Updated: May 31

Let us rephrase this sentence, “Are your customers ignoring you?” If the answer is affirmative, then it is probably because you’re the one who ignored them first. You cannot expect your audience to like, comment or engage with you on social media if you are not there doing the same. Do not forget that any social media interaction is a two-way street.

Before the advent of the internet, businesses mostly operated in a geographical location or they had a presence in the local market. This resulted in face to face business interaction with customers. With the introduction of internet and social media, many businesses started operating without a physical presence in any specific location. Now the main interaction between consumers and brands has shifted online.

Mushrooming of businesses at an unprecedented pace has made it quite a challenge for brands to capture and retain the interest of their customers. This is mostly because present day customers have a lot of options to choose from. With online competition so fierce, marketing strategies are constantly evolving with the foremost concern being how to captivate customers’ attention and retain them. Businesses are well aware that it requires less effort to sell to existing customers than to gain new prospects. But in an effort to attract new prospects to their brands, many companies make the mistake of losing their existing customers. Here is where customer care comes in.

Customer care is a vital part of marketing strategy of any successful business. According to the Best Practices for Enhancing the Post Purchase Experience, your customer’s most recent experience with your company affects their opinion about your brand which they share with friends, family and online viewers. The satisfaction level of post purchase experience has a direct impact on the customer’s decision to buy from your brand or not. Therefore, it is essential for you to:

Listen to Your Customer

Customer feedback is a must for any business. Voice of Customer (VOC) is a term commonly used for this process. VOC entails gathering information about your customer’s needs, concerns and expectations through interviews, reviews, and online surveys, and making sure that this feedback reaches the relevant department and is analyzed on a regular basis. The three important things in a customer’s feedback that you should not ignore are:

1. Problems

If your customer has taken time and effort to point out a problem that is affecting him/her and others as well, it is best in your interest to take it seriously and share it with relevant people in your organization. Quick response to complaints made by your customers gives them the good feeling of being cared for that can lead in most cases to brand loyalty.

2. Praise

A positive feedback from your customer is as important as a negative one. Just as a complaint helps identify where and what you are doing wrong, similarly a compliment highlights what you are doing right. This can help you understand your strong points and give insight into how to improve them further.

Close the Loop

In an attempt to expand, many businesses are so focused on gaining new customers that they neglect their existing ones. This negligence occurs when businesses deliver products or services without any follow-up.

It is essential to keep in mind that the process of follow-up starts as soon as your customer buys your product. Follow-up process includes:

  • Confirm the order.

  • Ensure your customers that they have made a good choice.

  • Make a courtesy check-in call to ensure that everything is fine with their purchase.

  • Remind your customers that your customer support is available to assist them.

  • Surprise your customers with the offer of a bonus or discount on their next purchase. This will ensure their loyalty to your brand.

  • Keep frequent and friendly communication open with your customers. This will build their close affinity to your brand and give them a sense that they are still “in the game!”.

The rationale behind the phrase ‘don’t ignore your customers’ goes a long way in the success of your business:

1. It boosts customer loyalty

When a customer gets the feeling of being cared for, they are most likely to feel satisfied with your brand or service. This satisfying experience increases customer’s willingness to purchase again from your brand and recommend it to others.

2. It attracts new customers

Word-of-the-mouth is an age old powerful marketing tool and has the same effect on online prospects as it did in face-to-face interaction. When your customers receive positive experience from your company, they are most likely to share that experience online with other social media users. This results in more awareness of your brand or service and attracts new customers for your business.

3. It increases revenue

Positive customer experience increases the number of advocates. Brand advocates are free of cost ‘word-of-the-mouth’ advertisers for your brand and can be highly effective in the increase of your revenues.

4. It creates a competitive advantage

A happy customer is sure to return to your brand. In today’s highly competitive scenario, price no longer holds an upper hand in affecting customer’s buying decision. A survey made by Gartner reveals that 64% of people think customer experience is more important than price in their choice of brand. In simple words, this means that customers like doing business with brands with whom they had a good experience.

5. It transforms organizations

The interrelation between customer’s experience and brand’s success cannot be ignored. The realization of the importance of customer’s experience can bring positive change in an organisation’s methods of conducting business and help revamp their structure.

Therefore, it is important to digest the fact that caring for and nurturing your customers is vital for your company’s success and ignoring them will not only result in losing your valuable clients but will give your brand a bad reputation. Remember your customers are the backbone of your business!

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