Customers remember how you made them feel more than what you did for them. To turn them into fans who come back and send others your way: listen to them, make every contact count, do small unexpected things and serve them with real enthusiasm. Then show off what they say about you in your reviews and marketing.
What football fans can teach you
Every week, tens of thousands of supporters pay good money to watch their team, and they'll do it again next season even if the team turns out to be a bit rubbish. Their club might not be the closest or the best, but would they go elsewhere? Not a chance.
What would most businesses give for loyalty like that? Whatever the reason, whether it's history, a winning record or the personalities, there's a deeper connection at work. To its fans, a football club is more than a business.
Too many owners focus on the nuts and bolts of what they do. But customers are less likely to remember what you did for them than how you made them feel. The businesses that connect with people tend to win big. It isn't easy, but mostly it takes a little thought.
Four ways to turn customers into fans
1. Listen to them
Often customers want nothing more than to know they're being heard. Ask how things are going and what would make them better. When did you last ask a real customer what would improve things?
2. Make every contact count
Every owner thinks they give a great experience, but few do it to a genuinely memorable standard. Every call, email and visit is a chance to strengthen the relationship. Don't waste any of them.
3. Do something a little different
Customers like surprises, and they don't need to be big. Send a handwritten card. Call to check they're happy. Carry their things to the car. Offering a little more than the next business makes a real difference.
4. Bring some enthusiasm
Customers love service delivered with energy and enthusiasm. Teams who are allowed and encouraged to enjoy serving customers make those customers feel appreciated, and they reward you by coming back. It's OK to have fun.
Then show it off
If your customers love what you do, say so. Many of us are modest and don't like to blow our own trumpet, but the best proof is what your customers say about you.
If you have five-star reviews on Google or another site, make sure people see them everywhere: your website, emails, proposals and social media. Most people check reviews before they buy anything, from a meal out to a holiday.
If you don't have many reviews yet, ask your past customers today. Not everyone will leave one, but plenty will. Better still, put a system in place so reviews are collected automatically. See how to get more Google reviews.
Frequently asked questions
How do you build customer loyalty in a small business? Listen to your customers, make every contact count, do small unexpected things and serve them with real enthusiasm. People come back to businesses that make them feel valued.
How do I get more referrals? Turn customers into fans first. Customers who feel looked after recommend you without being asked, and reviews let them do it publicly.
Want help turning customers into fans?
Book a free strategy call and we'll look at how your customers experience your business and where to make it memorable.