Working with the customer experience will allow you to turn regular customers into those who will truly love your brand. Moreover, it is the rare case when a small business has an advantage over large corporations.
The basis of this approach — the desire to understand how and what you can do for your clients so they feel its a “feature”. In return you will receive dramatically increased the likelihood that they will come back to you and refer their friends.
How to work with the customer experience
1. Define your target audience
Communicate with customers, conduct interviews, form a focus group. Analyze the statistics of orders, consider the opinion of your product that people Express on forums and in social networks. Determine the most important for your business customer segments.
Find out what interests each segment of buyers
Why these people came to you? What do representatives of each segment happier? Why customers left you and is there a possibility to get them back? In other words, determine the needs of each segment of the target audience.
2. Begin to act
Use the information to inspire every client that he is special and valuable. Ideally, this should be reflected in the creation of personalized offers.
Why the advantage in working with the customer experience gets a small business? Because in a small company/ cafe/ beauty salon to give employees special powers. They will help to provide a personalized customer experience. In a big company will make it much harder: have to change the whole corporate culture.
3. Example for inspiration
Peter Shankman’s book, “zombie Loyalists” gives several examples of successful work with the customer experience. Here is one of them.
In one of the spas the woman ordered a course of sessions couples massage. Administrator at raspadne asked what the event is timed. Client said: my husband and I are celebrating the 25th anniversary of their first date — it was their annual tradition. The next time the pair came to the salon, he presented a cake with the inscription “Congratulations on the anniversary of their first date!”.
The client was so impressed with this that he became the loyal visitor. She brought many of his friends, that for 6 years has brought the company $20.000. Good compensation for the cake, isn’t it?
Establishing warm personal contact with the client was a major step towards commercial success.
