If you want to make sure your relationship with your customers extends past this Valentine's Day, there are a few behaviors you should definitely avoid. We've selected the seven we felt were most relevant for college stores from a post by Elizabeth Kraus (but make sure you check out her additional points as well).
Here's what not to do:
Break a Promise
Whether they are written in stone, on paper, or merely exist in the customer’s mind, the expectations they bring to the customer side of the buying experience must be met. Fail to deliver on an aspect they have come to count on or serve up an unpleasant surprise and it might mean the honeymoon is over.
Flirt with Someone Else While They’re Still in the Room
The art of being present in every customer transaction from beginning to end can be very difficult, especially during busy hours. No customer wants to feel like you’re more interested in the next person in line when they are still standing right in front of you.
Give Them the Silent Treatment
When a customer follows you on social media, subscribes to emails or signs up for your mailing list and all they hear from your brand are the sound of so many crickets chirping, they might just go look for a business that has something to say.
Get Too Comfortable
When we get comfortable with people personally, we stop worrying so much about what we wear or how we look when we’re getting together. Businesses can’t afford this kind of familiarity. While you definitely want to make customers feel comfortable when doing business with you, that doesn’t mean you get to stop prepping for your “dates” with them by making your business look it’s best.
Jean Racine once said, “There are no secrets that time does not reveal.” When these secrets come out and customers discover that the real cost of doing business with you is higher than anticipated due to hidden fees, expiring introductory rates or penalties outlined in the fine print, they’ll want nothing more than to never see your business again.
Unless a customer has given you permission to share their information with a third party, don’t do it. Some may not realize where the leak came from but there will always be some customers who only gave their information to you who will feel betrayed when they realize you gave it away.
People, technology, marketplaces, demographics – everything about your customer base is always evolving over time. Even the customers who love your business the most might leave if your business fails to grow with them over time.