Maintaining a high level of customer satisfaction is key to your small business’ success. That may seem obvious but it’s always good to be reminded because lots of times, business owners just want to attract new customers but they forget that attracting new customers is more costly and difficult than keeping the ones you have.
To that end, here are five tips for improving and enhancing the customer service at your small business:
1. Build a Customer Loyalty Program
These days, if you have a modern point of sale system, you likely already have a customer loyalty program at your disposal. If not, you must not have a truly modern point-of-sale system.
Either way, it would behoove business owners everywhere to invest some time in a robust customer loyalty program. Why? It’s one of the best ways to get customers to return to your business and continue spending. Many programs use points to reward customers and let them redeem points for special prizes or promotions. Other times, it’s a dollar amount discount that you receive for a certain amount spent during the customer lifetime.
But the customer loyalty program is not just all about rewarding customers. It also has a marketing side where businesses can use the emails associated with the customer loyalty program and send out promotional emails, newsletters and special announcements. The larger the loyalty program becomes, the more effective it should be in turning new customers into returning customers. And that’s a key component to small business success.
2. Build an Editorial Calendar
If you want customers to really connect with your business, give them something to read that allows them to make a connection when they’re not even at your location. The idea here is to schedule new material to be published, presumably on your website or blog, at some regular interval. Hence, the editorial calendar. This serves two purposes: it allows you to plan your writing well in advance and it allows you to make sure your not always writing about the same thing. What do we mean by that? Well, firstly you don’t want everything you write to be promotional. It’s ok to do that once in a while. But, it’s also good to include writing that describes your business in more human terms, such as your company culture and your entrepreneurial birth story. Those are the types of subjects that can help customers see your business from angles other than a purely transactional one.
3. Build a Social Media Calendar
Similar to the editorial calendar, it’s always a good idea to create a social media calendar. Social media can be promotional but it should have a mix of different types of posts including high quality photographs of your establishment and fun ‘bet you didn’t know’ types of posts. You can also spotlight different employees or post helpful tips related to your product or services.
4. Build Personalization
The idea here is to use your customer loyalty program and reporting from your point of sale system to send personalized suggestions to your customers via email or in social media advertising. For instance, if you know that a certain group of customers have purchased a product in the past, you can send them an email announcing the arrival of a new version of that product. Make sure you include their name in the email if you really want it to be totally personalized.
5. Review Social Media and Online Reviews
One tip up from here, we recommended building a social media calendar for your postings. What we didn’t mention is that that is only half of the job. The other half is to monitor, review and, occasionally, respond to social media posts about your business. If there are reviews online about your business, you’ll want to keep abreast of those as well. These missives can provide important feedback about the customer experiences of individuals who came to your establishment. More importantly, other potential customers may read these reviews before they decide to try your business. If you don’t respond to a negative mention, it can make you appear callous and uncaring. On the other hand, if you do respond in a polite way, it makes you appear empathetic and demonstrates that you do care about the customer experience.
And, after all, that’s what we’re striving for here: making the customer experience better every day.
Want to know how a point of sale system can enhance the customer experience at your small business? Contact us today for a demo.