Did you know that “Get to Know Your Customers Day” is observed on the third Thursday of each quarter (January, April, July, October)? You may not, because there are some 1,500 “days” nationally, but if you own or run a small business, this one is worth a second look.
We all know customers are the lifeblood of our business but we may not always act that way. Between dealing with the staff, marketing, returning emails, and doing projects, “customer service” can sometimes be an oxymoron.
One of the hallmarks of a small business is that we take care of our customers. We have – or should have – the personal touch. But that can get lost these days, not only in the hustle and bustle of life, but in the digital avalanche of today’s world. And yet, at a time when people can shop online and get their products quickly and for less money, the need to offer great service is more important than ever.
Indeed, why shop with you if shopping online is cheaper and you aren’t excelling at customer service?
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Yes, excelling. Fine is not good enough anymore.
That is where “Get to Know Your Customers Day” comes in. The idea, obviously, is by getting to know your customers better, you can better serve them and the more connected they will be to your business. That last point needs to be underscored. People do business with, and shop at, stores and people whom they like. The more they feel an emotional connection to your business – because they know you and know that you appreciate them – the less likely they are to be lured away by that Amazon Prime deal of the day.
Given all of this, not only is the idea behind Get To Know Your Customer Day valid, it is a value proposition that should be adopted and implemented across the board.
Get to Know Your Customers. Period.
Here are a few ways to do just that:
Use their name: One of the best pieces of business advice I ever got was when someone told me, “People love their name.” And it’s true. If you use their name they perk up, and if you forget it, they perk down. If you have a retail shop it would really behoove you to learn the names of your regulars.
Take time: I know you’re busy. Very busy. That’s the way it goes these days. Even so, taking the time to meet and speak with your customers can go a long way to cementing your relationship with them.
In my world, most of the people who hire me do not live in the city where I live. Like you maybe, a lot of my work is done remotely and via email. And that is why I make a concerted effort to go meet them in person. Taking the time to get to know my customers makes for a much more solid, satisfying, and mutually beneficial relationship.
Check in: Aside from the meet-and-greet, there are lots of ways to easily and quickly be more customer-centric. Shoot them an email checking in. Or send an email after a purchase to see if they were happy with it. Forward on a newsletter you think may be of interest. Text them hello.
Give thanks: Sending a gift card or discount coupon to your store would be quite welcome. What about offering them a loyalty program for “best customers only?” Or consider this radical idea:
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Write them a thank you note.
The idea behind a thank you note is the same behind Get to Know Your Customers Day: In an era where things increasingly are digital and impersonal, going analogue can be a game changer.
Read Next: How Good Is Your Customer Service? Here Are 6 Steps to Find Out by Rieva Lesonsky
Steven D. Strauss is one of the world's leading experts on small business and is a lawyer, writer, and speaker. The senior small business columnist for USA Today, his Ask an Expert column is one of the most highly-syndicated business columns in the country. He is the best-selling author of 17 books, including his latest, The Small Business Bible, now out in a completely updated third edition. You can also listen to his weekly podcast, Small Business Success.© Steven D. Strauss.
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