9 Ways to Win Customer Loyalty

Chris Heiler | October 25, 2010

Do your customers like you?

If you polled them, what do you think they would say? Would they give you four stars and say they are "satisfied" with your services?

"Satisfied" is such an ugly word. It's like someone calling you average.

Average isn't good enough today.

Satisfied customers aren't good enough.

What we need are customers who love us.

This post will cover nine ways to convert satisfied customers into ecstatic fans who absolutely love you and your company.

[Side note: We all have customers who don't really care about us. The feeling is usually mutual, right? Ignore them. Focus your energy on the customers who matter most to you.]

Onward...

#1: Do what you say you are going to do

Wow, what a concept, eh?

The things that make the most impact in life and business are the simplest. Like Woody Allen famously stated, "Eighty percent of success is showing up."

Simple, yes, yet so many companies fail at this.

If you do what you say you are going to do, your customers will trust you. All great relationships are built on trust. If they trust you, they will recommend you.

#2: Follow up

Too many companies have a "collect the check and run" mentality and put their customer's problems on the back burner.

Your customers will love you if you can solve their problems quickly and decisively.

Better yet, follow up with your customers regularly even when they don't have problems. My clients are always flattered when I call to see how their landscape is coming along. It's totally unexpected. They love it.

#3: Keep in touch

You've got to stay top of mind with your customers. Fortunately, this has never been easier.

It doesn't take much to pick up the phone and call your customers just to see how they're doing. They'll be surprised as hell, trust me!

I love to follow what my clients are doing in their lives. They are often featured in local papers and magazines or even online. This is a great reason to call and acknowledge them.

Keeping in touch is even easier if you are following your customers on social networking sites like Facebook and Twitter.

Staying in touch with customers via social media, and even e-newsletters, is a great way to build strong relationships (as long as you are providing value every step of the way).

#4: Giver's gain

Don't you love getting referrals from your customers? Have you ever given your customers a referral?

This could mean referring other service providers and professionals, but more importantly, referring actual business to them.

Your customers will love you for this. They will work extra hard to refer you if they know you are working extra hard to refer them.

Keep your customer's needs top of mind.

#5: Connect in your community

In order to build a strong bond with your best customers you must move your relationship beyond the job site.

A great way to do this is by inviting them to events in your community. Symphonies, sporting events, garden tours, wine festivals, charitable events--these are all ways to connect with your customers on a friendlier, more personal level.

#6: Client appreciation parties

You can also host annual events for your best customers. This is extremely valuable personal time with your biggest fans.

Many companies host an annual client appreciation party at their place of business.

Another option is to take your event off site. The Gardening Angel in Grand Rapids, Michigan rents a banquet hall at the local botanic garden to host a catered meal for their clients. Besides the wonderful ambiance of the gardens, there's no cleanup!

#7: Gifting

I always enjoyed giving my clients a special gift showing my appreciation after completing an installation project. It's never expected, which makes it so memorable.

If you do something like this, make sure your gift is unique to each customer, not just a gift certificate to your neighborhood Applebees :-)

I also gave my best clients a bottle of wine and anniversary card to celebrate the first year anniversary of their garden. I know, corny. But this always got a good laugh.

Make it fun to do business with you.

#8: Celebrating the holidays

The holiday season is a great time to show your appreciation to those who have helped you throughout the years.

If you send Christmas cards to your customers, don't be like most companies: generic and boring. Add a personal note for your customer and personally sign the card. Do it right.

If you do it this way, you will not only capture your customer's attention, but they will feel your gratitude.

#9: Loyalty programs

Creating a loyalty program for your customers is a great way to reward them for everything they've done for your business.

Whether you reward customers for repeat business or for referrals, keep in mind that each person is unique and is motivated by different things. Some people are motivated by money while others are motivated by knowing they simply helped your business. Your program must be flexible and factor this in.

If you follow the first three points consistently, you will be light years ahead of your competition. The final six points are just icing on the cake.

Remember, "satisfied" customers aren't good enough. We need to take our relationships to a higher level. We want customers who love us!

What are you doing to build strong bonds with your customers? Please share your experiences and ideas in the comments below.

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