We all know how important it is to get those first time customers into your store or restaurant. Once they are there, however, you have the even more important task of dazzling them into becoming a repeat customer. Businesses take off when your happy customers become your repeat customers. They 
talk about you to their friends and families and undoubtedly bring more business your way! The perpetual value of a happy customer is huge!
Notice I said a happy customer, not a satisfied customer. A customer EXPECTS satisfaction. They expect good food, good service, and a good experience. The process cannot end here. Word of Mouth advertising (the most powerful form of advertising) is only truly activated in full force when a customer becomes dazzled, delighted, and happy.
A great business man I know is in a retail business where delivery is offered to his customers at no charge. He once told me a strategy of his was to tell his customers (especially new customers) their product would be delivered one or two days after the date he knew for sure he would have it delivered by. This seems simple, however, the level of customer happiness greatly increased!
It is surprising how small gestures and offers greatly impact a customer’s mindset and take their level from satisfied to dazzled.
These simple suggestions will help your business take your customer’s satisfaction to the next level:
1) Start Practicing an “Open Hand Policy”
In the book, “9 Lies that are Holding Your Business Back: And the Truth that Will Set It Free” by Steve Chandler and Sam Beckford (which I greatly recommend), lie number 6 states that, “You have to be tightfisted.” The exact opposite is true! They use a wonderful example about holding sand. While holding sand, if you squeeze your hand most of the sand is lost. Likewise, when your hand is open you can hold the most.
The same goes for business. Tightfisted businesses that have stingy refund policies, do not show appreciation to their patrons, and are not willing to spend a couple extra dollars to really dazzle their customers will end up losing the most customers in the long run. They have no emotional connection to you! They are not impressed. When a competitors’ coupon shows up in the mail, they will be more likely to leave you.
2) Do Not Have a Short-Sighted Mentality
Businesses that see customers as a one-time hit will not be concerned with dazzling their customers. Do not become short-sighted. Although it may seem like a pain to offer that unsatisfied customer a complimentary meal, do not forget about the people that person communicates with in a day and the people he/she will tell about you. Every customer is more valuable than their one-time purchase.
3) Think “Dazzle”
Next time a customer walks through your door do not think “satisfy this person” think “dazzle them.” Write down a list of things you and your employees can start doing that will get your customers excited and talking. Perhaps offer a complimentary gift card to some of the faces you see on a regular basis or offer a special gift with a purchase. Make customer “dazzling” a company culture and stick to it. You will not be disappointed.
