There is a common theme at Happy in 2012. A theme that is as relevant across all the different sectors we work in; and across b2b and b2c. The theme? Retention.
More and more of our clients are asking “ how do we retain our customers; and gain their loyalty?”
It’s widely recognised that it costs far more to acquire a new customer than to keep one you already have. And in a tough environment with shrinking markets, customer retention has grown in importance at board level. Companies are recognising the benefit of nurturing and protecting one of their strongest assets. So, how do you keep customers loyal?
Loyalty is no longer just about rewards points, discounts, miles – it’s about engagement. And the stronger the engagement the stronger the bond. The stronger the bond the more unbreakable that bond is. Deeper engagement is the way to achieve loyalty.
Here’s my four tips to increase customer retention and improve loyalty.
1. Be consistent across all touch points
Live your brand and its values at every touch point and at every stage of the process. Delivering a memorable experience and consistent service quality helps build that emotional connection. Creating that type of customer experience involves delivering quality customer service consistently across all touch points. So, have you considered all of your touch points? Remember your touch points are ALL the places you interact with your customers. Recently in my local supermarket I heard staff complaining about colleagues and how awful it is to work at that supermarket; discussing it openly in the aisles for customers to hear. Quite oblivious to the impact they were making on their customers. A touch point faux pas.
We are living in an hugely interconnected world, and it is vital that companies are delivering their brand promise at every touch point.
2 Get serious with your data
Good data has often been cited as one of the major obstacles Marketing Managers contend with. I’m not talking about mailing lists, I’m talking about the real-life data on which marketing decisions can be made. Analysing the facts and figures of customer transactions helps companies understand customer buying patterns. This data can be used to build loyalty programmes, create segments and produce more targeted messaging that your customers will engage with. Earning loyalty via deeper customer engagement and data gathered from loyalty programs can be used effectively to drive a quality experience at all stages of the customer lifecycle.
3. Customer Intelligence
We like to call it CID – Customer Intelligence Devotion. Companies who really understand their customers are the more successful ones. Understanding your customers can take many forms. Appreciating their likes, dislikes and preferences helps with segmentation and messaging for retention. Understanding preferences gives brands the deep level of customer intelligence needed to deliver the most relevant, highest quality customer experience and drive long-term loyalty. The voice of the customer should be at the heart of your marketing. Listening to your customers through focus groups, individual face to face or on the phone. How are you helping them? Why are they engaging with you? What do you do well? What should you do more of? What issues do they have in their industry? How are they interacting with your brand; what touch points work for them? The answers are with the customer.
4. Random acts of kindness
Use the element of surprise. Send an offer or promotion code to a loyal customer – they rarely expect it; share your extensive industry experience in a free how-to guide, remember important dates such as birthdays, anniversaries, send your customers a card, a text or email. Be personal. Delivering beyond expectations works.
Creating a deep emotional engagement with customers will have the largest impact on customer retention. This doesn’t just mean having jolly chats, it is using the data and information you have and using it gain a deeper understanding of the true relationships you have with your customers. From this point you can make rational and more considered judgements on your customers. Ally this to a clearer understanding of what you (your brand) stands for and you are in pole position. Then it is a case of showing that you care and meaning it. There is just no getting away from the truth… A happy customer is a loyal customer.
Karen Lambert is an experienced strategic marketer and Managing Director at Happy Creative, a full service marketing agency based in Blackpool, Lancashire. To learn more or contact us please go to www.happy-creative.co.uk
