Some businesses pay hundreds of thousands of dollars to advertising and marketing firms to create enticing ads and slogans to attract customers to buy their products and services. Obviously, this is a successfully proven method (otherwise the firms would go out of business), but I know of a company who hires marketing and advertising firms to address specific product needs AND… through a special internal team, occasionally, conduct research that asks their customers what they value most in their company and what will make them become loyal to their brand. Because we are limited to space in this blog, we will share only one example of what they asked customers:
“When shopping for products and services in brick and mortar or online, tell us what would make you more inclined to do business with us and become a loyal client.”
Here are a few responses from the customers:
1) Teach frontline employees how to properly greet customers (online and in brick and mortar stores). For example, actually look at me, offer a genuine smile and say, “Good morning sir. Welcome to… Please let me know how I can serve you today”, “Good afternoon ma’am. Welcome to … I am available to help you.” Say “please” and “thank you”.
2) Teach mid-level management and supervisors the importance of respecting customers and to actually LISTEN to what we are saying. When we are explaining our situation, their interruptions are rude, annoying and often don’t address the topic at hand. We know immediately when your employees are chomping at the bit to break into the conversation and launch into a sales pitch. Because this is so offensive, we will shop/buy from your competitor…AND, we won’t tell you that we are leaving you.
3) Empower staff to make immediate decisions to problem solve without having to place customers on hold and confer with management to get an answer. The process is long, arduous and creates a negative experience.
4) Understand and anticipate customers’ needs; address/solve them before we ask for help. Maintain current FAQs. It would help us diagnose our own problems and come up with workable solutions. Maintain current information throughout your company website.
5) Be reasonably collaborative. We understand your company is in business to make a profit, but give consideration to negotiate with us in special circumstances, especially if we are long-time customers.
6) We don’t want to overhear your staff talk among themselves about how disgruntled they are with management’s policy decisions and the mistreatment of employees. It reflects negatively on the employee, management, the company’s reputation and brand.
Companies are in constant pursuit of attracting customers to buy their products and services. Take a look at your business’s approach from the customer’s point of view…you might surprise yourself and land up with more loyal clients.
Make it a great day!