A satisfied customer is all well and good, but if your customers do not feel as if you value them, you could be facing an uphill struggle for consistent growth. A customer who has bought from you in the past is up to 70% more likely to buy from you again, whereas new prospects may only convert at 20%. It’s not a question of whether or not you should be making your customers feel valued as, without happy customers, you do not have a business; the question is whether you are doing enough to make them feel valued. You must go beyond delivering customer service and take steps to build and nurture trusting and lasting relationships while recognizing them as individuals, not as sales.
Here are five ways you can show customers that they are valued and improve your relationship.
1. Respond to and engage with customers
We all know the frustration of trying to get in touch with a brand and waiting days or even months to get a response. You may feel that you are too busy and push them to the bottom of the list, but when you consider that customers are the lifeblood of your business, this is crazy. Whether you’re a startup with no staff or a huge corporation with thousands of employees, you can make time to reply to your customers in business hours. When you receive messages on social media, positive and negative reviews, or comments on your blog, use it as an opportunity to open up a conversation and show them the human side to the brand.
2. Establish a relationship of trust
Your customers need to have confidence in your brand, which does not happen instantly. If you are considering two products and one salesperson has bombarded you with features, benefits, and prices while the other has taken time to ask you questions about what you are looking for, which are you most likely to trust? When a customer trusts a brand, they are more likely to return to that brand in the future.
3. Try to get to know them
Brands and customers are closer than ever before, and much of this has been made possible by social media platforms. We can get to know people in a very personal way through social media interactions and digital marketing analytics, which will tell us where they are in the world, their gender and age, their interests, their profession, and even their relationship status. With this information, you can tailor not only your marketing but also your product development to reach them on a much more personal level. Find out how to use social media for market research.
4. Give your brand some humanity
Humanizing your brand is incredibly important when it comes to building positive and meaningful relationships with customers. You need to maintain yours professionalism, but allowing your brand’s personality to come through can help to deepen the brand-customer relationship. Customers will see you as more than just a money-making machine and be more inclined to engage. You can do this very effectively through social media such as sharing profiles of your team or behind the scenes photos. You could also give your product packaging a handmade, personal finish with crafted labels using letter stencils or a handwritten note of thanks.
5. Thank them
This leads on nicely to the final but crucial tip – thank you, customers, as much as possible. Whether you include thanks on a contract or invoice, on a written note with the product, in an email, or on social media, you need to make sure that you acknowledge how important your customers are to your success.