Your existing customers are among your best assets. They already understand your value – you never need to start over from scratch with them. Keeping them engaged and interested in what you have to offer can be challenging, but it is worth the effort.
Odds are good that only your most dedicated fans have their eyes glued to your social media pages. That being the case, you need a collection of subtle, yet powerful methods to recapture interest from your other customers when you have something to share or offer.
10 Approaches to Ensure Customer Delight
1) Connect With Them on Special Occasions
Building a healthy relationship with your customers takes time and dedication – but the more you know about them, the easier it becomes. Sending a card on the holidays, birthdays, or even the anniversary of a purchase shows you’re thinking of them even when a sale isn’t at stake.
2) Offer Deep Customization
There’s a right way and a wrong way to do customization. The same customers who might get nervous when they see retargeting ads “following them across the internet” will be delighted when they have the chance to customize their products or interact with responsive pages tailored just for them.
3) Make Common Tasks Convenient
Everyone has a favorite pizza they love, so Pizza Hut makes it easy to order in one click. You may not be selling piping hot pizza pies, but odds are good you have repeatable transactions. Other common tasks customers engage in should be simplified, too – especially getting support.
4) Try a Handwritten Note
There’s nothing like a handwritten note to demonstrate that real time and effort went into crafting your message. The concept is often imitated in direct response marketing, but never duplicated. A quick note at the right time can motivate repeat business, but when it doesn't, it still shows customers they matter.
5) Run Contests and Other Fun Events
It’s not just Millennials – the average American spends hours a day on social media. Running a photo or caption contest makes for a novel distraction that gets creative juices flowing. Even if they don’t win a fabulous prize, customers will come away with a positive impression.
6) Engage With Them on Social Media
Of course, you don’t need an elaborate special event to interact with customers. You have tools in place to monitor social mentions of your brand, right? When people take to social media, they simply want to be heard. Responding directly to their concerns can easily defuse any tension.
7) Go Deep on Feedback
Most people love to give their opinion, but they may be leery if you simply ask them to fill out a regular old survey. Instead, find ways to incentivize customers to provide detailed feedback that can really affect your processes. A face-to-face focus group may seem old-fashioned, but it can be fun.
8) Get Them Involved in the Brand...
What do customers think of when they think of your brand? Get them involved with prompts, mini-events and “behind the scenes” live video. A 2-minute video of your latest offering, your production process, or other insider information makes them feel like they are more involved.
9) ... and in the Causes That Matter
Younger consumers make an effort to support the brands that help them live their values. Make sure you have a corporate social responsibility plan and know exactly how your business gives back to the community. Then, publicize your efforts with special events where some proceeds go to good causes.
10) Last But Not Least, Never Forget the Fundamentals
Customer service is hearing and responding to others’ needs – customer delight is anticipating them. Be sure to review customer touch points now and then to make certain everyone is polite and professional. You can’t go above and beyond unless the foundation is in place!
Take the Philosophy of Customer Delight Online Through Inbound Marketing
Old-fashioned outbound marketing is about chasing prospects until they finally, tiredly, succumb to your offer. With its strong emphasis on permission and respect for customers’ time, inbound is the successor that helps you build a true give-and-take relationship.
That being the case, it’s not surprising that inbound marketing positions you to try out fresh and effective strategies for keeping your customers on cloud nine. By building trust into the entire relationship, you’re free to be both creative and responsive.
There’s no need to be intimidated by the new face of customer delight. To get in the right mindset, just think: How – and when – would I want to be addressed? What would surprise me in a positive way? No matter what you come up with, inbound offers the tools.