Three Simple Ways To Improve Customer Loyalty

There can be no greater work related priority than when we are interacting with a customer, either in person or on the phone. Each employee must be keenly aware that the only thing that sets your business apart from your competitors – long term – is how you make your customers feel whenever they are interacting with an employee.

If the quality of that “experience” is exceptional, your customers will become your best advertisers and sources of new customers by talking about your business to their many friends, family and business colleagues. The following three simple suggestions are designed to enhance the customer’s experience while potentially uncovering other customer needs:

1. Get focused – The initial few seconds of any conversation, whether it be at the teller window or on the phone, are critical to making that customer feel special. At that moment of contact, stop multi-tasking, quickly take a breath and exhale, smile and then calmly greet the customer, by name if possible. The tone and pitch of your voice will be welcoming and convey that in that instance, there is nothing more important to you than serving them.

2. Look/listen for clues – Customers do and say many things that may be a clue to existing needs. Consider for a moment how many situations, circumstances and events occur in a person’s life that require the products and services that you provide. Here is an illustration we use when we train bank employees. If a customer is complaining about their car being in the shop again, then the bank teller should educate them that the bank offers car loans should they decide to purchase a new car in the future. Be attentive when talking with your customers and you will uncover many additional needs you can satisfy.

3. Don’t be afraid to ask questions – Make an effort to ask customers if they are aware that your business offers a particular product. Again, here is what we teach banks. While processing a transaction, for example, say “By the way Sue, were you aware that ABC offers competitive rates on home refinancing?” Another example would be to ask a customer “John, I don’t know if you were aware of this, but we offer an excellent array of quality investment products. Is that something you might be interested in now or down the road?” You’ll be surprised at the opportunities you’ll uncover by being willing to ask questions.

Remember, your customers have many needs. Your challenge is do a better job to insure that they are the only business to satisfy the particular needs your business addresses. You do it by educating your clients on the full array of products and services you offer. Today’s marketplace is so competitive that you can ill-afford to miss a single opportunity to better serve your customers each and every time they meet you in person or call on the telephone. If you don’t take care of your customers, your competitors will.

If you can be more effective in educating your customers as to the wide array of products and services you offer, then when the need arises, they will acquire those products and services from you. It’s just that easy.

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The attribution should read: “By Ray Adler of Bank Training International, Inc.. Please visit Ray’s Web site at http://www.btitraining.com/tips.html for additional articles and resources.”

Ray Adler, founder of Bank Training International, Inc., works with banks across the nation to upgrade their sales cultures while retaining their community bank values and commitment to personalized customer service. For information on bank sales cultures and differentiation visit http://www.btitraining.com/tips.html

March 13th, 2007