People will forget what you said. People will forget what you did. But people will never forget how you made them feel,” wrote legendary American poet Maya Angelou. From the waitress at the coffee shop to a fellow employee to our own family members, how we treat people matters and can mean the difference between someone having a rough day or having a good feeling about themselves – and a positive impression of you.
Brand impressions work the same way – and this goes well beyond just offering buyers sale items or a great selection of inventory. In fact, 80 percent of customers say the experience a company provides is as important as its products and services. Creating a brand personality that reflects genuine care and concern for your customers leads to a brand experience that people are attracted to and are inspired to interact with.
It’s a simple concept but it’s surprising how many companies fall short of developing a brand that delivers the best possible customer experience. How can you take these words of wisdom and put them into action? Here’s how customer success strategies can make it happen.
Get to Know Your Customers and What Inspires Them
Before you can build a brand that people love, you have to get to intricately know your audience: who they are; what motivates them; what makes them happy; their challenges; and why your brand is the solution they are seeking. When people visit your place of business, have your team members ask questions (and really listen) to build a better understanding of these prospects and how you can best serve them.
In these times when many customers are shopping online, ask your website visitors to complete brief surveys about themselves in exchange for discounts on a future purchase. Use this information to create a “persona” – defined characteristics of your typical customer – and develop messaging that speaks directly to this audience. The goal is to make the customer experience as personalized as possible. This will help to position your brand as the insightful and welcome solution they have been looking for.
Connect with Customers on Every Step of Their Buying Journeys
Building brand relationships with prospects and customers is not a “one-and-done” proposition. Customers have many touch points as they move from first learning about your products and services to becoming loyal brand advocates. Every interaction with your customers on this path is an opportunity to build trust and reinforce your brand values. During each step of this important journey, give them everything they need to know to make a purchase decision.
Whether it’s on your website, in social media, an email campaign or from your sales team, every bit of information that prospects read and hear from your company should be consistent and instantly convey the key benefits of your brand. Honest and thoughtful messaging inspires people to take action and become buyers – the type of loyal customers who will also give you positive online reviews and tell their friends and family about their positive experiences.
Anticipate Customer Challenges Before They Happen
When you pair your industry knowledge and expertise with an insightful understanding of your audience, you have a unique advantage that will attract more customers and set your brand apart from the competition. By thinking like your prospects and customers, you can proactively anticipate challenges before they happen (think preventative maintenance) to help your customers stay one step ahead of frustration. (Read how Spoke helped an elevator inspection company keep their customers well-informed and up and running.)
Your clients may only contact you when they have a problem. When you develop ways to connect with them before they need you, they will see you less like a vendor and more like a partner that is truly interested in their success. When appropriate, check in with them with a regular email, phone call, Zoom touch base or text message. Stay top of mind with your customers and they will look at you as a valuable (and welcome) part of their team.
It Pays to Make – and Keep – Positive Customer Connections
You’ve probably heard before that it’s less expensive to keep a customer than it is to get a new one (and it’s true). While there are obviously costs associated with turning prospects into buyers, keeping these customers happy and growing their lifetime value has the greatest ROI of any type of marketing. Treating customers well is not just the right thing to do – it’s a great investment.
Find new ways to keep them intrigued with your brand. Offer sales incentives and promotions, emails that communicate new ways you are making their lives easier and more productive, and free webinars that address important topics in their industry – and how and why you are the proven solution. Get creative. Be bold. Stay helpful. Build strong, lasting connections with your customers and a brand you and your team can be proud of.
Let Spoke Help You Humanize Your Brand
The great customers you’ve always dreamed of are out there. Here’s where you start making lasting connections and get to where you want to be. Let’s work together to develop your unforgettable brand through the power of customer success.
