Customers are demanding quality products and services again after the turnaround from the recession of the 1980s. They can no more be seduced into buying just anything through discounts and slick marketing methods. The goal in customer satisfaction lies in making customers feel that their needs have been met. Experience with Vilfredo Pareto's 80/20 rule tells us that 80% of the value of business results from only 20% of targeted efforts. This implies that keeping your current customers happy is 8-10 times cheaper/easier than gaining new customers. Get more return on your efforts by focusing on repeat customers. Here are 5 steps you can take to keep your customers happy:
1. Put Your Customer First And Identify The Best One: Customer focus is a must to begin with and no matter what you do, you are at the service of your customer. Customer service begins with your employees following this rule. Gathering customer information like birthdays, their preferences, habits, spending profiles, etc. and acting upon it paves the way for healthy interactions with them in addition to collecting feedback about your products and services. Some companies are actually using six sigma to help achieve this systematically.
2. Keep Updating Customer Data By Staying Close To Them: Customer profiles keep changing with changes to their financial and social conditions. A change in contact details or purchase preferences comes in handy in the management of customer relationships. For example, a card sent when a customer purchases their first home is certain to please the customer. This also helps adjust products and services according to customers' expectations.
3. Categorize Customers: You can group customers broadly by their demands, specific requirements and nature. You can start doing this by asking basic questions. As expectations vary, one single product may not satisfy everyone. Different products and services may have to be developed to meet different customer needs. Many companies have used six sigma to help achieve this.
4. Pay Attention To The Little Details: Ironing out little shortcomings is a mark of perfection and catches attention of niche customers. This little extra is the thing that makes you stand out in the crowd. Customers love to identify themselves with companies that do this.
5. Communicate Positively: Communicating to target customers need not be just about your services/products. You can communicate positively midway through the service for a tip/correction or take/give a suggestion that pleases the customer. This is also perceived as an attempt to develop personalized communication and service.
If keeping customers happy is the mantra for sustaining and growing your business, this end goal is perhaps the basic purpose of six sigma methodology which many companies have effectively used to increase customer satisfaction.
Tony Jacowski is a quality analyst for The MBA Journal. Aveta Solution's Six Sigma Online offers online six sigma training and certification classes for lean six sigma, black belts, green belts, and yellow belts.
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