Customer Retention: Grow Your Business and Sell More to Current Customers

July 21, 2021
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Most business representatives think that if they have a widespread business with good brand value, they will certainly have a high rate of customer retention. Yes, there is nothing wrong with that. Because good services and products help to retain customers to some extent. But how to retain customers? Here are the tips and tricks!

What is customer retention?

Customer retention is a set of operations a company undertakes to improve the number of repeat customers and the profitability of each existing customer. Customer retention techniques allow you to deliver and extract additional value from your current customer base. You should make sure that the clients you fought so hard to attract stay with you, have a positive experience with your products, and continue to benefit from them.

The acquisition builds a foundation of clients. Retention builds customer relationships and maximizes revenue for each one. But how much time and money should you put into your retention strategy? The answer to this question depends on your store.

woman looking in a grocery store

How to retain customers?

Here are some of the best customer retention tips for your organization to consider.

Make visually stimulating content

Content that is visually appealing is significantly more memorable. The brain has a lot easier time paying attention and remembering information when it is primed by appealing visuals.

If you visually stimulate users during their contact with your business, they’ll be more likely to recall you. This also makes aesthetically appealing content more shareable. The longer someone recalls it, the more likely they are to find it useful to a friend or family member. Also, make sure to use proper content outline by paying attention to headings, writing good subheadings, and delivering great content in general. 

Make an impression with the right typography

Today’s designers use typography to grab and hold the attention of their audience. Different font sizes, shapes, and placements can enhance your message. It helps you direct attention where you want it most.

typewriter

Create visuals with infographics

Would you rather read a huge PDF full with facts and long sentences, or a colorful infographic that displays information with simple icons and text? The option is self-evident. People will pause and consider what you have to say if you include a well-designed infographic in your blog post or webpage.

Include videos

Videos can be used to elicit emotion, demonstrate how a product or service works, or promote your business. It allows potential customers to remember your brand, making it more relatable. Keep it within 2 minutes, optimize it for mobile, and pose a question or tease the topic in the description.

Make a gifographic

In addition to integrating video, you may use animation to improve a static infographic. Because gifographics are still a new trend, your material will stand out. While some marketers are concerned that gifographics may be tough to create. It is well worth the effort to present your data in a more engaging and dynamic manner.

Use comics or memes

If you want to inject some comedy into your marketing plan, generating a comic or meme is one of the most effective methods to do so. If done correctly, memes can provide exceptional social engagement. If comic style isn’t part of your brand’s image, comic-style fonts and formats will make it easier to explain complicated items or topics.

man jumping

Make a quiz or a checklist

Your duty as a marketer is to turn leads into sales. Use a visual quiz or checklist to help potential customers figure out what they already have, what services they need, and how your products can help them move forward.

You may also collect email addresses and generate custom ad targeting using interactive visuals.

Try screenshots

Use screenshots to display client testimonials, provide step-by-step tutorials, or show off a new feature in your product. Screenshots provide clear context, making your point easier to understand.

Include flowcharts

A flowchart can help to clarify concepts. Breaking down a concept can give your readers a better understanding of the broader picture. Don’t be scared by the prospect of creating your own flowchart.

Track and analyze churn rates

You can’t mend what you don’t comprehend. Companies should carefully measure and analyze the number of customers leaving, as well as the reasons for leaving. To better understand and lower your churn rate and enhance retention, use churn analysis tools to record and evaluate qualitative and quantitative feedback. Also, don’t forget to implement a talent management process that helps identify cost-saving opportunities and controls excessive spending in the long term.

man using a laptop

Create a customer feedback loop

If you don’t know how your customers feel about your business, it will be difficult to enhance it. To begin keeping consumers, you’ll need a system for collecting customer feedback and sharing it with the rest of your company. This is where a feedback loop with customers comes into play.

It offers a system for gathering, analyzing, and disseminating client feedback and surveys. Customer feedback can be gathered in a variety of methods. Surveys are the most typical method, but you can also encourage customers to engage in user testing and focus groups. Using a few of these strategies on a regular basis should provide adequate and meaningful client feedback for your employees. After you’ve acquired them, examine your survey results for trends in consumer behavior and other areas that can help you improve the user experience. Then, pass this knowledge along to the teams that will most benefit from it.

Product reviews, for example, should be given to engineers and development teams so that defects in your product’s design can be remedied. Your company may effectively address criticism and improve the customer experience by using this system to gather and distribute customer reviews. If you want to get more creative, you can craft and edit your videos, create more visuals, and imagery.

two men talking

Maintain a calendar of communication with customers

Even if your consumers aren’t reaching out with comments, your team should communicate with them on a regular basis. If your customers haven’t interacted with your brand in a long time, you should reach out and re-establish contact. Consider using a communication calendar to keep track of customer interactions and identify upsell and cross-sell opportunities.

A communication calendar is a graph that records customer communication. It tells you when a customer last contacted you and notifies you when existing clients haven’t interacted with your brand in a long time. This simplifies the deployment of promotional offers and proactive customer support tools that eliminate bottlenecks before clients even know they exist. If a customer’s subscription is about to expire, you can send them an email reminding them that they need to renew their account.

Send out a business newsletter

A corporate newsletter is a simple and inexpensive approach to retain customers. You may send updates or offers to all of your clients at once with email automation. You may even schedule the email to be sent via an RSS feed, so you don’t have to manually change the content or remember to press “send.” Even though they’re simple, newsletters can serve as a constant reminder of your business to customers.

Do you know when is the best time to post on Instagram? If so, post the latest information about your new or upcoming product.

man reading

Try a customer education campaign

A long-term investment in your client base is demonstrated by a customer education program. Your company should provide a number of customer self-service tools, such as a knowledge base and a community forum, as part of this program. Customers then utilize these capabilities to look for solutions to service issues before contacting your support personnel. This program may cover more than just your products and services.

Earn the trust of your customers

When it comes to establishing trust between your business and your customers, two things are true:

  • If people buy from you, don’t assume they trust you;
  • Building trust takes time.

When it comes to making a purchase, 81 percent of customers prove that trust is a key component in their decision. Building trust isn’t a one-size-fits-all strategy that can be implemented quickly. Trust is defined as “a deep belief in someone or something’s reliability, truth, capacity, or strength.” As your employees make up part of your business image, make sure they also work towards gaining the trust of your customers. Make sure to craft an effective and unique employee onboarding program to train your hires. 

Because consistency in offering value to customers is a significant aspect in creating trust, your organization should be constant in giving value to customers.

Following through on your brand promise and doing what you say you’ll do over time will influence whether or not your customers regard your company as trustworthy.

holding hands

Provide unique services

Offering a product or service that is superior to your competitors in the eyes of your clients is a difficult task, but the payoff is well worth the effort in the end. You’re on the right route to keeping clients if you’ve built a niche for your business that addresses a crucial client pain issue.

People will buy what they believe is valuable to them. A powerful motivation for a customer to commit to your brand is removing a bottleneck, removing a kink in a workflow, or automating a process in a way that no other company can.

Implement a customer retention program

A customer retention program is a collection of several strategies. For almost every business case, there is a program. A customer retention campaign is an endeavor aimed at increasing client loyalty. Customer retention programs can be initiated by the company, such as establishing a customer onboarding process, or by the customer, such as installing and utilizing a mobile app to make purchases.

Ideas for client retention programs

You can launch numerous different types of customer retention programs for your company. If you’re not sure which is best for your business, here’s a list of client retention strategies to try to keep your current clients pleased.

Program for onboarding

Onboarding is a customer success function that explains how to utilize your product or service to new clients. Customers are educated by a corporate representative who tailors the instruction to customers’ specific needs. Customers not only save time but also have a better understanding of how the product might assist them in achieving their objectives.

Because it prevents churn with new clients, onboarding is an excellent customer retention strategy. If users don’t grasp how to utilize your product when they first use it, they may become frustrated. Customers are on a tight schedule and can’t afford to waste time learning how to use your product. Just like you would follow an employee onboarding process for better results, the same works when it comes to your customer success. Onboarding ensures that clients understand how to use your products or services so that they can meet their deadlines.

plane boarding

Loyalty program for customers

While it’s critical to focus on users who are in danger of churn, you shouldn’t overlook your long-term clients. After all, how will these clients react if they see you putting so much effort into users who aren’t yet fans of your brand?

Customers should be rewarded for their continuous loyalty through a customer loyalty program. They should get additional rewards the more they shop and interact with your company. Customers are happier as a result of this since they are getting more out of the experience than just your product or service. And, because your top percentile of consumers spends far more than the rest of your customer base, you’ll want to make sure that they’re satisfied.

Advisory board for customers

Your most devoted consumers are also your most valuable. Not only because of the money spent but also because of the information they provide. They explain why they adore your brand and offer tips for how you may improve and enhance your business.

Creating a panel of these customers might assist you in fine-tuning your company’s products and services. You can also enhance consumer advocacy. Do this by encouraging participants to publish their reviews publicly. When it comes to attracting and engaging new leads, customer testimonials are an efficient way to develop rapport.

three people

Program of corporate social responsibility

Your business is more than just a service or a product. Customers scrutinize everything your company purchases, sells, and advertises to its target market.  The ingenuity will be seen if they notice any contradiction between your brand’s messaging and behavior. There are many ways to communicate and engage with your customers. They include email marketing, Facebook mobile ads, PPC marketing, and more. 

Instead, it’s critical to engage with your customers beyond product and service. Consider their principles and develop a Corporate Social Responsibility (CSR) program with a moral aim in mind. Participating in your customers’ communities and personal goals is a wonderful approach to show that you care about your customers’ needs.

Group of beta testing

Customer beta testing groups, like the feedback loop, serve a dual purpose: they give your company particular, actionable observations from the customer’s point of view, and they keep customers invested in the new feature you’re beta testing.

Because of bandwidth constraints, not every customer is requested to provide input on a new product, beta testers are usually an exclusive group. Customers are usually enticed to commit to the process for a few weeks or months by the exclusivity alone. Incentives like swag and gift cards can sweeten the deal.

three women with laptops

Conclusion

Your current customer base is your store’s most valuable asset. Customers are familiar with your brand and products, and they value your service.

Focus your time and efforts on improving the experience for this group rather than always looking for new consumers. This can be a strong approach to boosting your sales. However, when freshly starting an online business, your main goal would be to acquire new customers. 

Companies may assist customers to get more value from a product by keeping them, encouraging them to offer feedback in order to influence possible new customers and starting to establish a community of like-minded customers or users with whom they can interact. Different customer retention initiatives should ideally work together. By that, they produce a customer experience that cultivates loyalty, positive sentiment, and encourages customers to keep purchasing.

About the author

Georgi is an SEO expert who is passionate about automation and neuromarketing. He obtains the best for his clients with the use of Off-site SEO custom scripts.

Georgi Mamajanyan