It takes less effort to keep old customers happy than to get a new customer interested. This is something you’ve heard before. Now’s the time to review your marketing to see how it contributes to customer satisfaction levels.
Did you know that the main reason your customers jump ship and shop elsewhere is not because of your price or the functionality of your product? Usually it is because they just want great customer service and a product that is fit for the job.
Customer needs change. What worked yesterday, does not necessarily work today. And your competitors will be knocking on their door, attempting to offer something better – something that will get them smiling. Be Prepared.
When did you last look at your current customer base and think you’ve done the best possible job servicing them? Do you keep in touch with them in order to keep them as customers? Is your product or service standing up to the job? Now’s the time to start asking them.
Review your customer base against these key areas and see where you could do better:
- Did you deliver exactly what you said you would deliver or did you ship short?
- Did your product or service ship on time?
- Do your customers know about the other products and services that you offer?
- Does your aftersales care work for your customers or only for your company?
Selling to existing customers can bring you up to 70% of sales in a new campaign, whereas targeting a campaign to gain new customers will bring you around 5% at best. That means your budget will work harder for you with your existing customers, because they already know and trust your company. It makes sense to focus on keeping them.
- Review your customer list against the four points above and see where you have opportunities to capitalise on.
- Review how you gather feedback from your customers. Make sure you are asking for feedback at the right times.
- Review how you capitalise of positive feedback. Are you securing positive Google+ reviews? Facebook reviews? Case studies?
- Determine if your processes enable you to gather this information and take action on it.
Make a commitment to keeping customers satisfied, backed by processes and systems that enable you to achieve this more easily. Not only will you keep customers happy, you may also uncover insight that leads to inspiration and your next big product or service. You can read more about customer insight on this page.