Love your customers. It sounds so simple, doesn’t it? Funny how the simplest things often get overlooked, or become undervalued. You can spend all the time and money in the world on incredible marketing strategies and ad campaigns, but if you don’t show your customers you love them, all that spending and strategizing will be for not.
For a lot of us in this industry, we provide one crucial piece to Maslow’s Hierarchy of Needs to our customers: the need for security. People need to feel safe, and by nature, a lot of our products and services achieve that.
Going a step further, the third tier in Maslow’s hierarchy is love. We all need to feel loved and cared for. We tend to pursue what makes us feel good and loved. Think about examples in your personal life — would you rather surround yourself with people who make you feel good or bad? So what do you think will happen if you show your customers that you truly care for their well-being? They’ll reciprocate that love you show for them by being loyal, and hopefully spreading the good word about your business.
Since you can’t go out and hug each and every one of your customers (plus, social distancing and all…) how can a business show love for its customers? Here are a few of the tried-and-true ways to show your customers you care.
One of the best ways to show love is to be a good listener (are we giving business or life advice here? Trick question, it’s both!). Who knows more about the customer experience than the customer? You can ask for customer feedback through online surveys, mailers or even have a dedicated LP with a form on your website. But don’t just receive the feedback. Really read through it and apply it to your company principles when applicable. When customers recognize changes they asked for, they’ll feel valued.
Social media is a great place to listen and show love for your customers. Did one of your customers have a great customer experience? Report it with a comment letting them know you’re happy to serve them. Did a customer have a bad experience? Respond to their social media posts and try to make their experience better. Others will recognize that your company is willing to go the extra mile to make their experience better.
Have you changed the pricing on your services lately? That’s fine, that’s just part of business and adjusting with the market. But consider keeping those who have remained loyal and have continued to use your service over the years at the same price point. Grandfathering prices for loyal customers shows you appreciate their loyalty, and is a sure fire way to keep them around for years to come.
Featuring testimonials on your website does two things: it promotes your brand by showcasing real people and experiences, and it makes the customer who is being showcased feel empowered. It’s an easy thing to do, and creates a win-win.
If your business is set up to offer this kind of program, it can be a great way to spread the word about your business through your customer base, and also give something back to your customers. You can provide loyalty programs such as, let’s say, if a person remains a customer for two years, they get a month of service for free. Or referral programs where if your customer gets someone else to sign up for your service, you provide them with a $100 Amazon gift card. You can adjust these programs anyway you see fit, but it’s a great way to keep your customers engaged with your brand and feel wanted.
As you can see, it doesn’t take a lot of effort on your part to show your customers some love, but the upside can be huge. They don’t call it the golden rule for nothing. It works well in life and in business.
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