5 Ways to Build Better Customer Relationships
Relationships matter. Can a business expect to sell a product without a relationship to the customer? Probably not! Unless it's a REALLY great product.
Relationships matter for small and big businesses! Let’s take everyone’s favorite store in the world… Target (that’s what you were going to say right?!). Target creates relationships with customers. It does this in a bunch of little ways that transform into one overall experience. Cup holders in the cart for your Starbucks, big boat carts to satisfy the kiddos, clean aisles, easy-to-navigate departments, and drive-up orders… these are things that create positive experiences and grow brand loyalty in customers.
Have you ever heard “It’s all about who you know?” That speaks to the power of relationships. The connection you have with someone can hold MORE power and weight than your ACTUAL SKILLS.
Apply that same mentality to your customers. New products are designed to solve a problem in a customer's life. Add in a relationship and you can also create a competitive advantage. How successful would a product be if it enters a space with 500 competitors that make the same exact product? If there is no differentiator, what would compel a customer to purchase the new product over the others?
Nothing!
This is where the customer relationship becomes so so so important. It can act as a differentiator. Yes you still need a great product, but focusing on your customer can give you a leg up.
Customer FAQs
How do you define your target customer?
Your target customer is the specific group of people that you focus on to purchase or use your products. You gear your marketing to them and work to establish a connection. Generally they have a commonality about them that attracts them to your product.
Why is a customer base important?
Your customer base is the group of individuals that purchase and use your products. A customer base is important in providing consistent, loyal support to your business. This customer base loves your products, love your purpose, and they are invested in your brand.
What is customer value?
Customer value is the value your customer places on your product. This can be the usefulness they associate with your product, the value for the cost, or it can be more abstract, like the purpose the company has when creating the product.
But how can you strengthen the relationship with customers? It would be easy if you could take each customer out to coffee and get to know them. But given that can’t happen, let’s look at 5 ways to strengthen and build customer relationships, according to Entrepreneur.
1. Communicate
A foundation in relationship building is communication. The way information is presented to and received by customers matters. Look at the current communication throughout your business. Are marketing efforts simply telling about your product or is there feedback and connection throughout? What does customer service look like on your site or in your store? Putting an emphasis on strong communication skills shows customers that you are committed and present.
2. Accept Feedback
Feedback is a great way to LEARN. Learn what customers like about your brand and its products but also what they don’t like. Being accepting of both good and bad feedback is important in business. When establishing customer relationships, it's important that customers know you support feedback. And in turn, acknowledge and take action on feedback. Customer feedback is a great way to discover your customer’s wants and needs! So listen, take it in, and respond!
3. Impress Customers
Customers naturally have expectations when they buy a product. Be clear on expectations at all times of the process, expected processing time, shipping time, etc. If things change, be communicative. Things won’t always go to plan but proactive with communication help. Customers will continue to buy and support companies that they find impressive. Commit to always improving… whether its improving a product, process, or system. Ultimately customers want to feel important and cared for.
4. Connect with customers
Social media has changed the way businesses interact with customers. Might as well leverage it right? Socials can be a great way to connect with customers. Ask questions and promote conversation on social media. Respond directly to instant messages and have someone on the team log feedback.
5. Appreciate Customers
As you build and strengthen relationships, the next important piece is to show appreciation to those customers. Curating a loyal customer base has benefits for your business so thank them! There are many ways to show appreciation, choose one that fits your business. Whether it's a loyalty program with points and rewards, an appreciation week with discount codes of free gifts with purchase, or a social media giveaway, the point of any of these is to show your customers they MEAN something to you.
Successful business centers on relationships that are built. Spend some time over the next few days to really look at the relationships you have established. Do they need additional strengthening? Are they solid? Whatever your answer may be, never stop working to improve them!