In business, it’s one thing to attract a customer, but quite another to retain their custom. Retaining clients is becoming tougher in an age where individuals have access to such a wealth of alternatives, each of them dangling a baited hook to take your customers away. You’ve got a great product already, with an engaging campaign and memorable branding – now you need to work on keeping your customers loyal so that they come back to you time and time again. Let’s have a look at how you can achieve customer loyalty.
The human touch
Technology and automation are great for your business, make no mistake about it. However, when it comes to customer service, nothing works better than being able to communicate directly with your clients. You may have a detailed FAQ page on your website, but make sure you are on hand to deal with any query from your customers. Install a chat function on your website, or fire up your social media presence – Twitter and Facebook are fantastic ways to communicate directly with your clients (and to attract future customers). Your customers are much more likely to communicate more clearly with a human than with an answering machine or an automated chat service – this will benefit both sides and forge a stronger sense of loyalty in your customers.
Say ‘thank you’ in style
A great marketing hack and an ideal way to boost customer loyalty is to send handwritten, custom-designed ‘thank you’ cards. If you include this when you deliver a product, or after they purchase a service from you, make sure you don’t try to sell them anything else at the same time. Your gratitude will appear insincere if you try to market something new alongside. But a handwritten card really shows customers that they are valued and that their order is more than just a statistic to you. It’s also good manners to say thanks to those supporting your business, and good manners go a long way when it comes to customer loyalty.
Customer rewards
Everyone loves free stuff! Customer rewards are great ways to foster loyalty in your client base. Something as simple as a discount scheme or loyalty points can work wonders. Gifts and goodies are always well received – and are also a good way to put your brand out there (think branded mugs or pens which get seen in the office). Customers love surprises as well, so think outside the box when it comes to giving rewards – consider a special event for loyal customers or a private area of your website for ‘premium’ clients.
Keep your standards high
Customers are more likely to be loyal to you if your business works as it should, with clear communications, deadlines met and top support service available. Always keep your promises – customers will remember honesty and come back to you again and again. Dishonesty or making promises you can’t keep will stay just as long in the memory – and the last thing you need is a negative review of your services or products online.
Customer feedback
Feedback from your loyal clients is one of the most valuable marketing assets you can get your hands on. First-hand testimony from those you supplied your goods or services to helps you refine and smoothen the customer experience for your brand, and also adds to the personal touch, as mentioned above. Again, this is a situation with no losers – the customer will feel like their voice has been heard (by a human, not an answering machine) and you as a business will have useful pointers moving forward. Feel free to solicit feedback as well – and email asking ‘how did we do?’ or ‘what could we do better?’ shows a humbleness that is attractive to customers. Being a company that listens will definitely help you retain clients.
Show your customers that they are missed
If you notice that a loyal customer hasn’t been in touch or purchased anything for a while, be sure to send them a message to show them that you’ve noticed their absence. As usual, a personalized message is always best – tell them that you miss them and have some details ready (without being too pushy) of some new products or services which may interest them.
Repeat business is key to any successful company – so make sure that you keep in touch with your loyal customers and attempt to attract and then retain new clientele – it’s all about being friendly, dependable and personal.
