Looking Beyond Your Bottom Line: How to Make Customers Feel Valued

Develop Relationships

A key aspect of customer acquisition is to develop relationships with potential and existing customers. Develop a system to keep track of potential customers so you can understand who does and doesn't stick around. Use a CRM package to get information about your customers, their preferences, and their purchases. Don't just let all of that information sit in a computer somewhere, either. Use it to offer personalized discounts and special offers. Tailor promotions around milestones like birthdays and anniversaries if it is appropriate in your business.

Celebrate With Them

Take the time to find out what matters in the lives of your customers and celebrate these moments with them. Highlight them on social media accounts with pictures, shout outs, and even a customer of the week or month section.

Make sure to include customers in your celebrations and triumphs, too. Include any important contracts, mergers, or acquisitions in your newsletters. Be sure to share how it will improve your business' offerings and services to your existing customers so the information is relevant to them.

Cultivate a Professional Appearance

This goes for you as a manager, for all staff, your facilities, and any equipment you operate. The first impression you make will affect whether people do business with you, so make sure you are spot on every day.

Ask Questions

How can you know what your customers want and need if you don't ask questions? It is, after all, a great way to get information. Ask what people are looking for, what they are trying to achieve, and if they have any budget constraints.

Actively Listen

Asking questions isn't enough. You have to actively listen to what customers tell you too. Once you think you understand what they are saying, repeat it back in your own words for verification. Ask if you have it right. If not, ask for clarification.

Listening applies to what they say and how they act. Body language is just as important as what someone is saying, so pay attention to their cues and act appropriately.

Give Complete Answers

Always make the effort to fully answer your customers' questions, even if it means finding someone else who has the answer or the need to follow up with additional information later on. Never be afraid to admit that you don't know something, or to ask someone more knowledgeable for their help. It is more than likely that your customers will appreciate your honesty and willingness to go the extra mile to find an answer for them.

Incorporate Feedback

Asking for feedback isn't enough; you need to incorporate it into your business strategy too. When a customer or employee offers feedback on one of your business practices or products, take it into consideration. Ask yourself if they have a valid point and if there is a way to improve on what you are already doing.

Serve Their Interests

Sometimes you simply can't give a customer what they need or want. In cases like this, be willing to direct even a long-time customer to a competitor who can better serve their needs. The customer will appreciate that you want them to be happy and satisfied, even if it means losing this round of business. Chances are they will remember your concern and come back to you later on. Who knows, you may end up getting referrals from that competitor in the future too.

You may have noticed a trend in these suggestions: Communication is key to gaining and keeping customers. Be honest with customers, treat them with respect and dignity, and create a corporate culture where everyone feels valued to build a strong business strategy.