Reece: Falling in love with your customers

Yes, even chambers of commerce have competitors.

Why is it then that so many customers never appear more than once? Well, the answer is they don’t care and the reason they don’t care is because we didn’t give them anything to care about. Quite often customers don’t feel appreciated. Sad but true.

So how does one start to turn that around? Marketing guru Jay Abraham says: “The secret to success is to fall out of love with your product, service or store, and fall in love with your customers.” Customer-focused companies just look different, sound different and value different things and, frankly, customers notice.

So, what can be done to show our customers that we love them? Here are some ideas plucked from a variety of sources:

• When it comes to turning one-time customers into returning customers, you have to deliver exceptional service. Not just once or twice, but all the time.

• If you make a promise, be sure to keep it. Your word is your deed and your reputation for honesty is paramount with customers.

• When things go south (and they do), apologize. Don't play the blame game because no one wins. Instead, focus on just making it right, no matter who is at fault and don't delay in doing so.

• Customers love companies with employees who not only say “thank you” but who are enthusiastic about saying it.

• Create customers who love you by embedding a culture of exceptional customer experience into your staff. Empower them to do great, even unexpected, things for the customer.

• While it’s really important to get new customers, never, ever forget about the ones that already brought you to the dance.

Putting customer’s needs, wants and desires first also will dramatically increase the "lifetime value” of a customer. “Lifetime value” means the total amount that person will spend over their life as your customer. When you love your customers and nurture your relationship properly, they will shop (and spend more) with you more often and send their family and friends to your business, too.