"Make customer feel imperative to gain loyalty"

"Make customer feel imperative to gain loyalty"

The growth and prosperity of every organization directly corresponds to the size of its customer base. Organizations therefore strive to build a strong customer base. They implement elaborate customer relations management systems, sophisticated marketing techniques and use several state of the art processes and procedures to influence customer behaviour. In spite of all their efforts many organizations fail to understand their customers. This is because somewhere down the line they focus too much on process and fail to acknowledge that customers are people first. People like to gravitate to those who make them feel important. The companies, which assiduously focus on this well-known facet of human behaviour, attain success. To achieve customer loyalty, organizations should view interactions with customers not as one-time transactions but as a means to establish a long-term relationship. Every touch point with the customer like creating awareness about products, sales, billing, service and so on should be carefully evaluated to ensure that the customer is provided with a personalized and pleasant experience. Here are some insights into what highly successful organizations do to make their customers feel valued:

Train the staff well: They impart extensive training to the staff in divisions such as marketing, sales, billing, service and front office on how to treat every customer with utmost respect. Every action of the staff is aimed to add to customer satisfaction levels.

Honour special requests: They lay special emphasis on good after sales service to retain and expand the existing customer base. They never turn down a special request made by a customer. In fact they themselves give good offers on maintenance contracts to please the existing customers. It is always more expensive to attract new customers than retain old ones. Benefits overweigh the costs of going the extra mile to satisfy an exiting customer because a satisfied customer invariably brings in new business through word of mouth publicity.

Anticipate customer needs: A very important factor that tops customer preference list is convenience. Top-notch companies make the experience of transacting with them as convenient as possible for the customer. They shorten all cumbersome procedures so that the customer finds it easy and convenient to deal with them. Simplified processes allow them to handle greater volume of customers in a more cost efficient manner. Also they will be saving lot of time and trouble for the customers. No wonder they become the company of choice to the customers.

Design special offers: They ascertain customer preferences through an analysis of past behaviours. Then customers are grouped into different categories according to variations in preferences. They tailor suitable packages for each category of customers giving importance to their special preferences. The various deals, discounts and special offers make the customer feel truly privileged.

Address customer by name: The simplest way to make a customer feel important is to address him by his name and add to the personal touch.

Value customer opinions: They do not rely on elaborate customer satisfaction surveys. Instead they find out by directly asking the customers what they are doing right to do more of it and where they are falling short of expectations so that necessary changes can be introduced.

Apologize when wrong: They follow excellent escalation management techniques to always keep the customer in the loop when things go wrong. When a customer is explained about the issue and told what is being done to rectify the situation, he tends to understand and cooperate. A timely apology and action to alleviate customer woes makes the customer feel valued.

Send a thank you note: Some organizations send a thank you note accompanied by a surprise gift to long-standing customers on special occasions such as company anniversaries. This is a good way to acknowledge the customer patronage and make him feel important.

In highly competitive industries making the customer feel important is the essential key to win over customer loyalty. Taking cues many organizations extend a royal treatment to the customer and enjoy his patronage in return.

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