Personal connection is this season's most popular customer request. Don't ignore it.
There's nothing worse than customers churning because no one paid attention to them.
It’s frustrating. You know you could have prevented it with stronger relationships and personal touch.
But what now? How can you prevent it from happening again?
Take advantage of the Holiday Season and get personal with your customers.
This Holiday Season is YOUR Opportunity.
Ah, the most wonderful time of the year. Lights adorn our streets, filling the air with hope, as feelings of happiness, gratitude, and joy take over.
For two months, we reflect upon the blessings we've received and purchase gifts for our loved ones.
If you want to turn customers into advocates and increase your retention rates,
your CSMs must extend this season to customers.
Think about it this way:
The holiday season is the time to make big purchases.
Companies prepare seasonal offers and products months in advance, while customers are mentally prepared for (too) many marketing emails and ads.
Here's how you can surprise your customers:
Focus on the personal connections as your marketing team is doing its thing.
Challenge yourself
For the next two months, show customers your commitment to meet their needs and goals.
Build strong relationships through every single customer interaction.
Practice personalization until it becomes your default behavior.
Personal Connections Are a Powerful Weapon
Customer relationships are critical for business growth. The stronger (and more personal) they are, the higher retention rates.
To unlock the true potential of our customers, we must set the right foundations.
Otherwise, customers will never trust us and remain loyal.
**I am not saying you should share personal details about yourself. In fact, please don’t.**
Getting personal with customers means:
Seeing them as unique individuals and expressing genuine curiosity.
Being vulnerable and letting some of our guards down.
Getting comfortable with difficult conversations.
Personalization Drives Loyalty and Growth.
Personal connection is a critical component of all relationships; business and personal alike.
Without it, your business will never reach its full potential.
When you get personal with your customers, not only are they less likely to churn, but they will help you grow and succeed.
This is why it’s easier to sell to an existing customer than to a new prospect.
In fact, the success rate is over 50% higher (source)!
Loyal customers bring more revenue.
Word of mouth is powerful. It is the key factor behind up to 50% of all purchasing decisions (source).
Think about it:
We trust our friends and family more than we trust random ads. When they recommend a great tool, we'll be sure to give it a shot.
For this reason, personalization, the art of getting personal with customers, creates a powerful revenue cycle:
To help you get started, here are my top 3 strategies for getting personal with customers.
Get Personal with My Top 3 Strategies
#1 - Express Your Gratitude.
You’ve got a lot to thank your customers for. After all, they are the fuel of your business.
As I explained in my previous blog post, gratitude strengthens our bond with others.
When it comes to our customers, expressing our appreciation regularly allows us to:
Build relationships.
Strengthen customer loyalty.
Increase retention and satisfaction.
November is the perfect time to start a year-long effort to strengthen customer relationships.
Let customers know you appreciate their feedback.
Thank them for purchasing and renewing their subscription.
Leave communication channels open by sending a follow-up message. Let them know you're always here to help.
#2 - Treat Your Customers as Unique Individuals.
(Quick reminder: Customer Success = Customer Centricity).
Customers want to be seen and treated as unique individuals. Otherwise, they’ll take their business elsewhere.
To fulfill this desire, you must get personal with your customers:
Customize customer experiences based on unique needs and challenges.
Use customers’ tone and language to make them feel heard and accepted, even if they’re not tech-savvy.
Ask direct questions about their preferences and adjust your responses accordingly.
Make it a point to express genuine interest in any personal detail they shared with you.
#3 - Celebrate the Holiday Season with Them!
The most wonderful time of the year is your opportunity to surprise your customers.
Joining the holiday spirit will help you build goodwill for the upcoming year.
1. Seasonal Gift for High-Touch Accounts.
Great gifts are for customers, but the best gifts are for their loved ones - kids, spouses, and even pets.
Instead of (more) swag, take the time to learn about each High-Touch customer;
Who are they? What do they like? Are they married? Do they have kids?
Then, design a gift that will make them and their families smile.
2. Send Holiday Appreciation Email.
Join the Holiday Spirit by turning your gratitude into actions.
Carefully draft an appreciation email that includes:
Warn, personal, and holiday greetings.
Gratitude for your customers’ continued support and trust.
Acknowledgment of the past year’s challenges and/or victories.
Your New Year's resolution and a glimpse into your plans for next year.
Final Thoughts
Now that you have my top 3 strategies, you’ll have no trouble increasing customer satisfaction this Holiday Season.
Start getting personal with your customers now!
I’d love to hear your strategies - feel free to share them in the comments section.
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