Many companies overlook the simplest ways to satisfy and retain customers. They often spend exorbitant amounts of money on branding campaigns that make very aggressive claims to the public. Slogans like the best, the greatest value, and number one flood all types of media and make us believe that those are the values of the advertising company. We as consumers typically adhere to rule number one rule of marketing; we respond to promises geared toward our tastes and preferences and we head straight toward the source of these promises.
Companies create heightened expectations that appeal to us personally and when we don’t find those claims to be true we feel violated and even betrayed. Appeal to us on the basis of price and you better have the best price, appeal to us in the basis of service and you better SERVE.
Simple disciplines like effective communication policies that include responding to customer concerns go a long way. If customers take the time to tell you about their service experience it means they are open to resolution. Many unhappy customers simply jump ship and never comment or give retailers a clue about their dissatisfaction. You must respond in a timely (and accountable) manner or their business will be gone forever.
Next, honour your promises. Period. I often think of a leading local retailer that has a slogan that reads “you pay less”. I never pay less when I shop there. They are not even close to a low price retailer, so why tell me that? Tell me that they are conveniently located (which they are), that they have a wide variety of products (which they do) and I will come. Don’t trick me. The money that I have to spend is a result of employment that requires a basic level of intelligence and I can also read. The point is: tell your market the truth and honour those truths in your business practices and I argue that you will attract and retain customers consistently.
I remember telling a young man that was a part of one of my sales teams to “do what you do, and do it well, without fail”. The advice was actually for his then new relationship but certainly applies to the relationship between buyer and seller. Trust is important in any relationship and in these trying economic times consumers need to believe in your company and your products more than ever. We are challenged to do all that we have to do with time being the greatest commodity that any of us can possess. Waste our time making us run around and like any relationship, we will leave for good.
Be true to your customers and they will be true to you and reward you with their continued patronage and a steady stream of referrals.
