For most businesses the client base is a company’s biggest asset. It’s the revenue driver and retaining and increasing loyal customers is a primary way for a business to succeed. A small increase in client base results in a much larger revenue increase. And customer data indicates that businesses don’t have more than one mistake to make in serving customers before they lose them.
In order to make up for bad customer service or bad buying experiences, businesses need to provide multiple good experiences to make up for one bad one. Statistics also indicate that more than half of all consumers have left service providers due to poor customer service experiences.
What this indicates is that customers expect and need stellar buying experiences to remain faithful repeat buyers. They also confirm the current marketing trend that suggests that engagement is the best way to keep customers happy and interested in doing business with a company.
In order to work with a customer base for retention, you need to know your client. That means feedback is the ultimate tool in customer targeting arsenals. How can you get to know what your customer wants in order to keep them buying? Ask.
Here are a few ways to do so.
Create personalised content. With engagement being a number one marketing tool, customers are already used to being wooed by businesses. Make them feel like one of the family and customise email blasts and campaigns.
Ask for, listen to, and use feedback.
Find a way to obtain customer feedback for potential unhappiness. Unsubscribe emails are a perfect example, asking clients to select a reason for leaving the newsletter or contact. Ask this when they are closing an account, returning merchandise or, if you have them in a mailing list, ask why they haven’t purchased in a while.
Perform customer surveys regularly
Customers are used to seeing surveys and will take the time to answer one if they are already a repeat customer and also if they have chosen a new provider. Use the information to gather data and statistics and find out where to fine tune your customer happiness.
Engagement is becoming more vital in the world of marketing and customers want personalized attention and experiences. Reaching out to a consumer for feedback is a good way to establish a personal relationship with them, making them feel a part of your brand.
Customers who are happy with their provider will at some point make an association through word of mouth, which now is word-on-the-internet. This free type of marketing can help in retaining customers and is also the way to increase them. Listen to your customers, engage them and put their words to use.
