Customer intimacy brings customer loyalty like nothing else. No matter what you are selling or giving away, knowing your customers like no one else will bring them back every time.
How? Well, think about it. When you know that someone truly understands you and the challenges you face and tries to help you through them, wouldn’t you return to them? When they recognize the way you operate and make accommodations to make your life easier, don’t you naturally go to them first see if they can meet your needs before you go to their competition?
Customer intimacy takes place on all levels of the interaction and relationship. But there was the key word – relationship. In order to have a intimacy, you must have a relationship or be genuinely trying to build one. This applies in both the personal and professional worlds, but we’re sticking to the professional aspects here.
As a business leader, I know that I need to get to know my customer before I can help them. They don’t want to hear what I have to offer unless I’ve established a rapport that will allow them to tell me what their challenges are. Customers are completely turned off by folks who talk at them. They want someone who will listen to them first, establish what the need is, then offer up a solution. Without following that simple formula, you are destined to be second to your fiercest competitor for customer loyalty.
We’ll be talking in the next few posts about customer intimacy and they way that it builds relationships, builds customer satisfaction and loyalty, and gives you the competitive edge. But best of all, it will keep your business in the customer’s mind as the first resource they will go to for help.
To get you started on the path to customer intimacy, this manual outlines five of the essential factors necessary to building relationships with your customers like no one else. I’m anxious to know what you think about it.