How to Turn a Satisfied Customer into a Loyal Customer
Many entrepreneurs make the mistake of thinking that customer satisfaction and customer loyalty are the same thing. The truth is, they couldn’t be more different.
Think of ‘customer satisfaction’ as an experience relating to the feeling of joy that comes at the end of a process (such as a sale or use of a product).
On the other hand, ‘customer loyalty’ refers to a stronger bond with the brand, requiring a longer time to cultivate. Unlike a basic relationship with a brand, where one negative experience with a product is enough to make a user shun it altogether, a loyal customer may still continue to purchase its products, opting to give it another chance if a similar substitute cannot be found.
Thus turning satisfied customers into loyal ones should be a top goal for any business. But how do you do it for yours? Here are some useful tips.
1. Exceed your customers’ expectations.
It is not enough to just provide your customers with a product or service that works. They can get the same with other brands, sometimes at a cheaper price point. So how can you differentiate yourself? By adding value, of course!
This is where brands like Canon excel. Beyond offering reliable business solutions that constantly exceed expectations with impressive performance and efficiency, Canon products also come backed with a reliable after-sales support, ensuring the smooth running of your business for complete peace of mind.
Once customers develop a trust and admiration for your products or services, you can be certain that they will come back for more.
2. Establish relationships with your customers.
When serving customers, go beyond merely pushing your product or service and take the time to listen to them to find out exactly what they want. Doing so will allow you to recommend a product or service that best fits their needs.
Once a sale is made, don’t simply just thank the customer and move on to the next. For those that make sizeable or repeated purchases, get in touch with them personally to find out if there is anything else they need or would like to see improved.
For the rest of your customers, it is also vital to provide them with a feedback channel to air their views. This will allow you to contain, monitor and address all feedback. Without such a channel, feedback would easily find its way into cyberspace where it would be virtually impossible to control.
3. Act on customer feedback.
As mentioned earlier, letting customers know you value their feedback is a great way to show that you care about what they think and what they want. But gathering opinions is not enough; you need to act on them as well.
Start by going through all the feedback, prioritise them according to urgency then address those that are most pressing first. As communication is key to making customers feel valuable, the quicker your customers hear from you, the more likely they are to remain loyal to you.
When implementing changes that affect other customers as well, like a change in store operating hours to accommodate popular requests, don’t hesitate to play up that angle when informing your customers.
Intense competition has made it increasingly difficult for consumers to differentiate between brands, resulting in businesses having a tough time holding on to their customer-base.
To succeed, companies can no longer depend solely on providing a good product or service. They need to consistently exceed customer expectations, engage them and continuously develop better ways to serve their needs. It is only then will satisfied customers become loyal customers — and that is where real success lies.