The Business with the Biggest Heart Wins
Do you ever wonder why some customers never come back? You thought they were happy but then you hear they’ve become a regular of your direct competitor. How about being blindsided after losing an employee who was an integral part of your team? Naturally, in both of these situations, you’re going to stop and wonder what went wrong. Often times, the answer may be nothing, and I mean absolutely nothing. You may have done nothing to cause that client or employee to leave, but you may have done nothing to keep them either.
Just because a customer hasn’t complained, doesn’t mean they are loyal to your business. In fact, customer loyalty must be inspired and motivated each and every time a customer has contact with you. It’s not enough to deliver exactly what you promised since there is a competitor offering the same service just around the corner. Developing loyal customers means building trust and allegiance. It takes over-delivering and making customers feel they’ve gained something valuable every time they associate with your business.
The same is true for employees. Sometimes the best employees make the least noise. They’re not high maintenance, they don’t complain, and they consistently perform their best. That’s why it’s so shocking when these types of employees submit their resignations. They seemed happy and content, but how would you really know unless you were truly engaged with them and could sense their discontent?
“…it’s usually the smallest gestures that make the biggest, long-term impact.”
The key to loyalty in business lies within the law of reciprocity. When you do something nice for someone, by nature, they feel compelled to return the favor. Social psychologists and historians have concluded that humans have functioned under this model for so long that our brains are actually wired this way. Let’s say you go to dinner with a friend and she insists on paying for dinner. On the way home, your friend suggests stopping for dessert. You may not even want dessert but you feel obliged to stop with your friend, after all, they were so nice to pay for dinner. When it’s all said and done, you’ve had dessert and you probably picked up the check as well! Your friend may not have intended for you to feel this obligation, but by nature, and the law of reciprocity, you do.
In your business, it’s important to consider the law of reciprocity and the correlation between employee and customer loyalty. They work hand-in-hand. Each time you do things for your employees that shows them you care about them personally, you move toward building a bond of trust and loyalty. Your employees will feel connected and act as your partner as they complete their daily tasks. When your employees are happy and connected to your business, their interactions with customers will become more thoughtful and meaningful, and your customers will directly benefit from a culture that is committed to providing exceptional experiences. Your employees will repay you with their superior performance and your customers will repay you with their loyalty and referrals.
Creating exceptional experiences for employees and customers in your business doesn’t mean a big investment on your part. In fact, going overboard may actually backfire on you and cause people to question your motives, as it’s usually the smallest gestures that make the biggest, long-term impact.
What are some examples of the little things you do to let your employees know you care? What are some examples of little extras you provide customers that makes them feel connected to your business? Comment below!
