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Tag: Customer Satisfaction

  • The Customer Isn’t Always Right, But They Should Be Treated Right — Here’s Why It Really Matters (and How to Keep Them Happy) | Entrepreneur

    The Customer Isn’t Always Right, But They Should Be Treated Right — Here’s Why It Really Matters (and How to Keep Them Happy) | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    This might be triggering for some of you, and believe me, it does bring a few interesting moments to mind. But one thing as business owners — especially in service-based industries — we must learn is how to practice treating all clients with the same respect, integrity and urgency in our work.

    I can hear the murmuring in your heads as you read this. You might say, “But this client was a real jerk!” Or, “Well, this client doesn’t pay as much, so it’s less important.” I hear you — and there are plenty of other reasons why some clients or customers really bug us. The reality is, these are just people who work for other people who need to impress other people so they can make other people happy. You see? It’s the circle of business life. We are all just people in this thing together.

    More importantly, we are people who help other people, whether it’s in the immediate moment or 12 months down the road. And you never know who you’ve impacted along the way in those quiet moments who might be the one who opens doors for you later.

    In my experience running a PR agency, we have worked with brands of all types of budgets, from our earliest days taking on small projects, to six-figure contracts today. Here’s a little secret: Those small projects that we took on (and may or may not have lost money) — those clients trusted us so much that they often made introductions that led to bigger projects. And we’re grateful for that because we’ve grown almost exclusively by word-of-mouth.

    It really comes down to perspective. Are we able to view people that we meet as more than just dollars and cents? Are we capable of seeing ourselves in their shoes? Can we remember where we came from and how we started? Does any of this matter? Well, that’s a loaded question I’m not prepared to answer. But I do know that we can at least consider thinking about the way we think about our clients and how they’re treated.

    Related: You Can’t Have a Thriving Business Without Happy Customers. Here’s How to Keep Them in Your Corner.

    R-E-S-P-E-C-T: Just a little bit

    We absolutely have to show respect to our clients. Big or small. A nuisance or not. Why? Because if you believe the only thing about your business that they’ll remember is the work you did and not a foul attitude, think again. In fact, think three times. People remember how they’re treated, and they’ll tell others about it. About 61% of customers would be ready to jump ship after a single bad experience. Also, showing respect is just a good thing to practice. Give respect, get respect. That’s just how it works. I don’t make the rules.

    Your team will learn from your actions. So, treating people right really starts at the top of your organization.

    Integrity builds trust

    We need to maintain integrity with everyone we work with. That’s it. That’s all I have to say about that. Alright, don’t pull my leg — I have plenty more to say about this. But to be brief, integrity with clients (and everyone) says more for you than the work you do. It establishes trust but not the I-trust-my-mechanic-because-he-has-skills-that-I-don’t-have kind of trust. It’s more like the I’d-let-this-mechanic-build-a-car-for-my-sixteen-year-old’s-first-car kind of trust we aim for. My kids are only nine and ten, so I have some time to worry about that.

    The point is, your clients need to be able to trust you when they are not watching. In fact, 96% of customers say great service builds trust. I’ve encouraged my team to be comfortable admitting when something isn’t working with the client’s project. Tell them you’re struggling. Let them know what’s going on, good and bad so they don’t have to find out. The beautiful thing about people is that most of the time, we listen. And if you’re open and honest with clients, they’ll know they can take your word even in tough situations.

    Related: 3 Simple Ways to Use Trust and Transparency to Foster Long-Term Success for Your Business

    Urgency, because nobody likes to wait

    Seriously — customers are becoming increasingly impatient in recent years. So, we should act with urgency on projects for our clients. It’s easy to put things off because “it’s not worth the time or money.” But we cannot view our clients that way. I can hear you again (I should be a psychic!). Time is money — this is true, and I wouldn’t want any of you hard-working people out there wasting your time. However, think about an experience where you waited for a small service or project to get done and you had the thought, “This is probably a small project for them, so I’m probably not top of mind.” Has anyone else ever felt that? If it’s just me, then I have bigger problems to figure out.

    Anyway, this goes back to what I stated earlier: People will remember how they were treated. If you’re treating your clients or customers like their problem isn’t important enough for your attention — an email, a meeting, a callback and so on — you can only hope the work is so good that they’ll say, “That was worth the wait!” Otherwise, you may have lost any chance of repeat business.

    Of course, we all face varying situations with some being more complicated than others. How much more do you feel like reading? Because I could tell some stories about tough situations! And I’ve been told that things change with more age and experience (but I’m a vampire, and I don’t age — so there’s that). Here’s the thing: I’ve witnessed the ways some leaders choose to deal with clients. I’ve been in the room with folks who explain how they prioritize projects based on size or prestige, and maybe I’m just a soft pile of mush, but I always think about being on the receiving end of that type of treatment. Yes, I have actually been on that end. It stinks. Let’s collectively try not to stink.

    When we don’t stink, we can grow and profit, and the people are all happy, and a new circle of business begins! It’s great! In the next couple of days after you’ve read this and are no longer irritated by my pro-customer mindset (I can speak directly to your team for more tips if you’d like?), I’d love to hear how your perspective changes or how you might handle a pressing situation. When it’s all over, the end goal is for us to have happy clients and a happy bottom line.

    Related: How to Keep Your Customers Happy (Even If They’re Wrong)

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    DeAnna Spoerl

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  • The Ridiculously Easy Guide to Internal Customer Service Training | Entrepreneur

    The Ridiculously Easy Guide to Internal Customer Service Training | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Are you gearing up to launch an internal customer service initiative? Well, you’ve come to the right place. I’m happy to equip you with insights that can catapult your initiative into success if you choose to do it on a DIY basis.

    Before we dive into the details, let’s take a breather and understand the similarities and differences between internal and external customer service. While their essence should be the same, their surface manifestations differ.

    Both types of customer service, at their heart, have the same goal: to create and sustain comfort, positive feelings, and, of course, results. However, there are a few notable places where the way you provide service should diverge.

    Related: 8 Initiatives to Make Your Customers Loyal Advocates

    Here are some differences between internal customer service and external customer service (when they’re done right):

    • Jargon and shared language: Every industry, as well as almost every company, has its own set of terminologies, a sort of coded language that outsiders (at least if they’re not also in your industry) might find hard to decipher. With your internal customers — your colleagues in different departments or your own — you can use this jargon and language shortcuts freely, confident in their understanding and without fear of alienating them with phrases, terms, and abbreviations that may be foreign to them.
    • Level of formality: With internal customers (colleagues), you are free to adopt a casual tone, skipping the formalities you would use with someone who is outside of your company. In fact, the formalities essential for external customers may be unnecessary (or even sound a little silly) when you’re interacting with colleagues.
    • Transparency with company information: This one is obvious. You must protect your company’s private matters when working with external customers. With an internal customer, such data may be essential, or at least helpful, in completing their work.
    • The amount of abuse you should be willing to take: Okay, this is a big one and not a very pleasant one to ponder. When working with an external customer, if they are rude, they may be a rude person all the time, or they may be “just” venting this one time and will return to being themselves the next time you encounter them. Either way, because external customers pay for our company’s success, you may need to put up with it. With an internal customer, if they behave badly, you may want to call them on it or even alert a superior, particularly if you have clear internal (company) behavioral guidelines. Of course, in some company cultures, this may be a career suicide move, so you should still proceed with caution.

    Related: 5 Shocking Customer Service Mistakes You’re Making Every Day (And How to Fix Them Right Now)

    Armed with this understanding, let’s dig into the bedrock principles of internal customer service. Here are eight essentials to build into your internal customer service training — and, if all goes well, your internal customer service culture.

    1. Every service interaction unfolds in three stages: the warm welcome, service or product delivery and fond farewell. Far too often, we ignore stages one and three and focus all our effort on the middle one, what we consider the actual work. But the pleasantries at the beginning and the end of any customer service interaction are key, considering how human memory emphasizes beginnings and endings in how it later reviews an event.
    2. Mental reframing can be a game-changer. Start viewing tasks in your inbox as requests from valued customers instead of just “those folks in the other department.” — You’ll observe a boost in your own efficiency and enthusiasm.
    3. As with external customers, internal customers desire recognition. They want their colleagues to see them, not just think of someone who fills up their inbox.
    4. Address both the spoken and unspoken needs and desires of your co-workers. When they communicate with you, listen for the undertones that can give you clues to their emotional (and practical) desires, even if they’ve never verbalized them to you.
    5. Emphasize the principle of lateral service: stepping out of your comfort zone to help colleagues during staff shortages. This fosters a more resilient company culture.
    6. Respect should be a given. Bullying, regardless of its source, should be nipped in the bud. (Whether this is realistic depends on your company culture, level within your company, and other internal factors.)
    7. Consideration (kindness, really) should be at the base of everything we do.
    8. Language is potent. Steer clear of phrases that belittle or devalue your colleagues (“Like I told you previously,” “You’re not my only priority, you know,” and so forth.) And remember, “please” and “thank you” pack a positive, if quiet, punch. Use them liberally.

    Related: 4 Investments Brands Should Make to Upgrade Their Customer Service

    What format should be used for internal customer service training?

    When it comes to internal customer service training, there are a few formats to consider. One option is customer service eLearning-based training, which offers the advantage of being asynchronous (can be used at any time and at any pace) and long-lasting (has value in the future as well as present). With eLearning, employees can access the training material at their own pace regardless of their shift or schedule, and it can be used by future employees and as a central part of your future onboarding process.

    Live customer service training is another effective route to take, whether conducted in person or through remote video. This allows for real-time interaction and immediate feedback. To enhance the effectiveness of live training, it can be beneficial to supplement it with physical collateral, such as handouts or reference materials. These aids can help reinforce the essential points and ensure that everyone is on the same page — literally!

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    Micah Solomon

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  • The Importance of Package Testing (and How to Do It Effectively) | Entrepreneur

    The Importance of Package Testing (and How to Do It Effectively) | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Today, customers order most of what they need to their doorstep, from groceries to cosmetics to pet products. And they expect these products to reach them safely, without damage. A broken product, spill or contamination can lead to disappointment, motivating customers to purchase from a competing brand instead.

    In an uber-competitive market, ensuring product quality and customer satisfaction is the cornerstone of business success and growth. And package testing does just that.

    Package testing is an important determinant of product quality and customer satisfaction, covering critical aspects of packaging, like product protection, compliance and regulations, customer experience, brand image and differentiation, cost optimization and new product development.

    In this article, we will explore the significance of package testing, its various types, key steps involved, benefits and tips to help harness your business’s potential for sustainable growth.

    Related: 3 Ways to Optimize Packaging to Protect Your Products

    What is package testing, and why is it important?

    Package testing is the process of evaluating the performance, durability and safety of product packaging. It plays a vital role in ensuring products reach consumers in optimal condition.

    By conducting rigorous package testing, businesses can minimize product damage, enhance customer satisfaction and protect their brand reputation.

    For instance, Amazon is known for its rigorous package testing procedures to ensure products are delivered safely to customers. They conduct drop tests, vibration tests, compression tests and environmental tests to evaluate the durability and protective capabilities of their packaging.


    Types of package testing

    Several types of package testing are conducted to evaluate the performance, durability and functionality of packaging materials and designs. These tests help ensure that packages can protect products during transportation, storage and handling.

    The main types of package testing include:

    • Physical testing: This involves assessing the durability, strength and protective capabilities of packaging materials to withstand handling, transportation and storage conditions.

    • Compatibility testing: Evaluating the interaction between the product and its packaging to ensure suitability, stability and preservation of product quality.

    • Environmental testing: Testing the package’s performance under various environmental conditions, such as temperature, humidity and pressure, to ensure product integrity.

    • Labeling and regulatory compliance testing: Verifying that packaging adheres to legal and industry requirements regarding labeling, warning signs and other necessary information.

    Related: All You Need to Know About Packaging

    Key steps in package testing

    A systematic approach is necessary to comprehensively evaluate and validate packaging materials and designs.

    Here are the key steps to effectively conduct package testing:

    • Define testing objectives and criteria: Establish the goals and criteria for package testing, such as durability, protection and compliance.

    • Select appropriate testing methods and equipment: Choose the most suitable testing methods, equipment and protocols based on the specific requirements of the product and packaging materials.

    • Conduct controlled experiments and simulations: Create controlled environments, and simulate real-world scenarios to accurately assess the package’s performance under different conditions.

    • Collect and analyze test data: Systematically collect data during package testing, ensuring accurate measurements and observations.

    • Interpret results and make necessary improvements: Analyze the test data, identify any issues or weaknesses, and make informed decisions to improve packaging design and performance.

    Benefits of package testing

    Robust package testing offers several benefits for businesses and customers alike. Some of the key benefits include:

    • Ensuring product integrity during storage and transportation: By testing packaging materials and design, businesses can safeguard their products from damage or spoilage during transit or storage.

    • Minimizing product damage and loss: Robust package testing helps reduce product damage, leading to lower costs associated with returns, replacements and customer dissatisfaction.

    • Enhancing customer experience and satisfaction: Well-designed packaging that protects products and enhances usability contributes to positive customer experiences, fostering loyalty and repeat purchases.

    • Strengthening brand image and reputation: High-quality packaging demonstrates a commitment to product excellence and can positively influence customers’ perception of the brand.

    • Mitigating risks and reducing potential liabilities: Thorough package testing ensures compliance with regulatory requirements, reducing the risk of legal issues and liabilities related to inadequate packaging.

    Related: These 5 Clever Packaging Ideas Will Inspire You

    Pro tips!

    Follow these actionable tips to boost your package testing initiatives:

    • Develop a comprehensive package testing strategy aligned with business objectives.

    • Implement robust quality control processes and maintain detailed documentation for traceability.

    • Provide training and education to staff on package testing protocols and best practices.

    • Seek valuable customer feedback to understand their needs and incorporate it into package design, improving user experience and satisfaction.

    • Utilize appropriate testing equipment and technologies to ensure accurate and reliable results.

    Embracing effective package testing strategies can help businesses proactively enhance their ability to deliver exceptional products, foster customer loyalty and achieve sustainable growth in a competitive market.

    Following the key steps and actionable tips outlined above, brands can efficiently test their packages, proactively identify potential issues and enhance key aspects such as product integrity, customer experience and brand reputation.

    Prioritizing package testing throughout the product development lifecycle and implementing the right technologies will enable businesses to stay compliant with regulations, adapt to market changes and position themselves for long-term success.

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    Sriya Srinivasan

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  • Adult ADHD Is the Wild West of Psychiatry

    Adult ADHD Is the Wild West of Psychiatry

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    In October, when the FDA first announced a shortage of Adderall in America, the agency expected it to resolve quickly. But five months in, the effects of the shortage are still making life tough for people with attention-deficit hyperactivity disorder who rely on the drug. Stories abound of frustrated people going to dozens of pharmacies in search of medication each month, only to come up short every time. Without treatment, students have had a hard time in school, and adults have struggled to keep up at work and maintain relationships. The Adderall shortage has ended, but the widely used generic versions of the drug, known as amphetamine mixed salts, are still scarce.

    A “perfect storm” of factors—manufacturing delays, labor shortages, tight regulations—is to blame for the shortage, David Goodman, an ADHD expert and a psychiatry professor at the Johns Hopkins University School of Medicine, told me. And they have all been compounded by the fact that the pandemic produced a surge in Americans who want Adderall. The most dramatic changes occurred among adults, according to a recent CDC report on stimulant prescriptions, with increases in some age groups of more than 10 percent in just a single year, from 2020 to 2021. It’s the nature of the spike in demand for Adderall—among adults—that has some ADHD experts worried about “whether the demand is legitimate,” Goodman said. It’s possible that at least some of these new Adderall patients, he said, are getting prescriptions they do not need.

    The problem is that America has no standard clinical guidelines for how doctors should diagnose and treat adults with ADHD—a gap the CDC has called a “public health concern.” When people come in wanting help for ADHD, providers have “a lot of choices about what to use and when to use it, and those parameters have implications for good care or bad care,” Craig Surman, a psychiatry professor and an ADHD expert at Harvard and the scientific coordinator of adult-ADHD research at Massachusetts General Hospital, told me. The stimulant shortage will end, but even then, adults with ADHD may not get the care they need.

    For more than 200 years, symptoms related to ADHD—such as difficulty focusing, inability to sit still, and fidgeting—have largely been associated with children and teenagers. Doctors widely assumed that kids would grow out of it eventually. Although symptoms become “evident at a very early period of life,” one Scottish physician wrote in 1798, “what is very fortunate [is that] it is generally diminished with age.” For some people, ADHD symptoms really do get better as they enter adulthood, but for most, symptoms continue. The focus on children persists today in part because of parental pressure. Pediatricians have had to build a child-focused ADHD model, Surman said, because parents come in and say, “What are we going to do with our kid?” As a result, treating children ages 4 to 18 for ADHD is relatively straightforward: Clear-cut clinical guidelines from the American Academy of Pediatrics specify the need for rigorous psychiatric testing that rules out other causes and includes reports about the patient from parents and teachers. Treatment usually involves behavior management and, if necessary, medication.

    But there is no equivalent playbook for adults with ADHD in the U.S.—unlike in other developed nations, including the U.K. and Canada. In fact, the disorder was only recently acknowledged within the field of adult psychiatry. One reason it went overlooked for so long is because ADHD can sometimes look different in kids compared with adults: Physical hyperactivity tends to decrease with age as opposed to, say, emotional or organizational problems. “The recognition that ADHD is a life-span disorder that persists into adulthood in most people has really only happened in the last 20 years,” Margaret Sibley, a psychiatry professor at the University of Washington School of Medicine, told me. And the field of adult psychiatry has been slow to catch up. Adult ADHD was directly addressed for the first time in DSM-5—the American Psychiatric Association’s diagnostic bible—in 2013, but the criteria described there still haven’t been translated into practical instructions for clinicians.

    Addressing adult ADHD isn’t as simple as adapting children’s standards for grown-ups. A key distinction is that the disorder impairs different aspects of an adult’s life: Whereas a pediatrician would investigate ADHD’s impact at school or at home, a provider evaluating an adult might delve into its effects at work or in romantic relationships. Sources of information differ too: Parents and teachers can shed light on a child’s situation, but “you wouldn’t call the parent of a 40-year-old to get their take on whether the person has ADHD,” Sibley said. Providers usually rely instead on self-reporting—which isn’t always accurate. Complicating matters, the symptoms of ADHD tend to be masked by other cognitive issues that arise in adulthood, such as those caused by depression, drug use, thyroid problems, or hormonal shifts, Sibley said: “It’s a tough disorder to diagnose, because there’s no objective test.” The best option is to perform a lengthy psychiatric evaluation, which usually involves reviewing symptoms, performing a medical exam, taking the patient’s history, and assessing the patient using rating scales or checklists, according to the APA.

    Without clinical guidelines or an organizational body to enforce them, there is no pressure to uphold that standard. Virtual forms of ADHD care that proliferated during the pandemic, for example, were rarely conducive to lengthy evaluations. A major telehealth platform that dispensed ADHD prescriptions, Cerebral, has been investigated for sacrificing medical rigor for speedy treatment and customer satisfaction, potentially letting people without ADHD get Adderall for recreational use. In one survey, 97 percent of Cerebral users said they’d received a prescription of some kind. Initial consultations with providers lasted just half an hour, reported The Wall Street Journal; former employees feared that the company’s rampant stimulant-prescribing was fueling an addiction crisis. “It’s impossible to do a comprehensive psychiatric evaluation in 30 minutes,” Goodman said. (Cerebral previously denied wrongdoing and no longer prescribes Adderall or other stimulants.)

    The bigger problem is that too few providers are equipped to do those evaluations in the first place. Because adult ADHD was only recently recognized, most psychiatrists working today received no formal training in treating the disorder. “There’s a shortage of expertise,” Surman said. “It’s a confusing space where, at this point, consumers often are educating providers.” The dearth of trained professionals means that many adults seeking help for ADHD are seen by providers, including primary-care doctors, social workers, and nurse practitioners, who lack the experience to offer it. “It’s a systemic issue,” Sibley said, “not that they’re being negligent.”

    The lack of trained providers opens up the potential for inadequate or even dangerous care. Adderall is just one of many stimulants used to treat ADHD, and choosing the right one for a patient can be challenging—and not all people with ADHD need or want to take them. But even the most well-intentioned health-care professionals may be unprepared to evaluate patients properly. The federal government considers Adderall a highly addictive Schedule II drug, like oxycodone and fentanyl, and the risks of prescribing it unnecessarily are high: Apart from dependency, it can also cause issues such as heart problems, mood changes, anxiety, and depression. Some people with ADHD might be better off with behavioral therapy or drugs that aren’t stimulants. Unfortunately, it can be all too easy for inexperienced providers to start a patient on these drugs and continue treatment. “If I give stimulants to the average person, they’ll say their mood, their thinking, and their energy are better,” Goodman said. “It’s very important not to make a diagnosis based on the response to stimulant medication.” But the uptick in adults receiving prescriptions for those drugs since at least 2016 is a sign that this might be happening.

    The fact that adult ADHD is surging may soon lead to change. Last year, the American Professional Society of ADHD and Related Disorders began drafting the long-needed guidelines. The organization’s goal is to standardize care and treatment for adult ADHD across the country, said Goodman, who is APSARD’s treasurer. Establishing standards could have “broad, sweeping implications” beyond patient care, he added: Their existence could compel more medical schools to teach about adult ADHD, persuade insurance companies to cover treatment, and pressure lawmakers to include it in workplace policies.

    A way out of this mess, however long overdue, is only going to become even more necessary. Nearly 5 percent of adults are thought to have the disorder, but less than 20 percent of them have been diagnosed or have received treatment (compared with about 77 percent of children). “You have a much larger market of recognized and untreated adults, and that will continue to increase,” Goodman said. Women—who, like girls, are historically underdiagnosed—will likely make up a substantial share. Adults with ADHD may have suffered in silence in the past, but a growing awareness of the disorder, made possible by ongoing destigmatization, will continue to boost the ranks of people who want help. On social media, ADHD influencers abound, as do dedicated podcasts on Spotify.

    Until guidelines are published—and embedded into medical practice—the adult-ADHD landscape will remain chaotic. Some people will continue to get Adderall prescriptions they don’t need, and others may be unable to get an Adderall prescription they do need. Rules alone couldn’t have prevented the shortage, and they won’t stop it now. But in more ways than one, their absence means that many people who need help for ADHD are unable to receive it.

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    Yasmin Tayag

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  • Customer Loyalty Is Your Holy Grail for Success. Here’s Why.

    Customer Loyalty Is Your Holy Grail for Success. Here’s Why.

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    Opinions expressed by Entrepreneur contributors are their own.

    Customer loyalty is the holy grail of a high return on your investment. However, many people tend to think and invest more in customer acquisition and marketing than they do in cultivating loyalty. The evidence is clear; customer loyalty translates to steady revenue, lower marketing costs and more effective word-of-mouth advertising.

    Implementing many customer loyalty programs offers a marketing advantage that can improve customer acquisition. Customer loyalty and engagement can be the tiny edge that propels you over the competition, even in the face of an inferior product or service.

    To successfully implement an efficient customer loyalty program, I’ve outlined four important considerations.

    Related: A Checklist to Get Your Customer-Loyalty Program Off the Ground

    Understand what motivates your customers

    Incentives are a powerful force that motivates individual economic decision-making. Tapping into the personal motivations of customers and why they purchase your products is essential in understanding how to reward them and encourage them to take that action again.

    Depending on the nature of your business, there may be several underlying incentivizes driving customers to your brand, including:

    • Financial incentives: Your brand offers the best financial advantage.
    • Psychological incentivizes: Your products offer joy important to your customers’ happiness.
    • Exclusivity incentives: Your products offer a level of exclusivity that makes customers feel unique, special or elite.

    In some ways, understanding what motivates people to your brand is knowing what your brand offers that your competitors don’t.

    However, to understand more about customers and their thinking, consider the following strategies:

    • Invest in a CRM program to collect more granular data
    • Use social listening tools to understand how your brand is perceived by customers online
    • Dig into keyword research to see which terms people use to look for products, such as discounted or best
    • Use market research for low-level demographic data
    • Undergo competitor research to see how competitors in your field cultivate customer loyalty
    • Solicit customer feedback for direct insights

    Make rewards truly unique

    Once you understand what motivates your customers, you can create a loyalty program that rewards them. For example, customers motivated by financial incentives will benefit from BOGO deals and discounts, while customers motivated by exclusivity will be motivated by exclusive branded gifts and merchandise.

    One tip to really keep in mind is to make rewards unique and exceptional. Don’t just settle on branded stickers and pens; go the extra mile with branded tote bags, t-shirts, hats and anything else that people will see in public. I particularly love branded merchandise because it provides ancillary marketing benefits that can be more impactful than traditional advertising.

    I would also suggest going above and beyond regarding financial rewards, whether it’s giving away free monthly trials or purchases. You can even work with other companies like Amazon or retailers to help transfer rewards points or incentives for a discount on purchases they already make.

    Once you have a set of rewards, you can even tier your program to encourage additional engagement. Ideally, the greater the engagement by the customer, the higher the reward. Those customers that reach the top tier will feel special as you give them the best financial rewards.

    Related: How Brands Can Turn Rewards Programs Into Long-Term Loyalty

    Create consistent customer experiences

    Customer satisfaction is when expectations meet reality. A core component of your customer loyalty program must focus on creating positive and consistent customer interaction via your products, marketing and customer service. Ensure all brick-and-mortar locations and online assets follow a consistent branding pattern and a set of branding guidelines.

    To create a consistent digital experience, you need to invest in multi-channel customer service. This strategy could include utilizing chatbots on your website, responding to users over social media and email or even implementing a digital HR help desk for people to communicate with customer representatives directly.

    I also recommend creating a consistent experience across your sales funnel to build a positive first impression of your brand through the following strategies:

    • Offering promotions or discounts for first-time purchases
    • Delivering thank you emails and/or texts at purchase
    • Emailing follow-up for surveys and additional thanks
    • Offering online and telephone support for any questions
    • Providing additional online resources for tutorials, guidance or sending feedback directly

    Finally, create above-and-beyond customer service by offering omnichannel support and investing in AI that allows for personalized and automated responses.

    Great customer service also starts with hiring the right staff and implementing the right procedures. Train staff to practice active listening and empathy to achieve better customer interactions and offer solutions that resolve customer problems meaningfully.

    In fact, bad customer experiences offer brands the opportunity to fix their mistakes, which often leads to higher positivity than if the customer just had a fairly normal experience.

    Related: 15 Tips for Improving Customer Loyalty

    Go above traditional interactions to create a community

    Today’s younger generations are often motivated to shop with brands that conform to their social values.

    A survey from Sprout Social found that 70% of customers felt it was necessary for brands to take a stand on social and political issues. The key here is to use your community values and inclusivity as an asset to cultivate greater loyalty.

    For example, there are several strategies for cultivating greater community loyalty among your customers, including:

    • Incorporating political/social messaging in your advertising
    • Donating to a charity
    • Hosting fundraisers for important causes
    • Hosting brand-exclusive events and parties that reward loyalty
    • Encouraging users to submit UGC for promotions

    Sometimes your products and actions can also speak for themselves. For example, my digital marketing company became the first to purchase NFL tickets with Bitcoin, helping to build strong relationships with sports fans and tech enthusiasts among our customer base.

    In many ways, inspiring brand loyalty involves following many of the best practices I recommend for any new business.

    Once you understand what motivates your customers and put the proper infrastructure in place, cultivating brand loyalty is all about executing your promises and being there when they need you most.

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    Matt Bertram

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