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3 Ways to Show Your Customers That You Like Them
By: Elaine Reed
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A common perception in the marketing world is that you show your appreciation for your customers by offering sales and discounts. The simple fact of the matter is that this only shows that you like their money. If you truly want to build and maintain loyalty and let your customers know that you are glad to have them, you need to take a few extra steps.
  1. Actually listen to your customers. It’s easy to go through the motions of “listening” by replying to customers through social media and traditional customer service channels. However, listening actually has two parts: 1) hearing what someone has said and 2) taking action. Taking action can be as simple as making sure you understand what someone is saying. Or it can mean taking an active role in changing your product or service to do a better job of suiting your customer’s needs.
  2. Surprise them. There are tons of companies that offer a little lagniappe, or a something extra, at the time of purchase. With today’s database capabilities, sending a customer a sample product relating to one of their purchases is a great way to show them that you are paying attention and want them to get what they like. Be careful, though; the temptation to add a marketing message to something like this is tempting. Don’t. That will send the message that you only care about your customers’ money.
  3. Personalize it. I’m not talking about email automation, or the “Hi, Betty!” people see when they log onto your website. I’m taking about adding a handwritten note with an order. Or placing a follow-up phone call. One of my most favorite things about my dentist is that he personally called me the day after I had root canal to see how I was feeling. He called me. Not one of the hygienists, and not a member of the office staff. My dentist, himself, called me. That spoke volumes to me. Does every retailer have time to personally call each of their customers? Of course not. But if an order is hand packed, it won’t take more than few seconds to have the packer add a quick “thanks for your order” note. Or even better, a message that relates specifically to the items ordered. For example, an arts and crafts seller can add a note that says “have fun completing your project!” Or, “if you have any (product) left over when you finish your project, consider using it for (another project or approved use.)” Taking the extra minute to add a touch like this will make a world of a difference to your customers.
A lot of companies have renamed their customer service departments to “customer care.” Customer care extends far beyond returns and exchanges. Incorporating the above behaviors shows your customers that you truly do care and will make them that much more loyal to your brand.


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About the Author
Elaine Reed is a marketing professional with heavy emphasis on e-commerce and Internet marketing. She blogs regularly on her website and tweets often.
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