Small or medium business owners and marketers are well aware of the importance of getting customers that stick around for a lifetime. Savvy marketers understand the fact that the cost of acquiring a new customer is as much as 7-10 times the cost of retaining an existing customer. Loyalty means a customer is willing to do business with you even when a cheaper, faster (maybe better) alternative is available – which makes it highly dependent on trust.
Right from the awareness stage when a prospect comes to know about your company’s existence, till the time of closing the deal, it’s important to notice how the various touch points that a prospect comes across (such as the channel of acquisition, message, promotion media, sales reps etc.) shape their attitude in the long run and affect their attitude towards your company. Make sure that the promises made through the initial brand communication such as new, free, automatically, are backed up with action later on.
In other words, do nothing less than delivering fully on your commitments, which are realistic and fall under your area of expertise. Nothing is more detrimental to the prospect of a customer becoming loyal to your company than a promise of service gone wrong in execution. How about going one step further by exceedingcustomer expectations instead of merely meeting them?
Sometimes, a courteous, dedicated and attentive employee is what can make the difference in getting a customer to go from a ‘maybe’ customer into one that converts and returns. Also keep a check on the costs of servicing your customers. Always look for quality over quantity while framing your recruitment strategy for hiring customer service reps. The best form of customer service is one where the customers have much of the required information at their disposal in the form of detailed FAQs and guides and occasionally need some support. If you have an inbound call center, make sure that any issues are resolved in the first call itself.
For customers, communicating with most companies to have their grievances resolved is like facing a brick wall. Instead, what world-class companies do is that they create an open communication channel for quicker escalations. They have outlined the steps and people to be approached in getting resolution of complaints and in some cases, even the top management is accessible for grievance resolution. Social media has greatly helped in closing this gap and giving customers access to multiple channels in the form of social networks such as Facebook, Linkedin and Twitter to reach out to a company. Such mechanisms can help convert even disgruntled customers into loyal ones.
Learn as much as possible about your existing customers using social media, newsletter, questionnaires etc. and know about the challenges that they’re facing. Focus new solutions around these bottlenecks and be prepared to deliver such solutions before any tangible need arises! You are not only cross-selling them, but making their lives better and doing more than what they would normally expect.