It’s well known that it’s much less expensive to retain a current customer than to acquire a new one. Plus, loyal customers tend to buy more each time than those who engage infrequently. Here are five key ways to deepen customer loyalty and keep your customers coming back.
1. Get to know them — really know them. If you don’t already, make gathering customer data a priority. Tie together as much data as possible. For example, John W. Smith in your mailing database may also be Johnny Smith Jr. in your email list and J.W. Smith on Facebook. If you need help tying these databases together, we can help.
2.Be approachable. Make it as easy possible to contact you. Give multiple options for inquiries, feedback, and general communications. Streamline the process for repeat purchases. Something as simple as pre-filling response cards and subscription forms can make a difference.
3. Personalize everything. According to Thunderhead.com’s “Engagement 3.0” report, 82% of customers say being treated with a one-size-fits-all approach gives them a negative perception of the company. Invest in your database and personalize your communications, whether in print or email.
4. Listen.Are you only pushing information out and not listening to feedback coming in? Use surveys, feedback forms, and personalized URLs to gather as much information as you can. Then respond to what you hear.
5. Be in it for the long haul.Forget the gimmicks and quick fixes. Invest the time and energy to do the hard work. Gather data. Do customer profiling. Create personas. The long-term benefits will be worth the extra effort.
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November 20, 2018