28 Sep Getting Customers vs. Keeping Them – Why You Could Be Losing Business for Simple Reasons

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Getting Customers vs. Keeping Them – Why You Could Be Losing Business for Simple Reasons

Most of us know the business rule of thumb that it takes triple the amount of effort (or more) to attract and gain a new customer or client than just to manage the relationship and keep it going. So why are so many businesses losing their customers’ loyalty so easily once they get them in the door? A new wave of business trends in our more digital age tends to cater to ‘disposable’ relationships where people change cell phone carriers, banks, and gyms for example to suit their needs at that moment.

So why are customers not ‘trusting’ their relationships with businesses from a long-term approach? From a public relations perspective, it’s clear that the way to maintain and grow businesses is to practice excellent internal and external communications; especially since it takes so much energy just to get new customers.

Try these simple techniques to keep your customers on board:

Reward loyalty. When a customer repeats business with you, whether they have renewed their contract for another year or are spending money with you by dining at your establishment, banking with your services, or purchasing a new car with your dealership, it’s an opportunity to reward such loyalty. Many times, businesses get so wrapped up in new customer promotions and discounts that they often neglect the customers who do business with them time-and-time-again. But rewarding loyalty should make sense for your customer base. So, what’s important to them? Think of why they do business with you in the first place. Is it for economic savings, quality, high-end service, or convenience? Once you have that constructed, think about your loyalty matching up with their motivation.

Communicate often. So many times, people sign up for an annual service and are excited in the beginning of the relationship, only to find out they aren’t communicated to whatsoever beyond the sales process. Many months go by and then someone reaches out to them again with an invoice and a nice message checking in when it’s time for renewal. Or another example might be that your customer has a great experience with you when they first come in to do business, but then it falls flat or becomes ‘the norm’. Worse, is when someone makes a donation to a charitable cause and never hears from the organization again. Communication goes a long way in situations like these and helps safeguard against disposable relationships. Consider not just social media communications, but an overall strategy involving email marketing pieces, text messages, Skype, sending video, community involvement and more. Wearable technology expansion also means more of your customers are able to receive your message on a frequent and convenient basis. Talk with your existing customers via these communications channels and you should see a much more loyal customer base.

Stop selling. That’s right. You’ve already done your job in getting them to be your customer. Many people complain that once they’ve done business with an organization, they only get nonstop advertisements, ‘up-sells’ or marketing materials from that point forward. Now’s the time to think about speaking about things that are additionally important to them, helping them with industry education or getting them actively involved in your organization, such as supporting your team in a 5K run for example. Selling has its role, however, genuine relationship building has a function that often solidifies a foundation while reminding your customers of your selling points.

The main takeaway to generate more customer loyalty is to be proactive not reactive in keeping your customers happy. Try sending e-cards, photos, videos, and other more personal means of communications to show your genuine disposition and gratitude for their business. For more ideas, feel free to contact us via our website at nspublicrelations.com.

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