It has become a key aspect in business that we need to define who will wear the crown; the business or the customer. Who will be the king in this relationship? Marketers agree and have given that crown to customers and tailor their marketing strategies to not only attract but also suit the customer.

Word of mouth

In the business world, a customer purchases the product or service and dependent on how either of them satisfy their needs and wants, they engage in the simplest marketing tool Word of Mouth. This marketing strategy is vital to the business and requires no enrollment for it to be carried out. Yet the weight it has in marketing the business is enormous. This is because these customers tell of their whole experience with the particular organization to those closest to them. They tell of the business more to persons that have loyalty or trust in them, persons they have daily interactions with than to persons rendered acquaintances or strangers.

Good relations as a marketing strategy

It is for this reason that good customer relationships are not only being emphasized but being used as a marketing strategy. Of more importance is the employee-customer relationship. How do your employees relate to your customers? In terms of how do they hold discussions with customers how welcoming are your employees, how courteous and well behaved are they even in situations where the customer is rude or wrong? With this in mind, what sort of employee-customer relationships are in place in the organizations, what standards on the same have been placed, how are employees evaluated on this?

I was having lunch with a friend at a hotel one Sunday afternoon and witnessed the vitality of customer relationship management. A gentleman placed his order and when the waiter ten minutes later brought his plate, he placed it on the table and walked away. This gentleman, a minute later walked over to the waiter uttered a few words and left in a huff. He did not touch the food. Curious, I asked the waiter why the gentleman had left in that manner. He too in a displeased tone said, “He left because I didn’t tell him to enjoy his meal.” The absence of ‘enjoy your meal’ destroyed that employee-customer relationship and cost the hotel a customer. I wonder what if the waiter had apologized for it and convinced the gentleman to go back to his table, corrected himself and wished him a good meal. The situation would have played out differently. Which is why to develop good customer relationships, a business has to develop and strengthen staff behavior.

Easy for SMEs

Within a Micro, Small and Medium enterprise to achieve the latter is easier in comparison to larger organizations. This is because MSEs are more able to handle their customers directly compared to large organizations bearing a larger customer base for their staff to handle. In addition the fewer number of employees present in an MSE makes evaluation and maintenance of staff behavior more achievable. Thus MSEs that cannot bear the expenses of marketing means such as advertising can use customer relationship as a marketing strategy. Build trust and loyalty in your customer base by crowning them king. How so? Simply deliver.

  • Ensure that your business is performing as your vision and mission states
  • Ensure that your product or service meets its recommended need to your customer
  • Fasten your staff behavior and in turn you will build on your customer relationships
  • Marketing entails promises your business is making to your target market. Meet these promises and if you cannot meet them, do not market them. If you promise quick services ensure it is so

Ensure you look into complaints and verify them to the best of your ability. Follow up on your sales, maybe not to every consumer but with even a few you are able to note the positive and negative in your business.

Deliver the above to your consumer base keeping in mind that the customer is always right; in turn you will work towards strengthening your customer relations and consequently build a positive word of mouth marketing tool.

Entrepreneurial Learning

Customers are important to every business. You got to give them credit for the business you get. Customers can bring you more customers by word of mouth. The more they tell their friends and relatives, people will trust you. So, it is necessary that you crown your customers for the success you achieve. By doing this, it makes your customers happy and they would want to visit often. The service and the respect you give your customers in your office should be pleasing.

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