Studies show that it’s five times more expensive to attract new customers than to keep an existing client interested. Not only is it fiscally responsible to keep your customers returning, but it’s an important part of building a relationship with them. By reaching your clients on a personal level, you’ll build a positive track record that will spread from your customers to their friends and beyond—so that you can create the same sort of worthwhile relationships with them as well.
Personalize Your Approach
Of course, you can use form responses as a starting point and for standard mass communications. But, when dealing with customers one-on-one, it’s crucial to personalize the experience as much as possible. Remember: Your customers are people, too! One way to do this is by having one primary point of contact handling a customer’s issue, rather than passing them from one team member to another.
If you’re utilizing the Zendesk call center, for example, consider integrating an omnichannel contact system as opposed to a multichannel one. While both will allow customers to reach out over multiple channels, an omnichannel system will allow one agent to handle email, chat, and phone support as an issue escalates. This way, they’ll build their understanding of the customer’s care case while being able to personalize their service along the way.
Communicate Clearly & Promptly
If a customer reaches out to your support team with a question, how long do they have to wait for a response, on average? If it’s more than about 24 hours, you’ve got something to work on, particularly in a larger, more resource-heavy company. Then, once they’ve heard back from you, how helpful are the responses?
Once again, it’s important to consider a personalized approach—if you’ve been in the customer’s shoes before, you probably know just how infuriating it can be to get a copy-and-pasted form response from three different agents, none of whom are actually answering the question you’re asking. Make sure your customer communications are prompt and effective for the best possible customer experience.
Be Accessible
It’s important to be available when your customers need you most and in channels that they can access. An excellent example of this is Go Look Up, a search engine where users can perform a free reverse email lookup, background checks, or research other public records information. On their website, you’ll find their 24/7 customer support line at the top of your screen and a live chat in the lower corner, where you’ll find a customer service agent ready and listed by name.
If you’re looking for something further, you’ll find an address and contact email on their “Contact Us” webpage. This presents their customer support team as accessible and willing to help whenever their customers need them, and that available is a key factor in building trust with their clients.
Keep Your Earliest Customers in Mind
As your business grows, your scope will grow too. Sometimes this moves your focus along the way. If your first clients have signed on for something that’s no longer your focus, it’s important to acknowledge that. This doesn’t mean you need to keep offering a product or service that isn’t serving your business; even a full rebrand can bring along existing customers.
Be sure to communicate with these customers from early on in the process—pitch your adjustments in focus as positive, exciting things on the horizon and show them how you’ll continue to be the right solution for them, even as potential changes come into play.
Go Above and Beyond
Whenever possible, you and your team should make the extra effort. Exceeding your customers’ expectations will inevitably make a good impression! If there’s something your clients need, even—or perhaps, especially—if it’s beyond your typical deliverables, and you’re able, come through with just that. Show your customers that you’re here for them. The “how” will vary by company and market but the result will be the same.
By reaching your customers on a personal level, you can ensure you’re building relationships that will be beneficial for everyone involved.
