Many companies focus solely on transactions and overlook the larger opportunity: building lasting customer loyalty. In today’s episode of The Small Business Show, we welcome Scott Deming, a Customer Service and Leadership Keynote Speaker, Trainer, and Author, to share his insights and recommendations.
According to Deming, for small business owners, creating loyal customers begins with investing in their employees. Drawing on his experience at companies such as AT&T, General Motors, and McDonald’s, Deming highlights that today’s customers connect most strongly with brands that deliver emotional, meaningful experiences.
Small businesses can achieve this by prioritizing employee satisfaction. Engaged employees who understand the impact of their contributions are more likely to deliver consistent, high-quality service to customers. Deming emphasizes the importance of showing employees the benefits of their efforts, such as opportunities for career growth, recognition, and a clear sense of purpose.
Many businesses unintentionally drive customers away by allowing departments or staff to work in silos. Deming cautions that inconsistencies between front-facing sales and back-end service operations can erode trust. Business owners must ensure that every interaction, from the first contact to after-sales support, aligns with the company’s values.
"The customer has to feel that whatever this engagement is with the brand, it has to be relevant, it has to be personal, it has to be meaningful. But above all, it has to be emotional."
Deming recommends cultivating a culture rooted in meritocracy, perspective, and cross-functional collaboration. This enables employees at all levels to share ideas, enhance their skills, and contribute meaningfully to both internal operations and customer-facing interactions.
Even with the rise of AI and other technology-driven solutions, Deming stresses that these tools cannot replace human empathy and connection. For small businesses, maintaining a personal touch with customers and employees is what sets them apart from their competitors.
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