R – Review (requires change / innovation) or repeat the activity (and tweak where necessary by monitoring)! Delivering on customer expectations is not a one off exercise. Things change continuously and unless you’re monitoring how well you are delivering on your customer expectations, you run a very real danger of losing touch and ending up on a completely different page to your clients.

The ‘R’ here also relates to recognising your customers’ loyalty. There are many ways to do this and the simplest one is a ‘thank you’ and acknowledgement each time they come in. The aim of the game in all customer interactions is repeat purchase. Therefore, you absolutely must review how well you’re doing all the time, improve the areas your customers find difficult or frustrating, and repeat the things your customers appreciate time and time again! This is a systematic approach to delivering a delightful customer experience over and over again. Yes, I used the word delightful. Anything less these days and you’re no different to your competitors. You need to stand out, make a memorable impact and ensure that the customer walks away feeling that no one does what you do better!

As I just mentioned, the ‘R’ can represent repeat purchase behaviour. Look at your business and determine strategies that will encourage customers to buy from you over and over again. Some ideas may include:

• Exclusive deals and pricing
• Private events – closed door sales for example
• Loyalty programs – maybe not an “Everyday rewards” type program, however a ‘buy 9 and the tenth one is free’ type offer may suit.
• Gifts with Purchase (aka GWPs – big in the retail sector especially duty free stores)
• Redemption offers or volume based discounts (Beware of discounts as they can be quite detrimental to profit – a topic for a future Momentum Tip!)

The ‘R’ is also about relationships. People like dealing with people. People also like to be recognised when they come in. In other words, use their name! You can’t build a solid relationship by only seeing a customer once per year and you certainly won’t do the relationship any good if you get their name or details wrong, especially if they’re repeat customers!

Now, I’m not saying you have to know every intimate detail about your customers, however you do need to understand enough to expand the relationship and contribute to it each time you’re in contact with them. This is where your Client Relationship Management system or CRM becomes critical. Too few businesses have a proper CRM system in place that captures all of the intelligence that exists within the business about the customer. A CRM allows you to record campaigns that your customers have been exposed to, records of contacts and notes about each of those contacts, the full contact details of your customers, their likes, dislikes, and personal information. The CRM system is designed to support you in building a relationship with your customer that can be customised to best meet their needs.

Perhaps the most important aspect of the ‘R’ is retention. An existing customer is several times cheaper to retain than targeting new ones. If you invest in the relationship, your existing customers will also be more likely to accept your suggestions for further products and services.

So, when you have a customer that keeps coming back, it’s in your best interest to constantly monitor review and repeat the most important elements of your customer experience. Make your customers feel important regardless of whether they buy from once or twenty times per year. Send them a note or a card for special occasions. Invite them out for a meal or a celebration to thank them for their ongoing support. There are so many things you can do to retain your customers for the long term, and I have worked with many businesses to select the best strategies for their specific client bases.

It doesn’t take much to put things in place that will enhance the perceptions your customers have of you, your team, your products, and your services.

 

I trust the eight elements of C.U.S.T.O.M.E.R. that I’ve covered over the last eight weeks have provided you some useful ideas and tips on areas to work on in your business.

Now, it’s over to you!

Clearly identify our customers. Take time to Understand what they truly need. Set powerful Standards of excellence. Train your team to deliver powerful customer experiences. Observe your customers and team members interacting. Measure the critical performance indicators and how well you’re delivering to your customers. Empower your team members to really help your customers and solve their problems. And, Review or repeat the most important activities in your business to strengthen relationships, recognise your customers’ loyalty, increase repeat purchase, and retain them for the long term.

Build your massive momentum!