Throughout the years, we have seen a number of businesses that develop successful and sustainable models and others that simply do not make the cut and would have no other option but to close shop. One of the inherent differences between businesses that succeed and others that fail ties into how effectively they manage relationships with their customers. In essence, customer relationships can make or break a business. We discussed with Philippe Pache, Business Development Consultant at MYC, the importance of building strong relationships with customers and how these can be achieved.
Similar to any other type of relationship, those with your customers require an investment in time to build and nurture. Once a business captures a solid and loyal customer base, it takes a step closer towards sustainability.
When discussing customer relationships, we must delve into the foundations and what makes them successful. In order to thrive in this regard, businesses must offer a consistent experience that measures well to customer expectations, leaving a good impression after every interaction.
Developing and maintaining good customer relationships, extend well beyond the initial sale. Customers will judge your business on its ability to provide efficient, quick and real-time support. They will also appreciate being given proactive solutions to issues and problems that arise.
So what should be done to build strong relationships with customers?
The successful development of customer relationships is not a one-time activity. It requires consistent efforts on a daily basis to ensure that clients are being given the best possible service. Businesses that manage to build a solid customer base are constantly on the ball when it comes to client satisfaction.
Customers today want to feel that they are being given a personalised service. This is one of the key factors in building long and trustworthy relationships. One way how to do this is by analysing your communication efforts and investigate whether the messages being sent adopt a one size fits all approach. Customers receiving messages that are not relevant to them are more likely to disengage with the business.
Depending on the nature of the business and the communication strategy adopted, customer engagement tools should also be considered. These can include real-time communication with customers through video chat support, which will enable the business to identify and resolve issues faster.
To create a personalized communication experience, one needs to understand the customer segment and tailor communication based on the profiles. A solid understanding of the customer’s business needs and how to best solve the problems that arise are vital for a strong relationship. All customers will have different problems and successful service providers solve these in a creative manner.
(I would also look at maybe mentioning something around understanding the customers individual needs and tailoring the communication style to suit the customer. A strong understanding of the customer’s business needs and how best to solve his business problems is vital to a strong relationship. I always say we are here to solve business problems with creative solutions. Each being specific and unique to the customer).
Give priority to customer experience
This refers to the quality of the interaction when a customer engages with any of the touchpoints of a business. Research finds that a positive correlation exists between solid customer experience and revenue. There are various ways how customer experience can be improved and optimised. To effectively address user experience, business owners and executives must place themselves in the position of the customer, whilst engaging with the different lines of communication. Analysing customer experience also means going through the different online platforms such as the website. Different initiatives can include uploading various types of user engaging content, such as videos and visuals, and investigate how they perform through analytics. This exercise can also extend to investigate as to whether the website clearly portrays the product offerings and benefits clearly.
The best marketing will not save your business unless it can offer tangible value to the customer. Offering a value for money service which fares well when compared to the different market players is likely to result into returning customers. Customers also appreciate engaging a business that understands their problems and offers effective and tailored solutions that add value to their bottom line. Cheaper is not always better, and customers understand that value-driven solutions come at a certain price. Consistently offering value means that a business will need to keep in touch with its customers, constantly onboarding feedback to remain competitive.Want to learn more about building strong relationships with customers? Get in touch with Philippe and the team by sending an email on [email protected]