Words have power, but a lot of people and businesses haven’t realized this truth yet. As a result, only a few companies have harnessed or taken advantage of it, especially when it comes to customer retention.
How Words Change Your Brain
There’s a lot of science that backs up how words can alter how our brain works. One study conducted by Harvard University shows how positive words or images trigger the production of oxytocin, a hormone that psychologists dubbed as the “love hormone”, because it dramatically affects how we interact with people.
Oxytocin also triggers feelings of empathy, security, generosity, and well-being. In other words, if the oxytocin level is high, the more individuals feel secure, the more they become generous, and the more they trust each other.
Labels and Loyalty
In another study conducted by Stanford University, the researchers show how labels play a significant role in people’s behavior.
In the study, they labeled a group of random people to see if it will affect their voting pattern. The group who was labeled politically active had a higher turnout rate at the voting polls than those who were unlabelled.
What does that tell businesses?
Positive customer experience does not begin and end with customers talking to your customer service staff. It is also not limited to providing them quality products and services. Customer success lies in giving your customers positive labels.
Do you know that when you call a customer awesome, it inspires him or her not only to be loyal but also to spend more?
That’s because the words they hear are not just words but a reality. Hearing that you are awesome make you feel awesome. And awesome customers tend to do more for you. More so, when those labels stick, people do anything in their power to make that reputation stick as well.
That’s also the reason why a lot of companies have premium or gold memberships. Those who are labeled premium members live up to their status as premium members. And no one does it better than Amazon.
A study conducted by Consumer Intelligence Research Partners shows that Amazon Prime members spend 250% more than those who are non-members. Paid members also have a higher percentage of subscription renewals.
More Than Just Lip Service
Positive labeling is not about flattering the customer by using positive labels. It’s not even about lip service to get into their good graces.
When you call a customer special, you find ways to make him feel special. When you tell him he’s fantastic, you have to do something to show him how awesome he is.
That is where “special” or “extra” services come in to make your customers perceive the positive label you have assigned them. That includes special pricing, fast shipping, special gifts, discounts, promotions, and more. Furthermore, telling them that they are the first one to know about this offer makes it even more special — it gives them a sense of exclusivity.
Xeno has features that will help you with this endeavor. From customer onboarding to customer engagement, you can utilize it to make sure the customer experience you provide exceeds their expectations.
So, go ahead and don’t be shy about calling your best customers awesome. Go the extra mile: make them “premium” members and see how they evolve from usual customers to loyal customers.
