Using the heart to build customer loyalty

by Sonja van den Bosch

Using the heart to build customer loyalty

In recent years, we’ve seen a surge in the use of live chat, messaging tools, online apps and software that automate the servicing of customers to improve business efficiency and reduce costs. As a greater number of organisations are focusing on customer self-help, the old-fashioned human to human customer service and interaction is being slowly pushed aside.

And this is concerning as people are becoming progressively disconnected with others despite the increased use of technology and social media; not surprising given we are relational beings that need genuine human interactions and relationships.

Studies show that people are often willing to pay more if they can have personable interaction with the people behind the business and brand name they purchase from. And it’s catching on. Increasingly, businesses are realising that offering personal service and interaction with their customers will differentiate themselves from their competitors and foster strong customer loyalty.

Great ‘human to human’ customer service comes from the heart

But how can a business create a unique and memorable ‘human to human’ customer service experience? 

At Twinlife Marketing, we speak a lot about the importance of customer centricity. Customer centricity is about stepping into your customer’s world to find ways to solve their problems, ease their pains and make their lives better. It is about connecting with your customers to make a difference to their lives.

Here’s a truth worth knowing: businesses that have a genuine desire to make a difference to their customer’s lives will be able to create a unique and memorable customer service experience at every interaction because the service given will be genuine and from the heart. And, it is these special interactions that will create a strong connection and long-lasting relationship with your customers.

The ‘Johnny the Bagger’ video below shows this beautifully. A young man with Down Syndrome transforms the customer experience at a local supermarket where he works. His idea isn’t particularly innovative – but it doesn’t have to be. His idea and actions come from the heart and it has transformed the way businesses view customer service. Enjoy!

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Inspirational marketing is about being true to yourself, being aligned with your core values and doing something you truly believe in and are passionate about. It is about creating meaningful relationships with everyone you encounter. It is about thoughts from the heart.

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