How to Make 21st Century Customers Happy

Customer loyalty is harder to come by these days with so many brand choices via the internet.

Chidike Samuelson writes for Entrepreneur: “Data by American Express has shown that nearly 60 percent of customers try a new brand or a company just to find better customer service. In fact, 89 percent of customers often swap to a company’s direct competitor after bad service.”

Customer service is more important than ever. Samuelson highlights four keys to satisfying today’s customers.

We share one tip below, then read the rest.

Post-purchase follow-up. It is common to find businesses stressing over email campaigns and customer maintenance strategy. Many businesses are now developing apps that they prescribe to customers. And while these apps may make it easier for customers to access their services, it rarely ever converts to a way that your business can keep in touch naturally with the customers.

Customers expect emails and in-app messages advertising products and even messages thanking them when they purchase. However, few expect messages that follow up on their experience with purchased items. For instance, a message that says, “Hello Fred, Thanks again for visiting our store/website. How are you finding the Samsung Galaxy X you purchased? Please respond with any complaints you might have.” will naturally paint a picture that goes contrary to the notion people have of businesses — that they are only concerned with sales.

Some real success has been had in the medical field with Collectly. This single strategy has seen immense success by providing hospitals and private medical practices with the ability to create personalized follow-up campaigns for their clients, bill patients and build online payment plans — all while reducing about 80 percent of calls to the doctor by integrating a live-chat capability in their app.

The idea behind post-purchase follow-up is to make your customer feel that the purpose of your business is their success and satisfaction — not their money. If you are going to use SaaS services and apps, then you might as well make them mean more than basic marketing.”

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