Want a surefire way to improve your business performance? Give your customers a reason to form an emotional connection with your company. Good customer are built on customer experience. According to BDC Client Experience Manager Chris Palin, this experience is about how you exceed customer expectations.
"Research shows that simply 'satisfying' customers isn't enough to guarantee they'll come back," says Palin. "You have to go above and beyond. This is true whether you run a coffee shop where regulars want to feel like family or an auto parts company whose customers demand high-quality, responsive service."
6 ways to build better customer relationships
- Understand what your customers value
To find out what your customers value, always listen to what they say and how they say it, and adjust your approach to match their expectations.
Some people will want a lot of personal contact with your business. Others may not be interested in attracting too much attention: they just want to call you, place an order, and get on with their day. Some will be very price-conscious, while others will look for all the bells and whistles.
- Show that you really care.
As a general rule, people want to connect beyond the professional level. That's why it pays to be friendly and personal. Find out what you have in common with your customers and engage on that topic.
Some people naturally keep these types of details, but if you don't, write them down in your contact list. The key is to always be authentic. "Customers can tell when you're not being authentic," says Palin.
- Adapt to their pace
If a customer picks up the phone and is obviously in a hurry, don't slow them down with small talk and pleasantries. But if a customer calls and wants to chat, make sure you don't rush them off the phone.
- Let your brand be a guide for customers
Your branding and marketing make a promise about the customer experience and your organization as a whole – and it’s essential that you deliver on that promise. If you claim to be always there for your customers, but people can’t get past voicemail when they call, then you haven’t delivered on your promise.
The promises you need to keep are closely tied to your organization's unique value proposition. Think of a subscription-based retailer versus a boutique store with cutting-edge technology.
- Model the behavior you want to see.
How you treat your employees shows them how you should treat your customers. If you're always trying to cut costs, your employees might assume they shouldn't offer discounts or add value in other ways, which can go a long way toward exceeding customer expectations.
- Remember that relationships are built over time.
Palin says that while it's important to go above and beyond, "You don't have to hit a home run in every conversation."
He notes that some companies use customer relationship management (CRM) software to help manage their relationships over time. While these can be useful, especially in larger companies with formal customer relationship programs, they are not necessary to provide exceptional customer experiences.
