“Keeping Customers: Learn,” Starting and Growing My Business for Self-Reliance (2017)
“Keeping Customers: Learn”
Learn
Maximum Time: 60 Minutes
1. Building Customer Loyalty
Read:
At this point, you should have at least one customer. If you don’t, focus on getting a customer as soon as possible.
Once you have customers, you need to work hard to keep them loyal to your business. You can build loyalty by engaging your customers, listening to them, and creating positive experiences for them. Finding new customers can cost your business far more than what it costs to keep current ones.
Discuss:
Imagine that you are opening a neighborhood hair salon. Many customers are price sensitive and will go to the salon that is cheapest or that offers a coupon or a sale.
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What are some things you could do to build loyalty to your salon so customers will come even if you are not discounting your services?
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What are some things you could do that would allow you to charge a premium price?
2. Engaging My Customers
Read:
Engaging customers is more than having them notice your business. It means actively involving them and purposefully encouraging them to participate in it. As you engage customers, they develop an emotional attachment to your business and feel a sense of ownership. They are also more likely to be loyal to your service or product and to champion your business to others.
Always be looking for ways to engage your customers. They want to express their opinions, share experiences, and even give ideas for new services and products. You can engage customers in person, through experiences, and through technology. Social media and email are examples of how to engage customers through technology.
Discuss:
Think of a business that engages you as a customer. How does this affect your relationship with the business?
Read:
As a business owner, be sure to engage your customers in thoughtful, considerate ways. For example, communicating through email can be an effective tool. However, if you send too much email, or the wrong kind of email, you might annoy your customers or violate their trust. Your customers’ experience should be your top priority.
3. Listening to My Customers
Read:
One way to build loyalty is by listening to your customers. When you listen, “apply [your] heart to understanding” (Proverbs 2:2). Your customers often provide useful feedback that leads to new ideas, improved ways of doing things, and better service. Business owners can listen to their customers in many ways, such as those below.
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Ways That Customers Communicate with Businesses | |||
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Image In-person comments icon In-person comments Customers give feedback to a business owner or to an employee. |
Image Word-of-mouth icon Word-of-mouth comments Customers give comments to their friends or other customers. |
Image Complains icon Complaints Customers send negative feedback to produce awareness or action. |
Image Reviews and Ratings icon Reviews and ratings Customers score a business’s value and service (often online). |
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Image Surveys icon Surveys A business asks for feedback from customers. |
Image Social media icon Social media Customers use online tools to share feedback with a larger audience. |
Image Buying decisions icon Buying decisions Customers show their preferences and values by what they choose to buy or not to buy. |
Image Recognition and awards icon Recognition and awards A business earns praise or an award for its quality or service. |
4. Adjusting to Market Change
Read:
As you engage and listen to your customers, you may observe new trends or changes that will require you to adjust your business. These may be changes in customer needs, culture, technology, or competition.
Watch:
“Adjusting to Market Change,” available at srs.lds.org/videos. (No video? Read the script at the end of this section.)
Discuss:
What trends or changes might affect your business? In what ways could you respond?
5. Creating a Positive Customer Experience
Read:
Successful business owners find ways to delight customers by exceeding their expectations. Customers want their experience to be easy, convenient, and delivered with exceptional service. Customers also place high value on a business that follows through with its promises and stands behind its services or products. Providing a memorable customer experience pays off with word-of-mouth sales and increased loyalty.