by Zach Heller
May 22, 2018
by Zach Heller
May 22, 2018
So you want something from your customers? You want them to advocate for your company, to refer their friends to your products, to share your content online, and review your business on Yelp.
“Why should I?” is the question you should imagine them asking you.
If you want them to do something for you, you need to do something for them.
“But I already gave them my amazing product,” you say.
They paid you for that. They did what you asked. Transaction complete. If you want them to do something to help you, you need to do more than simply deliver what they expected. You need to go beyond their expectations.
Most companies work so hard to sell their products and then completely forget about the purchaser immediately after. We think that if they need our help, they’ll ask. But the truth is that most people won’t. They will suffer in silence because they don’t have the time, don’t know who to contact, or they will decide it’s easier just to switch to your competitor than deal with it.
You can exceed their expectations by reaching out to ask about their experience. Ask if they need help with anything. Ask how they have enjoyed your product or service. Did it solve their problems? Address their needs? If not, what can you do to make things better?
Let’s say you have just come out with a new model or have improved the service that you offer. Do you reward your customers by automatically giving them the latest and greatest version?
Perhaps this runs against your business model. Perhaps you rely on customer upgrades as a revenue source.
But offering a free upgrade is a surefire way to exceed their expectations and turn customers into advocates for your business. That might be even more valuable than them purchasing the upgrade.
If you don’t already have a customer loyalty program, consider the opportunity to deliver added value to your customers. You might offer discounts on other products, exclusive offerings, news and information related to their interests, and more.
Getting invited to join a loyalty program provides an incentive to continue to engage with your brand in a positive way.
Many successful brands have built a community aspect into their customer experience. Think Apple, Harley Davidson, and Canon. These companies offer experiences that bring their fans together in the real world.
Customer communities become natural places for new ideas and innovation. By giving your customers access to one another, you help them solve their problems and generate critical feedback for the business.
It may sound corny to business-minded folks, but simple acts of gratitude will go a long way with your customers. Think about the brands that you interact with. How many take the time to thank you for your business, really thank you?
Saying thank you is a way to deliver a human touch to a monetary transaction, laying the groundwork for a relationship beyond that one purchase.