Good relationships with customers are not just nice to have. They are a must-have. In a world where possibilities seem endless and technological developments have made the distance between people almost non-existent, the need for networks is growing.
Why should customers be loyal?
The ever-increasing number of options has a built-in risk of making users and customers rootless. Because with increasing digitalisation and globalisation, as well as unlimited access to a continuously growing mass of solutions and products, why stick loyally to one provider? Honestly, there will almost always be someone better, faster or cheaper than you at any given time. So, in order to differentiate yourself and your product, you need to think beyond the actual sales situation. And this is where the aforementioned network enters the picture.
Networks are human relationships
A lot of people and businesses claim to have "the customer in focus" and a desire to ensure the best possible outcome for customers, but often their actions are not backed by the right tools, deliveries or results.
Thus, 'network' here not only refers to the endless supply of groups and clubs of which one is mostly a member in name and not so much in practice. The word 'network' refers to the relationships integrated in the term. You see, contact between people is at the core of creating a good customer relationship!
Don't forget the existing customers
There is a tendency to think that new is good. New technologies. New methods. New products – and new customers. All elements that create value for the company. But so do existing customers. And what is getting a new customer worth if two existing ones are lost at the same time?
Therefore, take responsibility for the customers who have already agreed to a collaboration. This is where the relationship comes into the picture. Because by forming a relationship with customers, you build loyalty. And with current developments, customer loyalty is becoming something of a rarity.
Are you on a first-name basis with your customers?
Building a relationship with customers is not as difficult as it sounds. Basically, it is about knowledge and familiarity. If the customer was your dinner partner at a larger event, then by the end of the party you would have a solid knowledge of what was going on in the customer's everyday life. For example, how the company has developed and what major projects they are working on – today and in the future. This requires nothing more than a natural human interest in the customer you are dealing with.
Human contact and presence are thus crucial to creating good customer relationships.
Offer your congratulations and comment on the customer's LinkedIn posts. Attend customers' events. These are actions that demonstrate your interest in them. And the knowledge you bring home is worth its weight in gold.
Knowledge produces goodwill and loyalty
For example, you may see a potential for optimisation for your customer – solely because of your knowledge of the company and their processes. This does not have to be something that creates new business for you in the here and now, but by showing interest in the customer, you build goodwill, which in turn creates loyalty. And a loyal customer is a valuable customer.
It goes both ways. By being open about how you work, you create an image of transparency that seems deeply credible. And this offers an understanding of what lies behind the product the customer gets from you as a supplier. The worst question a customer can ask themselves is 'What do I really get for my money?'
This also applies to dissatisfied customers
Do not see dissatisfied customers as troublesome. Turn it around. They are still customers. And as long as they stick with you as a supplier, you can make an effort to improve the relationship and collaboration. "We collect happy customers" may sound like a cliché, but a portfolio of satisfied customers really is what you should aim for.
In short: Create a human culture
Networks do not have to be systematised in clubs and groups. It may require a culture change in the company. But by prioritising people and relationships in your collaboration with customers, you create natural networks.
No matter what solution you get from Azets as a customer, we provide competent and professional consultants and human relations. Our employees are ambassadors for Azets. This applies to everyone who has contact with customers.
Stand out through relationships
This is how we think because we know that satisfied customers are our best form of advertising. By maintaining relationships with customers, we ensure our status as a company that customers will recommend to others. Just by being top of mind. As mentioned earlier, almost all ideas, products, solutions and prices can be copied. The only thing competitors cannot copy is your relationships. So, prioritise and nurture them!
