There is a word that can break through the noise and distractions of the world and reach your customer.
The most important word to a customer is that person’s name.
From the time we are little, we are trained to respond to our name. It is so powerful that even if we have a common name (like Joe), we instinctively turn around whenever we hear it called.
This week when I went to the gym, the clerk greeted me by name even before I handed him my membership card. I was so impressed that I actually mentioned it to my wife.
Think about the opportunities you have to greet your customers by name.
If you see them in-person, you should always use their name in the greeting and conversation.
On the phone, you can use a customer’s name not just in the greeting, but during the call, and as you say goodbye.
Don’t be lazy in your emails. Don’t just jump into the message. Start with a proper salutation and use the person’s name.
In your automated email newsletters, most software that handles these can automatically include the customer’s name not just as a salutation but also in the email message itself. Although I am used to seeing these, they still catch me off guard because after all, it is my name.
Be careful with using customer’s names incorrectly. Misspellings, mispronunciations, or even calling someone by the wrong nickname can really aggravate some customers.
When in doubt on how to spell or say a name, just ask. Most people are not offended when you sincerely ask about their name.
What are some other ways you could use your customer’s name to build relationships with them and help close the sale?
Whew! I thought you were going to say the most important word to a customer is “free!”
Seriously, you’re right on target, Joe. It’s also important to address the person in the way the customer wants. If a 60-year old doesn’t want the 25-year old employee to call him by his first name, the employee ought to be aware of that.
Excellent observation, Joe. I couldn’t agree more with the “Be careful with using customer’s names incorrectly” advice. There are probably 20 or so misspellings and mispronunciations of my name that I have seen/heard over the years (e.g. Evgmenii, Evgmen II, Evegnii, Pruffakoff, etc, etc).
Also, one more tip to add to yours: “Do not overuse the customer’s name!” Every time I call the Bank of America support line, I have their operators add my last name after every single sentence. That’s overdoing it, IMO. Especially, when it’s being mispronounced!
@Glenn – True. We definitely need to customize our conversations with others to be truly effective.
@Evgenii – Like you point out, using another’s name is a fine balance. A person’s name is so important that when you mess it up, you’ll immediately lose credibility and start to annoy the other person.
Using the customer’s name is such an easy way to make them feel appreciated. Surely this would lead to an increased loyalty from the customer. Check out a follow-up to this blog inspired by this post, “Hi, My Name is Personalization McPersonalization”: http://stellaservice.wordpress.com/
@Nicole – Nice post. Thanks for sharing. Businesses should never underestimate the benefits of helping customers feel appreciated. It is such a powerful feeling and relationship builder, particularly nowadays when customers are too frequently treated just like numbers.
Thanks for a great post. A word of caution on the automated emails though – there is nothing more off-putting than when I get an email addressed to Hill or Wood, or worst of all, Cathy!! Make sure your database is accurate!!
What a very simple, but oh so important suggestion! You hit the nail right on the head. Your piece reminds of another article I read about how very basic measures can go a long way in earning customer service loyalty. The article (http://www.upyourservice.com/learning-library/customer-service-contact/three-steps-to-welcome) points out three very simple steps to make customers feel welcome.
Great post Joe! Really enjoyed it, you make an excellent point about the power of a persons name.
I would also add that this is not just for customers. Suppliers and partners should also ensure they think about using a persons name correctly to build relationships properly.
I used to be called all sorts of variations by my clients, eillya, ilya, illiyia, illy (which is my nickname and too personal) etc.
I’m quite forgiving with people, but not when it happens constantly or when I’ve explained how to pronounce it. As you said this can really aggravate people and it’s just rude.
I always make sure I get someones name right when contacting them over phone or e-mail, it is just polite to do so. People should be forgiving on the first attempt though, my full name is difficult first time.
@Illiya – Great point. Everyone with whom we interact deserves to be called by their preferred name. Thanks for the reminder and example from your own life.