People relate to other people. They empathize, they sympathize, they bond over shared interests. Only psychologists can fully understand how and why this happens, and I am not a psychologist. However there are some elements of psychology involved in customer experience, no matter if you’re a startup, small business, or online entrepreneur.
So how do you go about turning a lukewarm or cold customer into a lifelong fan? Break out the woo.
Stage 1: The One Night Stand – At Least Hold Hands
Hopefully you’d be starting with a little bit of warmth in the client area, but if not, you have to show them the love. Make them see that you are serious about retaining their business. They’ve bought once and that means they are statistically much more likely to buy again in comparison with someone who never has. By creating an optimized experience for them with strategic touch points along the way, you are subconsciously putting into their minds that you are right there with them holding their hand.
Stage 2: Increase the Woo – Get a Second Date
Everyone wants a little hug, a little snuggle, a little – dare I say – canoodling? They know you are interested in keeping them as a customer, but do they know why? If it’s just the money, then cut them loose. They can do better. If, however, you value them because you share the same interests (your products, your services) and you realize you both have the same end game (the success of your business and, thus, more awesome offerings for them to consume), then you should totally give them your pin and go steady already.
Create content specific to their interest in your business. Devise surveys for specific feedback on features or products you’re creating. Use their input to inspire decisions for improvements of your site or your services.
Stage 3: LTR – The Long-Term Relationship
You’re at a place in your relationship where you both value each other and the contributions you provide one another. So how do you know they won’t start seeing someone else on the side?
They have to feel like you’re more than just a company. They have to feel like you offer something that enriches their life or business, and they wouldn’t know where they would be without you.
You have to feel like they are partners in your business. You have to know that their feedback has elevated the way you work and your company as a whole.
Let me rephrase that: your whole team has to know that your clients elevate the way you work and your company as a whole. Develop strategies based on your specific customer-base to offer premium value and sweet surprise extras so they feel the love in their wallets and their hearts.