One of the most important parts of running a successful business is customer retention. This means that you keep buyers loyal to your business in 3 ways: product, price, and customer experience.
A successful order is not the end of the customer experience or journey. Once you gain new customers, the next journey is to retain them, keep them happy, and keep them buying.
When they become loyal customers, they can become lifelong sales-generating customers to your business.
In this article, I’ll share the different factors that drive retention and loyalty among your customers.
What Customer Retention Looks Like?
In simple terms, customer retention means you keep buyers loyal to your business in 3 ways.
First, loyal customers are satisfied with their purchases. They’re happy to do business with you and even spread the word through online reviews or word of mouth.
Second, loyal customers are engaged with your business journey. They follow you on social media or your email newsletter. When you ask a survey about your products/services, they’re willing to participate.
Third, loyal customers are repeat buyers. They trust you already and want to experience your future products/services as well.
Now the question is, how do you achieve this customer retention?
How to Keep Customers Loyal
1. Capture Customer Information
The easiest and most important part of retaining customers is capturing important information during their purchase. This is usually the customer’s email address or contact number.
Having their contact details will enable you to nurture the customer relationship and contact them for future offers.
But it’s not enough to send them emails.
You must focus on giving personalized email messages and recommendations that are relevant to their needs.
Some marketers would say that email marketing is already outdated. It’s not. Email is alive and thriving, and it’s still the most cost-efficient strategy.
This serves as the starting point of building loyal customers.
2. Interact with Customer on Your Own Platforms
Extend your communication with customers to places where people spend most of their time. Aside from your website’s blog, this could be your social media pages and mobile apps.
Posting rich and relevant information and updates on third-party digital platforms gives customers opportunities to discover and rediscover your brand. And it could re-establish their confidence before making another purchase from you.
3. Use Paid Channels/Platforms
Knowing your customers better creates a more seamless customer experience on paid channels. This will safeguard your ads spend and minimize wasted ad impressions compared with unknown target customers.
After all, big advertising platforms like Google, Facebook, and Amazon recommend complete information about your target ad audience for better results.
However, there’s more to customer retention than simply getting customers to discover or rediscover your business.
Mistakes to Avoid When Building Customer Loyalty
Because of the high competition among businesses with quality products and services, customer support is increasingly important in customer experience.
Even if your products and marketing are good, if your business couldn’t provide user-friendly and personalized support, customers will be less loyal to you.
So here are 2 mistakes that create poor customer service. Avoid them.
1. Failure to Personalize
Make sure that all communications with your customers are personalized. You can do this in a couple of ways:
Always use the word “you” to sound conversational
Use the customer’s first name on your email messages
Talk about their needs, ask questions and encourage feedback.
A personalized approach to customer communication makes them feel connected with your business.
2. Lack of Centralized Data
Keep all customer information and communication centralized. This helps make sure your marketing efforts are well-targeted.
Otherwise, it might lead to failed messaging or wasted ads.
Remember that success in today’s business doesn’t end in the customer’s purchase. The customer journey extends beyond the sale.
Providing quality customer service and continuous marketing help retain customers into avid fans and repeat buyers. It’s not easy. But personalized marketing and customer service build real customer connections over time, driving growth in customer retention and sales.