Positive customer experiences are imperative for customer retention. It is also essential for increasing brand awareness and differentiating your position in the marketplace. But how does one accomplish this in today’s competitive market?
The answer is simple: added value.
What is Added Value?
The concept of added value is so simple. In spite of that fact, it seems to elude many business owners.
How about this…?
Think of your customers as a sort of precious metal. How would you treat your precious metals? For example, a wedding ring, a favorite diamond ring… Do you throw them aside with the used tissues, or do you treat them like they are special, giving them that extra special treatment and storing them in a special place?
In the same way, you need to treat your customers in a manner that is extra special and give them an environment that is unique and special for their needs (and wants).
Like we mentioned, in spite of its seeming simplicity, businesses seem to continually overlook its ability to convert leads into returning customers. Added value is merely something you give to your customers. It is something that your customers will feel is of high value, yet is of low cost to you.
But, remember, low cost is not the same as used tissue. There still needs to be the value of precious metals even if the cost of what you are providing is not expensive to your budget.
Here are three ways to create added value that can be easily implemented within most marketing strategies:
Tip #1: Put Yourself in Your Customers’ Shoes
The fine art of creating added value starts with the ability to see your business through the eyes of your customers. This includes being able to see your business from the perspective that your new customers have, as well as those customers who have been with you for a while.
By now, I am pretty sure you have defined your target audience. And, if you have been privileged enough to bypass the step of defining your target audience, but have a list of loyal customers, you can reverse-engineer the description of your audience based on your customer list. Part of this is the process of defining customer personas.
Now that you have your personas defined, consider what’s important to your target audience. At the same time, consider how your product and/or service would benefit them.
How can you solve your customers’ problem? How can you help them overcome obstacles or enable them to do their job better?
The answers to questions like this will help you develop a list of ideas that would be considered products or services that add value to what you offer.
Too many business owners miss the boat by focusing on the features instead of the benefits. Shifting your focus to providing services that hone in on your customers’ wants and needs builds trust. You need to stop selling and start helping.
Tip #2: Consistently Work to Improve Customer Satisfaction
Lack of customer satisfaction is a surefire way to keep customers from returning.
Businesses who create unforgettable customer experiences are far more likely to receive word-of-mouth referrals, positive reviews, and higher retention rates.
We know this from experience. When we were in the domain registration and hosting business, we were the top reseller for our primary domain registrar. Why? We were known for answering support requests within minutes, possibly even seconds. This pleased our customers and they made referrals that became the basis of our success and growth.
The question is not what can this customer do for me, but what can you do for this customer? By building a memorable customer experience, you’re able to develop relationships with them, so you can connect on levels that surpass simply getting the sale.
Tip #3: Make it Memorable
Creating a memorable customer experience begins with a model, and your model should aim to deliver nothing less than an intangible value that can’t be sold. This includes attention to detail, personalized attention and demonstrating genuine concern towards any issues that arise.
Your goal should be finding out any problems that occur before the customer complains. And what’s the best way to accomplish this? Simply, asking how they are doing usually does the trick. This small act of kindness goes a long way to instill good faith and trust from both current and prospective customers.
Hey… we know that from experience! It works! So, now, armed with some rudimentary tips, go out and make it happen for you!