9 Things You Can Do to WOW Your Customers (And 4 Things to Absolutely Avoid)
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Happy customer, happy business. That’s how the old saying goes, right?
Any small business owner would be crazy not to want a band of raving fans who are so happy with your product or service that they’re singing your praises to strangers on the street. After all, word of mouth is still the most cost-effective and powerful way to market your small business.
But what can you do to create not just happy customers but ones who are wowed by what you’re offering? How do you get that band of raving fans that will follow you anywhere and literally beat the drum for your business?
We’re so glad you asked! If you’d allow us, we’d love to share a few things big and small that can help you take it to the next level and create an incredible, and truly “wow” customer experience. But first, let’s explore what it could mean for your business to secure those wowed customers.
Potential impacts on your business when your customers go from satisfied to WOW!
Retention: A happy customer is more likely to become a repeat customer. If I have a good experience at a business, say my favorite poké restaurant, I’m far more likely to go back every week for the rest of my life. (Wait, was I planning to do that anyway? Mayyybeeee.)
Greater likelihood of referring others: A happy customer becomes a “free” brand advocate. It’s a persuasive walking billboard that can actually become an extension of your sales team.
Opportunities for positive reviews, testimonials, and UGC on social media channels: A wowed customer is a perfect person to ask for a review, testimonial, or user-generated content on social media channels. Use them to your advantage and have them put down in writing or video what their experience is and why others should support your business, too.
Employee satisfaction goes up: Who would you rather serve? A pain in the butt or a happy customer? Same here, the happy customer every time. So if I’m an employee in your business serving your customers, I’m likely to have a better work experience, which can open up the door to a whole lot of other benefits, including greater employee retention.
More sales or higher chances of conversion: Not only is a happy customer one that’s more likely to return, but they’re also more likely to make a higher investment next time. This can increase your customer lifetime value, a critical metric for your business's profitability and growth!
“Well, that all sounds amazing, where do I start?” you say. Below, we walk through 9 ways to WOW your customers.
Pay specific attention to the first 3, they’re table stakes for any business.
Do what you say you’re going to do
This one might sound so incredibly simple that it’s crazy, but there are SO many people who don’t do the basic things they say they’ll do. And if you’re anything like us, it drives you crazy.
It’s like when your A/C goes out and you have someone come out for a quote. They leave saying, “We’ll get this quote to you in the next few hours”. But then they don’t.
Now it’s the next day, you still have no A/C, AND you have to follow up to try and get a quote. Do you think you’re gonna use that company again? Not a friggin’ chance!
When it comes to your business, be the one who’s reliable and always does the thing they say they’re going to do. It could be as simple as mentioning a podcast on a call with a client and then actually following up after the call to share the podcast.
If you say you’re going to deliver something by a particular date, do it! Or better yet, underpromise and overdeliver. If you know you can deliver something by Wednesday, tell the client you’ll have it to them by Friday. Now you have extra breathing room, and you look like the hero when you come in under the deadline.
These small gestures add up over time, and clients begin to have an expectation of reliability. That means if they look to expand their business with you, they can feel confident that things will continue in the same way.
2. Pick up the phone
A lot of people try to limit the time they spend supporting clients to help the bottom line, but sometimes going above and beyond (and taking the financial hit that ensues for your 15 minutes of lost productivity) is worth it.
Building a rapport with your clients can pay dividends in the long run. The more loyal they become to you, the better off you are. And they’re more likely to refer people because you exceed their expectations.
Big Bad Disclaimer: Yes, we understand there is a select group of clients who might take advantage of this type of kindness and generosity. But you already know who those people are, and you’re very capable of setting clear boundaries from day one.
3. Listen to them
As we’ve discussed in prior posts, like this one about managing your digital reputation, not every bit of customer feedback is helpful, nor should it all be implemented. But listening to your customers and making changes to enhance their experience is never a bad move.
It’s like when you’re dating someone and you tell them you don’t like a particular behavior, like leaving their clothes on the bathroom floor. If they make a change, you feel valued and heard, and it creates a closer attachment. The same goes for your business.
Look for patterns. If one customer is barking about how the quality of your t-shirts is terrible, but you just got 25 5-star reviews yesterday for the same t-shirt, that’s probably not a valid complaint.
But if customers are constantly complaining about the parking situation, the temperature in your store, or the availability of certain products, can you hear them and make a change that makes sense for them and your bottom line?
4. Give them something unexpected (Everyone loves a freebie)
Whether it’s a welcome basket or a thank you, get creative with what you can give. The best option is something that helps them (read: adds value) and promotes your business.
Consider ideas like:
T-shirts with your logo
Branded swag (pens, journals, cups, tote bags, hats)
Bonus points if the freebies are related to the product/service you provide. It makes so much sense that you’d get a toothbrush when you leave the dentist. If they gave you candy, you might feel a little confused.
In general, we like freebies more than offering discounts.
Why? We want to create a perception of added value and not devalue the product or service you provide. (And also, because business math.)
Tacking on something free can increase the perceived worth of your product or service and a sense of getting more for their money, not ‘getting a steal.’ If you give a discount to make the sale, you may have to keep doing that to keep that customer around. It may be better to show them you’re willing to make their investment worth their while than that you don’t value your own offering enough/think it’s worth it, and ‘cutting them a deal.’
5. Spontaneously share things that are helpful
This is the business equivalent of the “Hey, was just thinking of you” text message to a friend. Doesn’t it just warm your heart when an old friend reaches out? It certainly does for me. Imagine you being able to give your customers those same warm fuzzy feels.
Share articles, podcasts, or advertisements you saw that made you think of them, or that might be beneficial for them to see.
Sharing these things with no expectation of receiving something in exchange can go further to create goodwill. ‘Unexpected act of kindness’ can have a big impact.
Big Bad Pro Tip: This is part of the ‘create value’ mentality. If you check out our website, you may notice we give a ton of stuff away for free: our podcast, this blog, templates, etc. It’s another way we can add value that costs us relatively little once we’ve created it once, but our clients and potential clients feel like they’re getting a lot from us. We hope this leads to a place where they feel like they’ve gotten so much value that they have no reason not to work with us!
6. Empower your employees to make small stuff big opportunities to wow
I was listening to a podcast the other day that talked about a fancy NYC restaurant that empowers its employees to go above and beyond for guests to give them true experiences. And it got me thinking about how empowering employees to do a touch more could really move the needle for your overall customer experience.
You could implement this in your business by setting a price point and telling employees they can spend up to $X amount or a set amount of time to wow customers.
That might mean giving a free t-shirt to someone if they overhear it’s their birthday or spending an extra 20 minutes on a customer call because the client has pressing questions, all without fear of getting in trouble for it. It also allows you and your team to be a bit creative in the ways you can go above and beyond. The sky’s the limit!
7. Personalize experiences (Details matter)
It feels awesome when you walk into a coffee shop and the barista remembers your name and drink, right? We love a personalized experience.
It can be as little as remembering someone’s name or as big as keeping a database where you list the names of someone’s family, upcoming celebrations, vacations, or things they enjoy. Then, use that information the next time you connect with the customer to create an experience that leaves them feeling like they’re your one and only client.
8. Say thank you
Yes, your customers pay you, but how can you show your appreciation? Sometimes a simple thanks can go a long way.
Acknowledging their commitment to working with you can deepen their commitment.
Think about things like giving them a shoutout on social media to say thanks for being a customer for one year. Or developing an exclusive email list where you share offers with a select group before it goes mainstream. Sometimes, even a simple handwritten thank-you note can be the most meaningful way to connect.
There are a million ways to thank your customers, and they don’t have to cost much in terms of money or time. Get creative, and if you have employees, have them brainstorm ideas too!
9. Be clear on the next step
Something that’s maybe not talked about enough is the power of making a satisfied customer simply by letting them know what’s next.
Say you’re a personal trainer who has been working with a client twice a week for six months. Can you talk to your client about what the next six months look like and outline the vision for how they can improve their training even more? Maybe it means extending sessions from 30 minutes to one hour or getting them to join a group class once a week.
Whatever it is, discuss it with them so they know you’re always looking ahead to what’s best for them. It’ll hit ‘em right in the feels once they realize you’re not just there to take their money, but you want to improve their life.
There you have it, folks, our top 9 things you can do to WOW your customers. As with anything we share here at Big Bad Marketing, we don’t ever expect you to do all nine things today.
Marketing is a balance of picking and choosing what works for you and your business right now. Choose one or two things that really resonate and implement them in your business. And as you do, be sure to avoid these four potential pitfalls.
4 Things to AVOID as you scale that definitely won’t WOW your customers
As you hyper-focus on creating amazing experiences while scaling your business, be sure not to let these common snafus happen.
Allowing quality to slip as you scale your own team. Bringing in new people is exciting, but it also creates opportunities for quality to drop. Be sure you have systems and processes in place so new hires are trained on how you do business and they become extensions of your original vision.
Losing focus on your existing customers in favor of trying to find new ones. Growth means getting new customers in the door. But don’t forget about the loyalists, the customers who took a chance on you in the early days. Be sure you’re still giving them the level of service or quality of product they’re accustomed to as you seek out new buyers. After all, if they’re referring customers, they might be your best lead generation source!
Squeezing a “not great fit” customer into the box of your ideal customer. In the early days of business, when you’re barely making ends meet, it’s tempting to take any paying customer. But not all customers are equal when it comes to your time and attention to service them. Don’t be afraid to say no if it’s not the right fit. Rarely is a tough customer going to be someone you can wow.
Failing to implement customer loyalty programs because everything isn’t perfect or “ready to go”. You can find ways to thank your existing customers before the program is perfectly outlined. Start by sharing your loyalty program details by word of mouth. Are you a hair stylist who wants to give a free product after someone’s 10th haircut? Great, start spreading the word! Are you a gym owner who wants to recognize long-standing members with free gym swag on their renewal date? Amazing, let them know when they sign up that you do that. Done is better than perfect, so just start promoting it today. The details will work themselves out in time.
Now get out there and WOW ‘em! You got this.
Need a lil support? We’d love to have you apply to join our Big Bad small Business Bootcamp, where we work together for 12 weeks to turn your customers from meh to raving fans.
