Why does your company exist?
Ask any business owner or manager this question and you’ll get a wide range of answers.
“We exist to make the world a better place!”
“We exist to build great things!”
“We exist to smother the world in ice cream!”
These are wonderful, lofty ideals. (Imagine what life would be like if every brand made the world better!) However, the simple reality---and the common denominator of every business still alive and kicking---is that they exist to serve their customers.
No customers, no business. No business, no changing the world.
Customers are crucial to thriving as a brand. So why are we so afraid to pick up the phone and have a meaningful conversation with them? Why are we so scared of our customers?
LET’S DIVE IN
What is a “meaningful conversation,” anyway?
It’s a conversation that contributes to moving a relationship forward. It’s the act of getting to know a person and deepening trust. A meaningful conversation is not a box to be ticked but an experience to be enjoyed.
80% of customers consider the experience that a business provides
to be as important as its products and services
(Source: Salesforce State of the Connected Customer report)
How a customer experiences your brand is everything. And worthwhile conversations are the foundation of the customer experience. A single chat, note or call can change everything about the customer’s journey and how they feel about your brand.
We see the opposite of this in our industry all the time. An order is placed. It ships. The invoice is sent. And then radio silence ensues, leaving the customer to wonder if they even matter. They feel like a footnote. Or worse, a sales quota.
Hard truth time:
If you treat customers like leads, they’ll start seeing your product or service as a simple commodity. They’ll shop around for the cheapest solution from the cheapest company.
But…
If you start treating your customers like the precious, awesome, important person they are, they’ll stay loyal. And loyalty only comes from positive interactions and evolving relationships.
IT TAKES COURAGE TO ENGAGE WITH OTHERS
Brené Brown, thought leader extraordinaire, once said, “Courage starts with showing up and letting ourselves be seen.”
Yes, engaging with customers means you might hear something terrible. You might be given a problem to solve. You might hear something unexpected. You might even be rejected. These are all valid fears. And part of what makes us human.
However, there’s an excellent chance you might hear something wonderful that completely changes everything.
Here’s the thing…
Customers want to feel heard. They want to feel important. They want to matter. And you can make all of this happen for them simply by reaching out. A phone call. A note. A pop-in with a small gift (one of our favorite ways to engage).
Customers don’t expect you to have all the answers or be flawless. It’s okay to say, “I’m not sure. Let me look into that and get back to you.” Your customers appreciate honesty and transparency. They want someone who is honest, reliable and committed to helping them achieve their goals.
A FEW TIPS TO MAKE YOUR CONVERSATIONS MORE MEANINGFUL
THINK OF RELATIONSHIPS AS COLLABORATIONS
Customers are more than a transactional relationship, and great companies are willing to go beyond transactional communication. Rather than competing on price, focus on having better conversations. It’s worth it to cut through the superficial layers of generic relationships and get to the pointy, meaningful stuff that leaves people delighted.
Hmmm....to delight. Now that’s a good reason to exist.