Connecting with Customers!

Posted on Posted in Customer Service, Marketing

Are you Connected with your Customers?

If you aren’t using emotional connections to build customer loyalty, you’re wasting time, according to new research. Harvard Business Review researchers have found Customer Engagement Is Just as Important as Customer Service.

“People buy from people that they like and can relate to,” says Adrian Miller, a sales trainer based in Port Washington, N.Y.

“When business owners overlook the importance of that personal connection, they run the risk of losing the prospect to someone else–usually someone who took the time to create a relationship and help the prospect buy something rather than trying to simply sell to them.”

Yet, most companies spend time and resources measuring satisfaction and trying to improve transaction details, rather than focus on deepening relationships.

It’s time to adapt!

<img src="image.jpg" alt="EFR International sharing imp od connecting with customers" title="Connecting with Customers"/>


A few days back I came across ‘Breakthrough Advertising’ by Eugene Schwartz is one of the most mentioned “must-read” books.

The opening paragraph of the book is brilliant it says;

“Let’s get to the heart of the matter. The power, the force, the overwhelming urge to own what makes advertising work, comes from the market itself, and not from the copy. A copy cannot create the desire for a product. It can only take the hopes, dreams, fears and desires that already exists in the hearts of millions of people, and focus those already existing desires onto a particular product. This is the copy writer’s task: not to create this mass desire – but to channel and direct it.”

That paragraph brought to mind challenges that need to be addressed in today’s marketing environment.

Firstly, instead of spending the bulk of our time selling only to those who want our product, one must spend it trying to convince people who don’t want it that they actually do.

Second, instead of writing an advertisement to resonate with the right group and get them to take action, we need to write it to appeal to a broad audience.

Third, Instead of following up with our lists with the intention to segment out those who possess the desire that we want to exploit, we blast away with messages to the entire group hoping that something will work.

Fourth, instead of taking the time necessary to fully understand and articulate our persona’s “hopes, dreams, and desires” we make guesses about what they want.

So what is that emotional connection?

Where does it come from?

One of the best outcomes from the social media explosion is that the customer service bar has been a rose. Now that more people are freely sharing their customer experiences may they be both good and bad with the world, quality customer service has become imperative.

Yet with everybody stepping up efforts, the customer service function has to evolve for a small business to further differentiate itself. This is why the next logical step in the customer service evolution is customer engagement.

It has a lot to do with capturing hearts and minds like, how you make customers feel when they buy from you.

It’s usually more of an unconscious feeling than a conscious one; customers continue to buy because you fed their desire to feel secure, you stood out from the crowd or come closer to being the people they want to be.

And to put a number on it: Customers who feel connected to a product, employees, company or brand are 25% to 100% more valuable in terms of profitability.

The Candy maker Hershey was an early innovator in the area of online product testing. In 1999 through 2000, the company moved its new product testing online along with its entire historical product testing. It combined more than 1,200 historical concept tests with about 300 to 400 online test results to create an online “turnkey” system that worked both as a reporting tool and as an archival system. The move to online product testing led to cut Hershey’s new product development process by two-thirds—a strategic advantage in a mature market—and keeps a wealth of institutional data on hand even as research personnel change over the years.

Here are areas where you can help customers develop deeper emotional connections with your company:

  • Walk the talk.

Your employees can better connect with customers when they’ve had similar experiences. As a business, everyone craves for happy customers. However, many businesses do not realize that it all starts with employee satisfaction. This is one of the most overlooked aspects of creating a loyal customer base. An engaged employee network provides great customer service.

  • Listen to customers and front-line employees.

To connect with customers, you want to increase the reasons they like you or are satisfied with you. The best way is to regularly get feedback and consistently gather and act on informal feedback. Ask employees to offer at least three things a week that they heard from customers that would improve relationships. Customers comment informally all the time on things they really like or dislike. You won’t want that valuable information to go unused.

  • Show your personality.

Scripted transactions, corporate policies and lack of transparency in how you do business results in limited connections. Use social media to show customers the causes you’re passionate about. Allow front line workers to make small, relevant talk with customers. Admit when you make mistakes — and how you’ll fix them — to show customers that you are willing to improve.

  • Face-to-face meetings and networking

Face-to-face meetings and networking are far more effective in creating meaningful connections. “These meetings are still among the best ways businesses can establish relationships with decision makers.” Communications should not be limited to email and phone. Hosting a local meet up or industry event is a great way for your customers to learn from their peers or feel like they’re part of an exclusive community.

Savvy marketers today can receive primary data via online surveys from a highly coveted demographic. By asking the right questions, you will be able to fulfill their needs and know your customer!


Advantages of Online Customer Surveys

Online research is inexpensive. The cost of gathering survey information electronically is much less expensive than by traditional means. Today a typical e-mail survey costs about half what conventional survey costs and return rates can be as high as 50 percent. For instance, used online research to launch its broadband service in the United Kingdom in 2002. After that, the company did all its research online. The brand saw an increase in its response rates from 17 percent with paper-based research to almost 72 percent and costs had dropped as well.

Online research is faster. Online surveys are faster to complete since the survey can automatically direct respondents to applicable questions and be sent electronically to the research supplier once finished. One estimate is that 75 to 80 percent of a survey’s targeted response can be generated in 48 hours using online methods, as compared to a telephone survey that can take 70 days to obtain 150 interviews.

People tend to be more honest online than they are in personal or telephone interviews. A few years ago Britain’s online polling company took 500 people and surveyed half via intercom in a booth and the other half online, Online answers were deemed much more honest. People may be more open to their opinions when they can respond to a survey privately and not to another person whom they feel might be judging them, especially on sensitive topics.

Online research is more versatile. The multimedia applications of the online research are especially advantageous. Even at the most basic level, online surveys make answering a questionnaire easier and more fun than paper-and-pencil versions with the variety of social media platforms available.

The ability to move beyond traditional customer service and engage customers will make all the difference in driving a more profitable business.

Creating experiences with your customers that are both enjoyable and memorable will forever stand out in their mind. It’s all about understanding where your customer is and where they want to be will be beneficial in your relationship.

Once you understand where your customers are online and what they are doing, you can create meaningful ways to connect with them and demonstrate your value.

Here are few benefits of connecting with customers:

  1. Save Time

By creating a platform for customers to share, you give your customers access to not only your knowledge base but other community member’s thoughts, as well as those of your employees and partners, offering the ability to combine your existing resources with crowdsourcing tips for much faster customer service outcomes.

  1. Save Money

When your customers get engaged with other highly engaged customers as well as your employees you’ll decrease the amount of tough questions coming into your customer service center. Customers will answer each other’s questions.

  1. Enhance Products

Include product developers with engaged customers for product ideation, feedback and beta testing.  Based on the feedback received share the enhanced products with your customers, this will help them connect with you as you value the information they shared.

  1. Strengthen Loyalty

By having a stronger connection to your customers’ likes, wants, and purchase histories, you can tailor future product offerings and content to them. Getting that first sale is one thing, keeping them coming back as a matter of brand loyalty; that takes work to the next level.

  1. Drive Sales

Being connected is about switching from offering services to offering solutions.  A stronger connection with a potential customer involves knowing more about them, their wants, their needs, their past purchases, their likely next purchases. You’ll be offering them solutions made to their needs so closing deals is more frequent.

Keep in mind that chasing numbers of followers should not be your goal. Quantity is great, but Customers who are “emotionally connected” to a product buy more, are more profitable and are more loyal than customers who are “highly satisfied,”

The future belongs to the companies who can make authentic intellectual and emotional connection with customers.

Do you agree with me?
If you are already connected it’s good. What are the techniques you incorporate?
How are your results?
If not how to do you plan to?
Share your views in the comments section below!
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Sushmita Thakare Jain

Founder & CEO at EFR International
I'm a Work Enthusiast & Blogger, Looking and Searching for what Life has new to Offer.
I help business owners Build their Brands and make them irresistible, profitable & simple to run.
I want to help you build your social media and it's marketing, business growth and digital strategy with confidence, so they're not just successful, but authentic as well as reliable.
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24 thoughts on “Connecting with Customers!

  1. Good bullet points throughout this blog. It comes down to wanting to do business the right way so that you can look yourself in the mirror at the end of each day. Treat your customers the way that you want to be treated when you are a consumer.

    1. Yes, that’s right! If one takes this as the base for their actions and work the service offered would be an example for others to follow.

  2. I like that you mentioned “Walk the Talk”. People (customers) love to know that the employees of a company love the product they are selling. The employees can share their own excitement about a product and it most likely make the new potential customers buy it. Thanks for sharing these tips to connect with customers.

    1. I strongly believe if you share a product or service with people, you yourself and your team must be first excited about it. Glad you connected with the point.

  3. You have made some good points. There is a well known along the lines of “people do not care how much you know until they know how much you care”.

    Customers can spot Mr and Mrs Fake when they see them. Being real and honest is the key. Show your personality – allow it to shine through when you are communicating with others.

  4. When I was a teacher, and also now as an editor, I think it’s really important to show our true selves and admit when we make mistakes. I will often ask clients how I can improve my practices, and they know I’m not just looking for a pat on the back. I will take their advice to heart.

    1. Feedback is necessary, it determines the right and wrongs of our working and ultimately when we are here to offer a product or a service it needs to be the best as well as based on improvisation if required.

  5. Excellent post, Sushmita. It’s so true that people like to support people that they know and like. That is why we authors have to make a special effort to have a very real presence online through social media, so that our readers get to know us beyond the book, and so that they can realize the passion we share for our work.

  6. The items you’ve listed to develop emotional connections (walk the talk, listen, show your personality, face to face) make sense and yet seem so simple and straightforward. I think of being genuine and honest when I read them.

    1. Donna that’s the reason why we say Honesty is the best policy also we must remember simplicity with small gestures make a lot of difference in life!

  7. Well said Sushmita! Relationship marketing is more important than ever and it certainly is more cost effective to keep an existing customer than to find a new one. My corporate background is in the hospitality industry and later as a solopreneur in coaching so I’ve always worked in fields that are inherently more personal in nature so your points make complete sense to me. Thanks for the inspiration!

    1. I believe having a good relationship with your existing customers opens doors for referred new customers. Glad you connected with the post & were inspired 🙂

  8. Connecting with your customer must be the most important thing you can do in a business. Too many companies, think they are doing YOU a favor by letting you purchase their product or service.
    They have to realize, that it is the customers, that keep them in business.
    Thanks for sharing with us.

    1. Yes, William I agree with you, unfortunately I have worked with some. Such companies not only have such attitude for their Clients or Customers but also towards their team and Employees as well. It’s difficult but I try and make them aware of it, in order to take required actions.

  9. Making emotional connections with your customers is what small business do well. And what large businesses tend to be terrible at. If I buy a lawnmower at my local hardware store, the guy who runs the store tells me about, offer tips and will recommend which one to buy. If I go to Home Depot, I’m on my own, pulling one off the shelf and hauling it over to the cast register. In that case you can’t separate emotional connections and customer service. Great customer service includes those connections.

  10. Lots of really great points about connecting with customers. I think a great point is about showing personality. Especially with the rise of social media, it seems people really want to see what you’re about, not just your product. What I’ve noticed with some bigger retail companies is that, even though there advertising is probably developed by a team, there online presence has a very clear, singular voice.

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