or it can be done by showing them your drive for innovation and technology by a new feature or including virtual reality in your store.
Reflection time:
How do you make sure to deliver the best customer experience in your business? Which ones from the ones outline above are the key ones in your view? And…which ones are missing from your own experience?
