Over the past five weeks we have covered four main ingredients to building a customer relationship strategy, a necessary part of your marketing plan. To view the previous four ingredients, start here.
The last ingredient is one that is becoming more and more critical given our new and different economy. It’s something all businesses should be taking a closer look at and making any adjustments they can. It’s not only important for your current customers but it could mean the difference between your being chosen or being overlooked by a new prospect.
Key Ingredient #5
- Build more value than ever.
Demand for value is at an all time high and the consumer is not willing to pay more than they have to. In terms of building more value, we are not speaking of intrinsic value or core value but personal value and unexpected value. Core or intrinsic value is a given and is typically taken for granted. Unexpected and personal value are what will solidify your relationship with your customers and create that “pain of disconnect”, an all important facet in keeping your customers, clients and patients loyal to you.
Personal value includes individual or special things you might do for the customer—
- Help you give with a job reference
- Personal advice
- Acknowledgment of important dates or events
Unexpected value includes anything you provide above and beyond the scope of your working relationship such as—
- Bringing attention to potential situations or opportunities
- Connecting them with valuable contacts or information
- Getting projects done before the deadline
- Saving money for them, coming in under budget
In any business, what makes the business is the customers. Without them, there is no business.
Creating, implementing, and sustaining a customer relationship strategy will increase profitability, improve customer experiences, minimize critical customer incidents and build customers for life.