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To Build Your Business and Enjoy Your Life

by Denise Barnwell

When spring arrives, my thoughts turn to flowers. Alas, I can only fantasize about watching spring blooms appear in my neglected garden. If I don't get my hands dirty in the first few weeks of spring, I won't have summer blooms either.

The same principle applies in business. We all dream of reaping a bumper crop of customers. But, are you planting seeds and intentionally cultivating a business that can produce a harvest of happy customers?

What is a happy customer?

Think about your own expectations and experiences. Compare them to what consumer surveys confirm as the ingredients for a happy customer experience:

• Reliable, consistent performance - products and services meet expectations every time.
• Credibility and integrity in putting the customer's best interest at heart - not just lip service.
• Attractive, professional presentation by everything and everyone that represents the business.
• Responsiveness, accessibility and availability to help when there's a problem.
• Personal attention and empathy, treating each individual as if her problem was unique - even if it isn't!

Cultivate happy customers by intention.

Wouldn't you be ecstatic if every company delivered on all these levels of a customer experience every time? It's a tough but worthy standard. The good news is that a small business can meet this standard much more readily than a large company. Delivering the ultimate levels of customer satisfaction can give your business a competitive advantage.

The other good news is, most people actually don't expect 100% delivery on all dimensions all the time. For example, customers expect certain businesses - like locksmiths, plumbers and computer repair service - to ALWAYS be responsive, empathetic and reliable. They might forgive an ugly logo and overlook rumpled clothing.

Integrity and a professional presentation rank much higher for providers of professional or personal services. For example, consultants, coaches, and personal trainers are judged on these criteria BEFORE a prospect will trust that they can deliver on performance or responsiveness. When performance can be judged subjectively, other aspects of the customer experience become more important.

Do you know the highest priorities for your type of business? How would customers rate your business on each of the parameters? Which areas do YOU think could be improved?

Happy customers are your best marketing tools!

Marketing doesn't end when you make a sale. The ultimate goal of marketing is to create a happy customer. It matters a great deal how you treat people once they've trusted you enough to hand over their money. It is easier (and cheaper) to sell more to someone who already is a customer than to find and convert a new prospect.

Happy customers remember you positively, trust you based on experience not just expectation and, best of all, refer other customers.

Happy customers become ambassadors for your business. And a glowing recommendation from a real person is the best marketing connection you can make.

Every day presents a new opportunity to cultivate happy customers. Start today.

How to Grow Happy Customers - Part 2

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