Research shows that “…retaining existing customers is more profitable than acquiring new customers due primarily to savings on acquisition costs, the higher volume of service consumption, and customer referrals”. And it is not only more expensive to gain clients, but much more difficult. In spite of that, many businesses focus on getting new customers and ignore the need to keep existing customers happy.
This makes no sense since with relatively little effort you can keep your customers active and loyal. The following discusses four areas that are important elements in increasing customer satisfaction.
Offer a value proposition
Whatever you are selling your customers, and whatever the price point, let it be a “value proposition”. Customers know what kind of deal they are getting. If you want them to keep coming back, or to recommend you, give them value for money.
Live up to your promises
Nobody likes to feel snookered. Make sure you deliver everything that you have promised in your sales pitch.
Do not disappear after the sale
Do not take the money and run! Customers feel a great deal more confidence when there is the possibility of contact even after they have handed over their money. See the customer as a relationship rather than a one off transaction.
Transparent and trustworthy
Your customers should feel that they know who you are. This is especially true for E-commerce businesses. In the “good old days” your customers could walk into your store and look you in the eye. If you are internet business it is up to you to recreate that feeling in your clients. Let them know who you are. People feel better about a website that offers real contact and address information .
A good user experience
This is so easy…and so neglected. Have a website that works, answer the telephone, train your staff to be friendly and helpful. No matter if everything else is in place, if it is disagreeable to do business with your company…people won’t.
My grandfather who was a very successful merchant liked to say “A customer is a gift from God.” Treat them that way and they will keep coming back, talk about you positively and refer their friends.