Summarized from an article by Micah Solomon: "Use This Secret Customer Service Technique to Boost Your Customer Retention and Loyalty," published on September 11, 2023. Click here to read full article.
There is a 'secret' to increasing customer retention and loyalty, and it is hiding in plain sight of most businesses. Sometimes, we just need to step back and look. We hope this tip will inspire you to think about your customer's experience and spark some new ideas that fit your industry and company to delight your customers.
In Solomon's article he describes the "Gold-Touch Customer Technique." Commonly found in hotel industry, the idea can be applied in nearly every industry. The technique involves creating a unique, custom experience for each customer that makes them feel special and seen. Solomon breaks the "Gold-Touch" down into two categories. First, the "Do-Extra" component involves "giving customers more effort than they've asked for or could reasonably expect." These extras can be remembering preferences from past interactions and providing them unprompted during future interactions, or providing small conveniences not covered under your service purview. Small gestures or gifts that they don't expect can elevate a good experience to a great one. Here, it's more about thoughtfulness over expense.
Second, the "Tell-Extra" component provides a customer with "unexpected, additional value by answering a question with particular thoroughness or connecting with a customer on a human, shared passion level." Tell-Extras can be useful information tidbits that provide more context to a customer. When answering a question, instead of just answering the question outright, provide something helpful that you know that the customer might not necessarily know. Consider the perspective of your customer and what you think would be helpful if you were visiting your location or using your service for the first time.
Of course, every customer interaction might not merit one of these "Gold-Touches," but when you start to consider your customers experiences, you will start to notice more opportunities for special touches and improvements. Over time, these interactions will delight your customers, leading them to leave more positive reviews and keep coming back for more!
To read the full article from Micah Solomon, click here.