Every customer wants to feel valued. Regardless of the industry, customers want to know that the companies they support truly value and appreciate their business. Otherwise, they aren’t likely to return as repeat customers.
To keep customers coming back time and time again, it helps to express your gratitude for their support. Here, 15 Forbes Coaches Council members share some simple things you can say, do or write to customers to show how much you value them. Using these suggestions can help draw them in by driving home just how important they are to your business.
1. Encourage Customers Along Their Journey
One simple thing that we as leaders can say, do or write to customers to make them feel valued is to acknowledge where they are and how far they have traveled to make that progress. As individuals, we sometimes only receive feedback on things after they are completed, and rarely do we get words of encouragement along the journey. So caring for others at the various stages of their journey is a game-changer. - Lawrence Henderson, BOSS Consulting
2. Offer Sincere And Specific Thanks
When thanking someone, take a moment to pause and reflect—find something that stands out and include that. Perhaps they inspired you, provided a needed referral or have supported you since the very beginning. Be specific. Also, consider ways to support your customers that show your gratitude. Can you send an article, book, inspirational quote or make an important introduction? - Woodrie Burich, The Integration Group
3. Let Customers Know That You Hear Them
Tell customers they are heard and that you understand what they are trying to do. However, the one thing that you want to refrain from saying is, “I understand,” which is overrated. Instead, say, “I hear you.” Tell customers that you know what they are looking for and what they want. Say that you are here for them and will make sure everything they need will be implemented. - Alex Jones, National Leadership Association
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4. Reach Out To Customers With No Ulterior Motive
There is a huge lack of customer loyalty in the business world today. If you get a call or an email from someone at a company, it’s to sell something, not to let you know how important you are to the success of their company. Try reaching out to your key customers just to let them know how happy you are that you are able to be a part of their journey! - John Knotts, Crosscutter Enterprises
5. Set Expectations Of A Successful Partnership
Many coaching clients come to the engagement not knowing what they can expect from their coach. I tell each of my executive clients that as their coach, “I will be a thinking partner, an objective listener and someone who can assist you in exploring ways to enhance your effectiveness. I am invested in your success and excited to be working with you.” This allows them to feel seen, heard and valued. - Curtis Odom, Prescient Strategists
6. Reiterate Customer Concerns
Reiterating concerns, whatever they may be, that a customer has shared with you is a key way of letting that person know that you not only hear what they are communicating to you but are validating them as well. Doing so goes a very long way toward building trust and leads to the kinds of successful customer relationships that are crucial for referrals. - Emily Kapit, ReFresh Your Step, LLC
7. Tell Them They’re The Reason You Exist And Create
There is no company without customers. The quicker you realize it, the quicker your company starts to grow. Don’t be afraid to ask your customer six months after purchase if they are happy, if they would change anything or if they have any suggestions. Call them and ask if they’re really satisfied. - Edyta Kwiatkowska, Leadit, Hana Mana Instytut Szkoleniowo-Rozwojowy
8. Plainly Express Your Sincere Gratitude
You can say, “I am sincerely grateful you continue to choose to be my client.” Don’t take any customer for granted; know that they could make a different choice at any point. I work to be my best, and so does everyone in my company, so that customers can continue to be their best and bring the best to their customers. - Angela Cusack, Igniting Success
9. Demonstrate Active Listening Skills
What I've found that works well for making folks feel valued is demonstrating active listening skills. One of these skills is asking questions that show you genuinely care about customers' needs. Ask questions such as, "Does this answer your question or concern?" or, "I'm going to rephrase what I think I'm hearing you say: You need X. Is that correct?" Clients are really responsive when this technique is used. - Alana Henry, The Writique, LLC
10. Personalize Services Based On Customer Feedback
Offer personalized service based on customer feedback. When you sincerely solicit their input, it will show your customers that they are valued and heard. Customers feel most appreciated by those providers who understand their needs and provide tailored solutions, and happy customers are vital to the success of your business. - Jakob Franzen, The Modern Coaching Company
11. Let People Talk Before Responding
People want to feel heard. This means actively listening from the beginning to what someone is saying without any interruptions. Do not be thinking of what you are going to say after they are done. Do not say, “Okay.” Just listen, wholeheartedly, with acceptance and understanding. This creates a bond between two people. This is love, which is a universal language. People will feel valued. - Michelle Anne, MichelleAnne.com
12. Touch Base At Unexpected Times
Most customers are inundated with emails and messages each day, so I believe that either a phone check-in or a handwritten note is more meaningful, as it shows a truly personal touch—especially if it is timed out of the normal holiday cycle. A genuine and unexpected message will be more valued. When you come across a mutual contact or information of specific interest to them, share it. - Linda McLoughlin, LeadershipWorks
13. Be Attentive And Reflect On What They Tell You
Active listening and reflection are essential to making your customers feel valued. Be attentive to what your client is saying, but also ask questions, such as, “It sounds like you're needing XYZ. Am I understanding that correctly?” You can also make connections and draw out themes. For example, “I'm hearing you talk a lot about flexibility. This is important for you.” - Lee Cristina Beaser, The Career Counter
14. Thank Them For The Privilege Of Working Together
As coaches, the access and trust that emerging and senior leaders give us so that we can help them achieve their personal and professional goals are gifts that we do not take for granted. So, we regularly show our gratitude by saying, “Thank you for the privilege of being your coach.” - Precious Williams Owodunni, Mountaintop Consulting
15. Let Your Actions Speak Louder Than Words
I think that actions, more than words (verbal or written), are the best way to make customers feel valued. Do you respond to them in a timely way? Are you honest about what they can expect from you? Do you prepare well before delivering services? Do you follow up afterward? Do you remember important occasions? Do you communicate in between engagements? That’s where talking and writing come in. - Nadine Hack, beCause Global Consulting
