It is critical that your customers enjoy their experience doing business with your company. When a person is pleased with the level of service that he or she received, that person is likely to buy another product or service package in the future. However, an angry customer may avoid your brand and tell others to do the same.
Positive Experiences Stay With a Customer
When you walk into a shop, you generally feel better when someone greets you and asks if there is anything that he or she can do to help. Furthermore, you probably appreciate when you can find the products that you need or information needed to make a purchasing decision.
Therefore, your brand should go out of its way to make sure that its customers are treated in the same fashion. They should be greeted by a smiling salesperson if the company runs a brick-and-mortar location. If the customer interacts with the company through its website, he or she should have the ability to engage in a live chat.
After the sale is made, be sure to ask if there is anything that you can do to help a person get the most from a product or service. For instance, a customer will likely appreciate expedited shipping or assistance bringing items into his or her home. Showing empathy for the customer and working to help solve his or her problems will show that the company cares about its customers beyond the money that they provide.
Reviews Impact Brand Perception
If customers feel as if they have had been treated well by a brand, they are more likely to offer positive reviews to family and friends. These individuals may also be willing to write testimonials that can be placed on a company website or social media property. When another person sees these positive words being written about a business, that person may be more likely to view the brand in a favorable light.
This can work to bring down your customer acquisition costs because there is no need to pay for an online testimonial or offline referral. Ultimately, it allows the organization to obtain higher profit margins on each sale. Happy customers will often spend more per transaction as opposed to those who don't like a brand or are simply neutral toward it.
One Bad Review Can Scare Off Other Potential Customers
If an individual reads a bad review, it could be the deciding factor in that person's decision to do business with a competitor instead. While those who are researching your company understand that you can't please everyone, every disparaging word written about the business gives a prospective customer a reason to go elsewhere.
In the event that a customer is not pleased with the level of service that he or she received be sure to make the situation right. For instance, you could give that person a free product or a gift card toward the purchase of a future service package. At a minimum, be sure to put the situation into context by explaining why a shipment was late or why no one responded to a question in a timely manner.
The company should also be ready to defend itself if the complaint is a fabrication or is not true in any fashion. By telling the other side of the story, it may be possible to win a prospective customer back to your side and close a sale. The impact that negative words can have is why you must manage your reviews to determine what the organization can do better.
Your Brand Should Have High Standards
The brand that you have created should have high standards that it constantly strives to beat. While it can be easy to write off a customer as entitled or misguided in his or her opinion of the business, it is critical to take everyone's input seriously. For instance, if a customer complains about waiting for five minutes to cash out, make it a company goal to have everyone cashed out in four minutes.
If a customer complains that an employee wasn't upbeat or cheerful during his or her last trip to your store, work on improving store morale. Alternatively, take steps to weed out those who make your company look bad to customers. By addressing the concerns that your patrons have, they are less like to write bad reviews in the future. Furthermore, they are more likely to forgive the company for any current or past misdeeds.
It is important that you strive to give your customers what they want and need at all times. This is true no matter how hard it may be to meet a patron's expectations. By developing a rapport with your target market, it makes it easier to attract customers who be loyal to the brand for the rest of their lives. Ultimately, this increases the odds that your business can grow and thrive for as long as you own it.