Integrated Global Business Solutions (IGBS)

Business Tip from February

Build strong customer relationships

Generally speaking, customers who develop a long-term relationship with your company will look to you first when they need products and services. But developing such loyalty takes time and more than a little business savvy.

Consider the small town drug store. You enter the store and a clerk greets you by name. The person stocking the shelves asks about your rose garden. The pharmacist chats about your son's football team, and directs you to an ointment for your daughter's skin problem. Oh, and by the way, here's a nice selection of Valentine's Day cards that just came in.

Unfortunately, personal attention is becoming a rare commodity. Of course, such attention is difficult to replicate when your store is situated in a metropolis. But the theory is the same. Customers need to feel special; they need to know that you care about their individual needs. When they do, they'll come back and will probably recommend your services to friends.

How can your firm build strong bonds with its customers? Here are three pointers:

Make their experience pleasant and efficient. For example, customers should enjoy a clean and inviting waiting area — whether you run an auto repair shop or a dentist's office. Coffee and cookies should be fresh; music should be soothing (think smooth jazz or classical). And, yes, customers have a schedule too. Don't keep them waiting any longer than necessary.

Offer free advice. Don't be shy about sharing any tidbit of information that may help customers with your products or services. Generally, they'll appreciate the advice and may tell friends about the helpful and knowledgeable employees at your firm. You can also provide advice via e-mail newsletters or a business Web site. These can be used to address common issues with your products or services, announce upcoming sales or special events, even share news about your business.

Ask their opinion. Placing a suggestion box at the checkout stand isn't enough. Periodically survey customers via e-mail or call a sample of customers directly. Train employees to ask customers about their experiences with the business. Take complaints seriously, track follow-up measures, and notify customers about improvements that resulted from their suggestions.

Developing customer loyalty often translates into long-term profitability. If you'd like more suggestions about building strong customer relationships, give or business consultants a call.

If you have any questions or comments contact an IGBS senior business consultant at 703.934.6170

The information contained in this site is of a general nature and should not be acted upon in your specific situation without further details and/or business consulting.