By Seth Morris
As important as generating new leads and obtaining new clients is, keeping clients happy so they will stick around for the long-term is far more important. A recent study by the White House Office of Consumer Affairs showed that it costs about 6 to 7 times more to attract a new client than to retain an existing one. This means that companies should go to great lengths to ensure that their customers are happy, as just one bad customer service experience is highly likely to stop a client from doing business with you.
So the question is, what can you do to make your clients happier so they are less likely to leave? Here are 4 of our best tips that are sure to increase customer happiness and loyalty to your brand.
Get to Know Your Customers
One of the best and easiest ways to make your customers happier is to take a genuine interest in them and really get to know who they are. In other words, you shouldn’t only be interacting with your customers when they have issues or concerns. Make sure to call them routinely just to see how they’re doing and let them know how much you appreciate their business. Additionally, JuniorBiz recommends asking how their day is going and if they have any plans for the weekend. Questions like these are signals that you care about them not only as clients, but also as individuals.
A 2012 Nielsen-McKinsey survey revealed that customers were almost twice as likely (33% to 17% respectively) to recommend a company that provides a fast but ineffective response to one that provides a slow but effective response. Of course, you ideally want to provide a fast and effective solution, but the results of the study highlight the importance of responding to customers as quickly as possible. Even if the resolution to their concerns will take some time, make sure to keep your clients updated as often as possible so they know you are thinking about them and that their concerns are important to you.
After you’ve helped a customer, it’s important to follow up to see how they felt about the service they received as well as how they feel about your brand and product or service in general after their interaction with you. One great way to do this is asking them to respond to a customer survey. To avoid sending surveys out that aren’t very effective, Helpscout advises keeping them short, using both open-ended questions and yes/no questions, and only asking questions that are relevant to your end goal, among other things. Remember that your end goal is making your customers happier, so focus on finding out what they aren’t happy about and then you can implement changes to make them happier.
Provide a User-Friendly Product
The best customer service in the world can only take you so far if you have a product that isn’t user-friendly. The consumer of today demands user-friendliness, which is why we at eFileCabinet have designed our software to make it as easy as possible to access and share all your files whether you’re working from a PC or a mobile device. Having a user-friendly product greatly reduces the amount of time you have to spend dealing with customer issues, which allows for more time to develop customer relationships.