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  1. A happy customer is a really valuable customer. As a business your aim should be to make every customer have a happy experience and feel valued. This way they are more likely to become a repeat customer (which we already know is a valuable customer) and also more likely to do your marketing for you and shout your praises to family and friends. Read on to find out how to add value to the customer experience and make them feel appreciated.

    Firstly, added value is something that happens in addition to the status quo. So first of all you need to set the status quo. This should be the standard level of customer service and quality of product that you deliver to your customers. And the status quo should provide customer satisfaction and be a positive experience anyway, you should always be striving to provide a quality experience. Only then should you think about adding to this experience. So if you’re receiving negative customer feedback or your customer retention numbers are low, find out why and make some positive changes before you look at adding value to the customer experience.

    Added value should be an addition to the status quo so don’t try to trick a customer into making them feel valued when what you’re offering them is standard anyway. For example, do you offer free delivery on every order as standard? If so, this is part of your company’s general package rather than being an added value experience. A customer will call you out and feel duped if they see that something you’ve been telling them is ‘special’ is actually just standard. Think about something that could add value such as free next day delivery to repeat customers.

    A great way to add value to the customer experience is to make it a personal experience. Use their name when communicating with them, reward them on a special occasion such as their birthday, remind them if subscriptions or repeat purchases are due, create a special offer for their most regular purchase etc. This way, the customer feels like you know them and they feel valued. And value leads to loyalty.

    You can also learn a lot about your own business from your customers. Regularly ask them about your business, what they use it for, the experience they have, what you can do to improve and other ideas they have. And really listen to this, they’re the ones who are keeping you afloat after all. If you can make the changes that they suggest or add the products they want, they’ll really appreciate that you’ve listened to their needs and they’ll almost feel like a valued member of your business’ team. They’ve also defined what they see as added value to your regular experience and so by implementing their suggestions, you’ve immediately added the value for them.

    Do you do anything special to add value to your customers’ experience and make them feel appreciated? Let me know by commenting below
  2. We’ve all accepted offers and discounts from time to time, but what makes them irresistible? What’s made you say “I want that?”. Here’s our key ingredients:

    Relevant offers will convert higher. Put yourself in your customer’s shoes and think about what would be an amazing offer to you. By all means, even ask your customers too. WOW them!

    Scarcity. If you look at the principal of supply and demand, you’ll notice that when supply is limited, demand goes up. Scarcity has a psychological influence on us, making us want something even more if there isn’t enough to go around and thus a sense of urgency. This could include a mixture of limited time and quantity based offers. For example a free slice of cake to the next person that visits our cafe in the next 60 minutes.

    Timing. Think about up and coming events or external factors (such as the weather) which could influence a customer to accept an offer in your favour. Think also about what your customer could be doing at any points of the day – timing is everything.

    A compelling, relevant offer with a mixture of the above ingredients are sure to give you higher conversion rates. Let us know your thoughts, what has worked for you?
  3. There is nothing more important in business than your customers. These are the people you rely on to purchase your product in order to keep your business running and turn over a profit. A lot of emphasis is usually placed on getting more brand new customers to increase your prospects of a larger audience, with the hope that you will reap more rewards from doing so. However, it is often a poor mistake to make. The best customers are the ones that already exist. Why? They will keep buying. The existing customer base is often undervalued by businesses, with attractive deals and once-in-a-lifetime offers saved for new customers without a look-in for the existing ones. It turns out that these businesses are usually the ones that miss out. There are several reasons why.

    The foot is in the door

    Once your customer has engaged, your foot is quite literally in the door. They will find it difficult to close without feeling that they have hurt you in doing so. The only thing they can do is to move the door further open. The concept is very much overlooked; once your customer has bought a product, they feel an obligation to buy more. This is down to many factors, such as consistency, loyalty and the need for a rapport. Furthermore, those who buy a product initially will be more willing to spend further money on supplementary products that might be attractive on top. Once you have gained the customer, the hardest part is truly over.

    People stick to what they know

    Have you ever eaten a meal in a restaurant that you chose because you knew you would like it? Humans hate uncertainty. We are too anxious to venture into the unknown, particularly when there is money to part with. Once you have done the hard part of gaining the customer’s trust with your first product, they are sure to internalise the fact that your produce is of good quality. In order to avoid the uncertainty that they once faced when they first bought a product from you again, they will avoid buying elsewhere. They know what to expect from you, and therefore they know there is no need to face uncertainty.

    Keep rewarding small things, get big responses

    Rewarding your customers is no difficult task. Any form of incentive is usually well accepted by your customer; they want to feel valued and they want to gain from their relationship with you. Any gifts just for a certain time period of loyalty, or a reward for buying a certain amount of products works out nicely for the customer, and for you. The customer gets their reward that will make them feel happy to have done business with you, whilst you reap the benefits of having another customer who is sure to return and spend more money. The beauty of this concept is that you do not need to go wild. Rewarding the small things can be just as effective as the big things. You need to focus on what you are able to give away, and whether it is worth the return.

    People love promises – but keep them

    Promise somebody something, and they will automatically trust you, providing there is no reason for them not to. Making a small promise is a great start. If you buy three products, you will be given a fourth free; WE PROMISE. Those magical words will entice the buyer and allow them to feel safe in placing their trust in you. Once you have fulfilled the promise, the customer is satisfied and will likely place their trust in you again. These customers will trust you more, and therefore spend more than a new customer.

    Word spreads

    If you treat your existing customers well enough, they will sing praises. There is no need to spend so much effort trying to gain new customers when your existing customers can do it for you. Provide good customer service, keep your customers happy, and reward them for their loyalty; it is very likely that they will tell their friends and family just how good it is to buy from you. You can gain a person’s trust as much as you want, but they will never trust a company over a friend or relative, so this is a very important way of gaining new customers. This means that it is absolutely adamant to keep your existing customers happy.