Customer Experience

How A Personalised Customer Experience Keeps Your Customers Coming Back

Keith Coppersmith
Written by Keith Coppersmith

Satisfying customers is not an easy job but it’s essential for the success of your business. There are many ways to approach this topic. How to keep customers happy has been a question for business owners for a very long time now. Obviously, the first step is creating a good product that is useful and worth the customer’s time and money. However, with a fast-growing market and conditions constantly changing, just having a good product is not enough to stay ahead of the competition. Companies use innovation as a tool to stay ahead and offer customers something new in order to attract them. Unfortunately, innovation is expensive and not all business areas offer enough room for innovation.

Personalised customer service can be a great way to attract customers if  innovation isn’t an option. This concept aims to design a product or service that meets the customer’s individual needs. Giving customers the feeling of being understood will make them want to come back and use your product again. Even if your product is not significantly better than that of your competition, you can still retain a higher customer base by making people feel special. This is by no means an easy task; creating a unique and personal experience for a high number of diverse customers takes a lot of time and effort. Here is what you need to keep in mind if you want to create an experience that will make your customers keep coming back:

Understand your customers

Creating a personalised experience for your customers starts with getting to know them. You need to find out who they are and what their needs and expectations are. Gathering this information is not easy. Some customers will be very open about what they expect from your company and will gladly give you feedback. But in order for them to do so, you need to supply them with the proper channels. Your website or social media platform needs to have a clearly visible feedback section that encourages users to talk to you. You should value customers that devote their time to giving you feedback and try to reply and thank them whenever possible, even when receiving negative feedback. Replying to feedback creates a personalised service in itself, and the customers that you reply to will be very likely to remember and continue using your product in the future.

Surveys are another good way to find out about the needs of your customers. Try offering customers the option to participate in an online survey and give you detailed feedback. Never take such help for granted and always show gratitude by offering some kind of compensation to people who agree to take part in your surveys. You could also organise seminars at your office to educate potential customers about your company and products. This is a good opportunity to talk to people face to face and get to know them better, and even ask them to take part in live surveys if you want more detailed information.

Make personalised customer experience part of your company culture

As a business owner, you won’t be able to interact with a lot of customers; most of the time your employees are the ones taking care of their needs. Because of that, you need to make sure that everyone in your company shares the same vision as you, and that they are devoted to building personalised customer experiences. You have to make this goal part of your company culture. Hire people who will truly make customers happy not because you pay them to do so, but because they honestly believe that it is the right thing to do. You need to surround yourself with people who value customer feedback and use the information they receive to create a better experience. Conversations about the customers and their needs should be part of every meeting, and the results shouldn’t be measured only by revenue but also by the satisfaction of the customers. Make customer experience a key performance indicator (KPI) and measure how your actions are affecting customer retention rates. Use all available tools to make your employees have the same goals, and work towards creating the best possible experience for your customers.

Build your brand

Your brand is the unique way people see your company. It consists of your logo combined with all the ideas and feelings customers have towards your company. There might be many companies out there that offer the same product as you, but if yours is perceived as more unique, people will naturally want to be associated with you. There are many examples of successful brands that offer mediocre products but are still very successful just because of the unique experience they offer. Make your brand a top priority and work towards getting your logo out there and seen by as many people as possible. Start a marketing campaign on radio, TV, or on billboards. Organise public events where you give customers the possibility to talk to you and give you feedback. Prepare gift bags with branded notebooks so that they remember the experience and share it with others later on. The more people have the opportunity to see your logo and hear about your brand, the more potential customers will be interested in your company. Branding creates a truly unique and long-lasting experience, and provides a great way to create a loyal customer base.

Research the competition

Put yourself in your customers’ shoes. Imagine you are someone who might need a product or service that you are offering, and explore all the options available on the market. Start by finding out how easy it is to find your product compared to the competition. Then analyse the customer experience those competitors offer and compare it to your own. There is always a lot you can learn from your competitors, even the bad ones. Adopt the good practices of your competitors but also learn from their mistakes and try not to repeat them. It’s much easier to analyse the experience you are offering when you have something to compare it to.

Good marketing will bring in customers but the experience they have will decide whether they come back or not. Use these tips to make customer experience truly unique and build a large and loyal customer base for your company.

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About the author

Keith Coppersmith

Keith Coppersmith

Keith Coppersmith is a business and marketing expert who has experienced both the rise and fall of many businesses. As a regular contributor at Bizzmarkblog, he enjoys writing and providing insight of the marketing industry based on both practice and theory.