Building a relationship with your customers is key to a successful business. Understanding your customers, knowing what will make their lives easier and better, will help you solve their needs. Use communication effectively, go above and beyond your customers’ expectations, and get feedback to build strong relationships with your customers.
Communication is essential to building any relationship. Once you understand your customers’ wants and needs, you can provide a solution, instead of just broadcasting to the world that you exist and expecting that to get people in the doors. Small businesses have an advantage when it comes to communication, especially when the leadership can interact directly with the customers. If you have employees who work with the customers more than you do, make sure they’re trained well and understand the importance of effective communication, being helpful, and solving problems before they start. As a leader in your business, it’s easy to forget that your employees may not have the same passion as you do. Take the responsibility to make sure they understand your goals and how your business can help others.
Go Above & Beyond
Under promise and over deliver. Consumers have many choices about where to spend their money. It’s unlikely that you’re the only one offering a product or service, so you need to stand out. There are many ways to exceed the expectations of customers. Amazon was the leader in offering free shipping, something that’s come to be expected by shoppers around the world. If you can’t offer free shipping, find other ways to differentiate yourself from the competition. The more ways you can outshine the competition, the better.
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If a customer asks for a refund, use that opportunity to find out why they weren’t satisfied and figure out if you can offer them another solution. Offer a coupon for their next purchase after they checkout. When they come back, ask them about their experience with the original product/service. Invite them to give their feedback without being too pushy. Customer feedback is a valuable tool to help you provide the best solutions and ultimately make more sales, so don’t be afraid to compensate them for giving their honest assessment.
When you know more about your customers, it’s easier to provide the things they need to make their lives better. Using customer feedback to create buyer personas can help you create a focused approach to your marketing. Take a peek at our earlier blog post to learn more about creating buyer personas.