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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:

From the customer’s point of view, the hallmark of a successful organization is the exceptional service it gives to its customers.

Customers want to align themselves with companies who are ethical and manufacture flawless goods and services.  They want to buy from businesses that have a passion for serving the client and giving them an amazing experience with every interaction.  They want companies to resolve their complaints quickly, proficiently and to never have to make that specific complaint again…in other words, learn how to resolve the problem and prevent it from ever happening again.

Let’s talk about businesses being loyal to their customers

It’s all about the intangibles–beginning with improving the customer experience.  According to research by Forrester, 72% of businesses say that improving the customer experience is their top priority.

Peace of mind.  Companies that earn customers’ trust and peace of mind also earn and their loyalty.  When customers trust your leadership and become captivated by your integrity, they will also trust your brand and be willing to pay a premium price for your products.

It’s all about the details when it comes to customer loyalty.

While customer loyalty should be observed throughout the year, April is designated as International Customer Loyalty Month.

Remember, you have to give the customer a reason to do business with you: your exceptional product, amazing service, your reputation for being considered an industry thought leader, or a combination of all of the above.

When you consistently demonstrate to clients why they should keep doing business with you, they will become loyal fans who will buy from you even if your price is higher than that of the competition.  By year 2020, service, NOT product or price, will be the determining factor for customer loyalty.

Doing what is right for your customer.  Empowering your staff.  Serving your community with humility.  These are three characteristics of an effective and likable leader.

Customers love when business leaders stand up for their principles and do what is right.

We recommend the following to attract and keep customers and clients:

* On social media, talk to your clients as you would in person.  You will appear less staid, stoic, uptight and disingenuous.

* Be careful with what you say and be careful with your tone.  A third of consumers say they experience rude customer service at least once a month; 58% of them tell their friends.

* When mistakes are made, be transparent; it indicates you conduct business with high ethics and integrity