Cultivating and maintaining relationships with your consumers is a key point in business, whether you own a large firm with multiple locations or an up-and-coming small business. Knowing who your consumers are and what they are looking for shows that you genuinely care about their needs and interests.
Forbes published an article in 2019 containing statistics on the influence of consumer experience. According to their findings, the main reason why customers jump ship and switch brands is because they feel underappreciated. Consumers are observant, if they sense that a company doesn't value their business, they'll simply look elsewhere.
Making a consumer's experience memorable and positive each time they purchase from you or use your services sets an expectation. They will expect your service to be outstanding every time. The minute they feel that your service hasn't reached or surpassed those expectations, they may start distancing themselves from your brand. Consistency in your service helps maintain a good relationship with your consumers and could lead to new ones through word of mouth.
Communication helps strengthen the foundation of your relationship as well. If you are encountering delays during a project, let them know! People appreciate honest responses over a lack of communication. Update them on what's happening and walk them through the process. They'll appreciate you for it.
Don't overlook the importance of getting to know your consumers. Even the simplest things, such as a follow-up email after completing a project just to check in, means the world to people. It builds a sense of connection and can help with your business' growth.
Maddie Szczerba is our IFC Collegiate Messaging Intern. She is currently majoring in Strategic Public Relations and minoring in Business Communication. When she’s not in the office you can find her sipping on an iced chai, scouring Hulu for another show to binge-watch, or venturing across Cedar Falls with friends.