Happy customers are often on the top ten list of business goals, but what does that really mean?
A customer is happy if their last experience with your brand was a good one. It's a moment in time thing - I got great customer service or I loved the painless online check out.
Happy, says you met their immediate needs and hopefully left them feeling good about their decision to choose you over the alternatives. With luck, there's a good chance that this customer will come back for more.
What if three months later, that same customer revisits your store or website and the staff have changed or the interface has been updated. Now they might not be able to find what they need. There's no number to call, the customer service is non existent. Are they still happy?
Loyal fans are more than happy customersThey are completely bought into your brand. They're so convinced of your product that even when you don't deliver to their expectations, they will still continue to favour you, (for a while) because they want to believe in the promises your brand makes.
Humans, like dogs, have an inbuilt need to be loyal. Maybe you always go to the same garage to have your car serviced, (even though it's not the cheapest) or you wear a particular label (despite it being dry clean only), but in these heady days of limitless choice, our loyalties are regularly tested.
Business goals aimed at making customers consistently happy, through repeatable great experiences lead to loyal fans.
In a world where perception is 99% reality, keeping the promises your brand makes, will take you beyond happy customers and boost returns for years to come.
Respect is earned.
Honesty is appreciated.
Trust is gained.
Loyalty is returned.