How To Get More Repeat Customers

Running a business is hard. As a leader, you’re always looking for a strategy to get ahead. You wish there were a simple way to improve the experience your customer has and create more repeat customers. Well, there is!

One of the best companies in the world, Southwest Airlines, has cracked this code and uses a simple tactic you can start using today to take your business to the next level.

In this short article, I want to explain what you can do to implement this powerful tool for free.

My Recent Trip

A few months ago, I was flying my daughter up to see her doctor to check on the progress after her surgery. We were checking her wheelchair in at the Southwest desk, and, as usual, we had an enjoyable experience. 

I asked Eva, who was happily helping us, how long she had worked at Southwest. She smiled and told me she had been there for 20 years. I was amazed. Who works anywhere for 20 years anymore? 

I asked what made Southwest so special and what is it about their culture that gave the customers such a wonderful experience. 

Give Them A Pickle 

Eva told me a story about a restaurant she worked for years ago. She described a repeat customer who would always ask for extra pickles with his meal. She explained how one day, a server tried to charge him for the pickles. When he complained, the owner said to “just give him a pickle.”

The concept of doing a little something extra stuck and “give them a pickle” became a company mantra, with servers even wearing small pins in the shape of pickles.  Going the extra mile became part of the culture.

Something Extra

Eva explained how Southwest had the same philosophy. She looked for ways to do a little something extra for her customers, and that one simple step makes all the difference.  

In fact, during our conversation, she filled out two of the special tags for my daughter’s wheelchair, including one for the return flight home. She could have let the agent in the other city do it, but since she had time, she did a little extra. 

All over the country, whether it’s a smile, making a joke to lighten the mood, or taking time to ask my daughter how she is feeling, Southwest always seems to do extra things to enhance our experience. 

Doing a little something extra is ingrained in the culture at Southwest and is one of the many things that has made me a repeat customer.

How Can You Use Southwest’s Secret To Get More Repeat Customers?

Step1: Identify Your “Something Extra”?

Eva’s restaurant served free pickles, and Southwest delivers smiles, laughs, and shows genuine care for you. What’s something extra you could do to create a better experience for your customers? Here are some things to consider:

• Think of something your customer wouldn’t expect you to do
• Identify a concern your customer has but doesn’t voice because they think it’s too small
• Think of a simple way to make your customer come away with a positive feeling about you and your organization
• Come up with a way to streamline your customer experience and save them time
• Show you care about them personally 
• Do something your competition doesn’t do that could serve your customer
• Put yourself in their shoes and ask what would make you feel appreciated.  Simply put, treat others as you would like to be treated.

Step 2: Ingrain It In Your Culture

Coming up with your “something extra” is only powerful if it’s put into practice. How can you ingrain this new initiative into your culture so it becomes second nature for your employees? I would encourage you to create a communication plan, so your entire organization catches the vision. Some things to consider are:

• Create a word or phrase everyone will associate with it
• Use a picture or physical item to remind people to take this small step
• Find ways to repeat it and make it part of everyday language or processes

Conclusion

Running a thriving business is hard but there is one simple step you can take to give your organization an edge.

The simple act of doing a little something extra is used by one of the best companies in the world to rise above the rest and you can use it in your business too.

Follow the two steps above to identify and implement your “something extra” and watch your company thrive and create a long list of repeat customers.  Bottom line…

What’s “Something Extra” Your Business Does?

I’d love to hear what ideas you have or what you already do for your customers. So, leave a comment on our social media and let us know.

Here’s to a great culture,

Charles

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I’m Charles Kown. I love helping leaders accomplish their goals, become their best, and create thriving, productive teams.