What makes a customer keep coming back? Research has shown that while product/services quality is important to every buyer, customers need something more than a great product or services to stick to a brand, they desire to get that experience that would wow them.
Upon his first purchase, an average buyer hopes to get an excellent experience but as is the case with many brands, such a buyer only soon gets disappointed upon realizing that the claims he saw on the advert is a blatant lie. Only a few companies are able to keep their promises to buyers. Little wonder such companies enjoy the luxury of earning their customers’ loyalty and even their referrals.
As a student entrepreneur, you definitely want your customers to stick to your brand, you need loyal customers to grow your business. The good news is, you can achieve it! If you want customers to get that wow experience and keep coming back, you will not only fulfil your promises to them, you will exceed their expectations by giving them that wow feeling. Here are 5 easy ways you can give your customers that wow experience without breaking a bank.
- It’s All About Relationship
Do you have a sustainable relationship with your customers? Well, it’s important to know that relationship matters in everything, even in business. A brand is not defined by a product or service it sells but the relationship and experience it gives it customers. Brands are everywhere, they are inescapable, and they all look for ways to be noticed, often simultaneously. What makes a brand stand out from the many others is how they treat their customers. I know of an African student entrepreneur who deals in phone accessories. As a way of keeping a sustainable mutual relationship with her customers, Younice Phone Place makes sure she sends good luck messages to her customers a week after resumption and just before their examinations to show that they are always in the company’s mind even when they are not buying a phone charger. Younince Phone place surely wows her customers by this small but impressive act. You can do better.
- Don’t Make a Promise If You Won’t Keep It
We are talking about trust here. If you fail to fulfill your pledge once, your customer may stop trusting you once and for all. And if your customer loses trust in you, it will cost you so much to gain such trust back if ever. A high degree of trust in the brand and in the brand’s capacity to consistently deliver on its core performance pledge at every brand encounter is neither easily nor quickly achieved but is surely needed if you would wow your customers. An African student entrepreneur who sells Ankara notebooks once promised his customers lifetime durability. Because of his compelling claim, he got many students to buy his product at first only for their Ankara notebooks to start falling apart just two week after. He simply over promised and under delivered. If you want to wow your customers, you must have it the other way round; you must under promise and over deliver.
- Trust is Reciprocal
As you help your customers build trust in you by keeping your promises to them all the time, you should also make it a point of duty to build trust in your customers. A student once purchased a hair extension from a small company that deals in hair products. Few days after purchase, the student returned the item on the ground that the weaves were shorter than what she wanted. Because the brand trusted the customer, they took the hair extensions back and gave her the size she wanted, not doubting her claims or suspecting some foul play. The buyer who went to the shop with a mixture of hope and despair was very happy upon learning that she would be having her hair in the size she wanted. More so, this customer kept telling her friends about her wow experience and in turn, she kept winning more customers for the hair brand effortlessly.
- How do You Package
Package makes all the difference. For every company that provides a service or sells a product, there are hundreds of other products doing the same thing and doing it even better. If you want to win more customers for yourself than other players, you need to give your brand a ‘wow oh my world’ package. I once sowed an Ankara dress with a new tailor in my street. As I was only testing her skills out, I gave her the cheapest of the materials I had bought. When it was delivery day, I got a knock on my door on a cool evening and it was the tailor’s little apprentice. When she handed a nice fancy looking box to me, I was for a split second confused as to what I was expecting. In those seconds of confusion, I thought I had ordered a latest Samsung phone from Jumia but then seeing as the girl was obviously not a delivery man, I knew she was from the tailor and she had brought my dress. Opening the box took me quite a few minutes as the dress was sealed and neatly arranged in the box. There was a small card I encountered just before the wrap that had the dress which read, “Thanks for doing business with us, rock your dress with confidence”. Of course, the dress was amazingly perfect on me. But what had caught me even before testing the dress was how an ordinary Ankara dress was so well packaged. I had never seen something like that from my experience with tailors before. The fashion designer had wowed me and I was sold that moment.
- Feedback is Feedforward?
As a student entrepreneur do you listen to your customers? As simple as asking your customers’ questions like ‘how do you feel about our new product, ‘what was your experience like with the last item you purchased from us? We would be working on XYZ products in the future, would you like that we add certain features to it? The use of questionnaires in getting feed backs may not be as effective as having one on one contact with your customers. Customers would be wowed if you show sincere efforts in knowing how they feel about your products and services. Small business owners have an advantage here. Most small and medium scale businesses from time to time have personal contacts with their customers. You can wow your customers when you have them feed you back about your products that they spend money buying. This is more so because not many companies employ this feedback policy.
Now that you know how to wow your customers and make them stick to your brand, what other special efforts on the part of your brand do you think your customers will appreciate?