The moral of the story
From a business perspective, the lesson we can all learn from advent calendars is this:
Encourage your customers to return to you.
Ways you can achieve this
- By delivering on expectation – managing expectations is the key to customer satisfaction.
- By surprising and delighting – it goes without saying, good surprises only!
- By helping them feel excited about the process – or at least allow them to feel in control of the process.
- By creating and completing regular milestones, and helping your clients to feel involved.
- Finally by rewarding them – either with the value you offer or, better still, with a little extra treat. Just like that 25th window.
How would this look in action?
Be honest and transparent
If you know a service might take two weeks to deliver, don’t pretend it could be done any quicker, that will lead to frustration. It’s best to be realistic and open with your customers so they feel satisfied with your service or product. This will mean that you’ll deliver on customer expectations and avoid any disappointments.
By doing so you’ll ensure customers have faith in your products and services and that’ll make sure they keep coming back.
Offer regular updates
Regular milestones could look like updating your client as you progress through your service to them. Perhaps you’re constructing a website, one way you could keep the client feeling involved is through regular email updates on the project’s progress.
This can help with making the client feel excited about the process. Additionally, it can help them feel in control of the process by allowing them to input their feedback throughout.
Reward your clients with special offers
This could look very different depending on what your business offers and your marketing budget.
Maybe you could offer a discount, an extended free trial or free first-time consultation? Or maybe you could give them a free product when they spend over a certain amount? Doing something like this will help to surprise and delight your client by providing them with something extra to get them smiling!
Boost community engagement
One nice and easy way of making your customers feel involved in your brand and the process is to interact with them across your social media channels.
If they comment on one of your posts, make sure you respond or give it a like. If they post something tagging your brand, support it with a message or a re-post. Make it so they feel like they’re forming a rapport with you and your brand. This will help cultivate customer loyalty and make sure your clients are returning again and again.
Produce some original content
One of the most effective ways to get the word out on your business and make customers feel involved in your brand is to create original and engaging content that they can share and learn something from.
Teach people something useful. Walk them through a product or service with a step-by-step tutorial. This doesn’t have to be written content either! Try your hand at producing some video content too and see what happens to your sales.
Tell them you’re thinking of them
After a customer has made a purchase or used a service, make them feel special by dropping them a message of thanks. Or take it a step further, if you can, and give them a personalised call telling them you appreciate their support and loyalty. By doing so, you’ll help to establish a good customer experience in their mind and encourage them to keep returning.
Act on feedback
When customers offer you feedback (whether that’s positive or negative!), let them know that you’ve received it, you’ve heard what they are saying and tell them that you’re going to do something with it.
Maybe that something is a change to a product or service, based on their feedback. Maybe it’s a thank you note like we’ve discussed above. Anything to make them feel in control of their customer journey and like you’ll always deliver on their expectations.
Reward long-term clients
If you have a few clients who are very loyal to you and do a lot of business with you, why not create an exclusive VIP list just for them? You could host a special sale or give them early access to new products.
You still want to make sure you treat all of your customers like royalty, but having something special for long-term clients can help increase your retention rate.
Be sure to give your customers a great customer experience from start to finish. Customers will feel valued and appreciated when they know they can count on you. This consistency is key to ensure that these customers don’t just make one purchase but stick around and prioritise your business above your competitors.
So there you go!
Go get started on your next marketing strategy with the spirit of an advent calendar in mind and see what can be achieved with some tried and tested festive psychology.