Customers today have lots of choices. If your business doesn’t leave them satisfied, they can easily go elsewhere with just a click. They don’t have to usually factor in driving to other locations. They can price match and compare other factors online. If Business A isn’t offering free shipping or free initial consults, they can quickly find Business B or C that does.
This is why businesses need to up their game to impress customers and convert them into loyal patrons. Here are some ways to do just that.
1. Make a Great First Impression
If you run a service-based business, the first time a customer reaches out might be to make an appointment. Whether you are a fancy law firm or a tiny nail salon, clients need to schedule a time to see a professional. Make this first point of contact quick and easy. Allow them to make an appointment online through your website or app 24/7.
Using do-it-all small business software, business owners can empower their potential and current clients. Use all the features in the software so customers can change or cancel an appointment without having to call during regular business hours. Integrate intake forms in the system so you can reduce the amount of time and paperwork needed before the appointment. Have them read and sign any waivers beforehand. Make sure they receive a confirmation of the appointment via email and text.
2. Effectively Use Consumer Data
Now that you have an appointment or an order, make good use of the data. Never sell the data to third parties since that could be a violation of customer privacy. However, you can milk that data for your benefit in a few ways. Add them to your email list to the correct segment. If you run a product-based business, send them an automatic thank you email with a promo code a few days after their first purchase. If you provide a service, send them an appointment reminder.
Later, use their cell phone number or email to ask for a review. Make sure your marketing message addresses them by name, so it feels more personal. Use the purchasing pattern to refine your strategy. Do people who order kids clothes order matching accessories or is the matchy-matchy trend dying? Study the data to find more patterns and tune your marketing accordingly.
3. On-time Delivery
Once you have the first order, make sure you deliver on your promise. In this Amazon era, many customers expect to receive their orders the same or next day. Many large corporations have started to offer comparable shipping speeds, but some small businesses may not be able to. They do not operate their own delivery trucks and logistics network. They are at the mercy of the post office or other shipping services.
Even if you cannot offer super-fast shipping, be realistic and honest with the time frame. Don’t say you’ll get it in two days, when it could take five. Shipping speed may be a deciding factor when people order things they need at a particular time. You can leave them disappointed if they don’t receive their order in the promised window. You could improve the experience by delivering it before the customers expect it, to add an element of surprise.
4. Delight Customers
The worst thing for a customer is to wait for a package and to realize something is wrong with the order when they receive it. Your job as a business is to delight customers. Just meeting expectations is the bare minimum. However, mistakes can happen even if you have multiple checks in place.
If a customer receives the wrong size or color, offer to fix the issue quickly and provide some compensation for the inconvenience. Try to make it a one-contact resolution. They shouldn’t have to speak to multiple reps or send three emails for the issue to be solved. They could have ordered the dress for a special occasion and now have to scramble to find something else in time. Offer a generous coupon for their next order or send a replacement after refunding the original order. When the customer feels heard and seen, they may be more likely to try again.
5. Bait to Return
Include a postcard in the package to encourage your customer to order again. Of course, they must be happy with the original order to do so. But if you have delivered well in all aspects of the order process, that should not be a problem. Remember to include an expiration date on the coupon code so they are motivated to order before the deal expires. They might buy the same item in a different color or a duplicate as a gift for a friend. If they are impressed with the quality, they might give other items in your store a chance.
If you have a brick-and-mortar location, you could use the printed receipt to get customers to come back. Print a discount code for patrons to use if they return within the next month. The more they frequent your business, the more likely that they will become loyal customers because of familiarity and ease. They don’t have to wonder how something tastes at the other store. They know your store hours and may have a “usual” order with some of your friendly employees who see them regularly.
It is not impossible to convert first time customers into loyal ones. However, clever marketing fliers and promotions alone cannot do the trick. Your product and service must consistently deliver above and beyond expectations.
