Posted on Mar 18th 2016 under Branding
It costs six to seven times more to acquire a new customer than it does to retain an existing one. So how do you keep customers coming back and away from your competition?
The answer is TRUST
Research by Maister and Green (Harvard Business School) revealed that companies with increased trust have higher customer satisfaction scores and therefore, more repeat business. Perhaps more important, these consumers also share their experience with their networks. This is the best marketing you don't have to spend a dime on.
Here are the four most important ways to instantly build trust with your limo brand:
#1 When You Listen, You Learn
Whether your customers connect with your limo brand through a comment on a blog, a complaint on Facebook, or a phone call, take the time to listen to them and address them personally. Repeat back what they've said to you in your own words to show you understand and give them a personal response. People will appreciate the fact that you are hearing them and will trust you more in return. That trust translates to them telling their friends and coworkers about you. They will do the work for you.
#2 Honesty Is the Best Policy
You can't just say that your brand is honest in the hope that the public will believe it. You need to earn this trust with every interaction you have with your customer. On the web, if your brand is anything but honest, your customers will retaliate by posting, tweeting and blogging about it. The power is in their hands. They have a voice. So be clear about what experience the customer should expect, then ensure your marketing efforts are in line with what you provide. Don't say one thing and do another.
#3 Short and Sweet
In the business world, where time is money, it's essential to communicate quickly and clearly, with relevant information. When writing, think about the information that is important to the customer, not what you want to say to the customer. This shows you aren't trying to fool or sweet-talk anyone and allows people to find the information they need to book your services without worry.
#4 An Emotional Connection
People feel trust when they experience an emotional connection with another person. Corporate brands don't feel emotions, but the people behind them can. When writing, posting, and communicating as a corporate brand, let your natural personality and voice come through. It’s a great way to show your customers that you have a personality and because you’re working to spark that emotional connection, you’ll have a much easier time building that relationship.
Bottom line: your customers aren't going to use your limo services unless they like and trust you. It's that simple. If they don't like you, they'll look for alternatives. Every customer relationship lost, either to a competitor or otherwise, costs you an average of $289 each year.
Want to get your free Online Trust Assessment from the premier specialized limo marketing agency? Just let us know a little information about your company and we can let you know how well you are doing building trust with your customers online.