But consistently winning new customers doesn’t happen by chance. And earning their loyalty certainly isn’t the easiest thing to do.
To earn your customers’ attention, adoration, and love, you’ve got to solve their problem like none other. You’ve got to seamlessly integrate yourself into their lives in such a way, that the thought of being without you makes them hyperventilate a bit. You’ve got to demonstrate that you “get them” and build a relationship with them that transcends the transaction, and delves into a stronger, more emotional connection.
To do that, you’ve got to deliver defining moments and experiences that make your customers feel like they belong with you.
That means you need a team that feels like they belong with you.
You need people on your squad who are relentless about serving your customers. Empathetic people who understand your customers well beyond a superficial level. A diverse team of people who know what to do and are empowered to take the needed action to create remarkable experiences that draw your ideal customers closer to you, rather than pushing them away from you.
Smart companies build a culture that is fertile ground for their teams to thrive in their quest to deliver unforgettable experiences that breed loyal customers.
When you create that type of culture within your business, you position your company to consistently deliver remarkable defining moments that woo your customers at every touchpoint.
That means everything you do, from the photos and tone of your copy on your website, to the way your bathrooms look, to how you handle situations that fall outside your preferred norm, is designed to support the goal of getting your business’s soul mate, your ideal customers to come back to you again and again.
The culture and environment you create internally influences what you do externally.
Get these elements right, and you’ll enjoy the benefits that come along with building a fiercely loyal customer base.
Struggle with any of these essential ingredients, and you’re likely to find yourself with a leaky bucket, where you invest a ton of your precious resources to get customers, only to lose them when they don’t come back. No bueno.
Sonia Thompson + You: A powerful force in helping you win more loyal customers
I’m Sonia Thompson, marketing strategist, consultant, and CEO of Thompson Media Group. After earning my MBA, I spent 9 years at Johnson & Johnson growing multi-million and billion dollar healthcare brands around the world.
And now, my agency helps brands win customers by delivering remarkable customer experiences. My work with them focuses on the core elements to do so, including cultivating a winning company culture, building diverse high-performing teams, producing attraction marketing, inclusive marketing, and of course delivering the experiences that win customers.
I’m the author of Delight Inside and its companion workbook, host of a top-rated business podcast The Customer Magnet Show, and a columnist at Inc. and Forbes. I’ve conducted more than 150 interviews with experts, executives, and business owners and have dissected their best practices and keys to success. And I’ve published 300+ articles and videos on marketing, entrepreneurship, and business around the web.
I combine all those experiences, from three different worlds, academic, corporate, and entrepreneurship, to bring a unique and dynamic perspective that gives you the insights, training, and tools you need to transform your business into a customer magnet.
When I’m not working, you’ll probably find me roaming around Buenos Aires, dancing tango, or singing (and dancing) to Bruno Mars or Beyonce.
Ready to deliver experiences that win customers? This list of ideas will show you how to get started.