Customer Service Training tip from Shep Hyken about customer loyalty, for more info visit www.hyken.com or call 314-692-2200.
Since this month is customer-loyalty month, I thought it would be a great time to share some tips from a company who truly knows how to create customer loyalty, and that company is Amazon.com. So, let’s get right into it. Here are five ways Amazon creates loyalty!
1. Put the Customer First – The first question that Amazon asks when rolling out a new program is very simple, “Is this going to be right for our customer?” The second question they ask is, “Is this right for Amazon?” I’d say that makes them the definition of customer focused. By the way, many companies make a mistake and put the second question before the first – that’s if they ever even ask the first question at all.
2. Set It and Forget It – Amazon makes it easy. Think about the last time you were doing laundry or the dishes and used the last bit of the soap – and then forget to pick up more when you went out shopping. Wouldn’t it be more convenient if you could have a button right on the washer, that you can push whenever you notice you are almost out? Then, almost as if by magic, the soap shows up the next day on your doorstep. The great minds at Amazon have it figured out. Amazon has their customers in mind and knows what they want and that is ... convenience! That button feature I just described is their Amazon Dash button. It allows users to have a button that is connected to Wi-Fi, that when pressed, alerts Amazon to deliver the product. This makes it easier than ever for the customer to order consumables that they frequently purchase. You just adhere the button to a convenient place and it is there when you need it. Amazon has created the first step in home automated logistics.
3. Create a Loyalty Program That is So Good That the Customer Would Pay for It – The Amazon Prime Membership, for which customers pay an annual fee, offers free two-day shipping on most purchases. It is all about speed and convenience. Their customers love it and are willing to pay for it! Of course, Amazon Prime Membership doesn’t end with free two-day shipping. They also offer free video and music streaming, unlimited photo storage, a free Kindle eBook every month – plus a rotating section of over a thousand eBooks that are available for free, Prime Early Access to Amazon’s daily lightning deals, and much more. As for the loyalty factor, the average Prime Member spends about $1,200 annually compared to just $500 per year for non-members.
4. Keep the Interactions Human - Amazon.com is a great technology company, and even if you never interact with an Amazon employee, you still feel like you are receiving great service, that is, until the technology fails. So, when it does fail, it’s a simple matter of picking up the phone and dealing with one of Amazon’s very helpful customer service representatives. Amazon recognizes that even with their amazing system, they still need the backup of human support. And, by the way, when the customer is taken care of by an Amazon employee, the customer feels an even stronger connection. This can’t always be said about technology companies, but Amazon once again delivers on what their customers want.
5. Remember Your Customers – There are some very sophisticated ways of tracking customers and getting data on their buying patterns. If used the right way, you can deliver an even better experience. Every time I sign in to Amazon, I’m welcomed with a message: “Hello Shep. Welcome back.” They also make suggestions based on my previous searches and purchases. If I search for a type of product I have already ordered, it even populates “Buy it Again” at the top of my search, making it easy for me to reorder a product. Their system was built to take care of me, because they know me. By the way, it doesn’t matter if it’s online or in person, remembering your customers works in every customer interaction.
For information about customer service training go to http://www.TheCustomerFocus.com.
ShepTV is another Shepard Presentation (www.ShepTV.com)