Creating Customer Loyalty, Part I
This is the first installment of a three part series specifically designed to help you build more customer loyalty. Creating customer loyalty is a very important piece of the puzzle to build a successful business because happy clients equal loyal clients.
This article discusses the importance of making a good first impression and how to objectively rate your own company. Next month's article will examine the Towards Awesome Service program, which enables you to transform existing clients into ambassadors of your company simply because they are so impressed with your business. The third installment will cover the purpose of a Client Advisory Board and why it is important to get feedback from your key clients.
Have you ever thought about how many times per year that you see or hear from your customers? If you are the owner of the local coffee shop, you may see your customers nearly every day. If you are a roofer, you may not see the same customers for 20+ years (unless there is a leak). Each encounter is an opportunity to further reinforce to them why they do business with you, but you also need to understand what creates customer loyalty.
Creating customer loyalty has more distinct levels than you may have ever imagined. Customers have already formed opinions by their initial contact with your company, whether it is in-person or on the phone. Most companies treat the phone and the receptionist position as a low priority - when actually it can make or break a sale. This is why our firm calls the position "Director of First Impressions" to imply its importance. If you were a client, was your greeting sincere and courteous, or could it have been perceived as abrupt and indifferent? Here are some other questions for you to ponder:
Is the initial client contact made by phone, a visit to your business, or an off-site visit? How can I maximize my customer's "overall experience"?
Who is responsible for greeting the clients? How is their performance measured? Is it done in a consistent manner?
Is the waiting area or store front clean and organized? Is it inviting to those who may drive by?
What can be done to make the client feel welcomed?
What does my business look like from the client's perspective?
InConcert Financial Group has two unique processes designed around these often overlooked issues. If you do not take care of your clients, someone else will. Let us help you keep the competition at bay. Our Business Growth Consultants look forward to helping your business succeed. Please feel free to contact either one of them at (510) 235-1044.