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Adding a human touch to your small business website to get closer to your customers

A website can become an essential tool in managing your customer relationships. However, to ensure that your small business’s needs are met, you must add a human touch to your website by incorporating a particular set of features, as this is the only way that you can build a close relationship with your customers – so here are our top tips.

1. An interactive website

Using the web to develop high-quality customer relationships involves getting your users (both prospective and existing customers) to take part in the life of your website.

In fact, user involvement and the interactivity that results bring with them a number of benefits. Not only do they help justify your professionalism and credibility – they also provide a way to demonstrate your ability to satisfy your customers’ needs quickly, at any time.

With varying degrees of directness, this user/business interactivity allows you to work on developing your customer relationship and, therefore, to develop an increasingly close position with your customer.

With this in mind, a number of tools are available:

By enabling discussions to take place, these channels help to create a unique location – with a spirit and an identity that are just as unique. The result is an extremely powerful tool for building customer loyalty.

Moreover, the wide range of features that Heek offers for your website include the creation of a “blogging zone” and a section for “customer testimonials”.

2. The benefits of social media in building closer customer relationships

Social networks fulfil the same role as the interactive spaces referred to above, and indeed, complement them.

However, it is often worthwhile for an SMB not to rely solely on its own website, but also to have a social media presence. The reason for this is clear: social networks, particularly Facebook, are an excellent platform to manage customer relationships.

Indeed, while it is vital to establish a close relationship with your customers, it is also highly beneficial to create a sense of belonging among your customers themselves. This is the benefit of the dialogs that take place on social media, for instance when commenting.

Finally, discussions and dialog on social media helps to build a sense of identity. In other words, by buying the same product or out of loyalty for the same brand, customers feel as though they belong to the same in-group, all of which undoubtedly helps to establish a close customer relationship with your company.

3. Custom content and browsing experiences

Another way of developing a close relationship with your users is via customization.

Initially, it is worth offering a customized browsing experience. For instance, in the case of an online retailer, offer your customers recommendations, based on their latest purchases and the pages they have viewed. You can also set up a customer space in which they can enter their personal data and rank their favorite items.

Similarly, the graphics and overall look of your website are fundamental to its performance. Obviously, there’s no way to offer custom graphics to every single customer; however, your choice of graphics should be the product of a detailed analysis of your target customer base. The aim is to adapt your website design to suit your target customer.

4. Storytelling

Let’s move on and discuss storytelling. This involves working on the content of your website, rather than its appearance.

“Storytelling” generally refers to a discursive approach used in marketing or even political communications. The aim is to tell a story to attract the audience’s attention, among other things, by triggering an emotional response. It is immediately apparent how this type of discourse can help to create a close personal relationship between a business and its customers.

The method involves defining your “persona” (i.e., your typical customer) so that you understand your persona’s motivations, needs, and expectations. Once these are established, you go on to use them in creating a story in which the customer is the protagonist and in which your business promises or offers them something truly special with a clear added value.

5. The importance of after-sales

The logic may appear childishly simple, but many companies still forget the importance of the after-sales experience in managing customer relationships. Careful management of this phase in the relationship allows you to build a close and lasting relationship with your customers, thereby securing their loyalty.

Once again, a number of effective tools are available:

Managing the after-sales phase is crucial: for instance, 76% of Americans believe that customer service reflects the importance that businesses and sellers place on their customers.

Establishing a close customer relationship simply means never forgetting that you are selling your products, services, or knowledge to real people, and that you have to show interest in those people at all times.