From the moment a consumer interacts with a business to the time following the purchase, there are eight crucial stages in every customer’s journey when their loyalty is put to the test.
Retailers who recognise and respond to each stage will generate vastly elevated levels of customer loyalty.
So, without further ado, here are the eight steps to guarantee repeat business.
Make customers feel welcome
Every customer is vulnerable. Whether they approach a business in person, via a website, or over the phone, they all need or want something they can’t provide for themselves.
A business's role is to help those customers feel they’ve come to a place where their problems or desires will be addressed in a helpful, friendly manner.
Give customers complete attention
People want to feel they have control, and one of the best ways to achieve this is by giving customers undivided attention. Staff who listen to customers demonstrate that they are important and respected by the business.
Customers who ask questions or voice concerns always have an underlying motivation — they could be excited, frustrated, or disappointed.
Primarily, they are seeking to be heard, and staff who acknowledge this will more than likely develop relationships with customers quickly and effectively.
Answer more than just questions
Retailers who answer more than just the customer’s questions offer valuable guidance that the customer can’t get anywhere else.
When staff create personalised and customised interactions, shoppers feel their situation is unique, and this is another critical step in the customer journey.
Know your stuff
Customers want someone to help them who is knowledgeable about the merchandise or service in question. Too often, this isn’t the case, partly because of the high employee turnover in retail.
The cost of employee turnover is not quantified or discussed to the degree it should be.
It should be included in the ROI formula because stores will have a much harder time building relationships with customers when staff are constantly changing. This can lead to lost opportunities!
Never say no
All virtues provided to customers with the first four essentials – hope, control, direction and competence – go right out the window when staff use the word ‘no’. This also goes for variations like ‘can’t’ and ‘won’t’. All these words have the capacity to destroy customer goodwill.
Before saying them, think about an alternative reply like, “Let me check on that and get back to you by the end of today”, or “I’ll check with my manager. Maybe there is another business that carries what you want.”
Invite customers to return
It’s human nature to be wanted. After two people meet for the first time, the ultimate compliment is when either party says to the other, “Let’s do this again and let’s do it soon.”
Asking someone to get together again is motivating, and we are hot-wired to respond positively to friendly requests.
When customers have an excellent transactional experience and staff ask them to return, they will do just that.
Show customers they matter
To develop true customer loyalty, the shopping experience must be more than just a transactional exchange. Gestures of acknowledgment are critical to remind customers they are valuable.
Surprise customers in good ways
Make experiences memorable. While it might be one of the more difficult goals to execute, customers crave attention.
There are many ways for businesses to distinguish themselves and show customers they are important, even after the sale.
Surprises do not have to be high-ticket items; magic can happen in simple ways. Customer satisfaction is a minimal standard, as authentic relationships are built around surprise and delight.
It’s nice to be in business, but staying in business is better. The secret sauce is creating and building long-term relationships in a brick, click or phone culture that keeps customers returning forever.
Each customer experience should demonstrate active listening skills that help customers to feel in control. This is a necessary step in the journey to sustain long-term business growth.
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