For your business to grow, you have to keep the customers you have while attracting new ones. A current client is worth more than a new one.
Not only have you already spent funds to draw the person to your company, but they are also more likely to buy more than new customers. If you focus more on one area than the other, err on the side of retaining current clients.
Zendesk's Customer Experience Trends Report 2020 looked at 45,000 companies across 140 countries. It also surveyed 1,000 leaders in nine different countries to gather their insight. It discovered around 74 percent of customers feel loyal to a particular brand, and another 52 percent will go out of their way to buy from the company.
Knowing brand loyalty plays a big part in repeat purchases doesn't tell you exactly how to gain devotion to your own business, though. Fortunately, there are nine steps you can take to improve the odds your customers will buy from you over and over again.
9 Steps for Enticing Current Customers to Keep Buying From You
1. Improve Customer Experience.
Brands with stellar customer experience (CX) bring in about 5.7 times more money than those without. Your customer experience comes from every interaction a consumer has with your organization. If they visit your website, it should be intuitive and easy to utilize. If they phone in, they should feel as though they are important.
Some elements to look at when improving your CX on the web include presenting your brand consistently, utilizing new technology, and clearly defining your purpose as a business. Get feedback from your current customers and make improvements as needed.
2. Perfect the Supply Chain.
Mega ecommerce stores, such as Amazon and Walmart, are known for rapid delivery. Consumers expect your company to provide the same.
If your shipping methods are a bit outdated, now is the time to improve your supply chain and exceed client expectations. Upgrade your systems and create a clear distribution strategy for your delivery process. Work with your suppliers to keep inventory in stock when needed.
3. Train Customer Service Reps.
Statista surveyed consumers on the most critical elements of good customer service. The most important aspect for 39 percent of respondents was knowledgeable customer service representatives.
Invest in this vital department. Make sure everyone understands your policies but also feels empowered to think creatively and come up with solutions for customers. The better you handle a complaint, the more likely the person will shop with you again.
4. Maintain Your Website.
Your website is a reflection of your pride in your business. If your site is outdated and has some parts that don't work, customers may grow frustrated and decide to place their next order with your competitor.
Conduct regular maintenance, but also look at current trends and how you might improve the overall user experience (UX) of your site.
For example, can you simplify your "buy again" process? Amazon has a one-click option for people to repurchase an item. Does it make sense for you to offer the same?
5. Create an Appealing Storefront.
If you own a brick-and-mortar store, visiting it should be an adventure. How can you attract people back to your establishment?
Add bright signage out front or utilize strategies such as experiential displays to bring visitors into another world. Spend a little time every month updating your shop.
For example, you might add a fresh coat of paint to the back wall, put in new light fixtures, or replace an old countertop. Invest in your business regularly to keep it current.
6. Start a Rewards Program.
Rewards programs are an excellent way to bring people back to your store. Think about some of the more prominent companies offering points every time you order and how their programs work.
For example, Ulta gives you points when you place an order or buy in its stores. Circle K used to offer a free Polar Pop after you bought so many. Many coffee bars have a similar offer.
You can offer points that turn into a discount or a reward after so many purchases are made. To spread word of mouth even more, you could provide additional points for referrals.
7. Get Personal.
No one enjoys feeling they are just another face in the crowd. Get to know your customers by polling them and paying attention to their needs.
Once you have data on your customers, you can segment them into groups and reach out with a personal message geared to their pain points and solve problems for them as individuals. Send an email and use their first name.
You should also pay particular attention to your biggest spenders and those who've been with you the longest. Reach out with a handwritten note thanking them for their business. They'll come to love your brand so much, they'll be sure to tell family and friends about you.
8. Attend Events.
Set up a booth at industry trade shows and reach out to your regular customers. One of the goals of attending a conference is to find new leads. If your competition has a presence and you don't, you might lose some of your regular customers to them.
Man the booth with your best salespeople and have them personally greet your current clients by name as they stop by. Give them a unique promotional gift, such as a jacket or backpack.
9. Remember the Details.
Train your staff to remember customers and the little details of their lives. Many techniques help with recall, such as jotting down notes when the conversation is over and keeping careful records of past discussions.
Always review notes before touching base with them so their needs are fresh in your mind. You can then ask how the new set of twins are, showing the customer you care about them on a personal level.
When a customer has a concern, even if you already solved it, follow up again and make sure they're still happy. Ask them how the solution worked out for them and if there is anything else you can do.
Relationship Is Everything
When it comes to maintaining your client list, building a positive and mutually respectful relationship is vital. Your customers have the option to take their money anywhere.
Help them choose you by showing them you're going to be there to meet their needs and solve any challenges they face. The more customer-centered your brand becomes, the more fans you'll retain.