Every company wants a community of loyal customers. Repeat customers spend about 67% more compared to first-time customers. And acquiring new customers doesn’t come cheap. The average customer acquisition cost, according to Google’s paid search campaigns in 2018, is $49.86.
As such, many companies invest in taking care of their existing customers. If you want to go in this direction and create customers for life, here are a few effective strategies.
Build Trust
Customers have an abundance of options, especially after the explosive growth of e-commerce. It only takes them a few clicks to find your competitor and discover what makes them better than you.
Companies must build trust at every level of customer interaction. To encourage a customer to make a repeat purchase, businesses must constantly prove their worth. It’s not a one-time task; it’s a continuous effort. Follow these steps to build trust continually among existing customers.
-
Deliver excellent communication
Did a previous customer send an inquiry about your new product? Or did they ask if an item is available? Respond right away. Timely and efficient communication is part of an excellent customer experience, and it’s even more crucial when you’re dealing with old customers. This makes them feel valued and encourages them to stay with your brand.
-
Showcase your quality standards
It’s safe to say that you’ve earned a customer’s faith when they purchased the first time. However, nurture that trust by demonstrating proof of your quality. Mention your ISO 9001 Certification on your social media pages, or display new awards on your website. Make every past client a part of your milestones.
-
Communicate your advocacies
With everything else equal, customers prefer companies that have advocacies and give back to the community. For instance, many shoppers support businesses with green practices. So if your brand supports a cause, integrate it into your marketing strategies.
-
Turn employees into brand ambassadors
Your employees are your biggest brand advocates. If existing customers see that your employees love working for your business, they’ll be encouraged to stay with you. Here are a few ways to turn employees into brand ambassadors:
- Reward your brand ambassador’s efforts
- Share clear guidelines about brand advocacies
- Give your workers the tools to share content about your company
Improve the Customer Experience
Provide a consistent brand experience to your repeat customers. If they had a good experience the first time, make sure that the next purchase is just as seamless — or even better. Keep these in mind:
-
Personalize the Experience
Use the customer data you’ve collected to personalize emails and survey questions. You may also provide recommendations based on past purchases.
-
Invest in Tech
A lot of companies leverage AI and chatbots to improve the customer experience.
-
Take Feedback
Use customer feedback and suggestions to spot the weak areas of the customer experience.
-
Determine the Right Communication Channel
Omni-channel marketing is a popular strategy among businesses, but brands should also emphasize specific channels that their customers always use. If your customers spend a lot of time on social media, it should get much of your budget.
Handle Customer Frustrations Carefully
All hope is not lost when you have a disgruntled customer. There’s still a way to appease a frustrated shopper and make them come back for another purchase.
-
Resolve the Issue
This is your priority. Offer solutions immediately. If you can’t resolve it right away, communicate it to the customer to set their expectation.
-
Offer Apologies
A good brand takes responsibility for its actions and apologizes for the inconvenience that the customer experiences.
-
Use Positive Language
Be aware of your language and avoid statements that direct blame at the customer. Don’t use phrases that may be seen as aggressive. Instead, use uplifting responses that instill confidence in the customer.
Learn Their Expectations and Ask for Feedback
To meet your customers’ expectations, you have to know what they are. Gather as much information as you can about your customers, like their motivation, objectives, and pain points. These will give you a holistic picture of their needs and, by extension, what they expect from your business.
Incorporate these customer expectations into your business strategies, especially in initiatives related to customer experience.
You also need to capture real-time feedback to find out if you delivered an excellent customer experience. You may use live chat tools to have real-time conversations about the recent purchase. Or send a follow-up email to get their feedback on the buying experience.
In sum, ensure that your customers are having a good time with your brand. Not only will they come back for a purchase, but they will also spread the word about your brand and help your business grow.
