One Secret to Keeping Clients Happy By Carson Leith
No matter who you are, you probably want your customers to be happy. Happy customers literally pay the bills – and sometimes keeping them satisfied is far from easy. They all have different needs and expectations, as well as different ways of responding to change. Sometimes you might make an adjustment to please a particular client, and in the process you might upset another one. We’ve all been there. Often, even with great customer service and an excellent product suite, your clients might seem apathetic or unimpressed. So what’s the secret to keeping them truly happy?
The real game-changer? Engagement.
Regardless of your industry, your business needs loyal and committed customers. Consistent and dedicated client engagement is an important step towards meeting your goals and expanding your customer base. Unlike clients who are simply satisfied, engaged clients are passionate about your brand, comfortable communicating their feedback, and willing to send referrals your way. According to CRM magazine, it costs five times more to acquire new customers than it does to keep current ones. They’ve also found that a 2% increase in customer retention has the same effect on profits as cutting costs by 10%. Therefore, it’s absolutely vital to make sure that you’re connecting on a deep level with your clients and keeping them involved in life of your business. If you know what your customers are passionate about and engage with them on those issues, they’ll stick with you for the long haul. In fact,Gallup research has found that customers who are fully engaged represent an average 23% premium in terms of share of wallet, profitability, revenue, and relationship growth over the average customer.
So how do you actually engage them in a way that makes a difference?
You involve them in your own efforts to make a difference.
Corporate giving and social responsibility are important components when it comes to keeping your customers happy. 89% of U.S. consumers are likely to switch brands to one associated with a cause, given comparable price and quality. Everyone wants to make the world a better place, and studies have shown that helping others increases your own happiness. Therefore, if your clients are able to participate with you in the process of improving the community, they’ll be happier and more deeply connected to your organization as a whole.
If you’re already giving as a company, make it a point to engage your clients in the process. Craft some social media posts about your philanthropic projects, or include a section in your monthly newsletter that highlights how your organization gives back. Once your customers know about your giving, invite them to participate by putting together a giveaway for those who donate to a specific charity that you support. Have your customer service reps share briefly about the causes you support when they’re on the phone, or set up a donation box in your office so that clients can join in on your fund raising when they visit.
If you aren’t involved in any social impact initiatives, find out whether your team can volunteer at a local soup kitchen or community center as a start. You can even go a step further and invite your clients to donate to a special project with your team, or to come volunteer with you at an event. You’re sure to make an impression by involving them in your efforts to give back.
If you try out any of these strategies for keeping clients happy, we’d love to hear about it in the comments below!