CUSTOMER APPRECIATION: The Heart and Soul of an Authentic Brand!
Is customer service everything you need to build an authentic brand? What about customer appreciation? One is the result of the other…right? So, if you deliver great customer service then this should result in Customer Appreciation? Well, that’s NOT necessarily so…wish it could be that simple, but not in today’s world. With the current competitive climate great customer service just isn’t enough. So, why focus on customer appreciation? Well, if you want to retain a customer for life, a strong bonded relationship must be developed….between your brand and your customer. This bonded relationship, which creates customer appreciation, is the heart and soul of your authentic brand. What creates that bond is how you and your employees collectively behave at every customer touch point and how you collectively live up to what you promise to deliver to your customers. ‘Authentic Brands’ are built by conscious design, not by default! Think about who you are and how you want to show up. Make sure your employees understand the linger feeling you want to leave your customers. Is it friendly, warm and engaging? If, so, do they genuinely care by showing eye contact, listening intently and engaging in sincere dialogue to understand their needs rather than treating them as just another transaction? This type of behavior is authentic. You can’t fake it! Here’s a quick story. I was on the phone recently with the new prescription drug company of my healthcare provider. I have had nothing but disappointment in the past in dealing with healthcare providers. I wasn’t quite sure how to refill my prescriptions through their online service so I could save on the cost. So I called and asked “Do I have to have my doctor rewrite the prescriptions all over again? Can’t you just contact the former provider to give you the information?” I already had a preconceived notion about what I could expect and was cringing! To my surprise, the customer representative immediately picked up on my slight displeasure. There must have something in my voice! She said, “unfortunately we can’t just have them transferred…due to federal regulation, but I will call your doctor’s office and get the information. Please allow me a moment and I’ll take care of the details for you.” She put me on hold and came back on the line 3 times within a 5 minute period to assure me she was working on it. She then confirmed my prescriptions and said “Ms. Chapman, the prescription you require will be mailed to you within 5 days. If you need something sooner, I can certainly arrange that. I said, “That’s perfect timing.” I was ecstatic. I didn’t have to jump through hoops. She then said, “in the future, all you have to do is call us directly or visit our website and we’ll take care of it for you right away. Here’s my number, if I’m not available, just leave me a message and I’ll return your call promptly!” I was absolutely certain this was going to be a hassle, but instead I was delighted by the representative’s concern for my situation. I was so appreciative. She genuinely cared. Since then, I have continued to call this representative every time I need something. I’ve developed quite a bonded relationship. The point here is how do you want your employees to show up and deliver on your brand? What behaviors and standards do you have in place that set you apart from your competition and create the ULTIMATE in CUSTOMER APPRECIATION? Make sure your employees are trained in these standards with consistent policies and practices in place for them to deliver consistently and seamlessly with your customers at every touch point. Lastly, make sure your employees are sensitive to pick up on the slightest cues and are empowered to take the initiative to do whatever it takes to “Wow” your customers. Did you know? A shift in customer retention by as little as 5% can account for more than 20% improvement in profits, and in certain industries can account for as much as 50%-100%. Remember, powerful brands are not built by default. They are the result of a deliberate and conscious process starting from the Inside Out.Sign up for Ignite Your Business Brand DNA! A Step-by-step Program to Skyrocket the Growth of Your Business: Define It, Create It, Build It, PROFIT! Discover your unique business brand DNA of values, style, standards and differentiators. Leverage this blueprint to engage and motivate your employees to create consistent “Wow” experiences that win customers for life and grow your business exponentially! Go to www.BrandDNAProducts.com.
