My daughter has really bought into the latest “frozen yogurt” craze, and dragged me along with her. It’s like a “Starbucks for Kids”, where they can go and indulge in their favorite treats, in a bright social environment full of other kids just like them. Most of the one’s I’ve been to are franchised so the image is very well thought through, and the products are high quality. So what’s missing for me? – Usually (not always) the service.
The employees are not well trained, the culture is not evident, and they aren’t doing the little things to build a relationship with me! I’m left feeling satisfied but not delighted and so I just don’t feel any loyalty to them. They could be replaced at any time. In this highly competitive world and with what it costs to get a customer – it’s more important than ever to leave your customers feeling delighted. I have a favourite quote by a Poet and Writer named Maya Angelou that goes like this “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
How you leave people feeling is what will bring them back. That is providing you have something they continue to need. Studies show that 67% of customers that leave a business do so because of perceived indifference. They just don’t believe you care anymore, and it’s usually because you haven’t demonstrated that consistently and in any meaningful way. Think about a good friend you have. How do you demonstrate that you care? By keeping in touch, and informed on what is going on in your life – right! Make sure you have a good system for organizing your customer base and communicating with them regularly. Keep finding innovative ways to bring them value and show them that you care.