Keeping your customers happy is essential in making money and keeping your business alive. Customer satisfaction is non-negotiable, if customers aren’t satisfied, they won’t just leave you, they will tell everyone about their experience and then leave you for one of your competitors. According to the Harvard Business Review, 48% of customers who had a negative experience told 10 or more others, so it is as much about keeping your existing customers happy as it is about trying to get new customers.
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Many companies are trying to compete in their industry based on the price of their product or offering, trying to undercut competitors or offer something extra. However it’s 2018, and this strategy is becoming less and less, and people are more concerned with customer experience.
According to the U.S. Small Business Administration, 68% leave brands because they are upset with the treatment they’ve received.
Looking after your customers and their experience starts before they are even customers and once they are customers you need to make sure their experience exceeds their expectations to build that customer loyalty.
Mapping out a customer’s journey is very important, going through the different steps a customer will take from the very start, puts you in the shoes of the customer and helps you to see the experience from their angle.
A customer relationship management (CRM) system is also vital in keeping customers happy as helps manage this experience for customers as it manages customer data, supports sales management, delivers actionable insights, integrates with social media and facilitates team communication. Cloud-based CRM systems offer complete mobility and access to an ecosystem of bespoke apps.
The more you know about customers, the more you remember and the more your clients will see that you care about them enabling you to create a much stronger connection and a deeper relationship with your customers. Also, the more you know about your customers, the better able you are to serve them. CRM systems are used to record customer interactions meaning that everyone who is in a customer facing role will be aware of every customer interaction and can serve the customer with the knowledge of what has been previously discussed with them.
Don’t overpromise. It’s far more useful to underpromise and over-deliver rather than the other way around. Set realistic expectations from the beginning and make sure your customers are happy with that from the start.
Communication is key to keeping your customers happy. It makes everything easier and talking to them about how things are going if they’re satisfied with your services and what you could do to improve, is a great way to make them feel valued as well as gaining valuable insight. Make sure you let them know that you appreciate what they have to say.
Finally, add a personal touch. Customers appreciate a handwritten note, the use of their name or you remembering personal information they might have told you before. It shows that you care and retains the loyalty.
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