Let’s talk about customer loyalty on a micro level. When faced with a buying decision, are you more likely to return to a brand that delivered excellent service, or to one who left you stranded when you needed help? The answer to that question seems obvious but solving people’s problems is not always the easiest thing to do, and sometimes businesses blow the opportunity to build customer loyalty. It’s not that they don’t like their customers, it’s that they’re not listening carefully enough. They’re not thinking like problem solvers.
Take, for example, that low cost airline carrier that cancelled your flight and literally left you stranded with no concern for getting you home. Would you return to them for your next trip or to the carrier who rebooks you after a cancellation and gets you safely home on the very same day? Sure, one comes at a remarkable cost savings, but you’re not sure if you can ever trust them with your travel plans again. They lost the opportunity to build a relationship with you the moment they threw their hands up and told you they couldn’t help. Instead, it’s the brand that stepped in and solved your problem that gets your loyalty and your repeat business.
I can safely say that we’ve become masters of the art of listening to our members when they come to us to ask for assistance. Rather than read off a menu of what we do, we first listen to the problem they have and learn the metrics they have set for successfully achieving their goal. If something we offer already exists, great. We put a plan into motion. However, often members will come to us with a need that is not found in our menu of benefits. That’s when we put on our creative problem-solving superhero capes and come up with a solution that surpasses what they had dreamed up in the first place. It shows them that we understand their challenge and are committed to being a strong partner for their business.
In a past life, we may have apologized and told them we don’t have the ability to help. At a lean organization like ours, there aren’t staffers sitting around just waiting for more to do, and we have to watch capacity carefully. However, it’s the being lean that actually presents the opportunity to be nimble and to think outside the box. Flipping the script on ourselves and adopting the mindset of coming up with what we CAN do instead of what we CAN’T do has made all the difference for our members and for us as strategic thinkers. One way we address capacity is by exploring creative partnerships with other members. By tapping into the expertise of others, we expand our capacity to solve problems and create mutually beneficial relationships within our business community. It’s a win-win-win.
There is no one size fits all anymore. Today’s customer expects personalized service. When it’s delivered, they are willing to bring repeat businesses and to spread the word about the wonderful experience they’ve had with a brand. Then next time you’re faced with a request that you might normally turn away, think about the opportunity you have been presented with, and pause. This is your moment to solve a problem and be a hero for a customer. They’ll thank you for it. That kind of loyalty is gold.