Lollipop Marketing -

The Two Words That Will Keep Your Customers Coming Back For More

by Erin Scoggins

Now think about all of the products and services you have purchased over the last week.  How many times were you told how much the business appreciated you and your business?

These days, the amount of interaction many businesses have with their customers is limited.  You can enter your credit card online, then come home a few days later to find exactly what you ordered waiting on the front stoop.  This is great for convenience, but not for creating loyal customers.

What can you do as a business owner to bring back the personal touch that will make your customers loyal to you?

Show some gratitude. 

Here are five ways you can use common courtesy to give your business a competitive advantage:

1.      Send a note of thanks

When was the last time you received a note thanking you for being a good customer?  Not a note asking for more business or a reminder of an upcoming sale – simply a note to say thanks for your business?  Customers notice when you appreciate them.  They are more likely to provide you with repeat business or refer your services to their friends.  Web-based businesses can start this process by setting up an auto-responder to send customers a message after their purchase.  It’s easy to go the extra mile, though, by sending your customers a handwritten note or a personal e-mail that says you appreciate their business.

2.      Make it personal

Have you created a new product that fits in well with the style of one of your customers? Found an article that you think a particular client would be interested in?  Drop her a note or give her a call to let her know.  Not only does this keep your business fresh in your customer’s mind, it also validates that you have been paying attention to your customer’s goals and style.

3.      Don’t ignore complaints

When your customers complain, thank them.  If a customer wasn’t interested in maintaining a relationship with you, he would simply shop elsewhere.  A complaint gives you somewhere to start to create a loyal customer.When you receive a complaint from a customer, take the time to thank him and listen to what he has to say about your product or service.  If possible, offer several solutions and let the customer choose the one that works the best for him.  Listening to your customers, even if they are complaining, gives you an opportunity to give the kind of follow-up service that will make you stand out from your competitors.

4.      Give them more than what they ask for

Wrap the items your customer ordered in pretty tissue paper like a gift.  Drop a couple of new product samples in the box.  Take a moment to picture what your customers will see when they open their package from you.  Make the experience memorable.

5.      Follow up

Following up is an essential component of excellent customer service.  Let your customers know if they are going to experience a delay for any reason.  Make it easy for them to track packages and see the status of projects.

A few days after you send out a package or provide a service, follow up with your customer to make sure the experience was a positive one.  Take suggestions, make corrections and listen to the feedback you receive.  

It does not take much time or money to make your customers feel appreciated.   Happy customers are more likely to be loyal customers.  Make an effort to sweeten your customers’ experiences and your bottom line will thank you.

About the Author: Erin Scoggins is a copywriter and small business marketing specialist. She owns ExpressionWorks, a North Carolina-based marketing and communications firm. For more information, please visit www.expressionworks.com.