Customers are at the center of any business. Without customers, there are no sales or profits. So it’s in the business’s best interest to always keep customers on their side. To connect with customers, you need to go beyond interactions at the sales stage. Interaction must happen before, during, and after the sales stage.
A connection enables your business to identify emotional motivators and build an emotional connection with the customer. An emotional connection will allow your business to:
- Understand your customer through your interactions and data collection.
- Build a relationship with the customer.
- Tell authentic stories that resonate with the target market.
- Add a human touch to your communications.
Generally, your customer acquisition and retention costs will be high and erratic. You will struggle to get repeat sales, your customers won’t have the motivation to stay loyal to you, and customers won’t support your business through the hard times. Without an emotional connection, your business may suffer.
The customer experience encompasses all the processes, emotions, and actions a customer takes before, during, and after a purchase. It is a critical component of your brand identity and value proposition. A good customer experience will lead to repeat sales, premium pricing, good ratings, and referrals.
It’s vital that you manage your customer relations, especially when something goes wrong. Reports show that 89% of customers measure a customer’s trustworthiness during a crisis, and 80% said that the customer experience is just as necessary as a company’s products or services.
Innovation is also critical. Although there is value in nostalgic or classic products, 69% of customers want companies to translate their longtime favorite products and services into new formats or digital versions of in-person experiences. Innovation applies to the product or service and its delivery method. In a fast-changing digital world, 71% of consumers believe that convenience is more important than a company’s brand and product (41%).
Digital is a low-cost, effective and efficient channel to reach new and old customers. The tools at your disposal can give your business the edge for service delivery.
Digital platforms can help you stay relevant in the Covid-19 world. Worldwide, governments are concerned about the pandemic. Consumers are also anxious about their health and those around them. Using digital platforms enables your business to follow the health protocols mandated by regulations and make customers feel more comfortable dealing with you. Shifting as much of your business as possible online will make your business more adept at the pandemic environment.
Digital platforms also enable you to collect and analyze data better. Adding AI to the data will unlock new abilities such as personalization, lowering service costs, and faster response times.
Digital platforms, like your website, enable you to create a direct channel between you and the customer. You can provide information, resources, services, or products on your terms.
There is more than one channel to reach your business. But if you don’t manage the channels, it can become chaotic, so you need omnichannel digital platforms to handle your customer queries. Omnichannel means that the customer can reach you by any means (phone, text, social media, website, email, and so on) but get a unified response or service. You don’t have to weigh an answering service vs. call center; it will all be under a single platform.
Always follow up on any query, complaint, or request. Follow-ups are essential because nobody likes radio silence after contacting a company. Follow-ups should also apply to customers who buy new or unique products and ensure that they enjoy the product. It’s an effective way to keep your business top of mind.
Don’t use a single template to communicate with all customers. Customers want a service and interaction that is unique to them. Achieving this may seem complicated, but it is doable using AI, automation, and machine learning on your omnichannel platform.
Use your knowledge and data collection to improve your customer interactions. You can recommend products depending on what you know about them, offer discounts for their loyalty, or give free samples. Always go above and beyond to keep your interactions beneficial to your customer,
A complaint from a customer is an opportunity for your business to respond to concerns. Your response will set things right with the customers and make them feel valued, and give the customer the impetus to vouch for your service.
Technology has come far in customer interactions, but it still can’t replace face-to-face meetings. Humans are social creatures and like to be surrounded by others. Make an effort to meet your customers physically to reinforce your relationship. You can do this with regular site visits or have customer-centric parties.
Social media is where your customers reside. It’s where they look for information, gather around interests and communicate. Your business needs to be among them.
Social media can help your business maintain a relationship with your customer throughout their journey. It’s where they can discover your company, research your products, commit a sale, and connect with you for after-sales services.
Connect With Customers
Your customers have probably heard all the slick marketing messages; what makes a difference to customers is how you treat them. Invest in a digital platform that will enhance the customer experience. Make sure your policies align with your customers’ expectations and your promises.