In any company, customer satisfaction is key. Keeping them happy and ensuring that their needs are met are vital to the growth and longevity of the organization in today’s highly competitive world.
To this end, building trust is one of the most important aspects of the customer experience. If they don’t trust you, they are hardly going to do business with you. In the fast-paced world of today, customer satisfaction has been sacrificed for operational efficiency; in the race for more customers and more numbers, personalised customer support has lost its importance in the bigger picture. But what most companies don’t realise, is that with every instance where the customer feels like he/she is not getting the attention they require, they lose a little bit of trust in the company. With start-ups stealing the spotlight because of their thoughtful customer support, it’s especially important for bigger companies to start realising the importance of a customer’s trust in them. Otherwise they may find themselves losing to new players in the market who understand the importance of addressing their customers’ pain points. It is important that companies take time to listen to their customers and make them feel heard instead of just focusing on the numbers.
If you wish to build trust and ensure loyalty from your customers, here are some tips that you can follow:
- Only promise what you can deliver:
In an attempt to counter competition and stand out better to customers, many companies over-promise. While this may help them in the short-term with trials etc, it will hinder the image of the company in the long run. While you may think you are improving customer success, once the customers realise that the product or service is not what you claimed it is, it could end up having the opposite effect.
- Maintain your confidence. Confidence is key when you are dealing with a client. If you speak clearly and with confidence, the customer will automatically feel safer. It will make them feel like they are dealing with someone who knows the business and with someone who they can trust.
- Use supportive phrases. When speaking to customers, it is important that they feel heard and understood. Phrases such as ‘I understand where you are coming from’, ‘ I understand how you feel’ and ‘We are here to help you’ will go a long way to making the client feel comfortable and looked after. This will also lead your client to recommend you to others and may even help you get more customers.
- Use social proof
A really great way to build trust is through reviews and testimonials. However, given the rise in fake testimonials, it is important that yours is legitimate and moreover, sounds genuine. Displaying the customer’s full name and picture if possible is a good way to build legitimacy. Personalised reviews that avoid sounding generic and go beyond one-sentence quotes can go a long way in making customers feel like they can trust the company. Another way of ensuring legitimacy is through reviews on verified third-party websites. These are quickly trusted by customers.
- Getting influencers to endorse you
With the rapid growth of social media, getting local influencers to endorse your product or service on various platforms such as Instagram and Facebook is a great way to generate buzz among customers and more importantly, generate trust. Ensure that you highlight these endorsements on your website and emails.
- The About page of your website
Many companies do not realise just how widely read ‘About’ pages are. For this reason many just use this page to pitch their product or service and speak about its features. What would, instead, help in building trust is personalising it. Maybe you could speak about why the company was started and what problem you had hoped to solve. Making this feel personal by speaking of your vision for the future will make customers trust the company more.
- Be consistent
Consistency is very important when it comes to building trusting, long term relationships with your customers; it plays a huge role n ensuring customer satisfaction. When a customer begins expecting certain things from you, it means he has started trusting you. If he is able to predict what you are going to do, it makes it more likely that they will trust you.
- Be honest
While this is similar to point 1 mentioned above, It is important that you are transparent in your dealings with customers. Admitting that you are wrong and taking ownership of your mistakes may negatively impact your company for a short while; but in the long run, you customers will begin respecting you, and further, trusting you.
- Fix problems when they arise
Every product or service is prone to the occasional malfunction. It is important that in situations like this, you fix the problem as soon as possible. When customers don’t feel like they are being heard or like their grievances are not being addressed, they begin to lose faith in the company. This will negatively affect customer satisfaction.