How to Build Stronger Customer Relationships
 
Jul 13, 2017
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Strong customer relationships can shape a B2B or B2C company’s success in the future. To create a successful business, you must learn how to create and nurture customer relationships, which will improve your reputation, trust and profit margin. Read our helpful tips on how to build stronger customer relationships.

Build a Network of Customers

Networking takes both time and a great deal of hard work. Yet, if you do it well, the rewards will make all the effort worth it. Contact potential customers via social media, by attending business conferences or by reaching out to professional acquaintances who might need your products or services.

In some cases, the best customers could be within your personal network, such as friends, family members, school friends, business colleagues or people within your community. These people are also willing to spread the good word about your business, which can encourage other people to invest in your products and services.

Communicate with Potential Clients or Customers

Networking provides entrepreneurs with a unique opportunity to establish new industry connections. It is a chance to showcase how passionate, insightful and charming you are, which can help a business stand apart from its rivals. Yet, no-one will remember you from a business card. Once the event is over, you must aim to reconnect with a potential client or customer. For instance, you could send a friendly email to say hello that could encourage future communications.

Create an Email Marketing Strategy

It can often take time for a prospective customer to place trust in your company. While they might not be willing to buy your products right away, they may be willing to hear more from your brand. For this reason, encourage them to sign-up to your email marketing newsletter, so you can regularly communicate with your subscribers.

Developing an email marketing campaign can be done on a shoestring budget. Yet, it can help to significantly boost your reputation, as you can showcase products, offer informative insights or entertaining content. Aim to provide a subscriber with tips, news, advice and videos that capture their attention, which can encourage confidence in your brand. As a result, they might be more likely to visit your website to make a purchase or will be happy to take advantage of a discount or deal.

Don’t forget to personalize each email marketing campaign using the information you have gathered about a subscriber. Incorporate their name in the introduction or subject line, and use segmentation only to provide relevant emails that apply to their needs. These simple tactics will ensure a subscriber feels valued by a brand, which could boost your conversion rate.

Reward Loyal Customers

One long-term customer can provide more value to a business than one single deal customer. What’s more, it is less expensive to retain an existing customer than to acquire a new one. That is because repeat customers spend approximately 67% more in comparison to new customers. To nurture a relationship, it is important to provide past customers with something of value, so they shop with you again. Aim to reward loyal customers by providing a discount code, exclusive deal or private insights. Use email marketing to regularly keep in touch with your customer base to remain fresh in their minds.

Encourage Word of Mouth

Loyal customers can often be your company’s best salespeople, as they are more than happy to shout about your services. Reward your loyal customers while attracting more visitors by encouraging them to spread the word about your brand. Offer incentives for every new customer they bring onboard. Not only is this a superb way to establish relationships with future customers, but it will also help you retain your existing clientele. You can then repeat the process once you have added more customers to your database, so your company will grow from strength-to-strength.

Update Your Customer Support System

Taking steps to improve the customer experience will ensure you retain loyal customers for many years to come. If you haven’t done so already, you should consider implementing an innovative customer support system to improve business efficiency. For instance, Celigos OpenAir Salesforce Connector seamlessly integrates NetSuite OpenAir to provide opportunity-line items to OpenAir projects, while improving project visibility and a customizable user interface.

Gather Feedback

Find out if there is room for improvement by asking past and present customers to undertake a survey or questionnaire. The feedback forms will allow you to learn what a customer does or doesn’t like about your organization, so you can review areas that need to be improved. A questionnaire will also give the customer a voice, which can increase their brand loyalty and engagement. The changes will also help to boost customer satisfaction to maintain a strong relationship.

Create a Rewards Program

To show your appreciation for continual custom, create a rewards program that encourages brand loyalty. Frequent customers will feel like a VIP as they accumulate loyalty points or a gift after a set number of purchases. For instance, if you are running a coffee shop, provide a loyal customer with a free drink once they have bought six cups.

Honesty is the Best Policy

Strive to provide the customer with an honest, transparent service to maintain your company’s integrity. Remember, customers will only want to buy products or services in brands they can trust, so don’t give them a reason to doubt you or you could lose their custom forever.

Make sure you stick to any promise you make. Also, if you encounter any problems along the way, be open with the customer about the issue and state how you plan to resolve a problem. Whether you are updating your pricing model, altering a service or have had a problem with a delivery, keep them in the loop to ensure they don’t receive an unpleasant surprise.

Take the time to develop new and exciting strategies that will engage and reward loyal customers, who will show their appreciation by returning to your brand year after year.