How To Build And Improve Your Customer Relationship?
Often, we find ourselves thinking and talking about how we could improve our customer relationship. How can you build your relationship with your customers? For a start, what do you think they want? According to Author Scott McKain in his book “What customers really want”, they are:
1. Compelling experience – emotional connection, for a compelling experience transcending transactions, loyalty is assured. Customer satisfaction: reliability, responsiveness, assurance, empathy … Get it right, not make it right!
2. Personal focus – Customers don’t buy a product but what it will do for them. Focus on their unique needs, challenges – not your own products/services. Today’s mass customization – anything digitized can be customized.
3. Reciprocal Loyalty — Endless prospecting instead? Doesn’t matter how many new customers you bring if you are losing more. Customer retention – vital for ongoing success.
4. Differentiation – Customers buy value/benefit. What makes your product/service special? Strategy : create a compelling competitive advantage by developing through your product/service, a unique aspect of your connection with customers.
5. Coordination – Improper communication, inadequate experience with the product/service, discrepancy between the experience the customer expects and that actually delivered, info spread about you by competition – create uncertainty. Live up to the expectation that has been created in your customer’s mind through marketing!
6. Innovation – “Wow” factor. Efforts on improvements only, status quo or disregarding innovation – merely accepting the good, not taking a shot at becoming great. Good is the enemy of Great – Jim Collins, Good to Great!
Think about your most important customers and tell us (without revealing names) what you think they really want?