I applaud efforts. Not just because the effort in question is influencing my opinion to stay a customer, but also, because it’s 2016. It’s a hard economy for some and when a vendor is actually trying hard to keep me as a customer, I’m naturally drawn to support them with my wallet.
There is a certain type of businessman I’ve witnessed over the years with an exceptional skill at making me feel like a wanted and valued customer: The Indian Restaurateur.
After a few years travelling Europe on business, I moved back to Stamford, UK. My first stop was a place of worship; one of the local Indian Restaurants. My first return to Stamford for 7 years left me astounded when the waiter asked me “Do you remember me?” After 7 years he remembered my name, my sister’s name and my favourite dish.
I’m often in one end of the country – then the other, and when visiting I usually surrender to my addiction to hot food. On almost every occasion, they remember me by name. I don’t tip excessively, nor am I the record holder for the messiest table. I’m told I could compete, though.
Every time, I’m reminded of the power of ‘Knowing your customer’ and how simply making me feel ‘remembered’ enforces customer loyalty inside me.
I am starting to understand this weird science behind customer loyalty and putting that energy into the work I do, as a CRM consultant. For me, understanding the science gives weight to that age-old saying “it’s 8-times more expensive to acquire new customers than retain existing ones”.
In a domain where people are obsessed with conversions and optimisations, businesses shouldn’t lose sight of a ‘good old fashioned’, ‘knowing your customer’.