News & a2a Grow Your Business Through Customer Connections (NAPSA)—Long goneis the time when customer purchase patterns were streamlined and predictable. Today’s shoppers are smarter, and there are multiple forces at work, including social media and paid advertising, which constantly influence custom- er decisions. Knowing your custom- erslikes and dislikes is the only way to ensure your business stays top of mind throughout the buying cycle and beyond. This is especially important for small-to-medium-sized businesses.It is much morecost effective to keep an existing customer than obtain a new one. According to a study by The Rockefel- ler Foundation, 68 percent of customers will leave a business if they do notfeel cared about or appreciated. Deepening customer relationships will save you money, time andeffort in the long ran— andit will keep valuable customers coming back. How are those relationships built? Muchlike any relationship, they’re built through attention, effort and being proactive. A recent survey conducted by Microsoft revealed that more than half of consumers want to connect with their favorite brands on a monthly or bimonthly basis. Another18 percent said they would prefer weekly or daily interactions. ‘The survey also found 64 percent of consumers think it’s important or very important for a brand to understand their buying preferences and expectations. In short, customers expect you to understandtheir needs and act on them. To win in a modern world where your competition is down the street and online, you must become obsessed with your customers and demonstrate your obsession often. Building customer connections can be easier than you think. Start with these three tips: Customers today wantto feel a connection with the companiesthey patronize. Exceed expectations. Ask yourself what more you could be doing to go above and beyondfor your customers. People want value in what they buy and they want to be valued by you. ‘This could mean giving something to customers without seeing an immediate return for yourbusiness. Prioritize customer service. When asked what keeps them loyal to one brand over another, nearly a third of survey respondents said they valued customerservice over incentives. Focus on improving service by encouraging responsivenessandsolution finding. Use the digital landscape. Social media is arguably the most powerful way to engage customers. Remem- ber, people want to hear from you, so don’t be afraid to engage directly on multiple channels to show them you care. Be authentic. You'll be amazed at the results. Microsoft's Dynamics 365is a valuable tool that will help you prioritize your customer's needs. You can try out the free 30-daytrial to get to know your customersbetter. To help you learn whatsteps you can take right now to inspire customerloyalty, there's an interactive guide available at https://aka.ms/smbguide/register.
