Create a Personal Connection
If you’ve ever ordered a latte at a coffee shop, where the barista asked for your name, went out of their way to spell it correctly on the side of a paper cup, and failed to call you by name when your order was ready, then you’ve witnessed firsthand the missed opportunity to create a connection during an interaction. Even if you’ve since returned to the shop to patronize them again, do you truly feel recognized as a regular customer?
Build Trust by Being Intentional
Lately, it seems like businesses have made it commonplace to ask customers for personal information they have no clear intentions of ever using. In addition to names, patrons are prompted for their phone number, email, and even other data which will ultimately reside in a database. Customers shouldn’t be asked for personal information—including names—if there’s no purpose behind it. Furthermore, businesses should be genuine and deliberate about the manner in which they intend to use customer information.
When a business uses a customer’s name, it demonstrates an effort to create a more personal connection within the standard interaction, and customers appreciate the gesture. This form of acknowledgement can even lead to increased satisfaction by transforming a standard transaction into a personalized touchpoint.
Using a customer’s name is an attention-grabbing form of engagement that works in-person, by phone, or virtually, to garner you the moments necessary to complete a transaction, or the audience to upsell your products or services. The use of your customer’s name shows that you are attentive and invested in their experience, and will garner you their patience if needed.
Creating Memorable Experiences
It’s debatable as to whether the onetime use of a customer’s name actually creates a memorable experience but one thing is for certain. Incorporating customers’ names into your business interactions can profoundly impact their experience by adding a personalized touch, increasing engagement, and building trust. The use of names in your interactions will help to establish positive associations with your brand and contribute to its halo effect. In an era where customers are inundated with choices, they’re more likely to remember experiences where they felt personally acknowledged. Even the slightest enhancements to your transactions can differentiate your business and cultivate a thriving customer base.
