Intellect and Emotion are partners who do not speak the same language. The intellect finds logic to justify what the emotions have decided. Win the hearts of the people, their minds will follow.”

Roy H. Williams, The Wizard of Ads

What’s the real way to build your business? It’s from the inside–out.

You need 4 things…

  1. A good steady flow of new customers
  2. A good steady flow of repeat customers
  3. Referrals
  4. Positive Word of Mouth (and this includes social media)

Let’s first talk about a good steady flow of new customers.

This can be done by creating an aggressive ad campaign with a relevant message, taking your message to the air waves. This gives your business a voice in the market place, announcing the position of your company in the minds of consumers. Without this, it’s very difficult to attract new customers.

“Not advertising your business is like winking in the dark. You know you’re doing it, but nobody else does.”

Now let’s talk about Repeat Customers. The strategy is simple. Turn your one happy customer into 10 more happy customers. How? With great service. By having great service you can build your company from the inside out. You see, having great ads pulling customers in through the front door is of no help if poor customer service escorts them right out the back door, never to come back.

Advertising will only accelerate what was going to happen anyway.

It’s called the customer experience. I don’t know if you ever thought about it this way but your customer has an experience when they have contact with your company. Either they walk in the front door, call your business over the phone or go online to your web site. Through that experience, you are creating a positive or negative image in the mind of the customer. Understand this point… the customer will walk away from your business having a great experience, mediocre experience or a poor experience. Marketing takes place in the mind of the customer and your business is rewarded with repeat visits from happy customers.

Making customers feel special through making them feel appreciated…

The truth is people don’t care why you’re in business. The only reason they deal with you is that you provide an advantage in some way. The better you are and the more clear you are at expressing that advantage, the more your customers will buy from you. Show your appreciation to make your customer feel special.

Making every customer feel appreciated builds loyalty, delivers a “Wow” experience leaving a lasting impression in your customer’s mind

Bad-Service Has a Ripple Effect

However, a poor experience not only drives existing customers away—they also can repel prospective new ones.

According to the Harvard Business Review:

25% of customers are likely to say something positive about their customer service experience.

65% are likely to speak negatively.

23% of customers who had a positive service interaction told 10 or more people about it.

48% of customers who had negative experiences told 10 or more others.

When’s the last time you reached out to your customers to show them appreciation?

Too often we get so consumed with the day to day tasks that we forget to build simple customer appreciation into our marketing. We forget to tell the customer that we are here to serve you, we thank you for your business and we appreciate you. To create a loyal customer base, it’s important we have this open communication with our customers on a regular basis either in person or from social media. Customer loyalty only happens when you connect emotionally and develop a relationship that is deeply rooted in the hearts of your customers. Today’s customers are looking for great value, strong customer experiences and convenient shopping.

Here are 3 actions you can take.

1. Please don’t contact them to say “how are we doing?

Instead ask them how they’re doing. Ask them if everything’s alright and if you can help them with anything? You can also use this time to ask if there is any other way you can serve their needs. Remember, today’s customers are looking for convenience.

2. A small gift to say “thank you.”

When’s the last time you randomly reached out to your customers just to say thank you for the business? Two simple words can make all the difference in your business… Thank You. What’s the best way to do this? Yes by telling them but also by giving them a free gift. Customers love something for free, enhancing the experience and often bringing an unexpected smile to their face. So send them a small gift that says “thank you.”

What can you send…

  • Write personalized handwritten notes with a gift card to your store.
  • Offer free downloaded books pertaining to the service you offer.
  • Offer surprise upgrades.
  • Help customers learn a life hack. (That’s always fun.)
  • Email them a coupon they can use during their next visit.
  • Send a birthday gift.

3. Offer them something more to say “We appreciate you!”

Customers want value and they want to feel special. Competition for their business is fierce, so you want to make sure the only message they hear is yours, so continually add value after the sale to show your existing customers that you appreciate them.

The hard truth is, there is no such thing as customer loyalty anymore. You will have a few loyal customers but you’re going have to treat your existing customers like royalty giving each of them the VIP treatment and let them know how special they are to you. Studies have shown that it costs twice as much, sometimes three times as much to win a new customer than it does to keep your existing customers happy. So take this opportunity to turn your existing customers into loyal fans.

Too many business owners believe that they offer the best customer experience. However, they’re often wrong. Some are just too out of touch and try to dictate what their customers should want. These same owners tout loudly “We’re #1 in customer service,” and they brag how they are providing an unbelievable customer experience. These same business owner are usually shocked when the customers leave and never return.

Is it possible to be too close to your business such that you are just not qualified to see your business objectively? In my opinion… Yes! Many times a business owner is uniquely unqualified to see their own business through the customer’s eyes. At the Wizard of Ads, we have a saying…

“You can’t read the label when you’re inside the bottle.”

What are you doing to create the ultimate customer experience and what methods are you using to improve your customer’s experience?

Improving your customer’s experience is the real way to build your business.