Why Is It Important To Make Your Customers Feel Valued?

Understanding that everything (thoughts, actions, behaviors) has its cause and effect can be of great help when applied to business, especially on the way you treat your customers.  Treat them well, and they will keep coming back; treat them poorly, well, better be prepared for the repercussions.

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I can’t remember the exact names of drinks that can be ordered at Starbucks.  But I am an avid Starbucks drinker.  I love hot Matcha and Java Chip, but everything else, I need to visit the menu first before I make my order.  Drinks and cakes are quite pricey, but I’m willing to sacrifice other things just so I can afford a cup a day.  Why I do that?


Like all other loyal Starbucks patrons, it’s not the drinks that keep me coming back or the ambiance, and definitely not the price.  It’s the personalized customer experience, warm welcome I received the moment I entered the store, the friendly baristas and their big smiles.  I don’t just feel special and respected as a customer, but the way they can quickly change the atmosphere in a more positive mood.


Customers May Forget Everything You Just Said, But Not How You Made Them Feel

Customers of today’s world are better informed and savvy when making their purchase.  Sometimes, your marketing strategies might work, especially when presented beautifully.  But once they feel disrespected when their needs are not addressed or their problems not solved, they would not have a second thought of looking for another provider.


As a business owner, you have responsibilities to your customers.   Keeping them informed is great, but assisting them well to develop the skills and ability necessary for them to get the most benefit from your product makes them feel valued, and training your staff (if ever you do have) on how to connect well with customers is a far better way to build a relationship with your loyal customers. “A sense of belonging is a human need, just like the need for food and shelter. Feeling that you belong  is most important in seeing value in life,” Karyn Hall Ph.D. says.


Customers are delighted when you listen and pay attention to what they are saying.  Let them tell their stories, so you’ll have an idea on how to better cater to them.

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Allow Your Customers To Experience The Change

Many companies promise that their product would help customers with their troubles, lessen their burden and make life easier.  That’s good, but not enough.


A promise of a better product is made by almost every single company, but that should not just be in the words of marketing.  Let your customer know what “better” means by making them feel the change and difference you can make.  Treating them with courtesy and in a positive manner is a great way to start.


Customers may not always be right but deserve to be treated politely.  Serve them with a positive attitude.  Your product can be purchased anywhere else, but the joyful attitude is a rare find. Better service enhances productivity, and treating customer right the first time saves time and money,” Muhammad Hafiz Rashid, PhD points out.


Customers are more into buying experience; the product comes second.


Buying Customers Are Emotional

Yes, we all are.  The more you satisfy me and my wishes, the more I’ll be loyal to your company.   The same goes with almost every other customer that will visit your store (online or offline).

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Why do you think people would wait long lines just to have a peek of what’s on sale in your store? It’s the thrill and the excitement they feel the moment they heard you’re on sale.  Have you ever felt like you won the lotto just because you purchased the boots you’ve been eyeing for long for more than half the price?  Isn’t that feel amazingly good? “Our psychological studies reveal that the purchase decisions about package goods products are largely driven by consumer perceptions that the brand is an extension of the self,”  Peter Noel Murray Ph.D. wrote.


Customers would always want to relive that moment when you made them feel good.   They will in the long run probably forget the product they purchased or the person who assisted them, but not the emotions they had at that moment.  Some consumers are not into details; they know they won’t remember anyway.


Customer experience starts the moment they step into your store.  It’s in the way you greet them, the smiles, the way you listen and answer their every question, and the good conversation you had.


Everybody wants to feel valued.  Just like in any relationship, business-customer relationship prospers the moment you understand your customers’ emotional needs, and you find ways to meet them.

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