For those of you that have seen Pretty Woman, it is clear that the first shopping scene is not how we win new customers or keep existing ones in any business type.

When you receive poor customer service...

A few weeks ago, while shopping, I was shocked with the lack of personality and rude nature of the store associates. While it was not exactly like the scene from Pretty Woman, it quickly reminded me of the importance of personal connections to your choice with whom you do business and interact.

Do you choose to continue giving them your business...

In a previous post, I shared three ways to create customer advocates. A company or brand can have an amazing effortless experience and quality product; however, when it does not score well in the personal connection category, it is a show stopper.

I typically choose to shop at a few of my favorite brands since I know the product quality, prefer the setup of the stores, and they fit well into my personal style. An authentic personality in interactions with favorite brands and business relations is key.

Or, do business with brands and people you enjoy...

One of my favorite stores is Alice & Olivia. From the very first time I entered the store a few years ago, I was welcomed with smiles and authentic personalities. They grabbed my attention, kept me in the store with their friendliness, and it didn’t hurt that I felt as if the brand was made for me. While I love the brand, I am also specifically loyal to that same store I entered over three years ago. Personal connection is strong!

People choose to do business with brands and people they like. Your sales and account management teams are critical to the success and personal relationships with customers. That is not enough in the agile nature of the workforce. To maintain a strong loyalty bond, you need to keep employees engaged and happy, while you also provide a consistent message to customers via all communication channels (web, mobile, chat, phone, etc). It is equally important to create a good connection from both the brand and the individuals which communicate directly with those same customers.

Here are a few tips that come to mind which create an authentic personal connection that will help your company attract and keep customers. These tips may be altered to align with the applicable communication channel.

Be Approachable
Smile Bright
Show Your Personality
Be Free Of Judgments

Whether you use technology automation or human connection as your source of personal connection, delight your customers and include positive communication, tone, with personality to match your brand.