The Last Phase Of Inbound Marketing: Keeping Your Customers Happy

Buyers often encounter different challenges every day, and each phase of the buying process has opportunities (using inbound marketing!) for suppliers like you to position yourself as the best partner. 

Inbound marketing is defined as the data-driven approach to marketing that attracts people to your brand, engages them, and converts them to lasting customers. The approach is multi-channel and accounts for where people are, and how they want to interact with you using the main driver of quality content. It allows you to bring visitors into your site through various forms of channels like blogs, email marketing, and social media.

Unfortunately, a lot of marketers don’t even consider this last element of inbound marketing after the sale is made. That phase — customer delight — is perhaps one of the most important of all.

What Is Customer Delight?

Hubspot defines customer delight as "Exceeding a customer's expectations to create a positive customer experience with a product or brand." Keeping your customers happy sounds fairly simple, right? But too often, especially in sales-related industries, professionals move on to the next prospect after closing or only speak with their new customer a couple of times after the sale. 

Customer satisfaction goes way beyond merely delivering a product that doesn’t break or providing a service that isn’t faulty. How do you handle those inevitable scenarios where something goes wrong? Or, if everything is fine, do your clients still hear from you? You may be providing excellent service, but communication is still key.

Here are some ways to do customer delight right: 

1. Keep Your Customers Happy And Do The Unexpected

You know what’s better than a generic thank-you card or standard "It's great to work with you" line in an email? Let them know you're in town and that you would like to stop by for a visit — consider bringing in warm bagels and hot coffee! An in-person meeting just to check-in shows you care. Ask about their families, vacation plans, all the activities you also do on your time off. Apply your humanity to your business personality. This goes a long way in building real relationships with your clients and keeps them feeding the revenue stream. And as an added bonus, if something does go wrong, they won’t be so quick to lose their cool if you know the names of their kids. That which is unexpected is especially appreciated. 

During your meeting, ask them about their business goals. Learning about their goals helps put yours in a new perspective. Although this meeting is about your customers, this might the perfect timing for a quick customer testimonial.

2. Customers Expect You To Be A Good Listener

Touching base with your customers makes sure they’re satisfied with your efforts, and that they’re generally doing well — but are you really listening to them? 

Never let any of these opportunities go without providing some company updates. Perhaps there’s a new strategy or service you’re offering. Keep your customers updated along the development process. After all, you're communicating something new to help solve their needs. 

Learn more about how inbound marketing contributes to where traditional growth tactics fall short in the guide, How Inbound Marketing Drives Growth For Manufacturers.

You never know when you might be able to assist your customers in one way or another, and reminding them of your presence can go a long way in keeping them in your accounts receivable column. Ask for feedback to find out what you could be doing better. Don’t take anything personally. Simply address their suggestions and concerns.