21 Ways
To Make Customers Feel Valued
by John Graham
T
he famed author Thomas Merton said we value
people, not for whom they are but for their
usefulness. This is the same mistake companies
make with customers. They value them for their
usefulness—for what they spend.
Customers see it differently—quite differently. As
Gallup, Inc. researchers point out in commenting on the
economy, “Consumers are spending money, but they’re
more inclined to spend it only on businesses they feel
good about.” Not businesses they may like or where
they’re treated nicely. In other words, their money is going
where they feel valued.
Most businesses do a fairly good job “pleasing” customers—
getting orders right and delivering them on time, but that
bar isn’t nearly high enough. Here are 21 ways to meet
today’s major challenge of making customers feel valued:
1. Never ask a customer to call back. It’s rude and
demeaning. Take their number and call them back or let
them know who will be in touch with them.
2. Never leave customers hanging. Always close the loop
by letting them know what to expect or what’s going to
happen next. It relieves frustration, uncertainty, and
unnecessary unhappiness.
3. Always follow up right now. Fast action is impressive; it
says you care.
4. Ask customers if they would like help in filling out forms.
This takes away the drudgery. Just the offer alone sends the
message that you’re willing to take the time to be helpful.
5. Make all messages, written and spoken, customer centric.
Start by never using “I” or “We.” They’re a turn off. Work at
keeping the focus on the customer.
6. Give customers a contact person. There’s nothing
worse than feeling abandoned and that’s what happens to
customers when they can’t penetrate a corporate firewall.
Having a personal connection relieves stress.
7. Never let the size of the sale influence the way you
treat a customer. When making a large purchase,
customers expect the “red carpet” to be rolled out. But
when a customer gets the same attention making a small
purchase, it creates a lasting positive impression, one that
keeps them coming back.
8. Never fail to acknowledge a customer even when you’re
busy. Failing to do so may be the unforgiveable business sin.
It diminishes the customer, is never forgotten, and damages
the relationship.
9. Never make excuses. They’re always a failed attempt to
make yourself look good. They send a message to others
that you’re weak and deceitful, someone who can’t
be trusted.
10. Always ask questions. There is no substitute for getting
another person to talk. Customers will be surprised and
impressed because they’re always afraid no one
will listen.
11. Give believable answers when you’re asked questions.
Short answers satisfy customers, but always ask if what you
said is clear.
12. Never leave a customer wondering. The test comes after
the customer leaves or you get back to the office. That’s
when they get to thinking about what you said—and
when the questions come to mind. Always encourage them
to call, email, or text you.
13. Be precise when you tell a customer you’ll get back to
them. Let them know when they can expect to hear from
you, and, if there’s a change, keep them informed. It’s a
matter of trust.
14. When there’s a problem, take ownership. Now the
customer can relax and not worry about what might go
wrong. They know someone will follow through for them.
15. Acknowledge business relationship anniversaries.
Shows your appreciation and keeps you top of mind. You
might send a letter with a gift certificate or some other
indication of your appreciation.
16. Help people feel good about their relationship with you.
Reinforce its value: “You’ve made the right choice.”
17. Periodically check-in with customers. Make time to ask
if they have questions about their coverage and what risk
exposures have changed. They’ll appreciate your continued
interest; that you haven’t forgotten them.
18. Use the one word that reassures customers. When
customers ask you to do something, say, “Sure.” Then figure
out what to do—and do it.
| March - April 2018 | KANSAS INSURANCE AGENT & BROKER
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