30 Customers: This Word Makes All the Difference

Written by Mark Klossner, Founder & Fractional CMO, Many Hats Marketing - nearly 30 years in marketing leadership at Fortune 500 brands including, John Deere and Mercury Marine. About Many Hats Marketing

The Importance of Communication in Business

One of the first steps in the research phase of my Strategy First Engagements is conducting customer interviews. I ask each client to provide me with a list of 5-10 of their customers. Then, I conduct one-on-one interviews with each of them.

During these interviews, I ask a series of questions about my client. These questions range from "How did you learn about them?" to "Would you refer them to friends and colleagues?" Many of these questions uncover vital information regarding the customer journey or the customer hourglass.

The insights I gather become part of the recommendations moving forward for each step of the Customer Journey. I outline the actions needed to complete these tasks in an execution calendar, broken down by month for the client. This calendar is detailed and very useful.

Insights from 30 Interviews

As I've conducted my first 30 interviews for clients across four different industries, one word shines through in nearly every conversation. For many customers, this word is a primary reason they chose my client over a competitor. This is a powerful insight, especially for small business owners.

The magic word for these customers is communication. While this may not seem like an earth-shattering revelation, it highlights the critical importance of communication between your company and the people you serve.

Any business that markets products or services will eventually encounter a dissatisfied customer. On the service side, it could involve staying in touch with your customer throughout a long project. On the product side, it might mean working with the customer to resolve a product issue, a dealer issue, or simply managing unmet expectations. The key point is that communication with the customer AFTER the sale is absolutely critical. Customers seek companies that communicate.

Creating Effective Communication Channels

To achieve a solid communication score with every customer, consider all the ways these communications can occur. They could be through phone calls, texts, emails, or even direct messages on social media channels. As a founder, leader, or business owner, create as many channels for easy communication as possible.

If you have field or in-house sales staff, emphasize the importance of responding quickly and consistently to customers. They should communicate as often as necessary to ensure customer satisfaction.

Communication with customers is more important than ever. Build trust with them.

The Consequences of Poor Communication

Unhappy customers may forgive you if you make a genuine effort to communicate and resolve their issues. However, if you "ghost" them, the sense of betrayal they feel can lead them to criticize your company on social media or within their social circles. This type of damage is challenging to repair and can escalate quickly as it spreads through word of mouth.

Self-Assessment of Communication Efforts

Another piece of advice is to be very honest with yourself about the quality of your organization's communication efforts. Are you good at it? Does everyone in your organization understand its importance? Conduct an audit, and if the answer is no, take the lead in reinforcing its significance throughout your organization.

After all, as the owner or leader of the company, your business reflects on you. What you establish as the standard should be followed by everyone.

Building Trust Through Communication

Effective communication builds trust. When customers feel heard and valued, they are more likely to remain loyal. They will also be more inclined to recommend your services to others.

Conclusion

In conclusion, the word communication is not just a buzzword; it is the cornerstone of successful customer relationships. By prioritizing communication, you can enhance customer satisfaction and foster loyalty. Remember, every interaction counts. Make sure your customers know they are valued and that their concerns are taken seriously.

By focusing on communication, you will not only improve your relationship with existing customers but also attract new ones. This is essential for any business looking to thrive in a competitive market.

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