The internet is important. Most of us understand that. Even our businesses have their own social media pages, websites, and blogs. But how many of us are really harnessing the full potential of the internet?
Business owners often forget that repeat customers are their greatest assets. Meeting and exceeding your customers’ expectations is one of the most essential tenets of marketing, but it’s easy to take your best customers’ loyalty for granted over time—especially when you’re caught up in the flow of operations or are laser-focused on converting a new prospect into a paying customer.
But take a moment to think about your own shopping habits. Don’t you tend to frequent the same stores and restaurants for one reason or another? What would it take for you to stop giving your business to those establishments? If you’re like most people, this would require one of two things: the business would have to permanently close its doors, or you would have to become gradually dissatisfied with their products or services.
Unfortunately, businesses get caught up in this vicious cycle all the time. So, how can you prevent that from happening to you?
Here’s the silver lining. The internet has made it easier than ever for you to “wow” your customers, communicate with them, and keep them.
How to “Wow” a Customer 101
One day, back when my daughter was a nursing student, she called to tell me that she had a sore throat and was losing her voice. Being relatively new to the area and not having a primary care physician, she wanted my advice on who to see. I knew that she would most likely need to visit a walk-in clinic on such short notice.
To help her out, I did some quick research online for options nearby. When I visited one of the clinic’s websites, something caught my eye—a large button in the upper right-hand corner labeled, “Web Check-In.” Being curious, I clicked on it and was redirected to a page that read, “Wait at home, not in the doctor’s lobby.”
How many of us have wasted several hours sitting in a crowded waiting room? If you’re like me, the thought alone might make you feel claustrophobic!
This added convenience was enough for us to move forward with this clinic. So, we filled out the intake forms and insurance information, and within 10 minutes, one of the clinic’s staff members called my daughter to confirm her appointment and tell her that they would notify her 30 minutes before the doctor was ready to see her.
She received a call within the hour, and when she arrived at the clinic, she waited just two minutes to be seen. All in all, she was in and out of the office in under half an hour. Needless to say, our expectations were not just met—they were exceeded!
The basic premise of Tom Peters’ The Pursuit of Wow! is that, in business, “good” isn’t good enough. Think about it—your competitors are already “good.” To stand out, outperform the competition, and be truly successful in your market, you need to find a way to get your customers to say “wow!” after a sale.
Whoever owns the walk-in clinic my daughter visited understands the concept of “wow-ing” a customer. He or she took the most common complaint about doctor’s visits—the long waits—and sidestepped it entirely with little more than the internet, a phone, and some training.
“Wow” Your Customers—Before Your Competitors Do!
So, how could your company replicate these results using the power of the internet? This doesn’t need to be a costly, complicated, or time-consuming venture. You might commit a few hours to planning, updating your website, creating a system, and training your employees, but imagine the kind of return you could enjoy for years to come.
Now, think about how your business might be affected if one of your competitors achieved this instead. This could be the difference between customers giving you their business and choosing your rival down the road. Make sure you beat them to the punch!
Internet marketing is one of your primary resources for reaching prospects and customers in 2025. Find creative ways to capitalize on its full potential and take action today!