The famed author Thomas Merton said we value people not for whom they are but for their usefulness. This is the same mistake companies make with customers. They value them for their usefulness – for what they spend.
Customers see it differently – quite differently. As Gallup Inc. researchers point out in commenting on the economy, “Consumers are spending money, but they’re more inclined to spend it only on businesses they feel good about.” In other words, their money is going where they feel valued.
Here are 22 ways to meet today’s major challenge of making customers feel valued:
1. Never ask a customer to call back. Take their number and call them back or let them know who will be in touch with them.
2. Never leave customers hanging. Always close the loop by letting them know what to expect or what’s going to happen next.
3. Always follow up right now. Fast action is impressive; it says you care.
4. Ask customers if they would like help filling out forms. The offer alone sends the message you’re willing to take the time to be helpful.
5. Make all messages, written and spoken, customer centric. Start by never using “I” or “We.” Work at keeping the focus on the customer.
6. Give customers a contact person. There’s nothing worse than feeling abandoned and that’s what happens to customers when they can’t penetrate a corporate firewall.
7. Never let the size of the sale influence the way you treat a customer. When making a large purchase, customers expect the “red carpet” to be rolled out. But when a customer gets the same attention making a small purchase, it creates a lasting positive impression.
8. Never fail to acknowledge a customer, even when you’re busy. Failing to do so … diminishes the customer, is never forgotten and damages the relationship.
9. Never make excuses. They send a message to others you’re weak and deceitful, someone who can’t be trusted.
10. Always ask questions. Customers will be surprised and impressed because they’re always afraid no one will listen.
11. Give believable answers. Short answers satisfy customers, but always ask if what you said is clear.
12. Never leave a customer wondering. Always encourage them to call, email, or text you.
13. Be precise when you tell a customer you’ll get back to them. Let them know when they can expect to hear from you, and, if there’s a change, keep them informed.
14. When there’s a problem, take ownership. Now the customer can relax and not worry about what might go wrong.
15. Surprise them with something unexpected. It may be free shipping, upgraded delivery, a discount, a gift card, or an enhanced warranty.
16. Acknowledge purchase anniversaries. It shows your appreciation and keeps you top of mind.
17. Help people feel good about their purchase. Reinforce its value: “You’ve made a terrific choice.”
18. Check in with customers a week after making a purchase. Make it a time to ask if they have questions and what they like best and least about their purchase.
19. Use the one word that reassures customers. When customers ask you to do something, say, “Sure.” Then figure out what to do – and do it.
20. Help customers avoid “buyer’s remorse.” Remind them why they made the purchase, what they liked about it and share third-party testimonials to validate their decision.
21. Always say “Thank you.” Every conversation is an opportunity to express appreciation, whether it’s responding to a problem, greeting a new customer, hearing about a mistake or getting an order.
22. Stay in touch. Offer helpful information and be sure to ask their opinion of a product, service, or customer experience.
John Graham of GrahamComm is a marketing and sales strategy consultant and business writer. Contact him at jgraham@grahamcomm.com.
