How Happy Customers are Your Biggest Marketing Opportunity
Throughout my professional career, one slogan has stuck with me: “The customer is always right.” While we may argue that that may not always be true, the idea behind it is simple: A happy customer is a loyal customer. They will leave you good reviews; tell others about your company; and will help your marketing tactics improve. When you finish helping a customer, or publish your latest blog post, you want good feedback. That’s where your happy customers come in.
Yes, anyone can write a great whitepaper or design an awesome infographic. But none of that matters if your audience isn’t responding to it. This leads me into my first point. You must listen to what your customers are talking about and asking for. Skim through your companies’ social media page and look at comments on posts or any conversations that are occurring. Your customers are your biggest promoters, which means their opinions are what matters most at the end of the day.
If you aren’t too worried about the well-being of your customers, a statistic from Entrepreneur might change your mind. It says 86 percent of consumers say they would pay more for a better customer service experience. So, what makes a happy customer? Every business is different, depending on the industry, but these three things are pretty consistent across the playing field.
- Feedback: Allow for constant feedback on how you and your company are doing. It’s not always easy to know what your customers are thinking or feeling. In today’s digital world, there are so many ways to do achieve this: online surveys, Google ratings, referrals, etc. After all, a referral is the greatest form of flattery.
- Personalization: Step away from the phone or computer and have a real face-to-face conversation. You want your customers to feel valued and important. While doing things online is quick and easy, you lose the opportunity to really get to know your audience.
- Transparency: Keep your customers in the know on what’s happening with your business. Good or bad, you don’t want your customers to think less of you because you weren’t upfront with them. In fact, 90 percent of customers stop investing in a company when they discover irresponsible or deceptive business practices. So be transparent.
If you aren’t thinking about customer satisfaction at this point, then you are leading your business in the wrong direction. This concept doesn’t just apply to one person, department or team. Good customer service should be everyone’s jobs. It doesn’t end after you make the sale or get that signature. Once you get a customer, now it’s your job to nurture the relationship and turn them into a loyal, repeat customer.
So, as I’ve reached a major milestone in my career, the “customer is always right” slogan has come to mean something very different. It’s not a matter of right or wrong. It’s about giving priority to customer satisfaction. Your customers make the business. It’s your job to keep them coming back.