How do you create more lasting connections with customers? It may come down to becoming a better acquaintance with your client, working harder to anticipate their needs, and showing more empathy. RISMedia recently wrote about enhancing customer interactions, including:
- Get to know your customer better. Track all interactions a client has with your brand: What emails did the customer open? What videos did they watch? What questions did they ask via social media? What purchases have they made? Not only will such information help you tailor your marketing to address their needs, but it also will increase customer satisfaction by showing you truly understand them, the RISMedia article notes. You can also use this information to develop predictive analytics about what similar customers will do.
- Anticipate their needs. Be proactive when it comes to customers’ needs by reaching out to them first. “Anticipatory customer service” is when companies predict customer needs and proactively address them, writes Micah Solomon, author of High-Tech, High-Touch Customer Service. Companies can fix a problem before it amplifies. Be cognizant of the main obstacles your client faces and address potential issues promptly.
- Empathize. Customers will never forget how you made them feel. Focus on what’s driving your clients’ emotions at each stage of the transaction, and walk a mile in their shoes. Listen to customers’ complaints so they feel heard, and then propose a practical solution or find a compromise.
Source: “Rewire the Digital Customer Experience: 6 Ways to Connect,” RISMedia/Hinduja Global Solutions (Feb. 10, 2018)