Most business owners and sales professionals love the chase. They love to find those new leads and move them to action. But, once a new customer says yes, the chase begins to fade as new, even bigger clients seemingly wait on the horizon.
Well, here’s what smart marketers know – when it comes to profitable lead generation your best tool is a happy customer![jetpack_subscription_form title="Subscribe to Out of Office:" subscribe_button="Sign Me Up"]
If you want to grow your business rapidly you must first focus on wowing every new customer you land.
Below are five best practices when it comes to creating a remarkable customer experience.
New customer kit
The transition from prospect to customer is an important and sometimes fragile one. In some cases, the team or individual that sold the work isn’t the same team or individual that may complete or deliver what was promised.
You can never over communicate during this phase and creating an orientation process is a great way to make sure a customer gets started right. Include all the various contact details they may need for everyone in your organization. Spell out what was agreed upon, what’s needed next, how payment is to be made and what to do should they have questions or concerns. Putting these materials into a bound presentation folder is an easy way to streamline and simplify these processes for new and existing customers.
If you have additional products, services or support, this is a great place to introduce those as well.
More than expected
Intentionally build something extra into your business plan that they do not expect or pay for. Few things get people talking more than exceeded expectations.
In a 2011 survey commissioned by RightNow and conducted by Harris Interactive only 1% of consumers felt their expectations for customer service were always met. So, you see how occasionally exceeding someone’s expectations might be pretty powerful.
No matter what type of goods or service you provide, think of outside-the-box ways to incentivize your customer with something unexpected: Ship a customer’s purchase before you said you would, add 20% more than they ordered or upgrade them to the next level of service for free.
Surprise and delight
I ordered a pair of running shoes recently and the company included several gifts in the box including socks and energy bars.
Now, my guess is these items may have actually been provided to the shoe company by strategic partners wanting to get me to sample their products, but I sure didn’t mind the little surprise.
People love a good surprise. What can you do to wow them with a surprise gift? Based on your pool of business partners, look for opportunities to cross-promote your products or services. It creates a mutually beneficial relationship with you, your customer and other business partners.
Many products and services get more useful the more, well, we use them. If you want your customers to get the most value, achieve the greatest results and become loyal advocates for your brand, make sure you build continuing education, webinars, events and the like into your service process.
Bring them together to network and bond through the process of sharing your products and services.
One of the best ways to validate that your customers are indeed wowed is to systematically measure the results they received through a formal results review process. Administering a customer service survey can also help ensure your customers feel heard and that their opinions are valuable.
When you get very good at determining the actual tangible value you deliver, you not only reinforce that value with your customers, but also bolster your case for increasing your prices to come in line with the value delivered.
Incorporating these five steps into your business model not only “wows” customers, but also showcases your investment in them and helps grow and retain a long-term and healthy customer base.
John Jantsch is a marketing consultant, speaker and author of Duct Tape Marketing, The Commitment Engine and The Referral Engine and the founder of the Duct Tape Marketing Consultant Network. His latest book, Duct Tape Selling – Think Like a Marketer, Sell Like a Superstar is available online and in bookstores May 15.