Our end customers are those who matter most. This applies no less even if we are selling B2B(business-to-business). Customers have also significantly changed. They have started to be promiscuous and try many different brands, they have learnt how to complain and become much more sophisticated than before!
1. Give Them Unexpected Treats To Thank Them For Being Loyal – Do NOT Take Customers For Granted
Unexpected generosity will pay off. Most of us likes presents and we feel great when we get presents:
- GNC sent me a good quality pouch made of SILK to thank me for being a loyal customer.
- My local garage inspected over my car before i went on a long trip – water, tyres, battery – all for FREE
Giving surprise gifts can be a way to make them buy more and feel positive
2. Find Out Those Trivial Things In Life That Irritates Them – And Fix Them
Little things hurt. Many dissatisfaction are left unspoken that really hack these customers off a brand.
Here is an example:
For decades, cans of paint have been made of tin and we open it the same way; open it with a screwdriver or key. One day, Dutch Boy Paint came out with a plastic container, which featured an easy to twist off lid. This reduces spilling and dripping, which what traditional paint cans does.
3. When You Make A Mistake, Apologise and Make It Up To Your Customers
Mary loves Brand A so she was delighted to find Brand A offering a 25% discount. Given the high prices of Brand A products, this was a piece of good news. But wait! Mary was not eligible as she was a current customer of Brand A. This discount was only eligible for non-existing customers of Brand A.
Mary emailed them: “I just called to talk about the 25% discount i have heard about only to be told that this only applies to “new” customers and not “existing(loyal)” customers. This is definitely a mistake!”
They replied that Mary has been given the right information about the 25% discount, and she was indeed NOT eligible for it. This is an introductory price for new customers making their first contact with Brand A.
Mary was not happy and remonstrated: ‘i am very intrigued. Do you believe it make sense to treat non-customers better than loyal ones who have been with your Brand for years? I think you have disenchanted me. Find out how much i have spent on your brand.”
Brand A then replied: “I hope you will understand that only by increasing our customers base will we be able to offer good prices to all consumers. Like the current 5% discount we are giving everyone for the latest collections”
So it pays to be disloyal as a Brand A consumer. And Brand A thought it was crucial for their disadvantaged loyal customers to understand this new business plan.
However, Brand A did quietly offer Mary what she was looking for and has been very assiduous since. Mary spent some money in Brand A’s products, but she was happy. Well done Brand A, but you could have avoided these trouble if you have spent more time thinking about your loyal customers.
Conclusion: Your job as a marketer, business owner is to think about how to do more, how to do better and how to exceed the expectation and meet(or even better, anticipate) their evolving needs.
Because if you don’t, some other people surely will.