To my customer:
I may not have the answer, but I'll find it.
I may not have the time, but I'll make it.
I may not be the biggest, but I'll be the most committed to your success.
One of the things that is so important is to reward loyalty of your existing and best customers to make sure that they feel appreciated. There are many ways to do this and the question is not so much how to do this but to make sure that you are doing something to insure your best customers feel really great about your business. Legacy Toyota in Tallahassee demonstrated this concept vividly to me the last time I was there to get my car serviced.
They recently had significantly expanded and built a beautiful new facility across the street from where they were currently located. As part of this new facility, customers could wait in a very pleasant area near the showroom with plenty to drink and free snacks as well. It was comfortable place to wait with one large TV.
However, the owner of Legacy, Les Akers, wanted to reward his loyal customers who bought cars from him and to make them feel important. He came up with the idea of having an MVP Club for customers who had bought cars(either new or used) from his dealership. A significant part of this club is the MVP lounge where there are computer terminals with access to the internet and very comfortable chairs plus two large flat screen TVs. Also, there are better drinks and snacks here. Additionally, by being a member of this MVP Club, you receive discounts on services and parts and a whole of host of other benefits.
While Legacy’s MVP lounge costs money to stock and maintain, the customers appreciate the special care they get from the staff that support the lounge and their comfort. I talked to the three or four customers who were waiting for their cars while I was, and they were all so thankful for the special treatment. They all said that this lounge made the decision for their next car very easy to make. They all said they felt pampered by the exclusivity of the room and the additional benefits they received there.
While this MVP club is one way to reward loyal customers there are numerous other ones from frequent buyer cards, to customer parties, to seats at various sporting events. The point is that you always want to give great customer service to each employee but to your best and loyal customers, you want to make them feel like MVP’s.
Now go out and make sure you have a plan in place to make your best and most loyal customers feel rewarded for continuing to business with you.
You can do this!