I’ve written about how it’s important to build up your co-workers when talking to customers. When the nurse is getting ready to send the patient down to radiology, she lets the patient know what great work and great care that the radiology tech provides. When the teller contacts a financial advisor to arrange a meeting with a customer, the teller notes how his co-worker has helped many other customers with a similar need. When the pro sports sales representative hands off a new account to their service specialist, he notes how responsive the service rep is to his clients.

While these are all great examples on how to build up a co-worker in the mind of a customer, it’s even more important at times to have that same positive talk about the customer themselves.

Customers want to feel valued, like their purchase decisions and their dollars are important to the organization. Even more than that, they want to feel like they themselves are important to you and your company. You obviously can do that by providing great customer service. You can also do that by finding ways to tell them how much you value them. Everything I’m about to suggest obviously needs to be done with sincerity, so don’t say it if you don’t believe it:

• Let the customer know when they’ve asked a great question.
• Tell them when you agree with the option they selected.
• Convey appreciation for bringing an issue to your attention so that other customers won’t have to face the same issue.
• Thank them for coming all the way into your office to chat with you.
• Thank them for their time and their patience.
• Ask them for their ideas and their guidance, and then give them credit when you think one of those great ideas will work.
• When they fill out the paperwork correctly, let them know they did a great job.
• When they give you thorough answers, let them know you appreciate all the detailed information.
• When they answer your series of questions to give you the information you need to address their need, thank them for all the responses.

Your customers are part of the service process. Their effective and complete participation is valuable to you. Let them know when and how they provide value to the process so that they feel valued by you.

Know the Customer’s Value Proposition.

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