Every entrepreneur or business owner strives to get the attention of potential customers and to retain existing customers (You do have a retention strategy right?) I often hear business owners discussing what’s required to separate themselves from their competitors. A word of advice that I offer is to do the unexpected. Now I know someone is asking “What does that mean Errol?”. Let me explain.
Doing the unexpected means taking positive action in a manner that sets your business apart from your competition. It could mean following-up immediately after service delivery to gauge your customer’s satisfaction level. How about contacting your customer a few days after they purchase your product to say thank you and to inquire about their usage experience. Did your cable service provider call you after installation of their product in your home? Think about sending a personal handwritten ‘Thank You” note to your customers. How many of these have you received lately? If your business provides services at your customer’s site, call to make arrangements for an onsite inspection. These are all simple yet effective ways of “doing the unexpected.” Recently, it was necessary to hire a new lawn care company. After choosing a company, I was a little surprised that no communication was received after the initial service. It didn’t help their cause that I in fact was not exactly pleased with their service. I quickly changed to a different lawn care service provider.
Doing the unexpected will assist in creating loyal customers. My wife Theresa is a virtual assistant here in Houston, Tx. I remember her personally delivering a small gift to each of her clients as a way of saying “Thank You” for being my customer. Imagine their response to this unexpected act of customer appreciation. Is it possible for you to personally thank your customers? If yours is a large organization, I would suggest upper management spend time calling customers just to say thank you for being a customer. Can you think of many large companies where upper management actually takes the time to randomly call customers – no matter the size of the customer’s business or the size of their revenue contribution? Have you ever received a random phone call from upper management of a company to gauge your level of satisfaction?Imagine the impact of such an “unexpected” phone call.
There may be situations when your customer is unhappy with your product or service. After resolving the issue to the customer’s satisfaction, how about refunding the cost of your product/service and providing the next purchase/service rendering for free. A month of free service to a monthly subscriber who’s experienced an unwarranted service interruption is a way to express how important that customer is to your business. I believe that most customers are not expecting an offer of this type. Hopefully you don’t have very many unhappy customers, but think about the resulting impression of taking this “unexpected” step. The signal sent says “We want to retain you as a customer.”
Most customers have a particular method for communicating. Some prefer a phone call or email while others prefer a text message. Instead of asking the customer to fall in line with your preferred method of communicating. Do the “unexpected” by determining their preferred method of communicating. How many of your service providers asks for your preferred method of communicating? Doing so tells your customer that you’re willing to communicate in a manner that’s comfortable for them – the customer. Now I know attempting to communicate in your customer’s preferred method may be a little difficult for large companies. Is it possible to place the customer’s preferred method in your customer relationship management (CRM) tool? Your customer contact personnel can utilize this information when attempting to connect with the customer. Communicating with your customer in their preferred manner will certainly set you apart from your competition.
There are situations that arise which may cause your customer to wait to be serviced. What can you do for your customer during this pause in the service experience? Is it possible to offer a free beverage if your business is a restaurant? If you’re in the retail business, can you offer a ten or 20 percent off coupon for your customer’s next visit as a way to say “Thanks for being patient with us!” If your customer orders online and incurs a delay through no fault of their own in receipt of your product, in addition to resolving the current issue, do the “unexpected” by offering free shipping on their next order. More than likely, you’ll get a positive response (repeat business) for your “unexpected” goodwill gesture.
When it comes to satisfying your customer, do the unexpected to increase the possibility of a higher level of customer retention. Think for a moment about how often you are the recipient of “unexpected” gestures from service providers. Very often or not at all? Are there opportunities to do the unexpected for your customers? Take a look around. I think you can come up with a few!