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Earning the Trust of Your Customers: Why It’s a Long-Term Investment

One of the most, if not the most, important aspects of the customer experience is based on trust. Customers simply will not do business with a company they do not trust. Today, consumer trust is sadly at an all-time low. This is not due to a single event or even a handful of events, but instead, due to a slow and painful chipping away at the relationships between businesses and consumers. Relationships can be long-lasting depending on how you nurture them which is why earning the trust of your customers is so important.

Every time a company makes a customer repeat themselves multiple times, wait on hold for an unreasonable amount of time, fill out a pile of paperwork or complete any other extraordinarily frustrating task, the customer loses a bit of trust in the company. And without trust, there is no relationship between a customer and the company.

Why Earning Trust is Important in Customer Relationships

Many companies are hyper-focused on getting tasks accomplished quickly. There are a lot of discussions related to streamlining processes and finding ways to become more efficient. It all sounds great in theory until you realize that the operational efficiency many times works in complete counter to a quality customer experience. By trying to get through as many customers as possible in a short amount of time, you may increase your volume, but the company is also sacrificing personalized customer support, and this erodes customer trust in the company. Instead of a customer feeling like a human who is able to trust a company to help them solve any issue, a customer is left feeling like a number who is rapidly being pushed down an assembly line dubbed, “customer care.”

This is not the ultimate goal for a business to be successful. Instead, earning the trust of your customers should be at the core of every conversation and decision. Building trust doesn’t happen quickly or easily. A business must remain consistent in the messaging, understand the personas of those in their market, and deliver on promises made over time. When your customers and prospects trust you, they are more likely to invest in your brand. When you have their trust, you are also typically able to command a higher price for your goods and/or services and boost the lifetime value of each of your customers.

Earning the Trust of Your Customers
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Strategies that Benefit Your Business in the Long Run

Here are some strategies in planning for earning the trust of your customers as a long-term investment:

Make yourself available to your customers for questions and concerns. Customers often have questions and if there is no way for them to get answers or they can’t get the answers in a timely manner, they will often go elsewhere.

Offer a product that is reliable. Selling something and boasting about all of the features is one thing, but delivering a product that is exactly what was promised is another thing. If you sell a low-quality product, it is sure to draw negative reviews and this can lead to a break in trust and a decrease in credibility within the market. Putting a product through rigorous testing is a good way to resolve this and ensure you are delivering a product that is high quality, as you have promised.

Other ways to earn the trust of your customers:

  • Be transparent
  • Bring value to your clients
  • Maintain consistency
  • Ensure your messaging is in line with your actions
  • Create consistent imagery across all of your marketing materials
  • Know your prospects
  • Deliver the expected brand experience

Earning the trust of your customers should be at the center of every strategic planning session and every action was taken by an organization because, without trust, a business cannot succeed.

We all know that trust is the precursor to any meaningful and long-lasting relationship. Buyers, ultimately, must put their faith in the companies and people they choose to do business with. Trust is a byproduct of commitment. It is the universal factor that will essentially make or break an opportunity. In mapping out a plan for earning the trust of your customers, you should aim to deliver the right results to the right people. In the long-term, they will trust you and your business and invest in your product and service offerings. Once you have carved out your identity within your market, stay on top of communications and back up everything you say with tangible actions. This is the path to business growth and success in any industry.

Ways To Make Your Customer Service Better

The best way to improve your relationship with your customers is to improve the way you provide customer service. Even if you have the best product on the market, people will remember if they were not treated well by your staff. If customer service is the face of your company, then you always want to make a good first impression. Companies that have been in business for a long time know the importance of having good customer relationships, and they constantly ask themselves how they can be making better customer service choices. Any good company knows the best way to grow a business is to consistently lookout for ways to improve customer service. After all, it’s much easier to keep an existing customer than to gain a new one, and loyal customers help their favorite businesses by marketing through word-of-mouth.

Read on to learn some tips on improving your customer service.

Listen to the customer’s wants and needs.

It might seem simple, but when you truly listen to someone, it not only helps you to understand their issues, it also shows great respect for the other individual. When a customer feels like they are being heard they will remember that feeling and how well they were treated. Your employees should not be going down a list of questions to get to the bottom of an issue, simply listen to the customer and what they have to say. Once you have fully heard them, you will be able to respond to them with the best solution for their issue.

Respond quickly to problems.

Customers don’t want to wait for anything, especially when they’re already not satisfied with something. If you are unable to provide the customer with exactly the response they need that day, at least acknowledge that you’ve heard their inquiry. If someone sends your company an email and you can’t resolve their problem without looking further into the issue, at least make initial contact with them to let them know that you are working towards a solution.

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Provide support.

Never get angry with a customer because they do not have all the information that you need to help them out. Instead, provide them with as much assistance and support as you can until they can obtain all the necessary information. Treat every customer as if they are your next top brand ambassador. Staying calm with an irate customer is extremely important, too. Every time you interact with a customer you are establishing a relationship and creating a potential selling point.

Establish trust.

Customer and company relationships begin professionally, but once you have spent time on the relationship with them and have built loyalty you can go the extra mile for them. Showing that you care for your customer, like remembering his or her birthday, are small things that help to establish trust in your customer/ business relationship.

Train your employees.

It is important that all of your employees are trained in how to properly interact with customers. You should provide training for all possible situations, including how to deal with angry customers, and how to go above and beyond for loyal customers. Each time a customer comes to your store or calls your customer service line, they should know what to expect, and they should expect a pleasant experience.

Don’t sacrifice quality for quantity.

Yes, you want your company to grow and be successful, but if it happens too quickly, you might be headed towards a swift downturn. Some companies can survive a quick growth, but others are better off winning at a slow and steady pace. Organic word-of-mouth referrals can eventually be your best marketing strategy. And the best part is that word-of-mouth marketing is free! Slowly establish loyalty with the customers that you have and then sit back and watch your company expand into the company you’ve always wanted it to be. Good customer service is a powerful tool to not only get new customers but to keep them coming back.