What’s the number #1 thing that creates loyal customers?
Giving over and beyond what they expect. Surprising them with something, anything that lets them know you value their business and you want them to succeed.
In Influence: The Psychology of Persuasion by Robert B. Cialdini (by the way, every marketer should read this book once a year) Dr. Cialdini notes that subjects in a study rated other people more likable just from the simple act of buying them a can of soda.
A simple can of soda! As Cheryl and I thought about our goals for the New Year, we had to admit that we don’t do enough to show our customers how much we appreciate them...and will be making this one of our priorities this year.
Zappos has admitted to regularly upgrading customers to overnight shipping without telling them - just to create a “WOW” factor that wouldn’t have had the same effect if they had just posted it on their sales page.
So to get you started, here are five of the best ideas we’ve come across that we are currently (or plan on) using:
In these days of eCards, can you even remember the last time you received a handwritten thank you card? It’s surprising how rarely this proven way of showing gratitude is actually used anymore.
The extra time taken to write something personal is worth it! You’ll make your customer’s day - everyone loves receiving real mail! And for Infusionsoft members, SendOutCards can be integrated with Infusionsoft with the 3rd party software FixYourFunnel.
2. START A LOYALTY PROGRAMCustomers love the red carpet treatment, which is why Amazon’s Prime membership or the Zappos VIP program is so popular. Your rewards program doesn’t have to be complex; it can be as simple as offering customers an annual discount on their anniversary.
Tim Donnelly, a contributor for Inc. Magazine, wrote a fantastic article on how small businesses can decide whether a customer rewards program is a good fit for them - and how to go about starting one.
If your customers are all over the country (like ours), how great would it be to go out of your way while traveling to look them up and offer to buy them a cup of coffee! Since it’s their stomping grounds, let them guide you to a favorite local spot.
And for all the times you can't actually meet them, we love the idea of sending a Starbuck's eCard as an unexpected thank you.
Cookies and brownies are always a hit - but keep your audience in mind: if your customer is into fitness or a vegetarian, a healthy fruit bouquet would brighten their day.
If you choose cookies, Christie Cookies (you know, the cookie that has welcomed guests at Double Tree by Hilton for 25 years) do great custom tins. SendOutCards (they have a gift line as well) has you covered with their gourmet cookies, brownies, and more.
Include a note on a customer's February (or any month) invoice telling them you’ve taken $50 off their bill as a way of showing appreciation for their loyal and continued service. If you own a brick-and-mortar store, take an extra 10% off your customer’s purchase right at the point of sale, just to say thanks for their business.
We all work hard to provide the very best products and services we can to our customers. But that’s our responsibility – our job. Saying thank you is because we just want to – our privilege.
Seize the day!
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