The purpose of any business is to provide a customer with a solution to a problem that they are facing and execute it in such a way that ensures that the customer is satisfied. In this process, technology allows us to limit our interactions with customers to the point where there is no human interaction. Although technology helps us get more done more quickly, when used alone, it can make customers feel unappreciated and have a detrimental impact on your business.
With countless options from which customers can choose from it is more important than ever to incorporate a personal touch. Here’s why:
- The personal touch helps attract and retain customers and create loyalty.
- Using the personal touch can be an important differentiator particularly when competitors rely solely on digital interactions.
- Without the personal touch you will eventually lose your customers.
- Marketing & sales outcomes improve when a personalized approach is included.
The personal touch can be applied anywhere along the buying process. Engaging with prospects, talking to customers during sales process, confirming orders and following up after the sale.
Everyone uses technology to communicate with their customers and to make processes more efficient. My customers can place orders, upload files and view proofs without every talking to me or anyone on my staff. Like so many other businesses, I use technology to generate interest in my services. But, I like to get to know my clients. I want to be sure that they are getting exactly what they are looking for and that they are happy with the outcome.
In a competitive market like commercial printing, it’s important for customers to know who they are dealing with. I take a lot of pride in getting to know my clients and letting them get to know me. It’s essential to show that their business is important, and I take pride in letting them know that.
Use the personal touch to project that your customers are the most important aspect to their business, because they are!