The fact that a customer left you a positive review doesn’t necessarily mean they’re going to come back. It’s a great move for your business, though, and that shows you’re on the right track. But nothing beats the feeling of having a customer return to purchase your products or services. It doesn’t only mean that you sold them a quality item, but that their experience with your brand was also excellent.
So, based on this revelation, you can already see what you need to do as a business to build your customer’s loyalty. Remember, statistics show that a huge percentage of your sales are always from existing customers. Therefore, ensuring that you maintain a good relationship with your current consumer base is paramount. (2)
Among the best and proven ways of enhancing customer experience is the use of operation management programs. Specialized software applications, such as the client hub offered by Jobber which is tailored to lawn care businesses for example, are becoming increasingly popular as more companies are investing in this technology to give them the upper hand in whichever industry they operate in.
Do you want to learn more about re-attracting your existing customers? Keep reading!
- Stay in touch
The first and most effective way of building your repeat customer base is by building a relationship with consumers. Rather than waiting for the next transaction to take place, you can devote resources to customer engagement.
Keeping in touch with your buyers contributes to that much-needed loyalty. When done right, you’ll always be the first brand they think about whenever they want to shop for items offered at your business.
So, how do you stay in touch with your customers? Well, social media is the first method that you should consider. In this day and age, social media communication has become the norm, with almost every smartphone user registered to at least one platform. Therefore, you can be sure that your activity on these websites will attract your customers (both new and existing) in one way or another.
Another way to do this is through emails and app notifications. You’ve probably received a newsletter email from a company you dealt with a few years ago. This helps the business to continue marketing itself and any new products. However, there is a very thin line between staying in touch and becoming a nuisance to the customers.
Therefore, it’s imperative that you be careful with how you conduct your strategies to avoid repelling your clients. Make sure that whatever customer engagement strategy you’re initiating is meaningful and not just a mere alert. Remember, you’re not the only one trying to win these buyers; so, any wrong move will only push them toward your competitors.
- Surprise them
How will you feel when a stranger remembers your name after several months? It shows that you’re special to them, and that’s exactly what businesses should make their customers feel. As a company, make it a norm to keep consumer records for future marketing. When sending that newsletter, alert, or calling your customers, you can mention their name rather than using a generic word.
Another option is to surprise them with gifts on their special day. It doesn’t have to be anything expensive. Even a simple ‘happy birthday’ can go a long way in making someone’s day. You can also go the extra mile and reward them for their business by offering loyalty discounts when they least expect. Such actions leave a memorable feeling in the customer’s heart, and that increases their chances of coming back for more.
- Take keen interest in their feedback
The biggest mistake you can ever make as a business is to ignore your customer’s feedback. Of course, not everyone will always be happy with whatever you’re doing. But you can always pick those constructive criticisms and work on them. For instance, if you receive a lot of complaints on how your service delivery system works, it’s only prudent to follow up on each case and ensure that your customers get the best.
Your objective should always be to improve your customer’s experience. Apart from the consumer-initiated feedback, you can send surveys requesting to know how the consumers feel about your operations and the quality of the product they received. For one, this gives them the idea that you’re willing to change, and that’s a win for both parties. (1)
It’s also important to let the customers know that you’re not sending surveys just for the sake of it. After going through the feedback, send back an email informing them that you’re planning to make the necessary changes as soon as possible and stay true to your word.
- Show your appreciation
Many people ignore this part because they don’t think it’s effective. Well, simple phrases like ‘thank you’ and ‘glad you’re back’ can have a huge impact on the customer’s experience. Showing gratitude to your consumers paints the picture that you view them as an important part of the business rather than just revenue generation tools.
- Reward for referrals
This is another very effective way of retaining your current customers and attracting new ones. Offer discounts or cash for anyone who refers a friend to your business.
Of course, you might need to invest heavily in this for you to gain any advantage. Many businesses have tried this strategy but weren’t able to fulfill their promise, perhaps because they didn’t plan everything right.
Make sure you stick to your word because this is another way of building your brand’s reputation. Remember, a simple mistake like delaying the rewards can taint the name of your business, and that’ll have huge repercussions on your success.
Conclusion
Repeat customers generate the largest percentage of your total sales. Therefore, it’s only wise to invest in them and ensure that they come back for more products and services. One way of doing so is through consistent customer engagement, either through social media or email marketing.
You can also opt to surprise them on their birthdays or reward their efforts whenever they refer a friend to your business. Some of these strategies might require you to invest some money, but in the long run, you’ll enjoy the fruits. In summary, customer retention is all about improving their experience through service delivery and alerting them whenever there are new products in-store.
References
- “How to Improve Customer Experience”, Source: https://blog.hubspot.com/service/how-to-improve-customer-experience
- “Customer Retention Statistics – The Ultimate Collection for Small Business”, Source: https://smallbiztrends.com/2016/10/customer-retention-statistics.html#:~:text=The%20probability%20of%20selling%20to,percent%20of%20your%20existing%20customers.
