Without customers, you have no business. Full stop. And while you no doubt spend a big chunk of time chasing new leads and developing new markets, do you put as much effort into hanging onto your existing customers? You see, customers are a fickle bunch. Take them for granted, or worse still neglect them altogether, and you may well find they drift off to a competitor. In this article we look at the importance of maintaining regular contact with your customers and how you can achieve it. First though, to provide some context to the discussion, let’s look at the typical reasons why a customer leaves.
Reasons why customers leave:
Before you can begin to fully understand how to create positive relationships with clients, it’s important to have an understanding of why they may choose to leave a company.
Research tells us there are a variety of reasons from moving away (3%), price sensitivity (9%) to not being satisfied with your product or service (14%). But it may come as surprise that the number one reason for customers moving on, with an amazing 68%, is your perceived indifference. In other words, you didn’t appreciate them enough. So all that hard work in closing the deal counts for nothing if you don’t then follow it up with making the customer feel valued, comfortable and happy with your company, its services and product.
How do you show customers their value?
Well, in addition to simply being nice and helpful, which by the way accounts for 80% of customer service, the next big step that you can take is communication. This involves regularly reaching out to customers with as many touch points as possible. Why not pick up the phone from time to time for no other reason that just to check that everything is going well. When you’re next in town, pop in to see that client and touch base over a coffee. The personal touch goes a long way and so you should take every opportunity to maintain face-to-face relationships.
Another way to maintain customer communication is through a regular newsletter. Make it interesting and engaging with content that adds value to your customer and you’ll be on to a winner. Not only will be you be establishing that important top of mind awareness, you’ll also be developing a trusted adviser relationship that will enhance your reputation as a knowledgeable and respected brand. Focusing too much on selling will be counterproductive in the long run. Discerning customers nowadays are demanding much more from their favourite brands.
And in our technology dominant society, connecting with customers via social media is an absolute must. What’s more, social media allows you to have two-way conversations with customers who can comment on posts as well as liking and sharing. And why not seek the feedback of customers in online surveys or quizzes? That way you’ll be acknowledging the value of their input and gaining some very useful insights too.
Whatever you do, the bottom line is that if you want to hang on to those customers you worked so hard for in the first place, then you have to develop ongoing lines of communication.
Lacking in time? Let us do it for you!
And if you are time deficient or are struggling for ideas on value-added content, then get in touch with Lara McCormick for a consultation on 027 444 2886 or [email protected]. Big Rock Communications are experts in digital marketing. We can provide a comprehensive service that will make sure your customers feel valued and want to stay.