Get Connected With Your Customer
Seems like all the buzz these days is about improving customer experience by making better emotional connections. Google has even gotten in on the act by partnering with The Corporate Executive Board in a study that showed that B2B buyers who felt connected to a brand liked their brand choice better, they bought more and they paid more for it. Good stuff!
Getting this kind of response doesn’t happen over night, but it does start with a basic premise: trust. Study after study shows that people buy stuff because they trust the brand behind it.
So how do you become trustworthy in the eyes of your customers? You start with the humans behind it all: your employees.
Here are four ways to show customers the human side of your brand and create a better customer experience in the process:
1. Let your employees solve customer problems
Start by letting your employees make important decisions and service customers without having to get permission from their manager. That’s how you start building a culture of trust. In this way, your employees will feel more empowered, confident and much happier at work. They’ll talk more positively about you and that all improves the customer experience.
2. Give your employees a voice—and let them help you listen
Sure it’s great to crowdsource authentic stories to add emotion to your brand, but why not do the same with employees? Regardless of whether employees are customer facing or not, every employee can add a humanizing influence by sharing their own positive experiences and ideas.
Employees can also monitor social channels and see how customers feel about the company and act to resolve issues quickly. Once a few employees start creating more customer happiness and building brand awareness, others will want to join in.
3. WOW your customers
It doesn’t take a lot to WOW a customer and strengthen a relationship. A hand-delivered cup of coffee, or a gift card for a customer’s favorite restaurant will do wonders. But sometimes, a thank you is enough. And, what if we created ‘thank you’ departments that actually reached out before the issues happened? By creating a proactive experience, customers are more likely to feel appreciated by your brand.
4. Get company leaders involved in your community
It’s been shown that when CEO’s get involved in social media, trust is greatly improved. Provide some training around the rules for engaging on social media, and invite your CEO and other leaders to tweet and post so that your customers can associate a face with the brand.
Follow these steps and you’ll create a strong brand with emotional connections and sense of trust. The kind of trust that only humans can build.
What have you done to develop a stronger trust between you staff and your customers?
About the Author
Gordon Conner is a Marketing & Branding Consultant/Coach who helps build WOW brands for small local businesses. He has been providing advertising, marketing and branding and services for 40 years and lives in Midlothian, Virginia. He can be reached at Gordon@BranWorks.com, or read more at https://branworks.com/customer-experience-2/