Too often I see commercials for my local telephone provider offering discounts if I sign up to use them over their competitor. What’s frustrating is when I sign up for that great deal, eventually it expires, and my rates start going up. Why do we not offer promos to existing clients, not because we are afraid of losing them, but to show them that we value their business? 

Great customer service has always been important. There is no doubt that you are more likely to visit a store with warm and friendly staff, and sometimes you may even be willing to pay a little bit more for that experience. 

But what happens when your business becomes a given? You are a regular, and you start to feel that the staff is not as outgoing as they once were because they know you’re coming back. 

How does a company ensure that every interaction, whether with a prospect or a long term client, remains as fresh as the first time? What can you do to make a difference? 

Take care of the regular customers you have, offer them promos for staying on-board, perhaps an anniversary discount, or even just to say thank you for their continued patronage. 

Never forget that your clients have options, and although it may be easier to stay with you, they may be willing to deal with the inconvenience of transition to feel appreciated.

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While doing research for a client in order to boost their client retention, I have really learned a few things. I thought it would make for a great blog post to help others as well as remind myself.

So we have all used customer relationship management software, whether in the sales process or in the win-back of lapsed clients, it is a fantastic tool to keep all pertinent data in one location. At the click of a mouse, you have the clients information in front of you which gives the customer that personal touch that we all love.

We have also seen customer loyalty programs in business. This may be a retail store offering a free item with the purchase of 3 other items. Or every 4th visit you get a free cup of coffee. While that is nice, it is not the real reason we are patronizing the store. If we didn’t like the product, giving it for free would not really be beneficial to us, would it?

Customer loyalty cannot be bought, it must be earned!

I have loyalty cards from the 8 major grocery chains in my area hanging from my keychain. Does it pay? To build loyalty, you must earn it. But how?

  • Customer communication – be sure to keep in communication with your client base. Send them small thank you’s, birthday cards and company newsletters.
  • Make sure you focus on the customer over your company, keep the focus on the customer’s needs and not your needs (customer centric)
  • Establish good ethics – be a company that the customer can really trust

Customer loyalty and retention is about relationships. If you build a solid foundation, your customer will not only remain but they may just refer new business to you.MA cropped2

Hopefully you have a plan for disasters within your personal life, as much as we can really plan for these things. This would include placing important documents in your fire proof safe, having all important account information in a place you can access if you can’t get to your home, and a plan of escape for your children or pets, but have you made a plan for your business? Did you really think it through beyond having an offsite backup of your data?

I ask this because one of my clients actually encountered this dilemma this morning and is now re-thinking their entire plan.  During the very early morning hours there was a wide spread power outage in their area. The entire building was without power and phones were down. They were confident that they had backed up all data and were not going to lose valuable information because they had a plan in place.  The one thing that they didn’t consider was the fact that all employee information was stored in an online account, that they could only access through their company intranet…which was down.

Take the time to protect your business from all disasters, whether major or minor. Have a plan in place for business continuity, and possibly a back up to your back up. Good continuity plans will ensure very few business interruptions and allow business to resume as quickly as possible.