Running Your Business By The Golden Rule
is always in style!
Customers make a company successful. The tough part...keeping those customers. All the savvy marketing companies will tell you that businesses tend to spend the most money trying to obtain new customers; in reality it costs a company 6-7 times more to seek and get a customer. THAT’S OBSCENE!
There's a right and a wrong way to keep a customer. You have a brand, or at least you should if you've been in business for any length of time. How do you want your customers to experience their interaction with it? Keeping your current customers happy, should win them over and keep them from moving on; now having a bad experience is a whole different story.
We get asked all of the time, "how do I keep my clients happy"? Ensure the experience they have with you or your staff, the product itself, and and services that may come with it are streamlined towards them, your clients.
How do I do that; provide a streamlined, positive visit for them? We like to say it's easy, but we know that if you're new to this whole CX thing, it could be quite challenging. If you bought a new toaster and it didn't toast in the morning, you'd be really upset, right? (This is a personal story from me.) You'd call their customer service department during the day when you could. Well, when they're hours vary from your time zone, you're unhappy, mad in fact. You send an email instead. Crickets for days! You're more mad. You go back into the store and the sales person says you need to call customer service to find their local repair shop. Not cool!
On the other hand, what if the toaster worked so well that first morning that you wanted to let everyone know. You wanted to send an email review, in fact you wanted to post it on Facebook. You called the store to let them know how well it worked, and you texted a few friends about your new toaster. That is the difference between an effortless experience with a brand, and a negative one. It about the entire journey the customer takes with your brand. This scenario may be a bit embellished, but you get the picture.
Just remember that the “if you build it, they will come” attitude does not always mimic the truth. You must continually build that solid foundation of attaining and retaining your customers with an experience they will remember…NO MATTER THE INDUSTRY!
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