Loyal customers are like money in the bank. They buy more often than other customers and are less swayed by the competition. Loyal customers are more familiar with your products and services, which can reduce your overall support costs. They become advocates for your overall brand—not just a specific product—which means they’ll purchase a variety of goods and services under your brand. Loyal customers tend to be less price-sensitive and more willing to purchase higher-priced items.
The Road to Customer Loyalty
The probability of selling to an existing customer is 60-70 percent while the probability of selling to a new prospect is only 5-20 percent. Yet, one of the least understood precepts of ‘Customer Loyalty’ is the value of a well-trained, well-managed staff. The truth is: satisfied employees translates into satisfied customers and satisfied customers translates into loyal customers.
An effective workforce doesn’t just “happen.” To the contrary, targeted training is the foundation on which a skilled, effective workforce is built. It’s an investment in the future. On the other hand, lack of training becomes a liability. Over half of all consumers say they will go elsewhere because of poor service, whereas, eight out of ten say they’ll actually spend more for excellent customer service. Approximately 70 percent of purchases are based on how the customer feels they are being treated.
Train for Success
Happy employees believe they are good at what they do. They have a sense of autonomy and can look to the future with a positive attitude. Satisfied employees are the result of leadership that provides a positive, respectful work environment and offers opportunities for both personal and professional growth. There is less turnover with a well-adjusted, happy workforce. They’re more committed to your company, put more effort into their work and tend to stay on the job through the good and bad times.
Front-line staff needs the tools to handle each customer with confidence, skillfully solve problems and make decisions that will leave the customer smiling. This reduces the number of repeat calls and customers will be impressed with the efficiency and professionalism of your staff.
Set the Stage. Orientation training sessions are a positive investment in the future happiness of new employees. Without it, it’s a sink-or-swim environment where workers ‘get to shore’ whatever way they can.
“Helping new hires adjust at the start empowers them to achieve their potential later on,” said Jamie Gruman, business professor at the University of Guelph, Ontario.
Lack of training undermines confidence and morale which leads to poor performance and high turnover. Not only that, if service reps are not able to deliver a peak customer experience, your company is missing the opportunity to develop loyal customers. New trainees should be well versed and confident on workflow process, program software, chain of command and company branding before they ever step onto the floor.
Allow and Encourage Independent Thinking. Workers thrive when they have some autonomy in their jobs and are more likely to be happy at work if motivation comes from within. Empowering and training workers to manage tasks with some autonomy will not only make them happier, it helps them be more productive since they don’t have to waste time waiting for approval from their superiors.
Soft Skills Put the Customer First. Skills like listening, empathy and understanding go a long way to creating loyalty, even if a customer is frustrated or experiencing a problem. In fact, today’s best-in-class call centers are those where staff is well versed in the skills of listening, respect, communication, problem solving, creativity and the ability to ask the questions that get to the heart of the customer inquiry.
When your staff is confident and happy at work, they will be able to make your customers happy. Seize the opportunity to create loyal customers by investing in your staff with quality training.
