John DeSimone, President, Herbalife Nutrition
Small business owners hold multiple titles and roles. They are often the CEO, CFO, and CMO of their company, managing product development, inventory, human resources, communications, client relations, and legal — sometimes all in the same day. With so many roles and responsibilities, it is easy to see why many entrepreneurs struggle with focus and tend to pay attention to the day’s most pressing tasks. Amid the effort it takes to make your business succeed, it is easy to lose sight of your job’s most important part: the customer. Successful entrepreneurs know that putting customers central to everything they do ensures satisfied consumers, increased referrals and repeat business opportunities.
Caring for Your Employees
Walk into a store. Are you greeted by the team or ignored? If you have questions, is there someone only too happy to help you? Happy employees translate to satisfied customers. If you have a lackluster or disgruntled team, that negative energy finds its way to your end-users. In order to have happy customers, first and foremost take care of your team. If they are not satisfied with their job, it will be tough to provide the customer service that your clients expect and deserve.
Appreciating Existing Customers
There is a natural desire from entrepreneurs to focus on expanding their customer base. It seems reasonable to believe that the more customers you have, the greater your chances for success. But the single most important customer is the one you already have. How do you connect with them to thank them for their business? Do you offer them incentives for referrals? Do you take the time to learn about them and their families or send hand-written notes from time to time? There are many simple ways to show your customers appreciation, and the best practices are always genuinely heartfelt. Whether sharing a personal holiday card, remembering individual preferences, or remembering customers and their family on their birthdays, make sure to give your current customers the special treatment and attention they deserve.
Asking for Feedback
It is human nature not to ask for feedback because many of us fear negative comments. But successful entrepreneurs do not fear feedback — they embrace it. Business owners use the information to improve their business and reach out to customers who may have been disappointed or learn vital information to help make the next transaction more successful. In fact, addressing feedback can enhance customer loyalty.
Owning Your Mistakes
We all make mistakes. When we get it wrong, we need to make it right. Many mistakes are small errors with a customer such as an order being incorrect or delayed, or a request being misunderstood. A customer-centric organization owns a problem and corrects it quickly. The faster a problem is remedied, the more likely you will retain your client and even deepen the relationship.
First and foremost, apologize — you have an unhappy client, and you need to hear their grievance. Do not debate the situation; make it right. Describe how you will right the wrong and how soon this will happen. Follow-up with a note or call to make sure they received the product they were looking for and are satisfied with their order.
Making New Customers Part of Your Family
How do you welcome new customers to your business and ensure that their purchases are not just a single transaction? Successful entrepreneurs take the time to thank a new customer for their business, send them coupons for future purchases, provide tips on other products that may be an excellent fit for them, and provide them with additional information to help them succeed. There is nothing more gratifying than being acknowledged by name and being appreciated by an owner for using their service or buying their products — and getting personal care and attention.
Entrepreneurs have many demands on their time and, as a result, may find themselves running from one responsibility to the other. The top priority needs to be putting your customer first and creating an organization that knows how to nurture these important relationships. The more that small businesses create an environment where their team is valued and happy and know how to care for customers, the greater success their company will achieve.
