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1. Be transparent
Transparency is one of the most important things to establish trust with the customers. A survey conducted by Forrester showed that 82% of customers in the US expect their companies to be transparent, while 73% of customers in Europe expect this. In addition, 89% of customers in the U.S. and 90% of customers in Europe consider it very important that companies are transparent with their customers.
One of the best examples of transparency is Zappos. They offer a 365-day return policy, free shipping and free returns for shoes. They have managed to earn the trust of more than 1 million customers around the world, which is not an easy thing to do.
2. Focus on customer experience
As customers do not want to go through a complicated process before they buy their products, they prefer companies that are customer-centric and provide excellent customer service. According to research by The Temkin Group, about 60% of customers who have a problem with their experience will never come back to the company.
One of the best examples of this is Zappos. Zappos customer service representatives (CSRs) use their own money to reimburse dissatisfied customers, even those who receive wrong shoes! This is a great way to show that the company cares about its customers and it is ready to do everything it takes to make them happy.
3. Be available 24/7
Your customers may have questions about your product or service 24 hours a day, 7 days a week. They want answers from your company immediately, no matter when they have the question or issue. According to a survey conducted by PriceWaterhouseCoopers (PWC), 70% of customers expect a response via email within five minutes during normal business hours, while 90% expect a response within two hours. Customers also expect a response within 24 hours. If you do not respond within 24 hours, they may think that you do not care about their issue or that you are not trustworthy.
One of the best examples of this is Amazon. Amazon has one of the best customer support systems in the world and they are always available around the clock, 7 days a week, 365 days a year. They have even been featured on The Today Show as one of the best companies for customer service and they have won numerous awards including The Top 25 Web Sites on The Internet and The Top 10 Customer Service Champs – BusinessWeek.
4. Don’t forget about mobile marketing
As more than half of all searches are conducted on mobile devices, it’s important to optimize your marketing campaigns for mobile users as well as desktop users. According to research by Movable Ink, 82% percent of mobile consumers are searching for products or services while they are out and about – not at home or at work – which means they may use a mobile device to contact your company.
One of the best examples of this is Zappos. They have a mobile optimized website with products that customers can buy on their mobile devices. Zappos is also available for download on the Apple App Store and Google Play. In addition, Zappos has developed mobile apps for iPhone and Android users. This shows that they are focused on the needs of their customers and they are keeping up with the times.
5. Reach out to customers at the right time
According to research by Econsultancy, more than half of all customers distrust companies who send them offers and promotions via email. Customers prefer emails that solve their problems or answer their questions. Customers also prefer emails that come from a company they already know and trust.
One of the best examples of this is Sony Electronics. They sent an email to their customers about a high-quality TV set, but they did not use a promotional email approach. Instead, they send an email about 3D technology and how it works. They offered a free 3D Blu-ray disc player to all of their customers who bought a Sony TV before April 30, 2013. Customers received a coupon that could be redeemed for the disc player at participating Sony retailers. This is one way to offer something valuable to your customers as a thank you for their loyalty and trust in your business.
6. Use Facebook ads and social media marketing
Facebook ads are an effective way to reach potential customers who may be interested in your products or services. According to research by MarketingSherpa, 38% of customers who use Facebook said that they would like to receive messages from companies via Facebook, which shows that they are interested in what companies have to say through social media channels.
One of the best examples of this is Zappos, which has more than 2.7 million Facebook fans and more than 3 million Twitter followers. This shows that they are very popular in social media channels. In addition, Zappos has more than 745,000 Instagram followers, which shows that they are very active in this channel as well.