It doesn’t take a genius to realize that the more times you connect with your customers, the more likely they are to remember you and choose your company's product and/or services over a competitor.
In marketing, the official term is called ‘touches’ – an instance where your customers see or interact with your company.
When it comes to customer delight [see the Four Actions of Inbound], 'touches' can go a long way. According to Stacy Willis on iMPACT, "When expectations are met, you have customer satisfaction. When expectations are exceeded, you achieve customer delight. How do you get there?By being human. Listen to your customer and their needs."
Studies have shown that it takes at least 7 or more touches to generate a person’s interest.
So, how do you make sure you interact with customers in an engaging way and often enough so that your company becomes memorable without you spending a fortune trying to do so?
One great way of interacting with your customers is to send out a monthly newsletter. Start this process by building a list of people who opt-in to receiving email updates from you. (Don't skip this important part of the process, as it protects you from negative consequences.)
The content could include information on a new product or service you’re offering, a new promotion you’re running, upcoming events, resources, etc. The possibilities are endless, just make sure to write it in a way that your customers will actually want to read it and will find value in it. Maybe try to do some A/B testing to hone in on what they respond to.
One-on-one emailing is also a great tactic, especially is you want to encourage dialogue with your customers. When you have very specific questions or want to check in with customers, this is the correct route to take. It's more personal and memorable.
Another way to delight your customers is to interact with them on social media sites. Comment on their posts, give them a shout out when they do something awesome, share resources with them that they might find valuable, invite them to events through social, etc. LinkedIn and Facebook are especially ideal for networking online.
Check-in with Your Customers
There's nothing more meaningful than knowing that someone is thinking of you, and this is true in business as well. The way to a customer's heart is showing them you care about them more than your bottom line. Checking in with your customers to see how they're doing (not just so that you can sell them more stuff) and asking if they feel satisfied with the service you've given them (and offering to sweeten the deal) goes a long way! Sending them birthday cards or work/company anniversary congratulations isn't going overboard. It's simply showing appreciation and that you care.
Create a Culture of Delight
Tribute Media is always striving to be more of a lifestyle marketing agency. We focus on creating a work environment that delights our employees, so that they in turn can delight customers. It's a ripple effect of sorts.
For example, we allow our employees the freedom to work from anywhere and at the hours that make sense for them. This has increased their productivity and overall employee satisfaction, therefore resulting in greater work being produced for clients. Happy employees lead to happy customers!