Tomorrow is Valentine’s Day…a day when we show our sweethearts how much we love them. But, do you also show your customers how much you care for them? Do you nurture those sales leads? Do you follow up with customer inquiries? Do you handle customer complaints in an efficient, caring way? I’ll bet you that many companies don’t spread the love to their customers on a consistent basis. You’re probably too busy chasing new customers and dropping the ball on paying attention to existing customers. So, why is customer retention so important?
Yes, I agree we all need new customers and we all need to continue to grow our database of prospects. But, marketing tends to generate inquiries and doesn’t think about developing programs to maintain and preserve the equity they already have in their existing customers. I know we would all like to have our customers stay with us “until death do us part” but we know in reality that isn’t possible. But, what can you do to spread a little love to your customers? Here are a few tips.
- Make sure you are in constant contact with your customers. This is easily accomplished through monthly e-newsletters, your blog, or some other type of regular correspondence.
- Offer your loyal customers some incentive to remain loyal. Make them feel special. Give them special previews of things to come. Provide them information before you send it out to the general public.
- Create special marketing programs just for existing customers. You could offer a discount or invite them to a unique event for customers only. Whatever you do, make sure they feel special.
- Ask your customers to participate in surveys so you receive feedback (both good and bad) in order to improve your customer service, products, or how you interact with those customers.
- Plan an open house and showcase your facility. This is a great opportunity for your customers to have one-on-one conversations with your executive management. This can be a very good learning experience for all.
