Building Customer Loyalty
The following tips can apply to virtually any profession or industry. If you think that these are self-evident, then I challenge you to take a personal assessment. Print this page and keep the list on your desk for one week. Place a checkmark next to each item when you conduct an activity that fulfills one of these objectives. Can you check all of these items in one week? Are you actively practicing the commitment that you desire from your customers?
If you want
loyalty, you have to give it
Makes a list of your most important customers or clients. For your
general customers or clients, demonstrate your commitment in general
terms and especially when they need you. For the most important
customers, demonstrate your commitment and let them know how much
you appreciate them. Sometimes loyalty takes sacrifice.
Communicate
Building a lasting relationship requires communication.
Communication means listening to your customer or client, as well as
conveying your own message. One sided communication is a speech,
mutual communication is a conversation. Communicate when things are
going well and when there are problems. When things are going as
expected, bring it to their attention. When there are problems,
provide the scope of the challenge and your solutions, preferably
before the customer even knows that the problems exists. This builds
credibility, confidence and trust.
Understand Your
Customer's Goals
The products or services that you provide are only meaningful in
the context of your customer's objectives. What you do is intended
achieve financial or strategic objectives, or fulfill a need.
Understand and communicate your value from the perspective of the
customer. Be aware of changes that may affect the customer
requirements and your perceived value so you can adjust accordingly.
Be Consistent
One of the best ways to manage expectations is to be consistent.
Be consistent with your quality, your responsiveness and delivery of
goods or services. Establish a routine schedule for communication
with your most important customers, so you can call "just to talk"
and check the pulse of the relationship.
Build Credibility
There are two easy ways to build credibility. First, do what you
say you are going to do. If you leave a message to call back or make
a commitment for follow-up, then call when you said you would call.
Even if you do not have all the answers, call when you commit to
call back. The second way to build credibility is to take time to
get the best answer. Sometimes you may not know the best response to
a situation or request. Ask for time to research and come back with
the most accurate answer or information that you can obtain. Taking
time for accuracy can be far more beneficial to your customer than a
quickly but incorrect reply.
Cracker Jack
Surprise
Give your customers something more than expected. Don't tell
them in advance, just do something to demonstrate your appreciation.
It can be as simple as a greeting card, email or small token to show
your appreciation. Loyalty is a relationship, and it should be
nurtured as you would care for a friend. Do not take it for granted.
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Words of Wisdom
"An ounce of loyalty is worth a pound of cleverness."
- Elbert Hubbard
"Unless commitment is made, there are only promises and hopes...
but no plans."
- Peter Drucker
"The quality of a person's life is in direct proportion to their commitment
to excellence, regardless of their chosen field of endeavor."
- Vince Lombardi
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About the Author:
John Mehrmann is a freelance writer and President of
Executive Blueprints Inc., an organization devoted to improving
business practices and developing human capital.
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