Make sure your customers know when you’re adding value to their experience

April 11, 2011
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Are your customers always aware when you’re adding value to their experience? If not, they should be, and any person that’s not represents a missed opportunity to expand your business.

Case in point, a recent experience I had with a photography studio. I had taken my dog to this business as part of a fundraiser for a local animal rescue. For a donation of $20, we got a free half hour session with the photographers, with all proceeds benefiting the animal rescue. As an animal lover, I’m happy to support businesses that support causes I care about.

We had a great session, and after seeing the digital photos they took a couple of weeks later, I was impressed. It was very clear that they’re good at what they do, and I was excited to pick up my prints.

When I picked them up, I was handed a goodie bag to take with me. I glanced inside, saw a few coupons for local businesses, a dog treat and a few other items, set the bag in a spare room of our house, and didn’t think about it again.

Recently, when I was cleaning out said room, I stumbled across the goodie bag again and decided to empty it out so I could pitch any unnecessary items. After digging through the paperwork in the bag, I noticed a $100 gift certificate for a portrait session at this studio — and it had expired two months ago.

Granted, I should have been a little more diligent in looking through the bag they sent me home with, but at the same time, if they would have told me there was a $100 gift certificate inside, I would have been very eager to cash it in. It would have meant another trip to their studio, and likely additional income from whatever prints I decided to order.

But they never said a word about it, and now it’s too late. Simply a missed opportunity.

The moral of the story is that if you’re offering your customers extra incentives to come back and visit your business again, shout it from the rooftops. Let them know what you’re doing to enhance their experience, and you’ll be rewarded with repeat business.

This post is brought to you by the good folks at Dale Carnegie Training of Birmingham, Alabama, providers of professional development and management development courses and information in Birmingham, Alabama. We would love to connect with you on Facebook and Twitter @DaleCarnegieALA.

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