- Customers are willing to pay more, just for your service.
- Customers are more likely to recommend you to others.
- You end up spending less for each conversion (it costs less to retain customers than find new ones).
- You build customer loyalty.
The key to providing this outstanding level of service is taking the time to engage your existing customers. Too many organizations focus so much energy on attracting new customers that their existing customers feel neglected and overlooked. This can lead to feelings of resentment. Fortunately, with just a little bit of extra effort, you can keep your existing customers engaged and invested in your company. Here are a few ideas to get started.
Leverage the 'social' part of social media
Social media was designed to give you a platform to chat and get to know your customers on a personal level. Rather than advertising blindly to large populations, you can communicate directly to individual people and meet their needs personally. Encourage your existing customers to communicate with you on social media. You can do this in a number of different ways.
- Invite them to ask questions about using your products or services.
- Start fun contests that involve customers telling stories about using your products or services.
- Respond to inquiries quickly and personally.
Run relevant promotions that existing customers can use
We've all experienced times when special promotions or discounts were made available only to new customers. Such deals often leave us feeling unappreciated and annoyed. Many customers facing such restrictions look for ways to get around them, such as switching back and forth between companies just to take advantage of the promotions. This leads to poor service and frustration for customers and does no good for the company's reputation.
Instead of rewarding only new customers, offer your longtime customers a "loyalty" discount based on their longevity with your company. Customers will feel more appreciated and more loyal to your brand. They'll see this simple 'thank you' as evidence that your company truly does value them, not just the bottom line.
Develop communications relevant to your existing customers
The more personal you can make your communications and correspondence, the more likely your customers are to respond. When people buy from your company, remember what they bought and why. Initiate messages, such as emails, asking customers about how well their needs have been met and if they have any questions about using your products or services. Ask customers for reviews and feedback, and make your requests using the name of a salesperson the customer dealt with personally.
Keeping customers engaged is an important step in encouraging them to stay with your company. When you do this successfully, you can grow your customer base and your bottom line.