Creating a sense of exclusivity for customers can make them feel valued, special, and loyal to your brand. Exclusivity can also increase customer satisfaction, retention, and referrals. But how can you use language to create this effect? In this article, we will share some tone and language tips that can help you communicate exclusivity to your customers.
One way to create a sense of exclusivity is to use positive and personal words that show appreciation, recognition, and respect for your customers. For example, you can use words like "thank you", "congratulations", "you're amazing", "you're one of our best customers", and "we appreciate you". You can also use their names, pronouns, and preferences to personalize your messages and make them feel like you know them well.
When the words and communications are grounded in honesty, respect and intent there will be a very strong correlation to the message being positively received and reciprocated by all parties involved. Start with “I”statements when providing all types of feedback (Positive and Constructive). When you lead with the “I” statements grounded in honesty, respect and intent the impact of the message will be better received and reciprocated. These “I” statements can enhance ownership, acknowledgement and resolution across the board.
Another way to create a sense of exclusivity is to offer exclusive benefits and rewards that are only available to your customers or a select group of them. For example, you can offer discounts, free shipping, free samples, early access, VIP treatment, or loyalty programs. You can also use language that emphasizes the scarcity, urgency, and value of these benefits and rewards. For example, you can use words like "limited-time", "only for you", "special offer", "don't miss out", and "you deserve it".
A third way to create a sense of exclusivity is to invite feedback and suggestions from your customers and make them feel like they are part of your brand's development and improvement. For example, you can ask them for their opinions, ratings, reviews, testimonials, or ideas. You can also use language that shows gratitude, curiosity, and openness to their feedback and suggestions. For example, you can use words like "we value your input", "we'd love to hear from you", "we're always looking for ways to improve", and "we're listening".
Access to providing feedback is critical. Feedback should not be a one way process (I.e. the supervisor providing feedback to the employee). Employees should and need the access points to provide feedback. This can be done traditionally via the written word surveys and through direct feedback sessions. But they can be done in creative ways as well. For example a board to post suggestions in a common room through creative expression. Allow your employees to use their creativity to communicate their respective feedback.
A fourth way to create a sense of exclusivity is to share insider information and stories that give your customers a glimpse behind the scenes of your brand and make them feel like they are part of your community. For example, you can share news, updates, tips, secrets, or fun facts about your brand, products, services, or team. You can also use language that shows excitement, enthusiasm, and trust in your customers. For example, you can use words like "we're thrilled to announce", "we have some exciting news for you", "here's a sneak peek", and "you're the first to know".
Building a long-standing relationship with your customer starts from the very beginning; the first time you meet a client. For example, in a supermarket, this includes the layout, the products variety and availability. All of these should be put in place to make your customer feel that he/she is a true owner of the business and the decision maker. One of the secrets in retail to build a strong connection with your client is to start as early as possible; since the childhood. In my store, I regularly welcome school field trips where kids enjoy a special grocery experience and learn more about hygiene practices and healthy lifestyle. The most joyful moment is when they visit the backyard and see their lovely sandwiches getting ready.
A fifth way to create a sense of exclusivity is to use social proof and testimonials that show how other customers have benefited from your brand and make them feel like they are part of a select group of happy and satisfied customers. For example, you can share statistics, ratings, reviews, testimonials, or case studies that showcase your brand's performance, quality, or impact. You can also use language that shows confidence, credibility, and pride in your brand and customers. For example, you can use words like "we're proud to serve", "we're honored to have", "our customers love", and "join the club".
A sixth way to create a sense of exclusivity is to use the right tone and channel that match your brand's voice and your customer's preferences and expectations. For example, you can use a formal or informal tone, a friendly or professional tone, a humorous or serious tone, depending on your brand's personality and your customer's mood and situation. You can also use different channels, such as email, phone, chat, social media, or face-to-face, depending on your brand's strategy and your customer's convenience and comfort.
How we communicate a message is sometimes more impactful to what we convey. Body language, tone, means of delivery are sometimes more influential and impactful than the actual message. Poll your employees and ask them what they like and prefer. Be aware and agile to adapt how you communicate. Ask yourself, what is the intent of my message and how will it impact the teams if I deliver and say it this way. The art of communication is perhaps one of the most dynamic and challenging variables in the any organization. It’s important and critical to adapt and be agile in how we communicate.
Stay focused Stay engaged and be adaptable, agile and receptive to modifying how you communicate and conduct yourself. When you have an off day. Acknowledge it. Accept it. Be sincere, authentic and genuine. Your organization will appreciate it and it will cultivate an organizational ethos that is inspiring, valuable and inspiring.