Updated 6/9/2024
Positive customer relationships are the cornerstone of any successful business. In this article, we’ll explore the definition of a customer, the different types of customers, the benefits of fostering positive customer relationships, and strategies for maintaining them.
Do you know what a customer is? Did you know that the base of the word customer is actually custom? It’s derived from the habits of people that make it a habit to make frequent visits to a store.
In my mind, there are two different kinds of customers – an internal customer and an external customer. Some alternative names for customers are clients, buyers, and purchasers. All businesses have customers; it’s up to you to do everything you can to have loyal customers and positive customer relationships by the way you treat them.
Building Positive Customer Relationships
Let’s take a closer look at the differences between internal and external customers and then at some of the ways that you can increase positive customer relationships and loyalty. To begin with, an internal customer would be someone within your own company that might work in another department or even on another team. An external customer would be someone you sell products to or provide services to that is outside of your organization.
Now let’s look at some of the ways that you can make sure that you keep existing customers. We also want to talk about how to gain new customers and stroke those positive customer relationships.
Does a customer know what they want?
Way back when I was working in the telephone service center for a large credit card company, we received intensive training on how to treat a customer and make them happy. That wasn’t enough, however. For example, we were taught that you have to tell your customers what they want.
Why do you ask? It is because they don’t know what they want. One of the first things that I believe a company should realize is that a customer, contrary to a current shift in thinking, does really know what they want. What are some ways that you can build on your existing relationships?
How to Build Customer Relationships
1) Listen to the customer
Remember your mother telling you not to interrupt and that it is impolite? Most customers will definitely tell you that they would rather have you listen to what they are saying than have you take the bull by the horns and butt in and stop what they are saying.
2) Provide virtual cues that you are listening
Summarize back to them what they have just told you. You don’t have to repeat word for word. You can reiterate just enough to let them see you understand. This lets them know that you have been listening and paying attention and also lets them know that you care about their needs. You can also do virtual nods by adding little tidbits of agreement like uh huh, yes, you bet, etc.
3) Take a moment to be in their shoes.
Think about how you would feel if you were in the same situation they are in when they are speaking with you. Would you be angry? That could explain why they seem angry.
If the customer is upset, you can say something like, “I can understand why you’re upst. If I were in your position, I’d feel the same way.”
By replying in this manner, you can turn a negative experience into a positive one by showing customers that you genuinely care about their feelings.
More customer positive customer relationships.
4) Do another summary
When they are all done explaining what it is they want to say, repeat it back to them, only this time in more detail. Then you can say, “Just to make sure I have everything correct, you’re asing for [summarize their request]. Is that right?
This ensures both the customer and you are on the same page and helps avoid any misunderstandings and possibly a lost customer.
5) Let them know the action points
Provide action points for the steps you are going to take to resolve any concerns or issues they might have. If possible, let them know a date when you will do this.
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6) Provide a comprehensive customer service experience.
So what does all this mean? Why take all these steps? A satisfied customer (and client) is one that you go out of your way to service.
7) Show Appreciation
If you are having a bad day, that doesn’t mean that you get to take it out on your customer. Show them that you really do appreciate them.
What I have listed above are not the only ways to build positive customer relationships, but I thought I would go through benefits you can reap from your customer relationships being positive.
What Are Some Benefits
There are several benefits to having positive customer relationships. According to WayPath, there are typically seven benefits, and there may be more. Let’s take a look at what they are.
1. Customer Service and retention – Having a CRM system increases customer relationships and gives up-to-date information about them.
2. Increased Sales – Positive relationships can boost sales.
3. Analytics – Understanding your customers’ needs and wants lets you tailor your products and services to them.
4. Higher productivity – Using CRM software with marketing automation tools relieves your employees from performing mundane tasks.
5. Cultivating new leads – Positive customer relationships help in nurturing new leads.
6. Better Marketing – You get a better return on your investments.
7. Increased profitability – This goes back to #2 and #3. Marketing allows you to create more targeted marketing that addresses your customers’ specific needs.
How to maintain good customer relationships.
Some of the methods for maintaining positive customer relationships overlap with our ways of building customer relationships, so I will keep this section short.
1. Have your first call resolution rate be better than your competition. HubSpot has great advice for you. No longer is it acceptable to meet expectations. You need to exceed customer expectations.
2. Do you know your customers? I mean really know what they like and dislike? If you’re not sure, take the time to really find out.
3. Send them gift cards when it’s their birthday or recognize important events in their lives.
4. Provide opportunities for them to self-serve if they want. For example, chatbots and knowledge bases are good choices.
5. Loyalty programs are another good way to reward your best customers.
6. Know your customer preferences – Listen to them. Do they prefer to be called, emailed, etc. if you need to contact them?
7. Be personable. This may very well be your strongest opportunity to maintain positive customer relationships. HubSpot says, “Giving your company a human name and face is one of the best ways for customers to connect with you and continue buying from you.”
Summary
In this article, we looked at the following:
> We learned what a customer is.
> What different types of customers there are.
> The benefits of positive customer relationships and
> How to maintain good customer relationships.
Especially with the economy the way it is, one lost customer can hurt your bottom line in a big way. Showing that you care will help seal positive customer relationships. This will also have your client talking about you and your excellent customer service. That’s what it’s all about – providing customized care, giving the client the service they expect, and doing it all with a positive attitude.
Pam Lokker is a master writer and a virtual assistant professional who enjoys content writing, Information Technology, and B2B Small Business Copywriting and Proofreading. Borlok Virtual Assistants, LLC (Borlok VA) has been the place to get global expert VA services with quality and on-time delivery for many years. Contact us now!
