It always amazes me how the simplest things can mean the difference between running a successful business, or running one into the ground. You would think that it is a common understanding for people to follow through with their promises in order to keep their customers happy. Aside from huge firms that can “afford” to lose the business of some clients, a startup or otherwise entrepreneur needs to make it their job to stick with the follow through.
Why is this such a crucial skill to have when building your business/brand? During the initial stages of your business, your clients will pick you almost entirely based on their relationship with you; this means that any misstep reflects poorly on your organization even if it appears to only be something small. Forget to call that customer back on time? Did that extra quote or minor tweak slip your mind? That may effect your ability to reinvest in your company so that you could grow and get the extra help that you need.
So we all forget things, and we have all procrastinated at some point. How do you get around this and make sure that clients you have worked to get in the frist place, remain loyal and build a lasting relationship with you?
Engagement
This could easily be a fulltime job depending on how much effort you wanted to put into it, and how lengthy each response would be. However, this is always the most rewarding experience for potential and current customers when establishing yourself/your new business; especially with your online presence.
By taking the time to respond to questions on Twitter, company forums, e-mails and comments on company blogs you will be establishing the perception of attention to detail. These factors are sometimes hard to quantify for clients but will make them more at ease with choosing you for their business. Your level of engagement also can sometimes offset a price war between you and the competition. The same old business rules apply, you build your business on relationships plain and simple.
Objectives
When bidding on a project, or working with clients on new projects make sure that you help define clear objectives and timelines for completion. Don’t be shy to ask your client for some effort in accomplishing the task because they have a sincere interest in seeing the project come to fruition as much as you do. Your motivation is getting paid, and theirs is to build something useful for their business (equity, software, utilities… anything). Establishing these objectives not only helps keep the economic structure of the project in check but will allow for your relationship to shift if any previous unknown variables arise.
Calendars
If you don’t use a digital calendar then you are doing something terribly wrong. This is true because you either a) are not busy enough to need one {unrealistic if you are going to stay in business} or b) you ARE busy, but are just missing things that don’t seem important but are ultimately damaging your relationships with clients. I am sure you already have a gmail account, and if you don’t… go get one RIGHT NOW. The calendar is free, easy to use and has alarms with to-do’s to keep you on track!
Attitude
In the Tech industry, it is common place to say “what did you do to break it?” when a customer has a machine that isn’t not operating correctly. While it is true that often times it is a PEBKAC or (problem exists between keyboard and chair), it is important to realize that these customers are the very reason you have a job. Instead of patronizing them for whatever they may have done, you need to take a genuine service approach, “feel” for their problem and offer a satisfied resolution for their needs. This is what will keep them coming back, paying more and referring you to their friends.
Follow Up
Haven’t heard from a customer in a while? How about trying to re-engage them to make sure they are still satisfied with the service you last provided. This will not only keep you in their top of the mind awareness but it will help resolve any potential issues that the customer may have felt were bad enough to move along to a new provider/product but not quite bad enough to come and complain about it. Encourage feedback from these users to better your business, keep them as a customer and make sure you giving the highest possible product/service.
This customer centric philosophy is exactly why Amazon paid so much money for Zappos.com not too long ago. It wasn’t necessarily that the company was absolutely crushing their market segment, but rather that they understood their customers came first and the rest would fall into place.
