Customer loyalty is just as important as finding new clients. It’s through these customers that your sales level can be maintained. You will look to the future more serenely. But how do you establish a sustainable relationship with your customers? What are the winning strategies?
Customer loyalty means:
- A savings in costs (finding a new customer costs between 3 and 10 times more than retaining an existing customer)
- Maintaining your sales level, and therefore the sustainability of the business
- Obtaining better profitability
- Having free word-of-mouth promotion
Every company therefore has a lot to gain from customer loyalty!
Winning strategies for customer loyalty
1. Create a relationship of trust
A relationship of trust with your customer has to begin from the first purchase. Send them a note of thanks by email or, even better, a phone call. Then, with each order, show that you are grateful and thank him for the trust he has shown you. Send personalized messages throughout the year on various occasions. For example, offer New Year’s greetings, congratulate him on a promotion, invite him to come and meet your other customers at a special evening… Regularly send him relevant information, including links to interesting articles in your industry. With all these little touches you will create a more intimate bond with him, while reminding him that you exist.
2. Give impeccable service
In the internet age, no customer wants to wait. Your service must therefore be based on speed. If your customer encounters a problem, you have to resolve it as soon as possible. Make sure to personalize your responses. No customer likes the feeling of just being a number. Quite the contrary – each of them must have the impression of benefiting from preferred treatment. Position yourself as the advocate of his interests within your company. And, if there is a problem, see the situation as an opportunity to establish a strong relationship with him. Keep in mind that if you help a customer quickly find a solution to a problem you will almost automatically earn his trust. The problem itself will soon be forgotten! Finally, always keep your promises! If you are ever unable to do so, call your customer before presenting him with a fait accompli. Respecting commitments is one of the fundamentals of a relationship based on trust.
3. Offer a loyalty program
A good way to give you reasons to regularly contact your customers is to offer them to subscribe to your newsletter and join a loyalty program. This will add value by giving them access to discounts, exclusive offers and gifts. These programs, based on rewards when they have performed well, have a significant impact on sales volume.
You can also set up a VIP club in which you register your best customers. They will feel like they are special. Have them meet the VP of sales, invite them to a cocktail, etc.
On your side, these strategies will help you collect new information to enrich your database and propose new targeted offerings.
4. Crate a community
Set up sharing places on social media such as Facebook, Twitter and LinkedIn. Your customers will be able to share with each other and develop a sense of belonging for your brand, while you keep in contact. You can also promote new products or services, announce events, etc.
5. Stay tuned and develop your offering
Customers’ needs change. Keep listening to them and ask them questions to help to understand their needs. Your role is to help them find innovative solutions and continuously adapt your offering. Keep abreast of the competition and don’t forget to listen to the critics. All this will help you improve your products and services and not let you fall behind.
6. Sponsor a survey
Retaining customers means fulfilling their needs and satisfying them. To have their opinion on your services and know their challenges and concerns, there is nothing like carrying out an audit, a survey or even conducting a satisfaction study. Target a specific item such as a product or a service.
7. Ask them to recommend you
A satisfied customer is an excellent ally and often the best ambassador for your business. Don’t hesitate to ask him to introduce you to new prospects. He will be happy to help you.
Finally, never forget: an unhappy customer speaks to ten people, while a satisfied customer only speaks to three!