Building Customer Loyalty
by John Mehrmann
The following tips can apply to virtually any profession or industry. If you
think that these are self-evident, then I challenge you to take a personal
assessment. Print this page and keep the list on your desk for one week. Place a
checkmark next to each item when you conduct an activity that fulfills one of
these objectives. Can you check all of these items in one week? Are you actively
practicing the commitment that you desire from your customers?
If you want loyalty, you have to give it. Make a list of your most important
customers or clients. For your general customers or clients, demonstrate your
commitment in general terms and especially when they need you. For the most
important customers, demonstrate your commitment and let them know how much you
appreciate them. Sometimes loyalty takes sacrifice.
Communicate
Building a lasting relationship requires communication. Communication means
listening to your customer or client, as well as conveying your own message. One
sided communication is a speech, mutual communication is a conversation.
Communicate when things are going well and when there are problems. When things
are going as expected, bring it to their attention. When there are problems,
provide the scope of the challenge and your solutions, preferably before the
customer even knows that the problems exists. This builds credibility,
confidence and trust.
Understand Your Customer's Goals
The products or services that you provide are only meaningful in the context of
your customer's objectives. What you do is intended achieve financial or
strategic objectives, or fulfill a need. Understand and communicate your value
from the perspective of the customer. Be aware of changes that may affect the
customer requirements and your perceived value so you can adjust accordingly.
Be Consistent
One of the best ways to manage expectations is to be consistent. Be consistent
with your quality, your responsiveness and delivery of goods or services.
Establish a routine schedule for communication with your most important
customers, so you can call "just to talk" and check the pulse of the
relationship.
Build Credibility
There are two easy ways to build credibility. First, do what you say you are
going to do. If you leave a message to call back or make a commitment for
follow-up, then call when you said you would call. Even if you do not have all
the answers, call when you commit to call back. The second way to build
credibility is to take time to get the best answer. Sometimes you may not know
the best response to a situation or request. Ask for time to research and come
back with the most accurate answer or information that you can obtain. Taking
time for accuracy can be far more beneficial to your customer than a quickly but
incorrect reply.
Cracker Jack Surprise
Give your customers something more than expected. Don't tell them in advance,
just do something to demonstrate your appreciation. It can be as simple as a
greeting card, email or small token to show your appreciation. Loyalty is a
relationship, and it should be nurtured as you would care for a friend. Do not
take it for granted.
Words of Wisdom
"An ounce of loyalty is worth a pound of cleverness."
- Elbert Hubbard
"Unless commitment is made, there are only promises and hopes... but no
plans."
- Peter Drucker
"The quality of a person's life is in direct proportion to their
commitment to excellence, regardless of their chosen field of endeavor."
- Vince Lombardi
John Mehrmann is a freelance author, industry expert and
President of Executive Blueprints Inc., an organization devoted to improving
business practices and developing human capital.
www.ExecutiveBlueprints.com provides free resource materials for trainers,
sample Case Studies, educational articles and references to local affiliates for
consulting and executive coaching. Contact the author at
JohnM@ExecutiveBlueprints.com
or (877) 290-2503.
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