subject: Repeat Customers Are Happy Customers [print this page] Repeat Customers Are Happy Customers Repeat Customers Are Happy Customers
A recent survey from a Piper Jaffray analyst reported that purchasers of iPad were previous owners of Apple products, which are either a Mac or an iPhone. Customers are more likely to repeat purchases if they are deemed satisfied with your product offerings.
Let's face it a loyal clientele is a treasure trove. Companies understand their value to growth so they are finding fresh and innovative ways to retain them. Repeat sales are a good indicator of loyalty.
Any small and medium business owner will agree that it is hard (and quite expensive) to acquire new customers than to keep them. Thousands of dollars are spent on marketing and advertising campaigns to look for quality leads and (hopefully) convert them. Getting repeat customers from an already satisfied base means we are serving them well.
There are a couple of strategies that you can apply to tap repeat business from customers. There could be more but here are a few favorites
Offer best value. You need to introduce amazing deals not available anywhere else. There is a higher chance for customers to continue buying if they think they will get a better deal than what they have previously ordered.
Come to them through product affinity. Studies show there is a higher chance of selling once again to the same customers if we approach them with reference to their previously purchased product. This will refresh their memory (especially if the purchase did not have any problem) and that creates instant relationship. Best of all, you can keep them from listening to your customer call center agent longer.
Better product offers. We should provide updated and interesting information about our products. If your business has a web site, the products should be presentable and exciting. Customers will rely on the content found on our web site or if on print, a product catalog.
Roll out customer delight programs. Valued-added services, discounts and perks enhance a customer's experience. But we must spend time knowing what our customers want, how they behave, what they like so we can better address their needs and preferences. Do you know their real profile? Loyalty programs may be nice but they will not be effective if there is no grasp of their profile, no compelling offers, and no proactive customer service.
Improve customer service. Your well-thought customer loyalty campaign will be nothing if not backed up by a good customer service. Objections are difficult to handle sometimes but we must have ability to resolve them immediately. Treat our customers well even if they are mad. Ship orders on time as agreed. We under promise and over deliver. So many to enumerate but we are there to give customers great experiences.
Give yourself an A+ if customers have come and stayed with you. Loyalty programs may help boost your retention strategy but it will not be sufficient to achieve our major goals. It should be backed by a product you know they will buy again, and an outstanding inbound call center that does exactly what is expected.
