It’s a proven axiom in business that retaining existing customers is cheaper, less effort, and more profitable than finding new ones. So this month we’re going to explore some effective strategies that you can use to build solid long-term customer relationships, secure repeat business, and boost referrals.
Customer retention is baked into our Formula For Success
Retention takes its place next to Branding, Communication, Advertising, and Planning as one of the five essential elements in our Formula For Success, taking over once the others have combined to deliver customers to your business.
There are many ways that we can help you retain customers and build their long-term loyalty. A well-designed, customised retention strategy can also add a lot of value from your customers’ point of view and dramatically increase their preference for shopping with you or using your services.
It’s important to emphasise that because every business is different, it’s important that your loyalty programme is customised. It must be relevant to your services and your customers.
For everyone from cafes and grocery stores to panel beaters and law firms, we’ve developed many extremely successful programmes using highly effective tactics ranging from the simple to the sophisticated. No matter what your business is, we can help find the right way to increase loyalty and generate repeat business and referrals.
Your customised retention programme might include any or all of these elements:
- Thank you cards
- Goodie bags
- Custom wine labels
- Loyalty promotions
- Loyalty cards, including electronic swipe cards
- Structured ongoing loyalty programmes, including points programmes
“At the end of the day we want you to do everything you can to make sure your customer feels valued and is satisfied.” – Phillippa. Owner and founder Pinnacle&Co.
Talk to us about developing a custom retention programme for your business.
How to create effective brand ambassadors
The actions of your staff can have a tremendous impact on customer retention and referrals. Every person who works for you is a living embodiment of your brand and must uphold its values whenever they’re at work – including in company vehicles and whenever they’re wearing branded uniforms. Fortunately, creating a good impression can be as easy as following a few good practices:
- Everyone dressed in quality, well-branded uniforms
- Keep the worksite clean and tidy
- No cellphones out during worktime
- No bad language
- No excessively loud music
- Safe, considerate driving
- Saying please and thank you
- No smoking or vaping in view of the public
- Encourage a happy, supportive culture among your team – ‘teamwork makes the dreamwork!’
Because your current customer is potentially your next enthusiastic brand advocate, it’s worth doing everything you can to reassure them that they’ve made a great decision by shopping with you or using your services.
If you feel that your staff could benefit from more intensive customer service training, we’re happy to refer you to a specialist in this area.
Treat every customer like a GUEST
Every person who walks through your door has the potential to contribute to your business’s success. But remember – what you offer also benefits them. Customers don’t come in to help your business; they come in to help themselves. It’s essential to keep that perspective in mind. Sales isn’t about pushing what you have/want to sell – it’s about providing something your customers genuinely need.
Exceptional customer service is the foundation of successful sales. It not only drives immediate purchases but also builds long-term loyalty and referrals.
A simple way to ensure your team delivers excellent service every time is by using the GUEST system. It’s all about being present, being aware, and paying attention to how you welcome and engage with every person who walks in.
G = Greet
Show you care and speak to every customer within 20 seconds of them entering your workplace. Use eye contact, smile and say hi even if you’re busy with another customer. People are generally much happier to wait if they’ve been shown the simple courtesy of a friendly greeting.
U = Understand
Ask what they need and understand why, because the more you understand the more you can help satisfy their needs.
E = Explain
Show and tell which of your products will satisfy their needs. And make sure to remember they don’t know everything about your business. You want them to know why they have made a great decision in choosing you.
S = Suggest
Recommend what they should buy (and sell it to them + add-ons). It’s not always about budget, so don’t assume either way.
T = Thank
Let them know you’re glad they took the time to come in to see you – they need to know you appreciate them.
A treasure trove of information to help you succeed
The ‘Top Tips’ section on our website has a wealth of information that is really a whole lot more than just tips – they are actually essential elements of our Formula For Success. Each article is a deep dive into a topic that can make a genuine difference to your business. Subjects range from advice on branding to how to take advantage of the AI revolution to get a competitive edge. Our Top Tips are part of our philosophy of doing all we can to help local businesses thrive.
Another key way we do that is through our membership of Business Canterbury and the Regional Business Partner Programme.
Regional Business Partner Programme Courses
We can upskill you or your team with courses that might be eligible for 50/50 co-funding through the RBP. We offer intensive courses in Social Media marketing and Strategic Branding. To get access to these courses, first you need to register with Regional Business Partners and get paired with one of their professional local business advisors.
Use of images in AI-generated photo compositions
With the large number of AI image generation tools out there now it can be tempting to grab images or videos that you like and put them all together to create something new. This is called Derivative Image Creation.
However, even though you have made a new image that didn’t exist before, Derivative Image Creation can still be a breach of copyright unless you have the right to use all the images in your AI composition. If the images are your own then it’s OK, otherwise you must have written permission to use them. If not you’ll be in breach and risk a fine. And it’s very easy for image libraries to find out who is using their images without permission or payment, and they are pursuing breaches aggressively.
If you have any questions about image use and creation please ask us.