Six easy steps to turn customers into raving fans

It's a universally accepted fact that 'Every Customer IS Important'; but off late with the surge in digital and social media marketing where there is so much emphasis on finding new customers and eye-balls; businesses are often losing sight of their existing customers and sometimes end up losing them. While there are many reasons why customers stop buying from you- competition, prices, changing needs, change of location, death (yes- some customers do die); the No. 1 reason why customers go away is 'Perceived Indifference'. They start feeling that you just don't care enough.

As businesses, our main objective is to counter this perception of Perceived Indifference, satisfy their requirements and assure the customers that you care. But just having satisfied customers isn't good enough anymore. If you really want to grow, you have to turn the customers into Raving Fans who will rave about you behind your back. Here are 6 easy steps to help you create Raving Fans of your business-

1. Communicate Frequently

Heard of the phrase- 'Out of sight, out of mind'? It stands true for customers as well. While the frequency may differ, every customer should receive an off-line "touch" at least once per quarter. A casual drop by for chai can go a long way in keeping the relationship alive. With emails or e-newsletters, it can be even more often especially if your "touches" are informative or educationally-oriented that are designed to add value rather than just as a mechanism for pushing products or services. This will ensure you develop a relationship with your customers and increase your recall with them over time.

2. Train the Team

This is extremely vital because each customer contact with your team is an opportunity to build your reputation, or destroy it. Use planned and periodic training sessions to give your team the skills that are necessary to boost your company's reputation especially in areas of sales, technical knowledge, communication skills and customer service.

3. Deliver Consistency

For customers to give you repeat business, you need to deliver consistency of experience, every time. Customers prefer consistency over once-in-a-while flash of brilliance. Here's where your SOP's, scripts and trainings play a vital role. Create systems for all standard operations and practices so that consistency of experience is delivered to your customers. The key is to "Systemize the routine and humanize the exceptions".

4. Express Gratitude

Sounds so obvious but seldom put into action. Consider this - when was the last time you received a thank-you note from a company you do business with? Or any communication, other than when a payment is due? This simple strategy can really make an impact and says a lot about your company culture and the value you place on customers.

5. Recognize Loyalty

New customers are critical to growth, but you must ensure that current or long-standing customers get VIP treatment as well. Nothing is worse for loyal customers than to see products or services they bought at full price are now being discounted to entice new customers. You can turn this around by offering exclusive loyalty programs, deals and specials which are focused specifically for your best and most loyal customers.

6. Don't Presume

You may believe you know what customers want. But what if you are wrong? Don't make the fatal mistake of presuming your customers requirements. Work to build your product, service or value proposition around the wants, needs and desires of your target customer. Not only will you get a better understanding of customer needs, you will be able to identify innovative ways to solve their problems and exceed their expectations.

Put these 6 simple steps into practice and who knows, you might just have created another Raving fan!