1. Give customers what they want – and what they need!
As people move along the path from prospective customer to buyer, they often encounter small triggers with the potential to have a big impact on their purchasing decision. A lack of
understanding about your products or services might interrupt that customer journey. By recognising the potential trigger points and providing useful tools and information along the way, you can reinforce the value of your offer and help a customer get what they’re looking for. In other words, try to give people what they want and need. Remember, the tools you provide do not have to be complex. In fact, the simpler the better.
2. Show customers that you care about more than sales
Customers should always feel valued and appreciated by your business, not only when it’s time to renew a contract or pitch a new product. Showing people that you care about more than sales is essential to building customer satisfaction and maintaining strong customer relationships. There are plenty of things you can do to achieve this. For example, you might offer unexpected loyalty discounts or surprise people with special offers on their birthday. The rewards don’t have to break the budget to boost engagement and keep those lines of communication open.
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3. Make it easy for customers to engage with your business
Keep it simple! If you make it hard for customers to engage with your business by asking too many questions, or having multiple data entry pages and fields to be validated, you might be creating an unnecessary barrier to sign-ups and sales. These frustrations have the potential to break the relationship. Instead of offering only a product or service, it’s worth creating value and meaning that is greater than just the solution itself.
4. Help customers improve their lives
To do this you need to build a relatable brand that your customers genuinely like. The more connected people feel to your brand, and the more value they see in being your customer, the more likely they are to be a long-term customer. For example, sponsorship can showcase your support for the local community. This won’t necessarily translate into immediate sales, but it may lead to tangible business outcomes in the future.
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Originally published 24th August 2015. Updated July 31st 2019.