Getting personal with your customers is really a good thing. This isn’t a touchy feely concept. It’s about creating a customer experience that makes your brand memorable and relatable. Your customers have a hard enough time making buying decisions with so many options. They worry about making mistakes and wasting time and money.
As the business owner, we can help our customers get they need to make informed decisions and help them through each decision by creating a customer experience that stands out and above the competition. One way to build an outstanding customer experience is by getting personal. You don’t need to memorize all the names and faces of your customers, but you can do small things that have a personal touch.
Here are a few ways to get started:
One simple way is by using email marketing since it is a one to one communication. The important thing is to make sure the email delivers the valuable information that builds trust and not some hard sell ‘pitch man’ copy.
- Create content-rich emails that educate your customers about the industry you’re in so that they can avoid mistakes.
- Use personalized fields for first names when possible.
- Make sure your newsletters are at least 80% educational and only include offers that make a direct connection to the information you’re providing. Don’t make it the focus. The emphasis is on the customer.
- Send a thank you email and a follow up email after a transaction is over. Marketing doesn’t end with the sale. You want to encourage repeat business and referrals and that only happens when you’re customer is delighted with the service or product your company provided.
- Create a special list for a specific topic and promote it using a landing page where the customer can download a free eBook or access an online tool.
Direct Mail still works! Send a personalized postcard during the customer’s birthday month and offer them something exclusive:
- Restaurant: Send a giant birthday card hand-signed by all the staff with an offer for free dessert. (Guess where the birthday dinner is going to happen?)
- Online Retailer: Free shipping all month long because we want to milk the celebrating.
- Send a handwritten thank you card to new customers giving them a warm welcome with a personal touch. Send another one out when they refer someone to you with some kind of useful reward that gives value not obligating them to buy anything.
Make the face to face experience special!
- Bank: Manager is in the lobby greeting customers as they walk in and guiding to the person they needed to speak with or getting someone from behind the counter to come out and assist people as needed. No one waited long for any service. (I actually experienced this and was very impressed.)
- Accountant: Welcomes clients with warm, freshly baked cookies before they sit down to discuss financial matters. (Yes, I know one that does this and it is memorable.)
- Mobile Car Wash: Send text messages to past customers when you’re nearby to inform them you will be in the area. Use texts to create appointments and let them know the car is ready!
- Dog Groomer: Snap a photo of each freshly groomed pooch and share it to your Facebook Page. Let the customer know they can grab it and share it to their own wall.
Whatever the offer, create something unique, memorable that is valuable to the customer.