Gerald Bricker

In my last post I wrote about the importance of having your customers or clients in love with your business.  The next question would then be “How do you get customers to love your business?”

The challenge may seem complex.  There are many competitive companies, products and services for people to choose from.  Sales and marketing efforts aimed at closing sales are beefed up regularly.  Innovative new products and services are introduced with great fanfare and promotion.  What can a business do to keep customers loyal?

It’s no secret.  Happy and motivated employees are the key to loyal customers.  Bill Marriott, CEO of the Marriott hotel chain said, “Your employees will treat your customers the same way that they are treated.”

Recently the Consumer Reports National Research Center surveyed 55,000 people and asked them to rate their shopping experiences at major retailers such as Kohl’s, Sears, Walmart and Costco.  The only retailer out of ten major chains that received an “Outstanding” rating was Costco.

While there were a number of reasons cited for the ratings such as quality, selection and value, one of the biggest reasons for negative ratings was the check-out experience.  This is where retailers’ employees most often come in contact with customers.  According to GLASSDOOR.COM Costco rates number 23 among the best companies to work for according to its employees.   It is also the highest rated when compared to the major retailers studied by Consumer Reports.

It should be no secret that a person who feels good about the company they work for will have a positive approach to their work.  Their positive attitude toward customers or clients will be reflected in how the customer feels about their interaction with those employees and, therefore, with the company they work for.

Whatever a business may want from its relationship with its customers it must also give its employees.  Therefore, management has a challenge and a duty to create a work environment in which people feel positive and appreciated for their work.