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Sweet Somethings

As Valentine's Day approaches, it's the perfect time to look at the quality of your customer communications. Do you say a lot of 'sweet nothings' that ultimately mean nothing to customers, or do you communicate in ways that build customer relationships? 'Sweet nothings' - using wishy-washy language, making insincere promises - can backfire on you, causing you to dilute the power of the customer experience, lose customers and, ultimately, profits.

Want to give your customers 'valentines' every day to increase their customer loyalty, customer satisfaction and referrals? Well, a good place to start is by improving your communications with customers so you'll make a positive, memorable impact on them.

'Sweet somethings,' on the other hand, build trust and rapport while creating powerful positive customer experiences that keep customers coming back for more, giving your business a profitable boost. So on the occasion of Valentine's Day here are 7 suggestions for replacing sweet nothings with 'sweet somethings' that mean everything to customers:

1) When you say 'yes' to a customer, say it in a positive, joy-building way. Words like 'Certainly,' 'It's my pleasure' or 'Yes, I'll gladly take care of that for you' make customers feel appreciated and cared for - which makes them more likely to buy more from you. When you use words like, 'Yeah,' 'OK,' and especially the phrase 'No problem,' it turns customers off. No customer wants to hear the word 'NO,' which automatically creates the kind of negative feelings that undo customer care efforts. Remember, the unconscious mind can't understand the reverse of an idea. Tell the kids NOT to spill the milk or drop the ball and you can be sure they will. Tell a customer 'No Problem,' especially instead of 'You're welcome' and you are planting a negative seed, just at the end of an interaction. A sure way to dampen the relationship.

2) Build and maintain rapport. The word 'rapport' means accord, conformity or harmony, when you achieve it you're your customers, something 'magical' happens. When customers feel that they truly connect with you - when they feel understood by you and trusting in you - it increases their emotional attachment and so their loyalty and your chances of getting referrals. Building rapport begins by asking customers their names, and respectfully referring to them by name throughout the conversation.

Listen carefully to discern if the language your customers use is more visual, auditory or kinesthetic - and then use the same kinds of words in the conversation. While all people use all their senses, most of us prefer a particular sensory style. Visual people use words like 'focus,' 'see,' 'perspective' and 'view.' Auditory people use words like 'hear,' 'call,' 'discuss,' and 'dialog.' Kinesthetic folks favor terms like 'touch,' 'handle,' 'irritate,' and 'concrete.' When you speak to customers in the style they favor, it's like you're speaking their language - something customers love and appreciate.

3) Make sure all communications are clear, concise and correct. If your honey sends you a Valentine's card with your name and other words are misspelled, would it endear you to him or her? Highly unlikely. Old fashioned as it may sound I strongly recommend reasonably good grammar, use of spell check, and a final read before hitting the 'send' button - (especially on emails if there's any emotional content in the correspondence.)

4) Ask one question of customers that helps you to get to know them a little better. This shows that you're interested in and care about them, and it gives you some rapport building info you can use in the next conversation. Even those we're closest with appreciate when you show an extra interest in them by asking them about themselves - and they always feel special when you remember what you learned. One of my most influential bosses taught me that everyone loves to talk about their 'children.' He meant it literally and figuratively.

5) Smile! Whether you take care of customers in person or on the phone, smiles release 'happy hormones' that are actually good for you - and when you feel good, your customers are bound to feel great when they deal with you. Yes, you can 'hear' a smile. Smiling using a different set of muscles than frowning and have an effect on the quality of your voice.

6) Give customers your undivided attention. Have you ever walked into an office and been ignored by the person at the front desk? Ever have your groceries rung up by a cashier who paid more attention to her friend at the next register than to you? Ever speak to someone on the phone while the person was checking emails and talking with her assistant? Happens every day. So many of the people who are supposed to be helping customers are multi-tasking, distracted, clueless, self-absorbed, or poorly trained.

Make eye contact, use your best listening skills, positive body language, and get fully engaged in the communication. It's all about making customers feel welcome, comfortable and appreciated.

7) Follow through and follow up. Ever have someone break a promise to you? The feelings you experience in those situations - hurt, disappointment, let down - are the same feelings customers experience when you don't 'close the loop' on all interactions. Do what you say you're going to do, and then let customers know you did it. Always leave a positive impression.

So there you have it - seven simple, easy, inexpensive, accessible actions you can take in every customer interaction to make that interaction more positive. Remember that the customer experience consists of hundreds of small moments of truth, occurring in dozens of places - on the phone, on the web, in person, in your written communication - that either leave the impression that you CARE about the relationship or that you don't. This Valentine's Day make the effort to turn those moments of truth into many moments of MAGIC with our seven 'Sweet Somethings!'

Spread the love,

JoAnna

JoAnna Brandi is the author of books such as "Winning at Customer Retention - 101 Ways to Keep 'em Happy, Keep 'em Loyal, and Keep 'em Coming Back" and "Building Customer Loyalty - 21 Essential Elements in ACTION."

A Speaker and consultant, she is publisher of the bi-weekly Customer Care Tips Bulletin. To receive her free bi-weekly tips bulletin, sign up at www.returnonhappiness.com. You can also reach JoAnna at 561-279-0027 or e-mail joanna@customercarecoach.com.