The profit and loss of every business is based on the number of customers it can attract and retain. For any business that provides a product or service to customers, the act of obtaining and retaining customers is always going to be among its top priorities. No company can survive without a solid customer base, and we are all aware of this fact. But what we fail to realise is that once the customer has made their first purchase, the activities to retain these customers often take a back seat. Smart businesses know that the first purchase is the beginning of long lasting relationships, and that key to establishing a sustainable business lies in retaining that customer.
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One of the easiest ways of keeping your customers happy is to keep your own workforce happy and satisfied. An organisation that values and appreciates the hard work of their employees experiences less customer complaints and higher customer satisfaction.
Noelle Nelson, author of Make More Money By Making Your Employees Happy, says, “Organizations that treat their employees with respect, give them the necessary tools to do their job and continually demonstrate that they are appreciated will see a workforce that will go the extra mile for the customers they serve. Unhappy, frustrated workers have little reason to put in the effort…Why should they? If employees don’t feel valued, work becomes drudgery and customers are seen as just part of the daily grind,” as stated by the website ngdata.com
Poor listening is the cause of 90 percent of failures. Most times, business people are not open to pivot from their vision that can be very discomforting for end consumers. One needs to understand that the needs of customers evolve from time to time, and making the required adjustment is the only way to keep customers coming back.
The marketers and product managers should be wary of the evolving needs of their customers and create strategies that can address their concern. There are various tools to measure customer satisfaction level that can help create effective strategies. Sticking to tradition methods of marketing is the worst one can do to sustainability factor. The best approach is to compile a data of customer feedback and suggestions, and take it rather seriously to be able to reach the ultimate business goal, which is making profit by achieving ultimate customer satisfaction. Help customers contribute in the game by involving them in the delivery of your service, implementing their ideas and suggestions, asking for feedback to improve their experience, creating forums for customer participation, and crafting chat rooms to encourage instant communication
Today, more and more customers connect with a brand through social media platforms. This is one of the quickest and most effective ways to measure customer satisfaction. Take advantage of these platforms. Listen to what the customers are saying on your Facebook and Twitter pages, and develop strategies accordingly. There are various ways you can use social media to leverage customer satisfaction. You can monitor brand mentions, use them as a customer support channels, and even hold live interactive sessions with customers.
Corey Barnett, Founder and Internet Marketing Consultant of Cleverly Engaged Marketing says, “Companies can begin by putting into practice, a process of asking for feedback, asking customers for candid reviews and basing important decisions on customer feedback. Communicating these insights back to customers gains trust and often involves social media and email marketing.”
What are the strategies that you implement to retain customers and improve their experience? Share your ideas and feedback in the comment section below.