Losing customers can be costly, so try to retain the customers you have.
- The cost of acquiring a new customer is usually five times the cost of maintaining an existing customer.
- Use CRM software to create email marketing campaigns that maintain customer order history and communicate relevant information.
- The Tiered Loyalty Program encourages customers to spend more to get the next level of benefits.
- This article is for small business owners who want to grow their business while maintaining their existing client base.
mediaindonesia.net– Losing customers costs businesses billions of dollars every year.But many small businesses are so focused on acquiring new customers that they forget about their existing customers.
Sharon and Mark Spiro, owners of Money Mailer franchises near Chicago, work directly with local businesses to reach new customers and maintain the loyalty of existing customers. After 20 years in business, Speros aren’t just direct mail experts — they’ve seen firsthand how important customer retention is to building a thriving small business.
Here are her top tips for improving customer retention.
1. Sell to old customers, not just new ones.
When creating a business marketing plan, including direct mail and search engine optimization, it’s natural to think about attracting new customers. But also devote some of this effort to your current customers.
“Existing and old customers know us well,” explains Speros. “Existing customers often work with us on larger projects than new customers who have just tried us for the first time.”
Creating a sales and marketing goal-achieving process, especially for existing customers, is essential to growing your business and is often a better investment in time and resources. According to a Forrester study, it usually costs five times more to acquire a new customer than to retain an existing one. If you spend more money on marketing to your old and existing customers, you will get better profits with less investment.
Make sure to keep track of your order history in your customer relationship management (CRM) system. When choosing CRM software, you can choose a stand-alone CRM system or a CRM-enabled point-of-sale (POS) system. If the CRM system is in place, use e-mail marketing with customer orders and other information to personalize marketing materials. One way to do this is to provide complementary suggestions and services that work with products that have previously purchased customers. For example, if you purchase a camp tent, please email whether you need a camp or camp oven.
Each customer usually purchases and sends an email to that time.
2. Understand customer expectations.
Customer retention rates depend on customer satisfaction. But often that satisfaction depends less on the goods or services you provide than on expectations. For example, if a client wanted a one-hour consultation to double their nightly sales, no matter how good that consultation, they would be disappointed.
“One of the most common mistakes small business owners make is avoiding talking to customers about [the customer’s] expectations,” Spiros noted. “These expectations are often unrealistic, and do not actually agree with the attempt to communicate.”
This is difficult as a job to start a conversation. Customers must participate in a realistic picture of shopping costs, and they can expect them as a result and all return or refund policies that you have.
When all these ingredients are understood from initial purchases, the customer is likely to be more than customers more than the client.
3. Reply to customer feedback.
We will ask our customers for their opinions immediately after the sale. I would like to ask them for their opinions. If you have a problem, it’s time to look for a solution. We appreciate their feedback, whether they are happy or not, to show our customers that you care about them and their experience in your business.
When your customers are struggling, look for ways your business can deal with them while improving internally. Was the customer unhappy that his birthday present was too late? In this case, it may be necessary to strengthen transport management. If the customer is dissatisfied with the quality of the product you have sold, it may be time to find a seller who can provide you with better quality control.
If so, call the customer again and tell them what changes you have made. Thank them again for helping you improve your business and give them a small discount to show your appreciation.
4. Suggest improvements.
If for some reason customers are not happy with their purchase or experience, the best thing you can do is to provide a way to maintain, take responsibility for and improve their loyalty. Whenever a mistake or lack of communication occurs, the customer expects you to correct the situation. That way, you can turn it into a loyal customer, even in catastrophic situations, by doing so enthusiastically.
“If the customer wants to cancel … we’ll take a step back and find out why we’re canceling,” says Speros. Once they understand why a customer isn’t happy, they offer solutions and improvements that often convince unwilling customers to stick with them.
Making improvements – and involving your customers in the process – can even increase the loyalty of satisfied customers.
In their store, Speros schedules reviews for each account to see where they can make customers happier. “[We] conduct an annual in-person review with each client to listen to, evaluate, re-examine, and refine their advertising strategy based on changes in the client’s business.” This personal attention makes customers feel valued and respected and helps the company anticipate and prevent future problems.
If you don’t communicate directly with customers, you can still make improvements. Email surveys sent to everyone at certain times of the year, or to all customers after purchase, give customers the opportunity to provide feedback and drive positive change.
Don’t be silent while making these changes. Tell your customers exactly what you did and how their experience improved. Knowing that you are taking their response seriously makes them more likely to repeat something to you.
Track when and why customers cancel or request refunds on a larger image level. Patterns can be identified. Maybe one part of marketing is misrepresented and confusing, or you may find that customers who have dealt with a particular employee have a higher cancellation rate.
5. Communications and communications.
Regular personal contact is the key to building a personal relationship that assures customers that they are loyal to the small business.
Communicate regularly with your customers through email newsletters or email marketing contact lists and keep them informed of changes, improvements and special offers. For local customers and local businesses, Spheros encourages you to engage with our community and build strong and personal relationships. “We interact with our customers [business] as much as possible and meet them at the Chamber of Commerce functions and local charity events. This allows us to have a conversation with our customers as well as our business.”
Whenever possible, real store associates should greet existing customers by name and know something about them. The staff should be friendly, kind and friendly. Interacting with customers personally makes the shopping experience more enjoyable and increases the connection between the customer and the business. If you are working at a distance, you can still make a personal connection. “Although there is no time to satisfy the customer personally, the call is important” advice for Spirus. “It shouldn’t be every month, but it speaks, instead of e-mail it has created only an emotional commitment that the customer tells us that we are interested in them.”
If possible, send personal thanks and Christmas leaves and holiday cards. These efforts build customer loyalty because they show customers that you are sincere. You can also make real connections for direct response to men and comments on social media and put the contents offered by people behind the company or attend events, such as scholarships – where you can talk to customers personally. Speros explained that communicating directly with customers promotes engagement and makes them feel like they are investing in your business. “Communication often creates relationships that lead to more loyal and lasting partnerships.”
6. Create a customer loyalty program.
Communication is important, but nothing improves customer loyalty more than getting discounts, perks and free products. In fact, according to NielsenIQ, 84% of consumers will continue to shop at companies that offer loyalty programs. Your parent customers will have a significant impact on your bottom line, so we encourage you to spend more. Not only do they make up a larger portion of the total sales, but they are also likely to recommend you to others.
Design a customer loyalty program that suits your business. A successful customer loyalty program has one or more of the following benefits:
- VIP club member
- Access order history and tracking
- Free shipping (for e-commerce sites)
- Discount on next purchase
- Communication about new products and events
- Birthday present