What Have You Done for Your Customers Lately?

And we don’t mean all the wonderful products and/or services that you deliver day in, day out. That’s what you get paid for. And we’re not talking about the extra effort to make the impossible happen (again). That’s something customers have come to expect from you, and it’s one big reason why they keep coming back.

If you’re like most companies, you’ve gotten pretty darn good at “answering the phone”—that is, taking care of a customer request. (Automated phone hell is a subject for a whole different article.) But beyond that, what have you really done to help your customer succeed? If you’re scratching your head about that one, here are a few thought starters for the new year:

1. Give them a new (unexpected) idea to grow their business. If you’re intimately involved in a certain aspect of your client’s business, chances are that you know as much as they do about it. Think like your client: what would you do if it were your business?

   Challenge your team to come up with some groundbreaking ideas. Then, put them into a presentation, buy some box lunches for the client and her staff, and present your ideas. Chances are, it will get a lot of people talking. And that’s very good.

2. Propose new business process ideas to improve efficiencies or reduce costs (or both). Because you have the advantage of seeing your client’s business from the outside, you can often spot inefficiencies and process improvements. Don’t be bashful or casual about mentioning these things.

   Perhaps you’ve seen another client implement a non-proprietary solution. Put your team’s thoughts on paper, attach pertinent articles or supporting documentation, and present to your client.

3. Provide valuable information that’s, perhaps, just a bit outside the box. Sometimes really valuable ideas don’t come from inside the same industry. Search for thought leadership ideas across a wide range of business segments. And, when you find something that might strike a chord with your client, pass it along, whether it’s an article, a blog, a book or a newspaper clipping. Good ideas turn great when they are applied to unexpected circumstances.

4. Invite them to a webinar or seminar on an emerging trend. Sure, everyone’s time-constrained these days. But when you hear about a webinar or seminar that sounds like it might be important and informative for your client, dig a bit deeper. If it starts to sound interesting, and appropriate, invite your client and other key people to attend.

   It generally will cost just a little, and if the information proves valuable, you will have demonstrated your desire to help them succeed by presenting them with new ideas and information.

5. Make your customer the hero. After all, they were smart enough to hire you, weren’t they?