Customer Retention: Making Sure They Feel Heard

customersCustomer retention relies heavily on customer experience, which is why it’s so important for business owners to really hone in on what will make their customers have a positive experience when interacting with their business.

Regardless of the size of your business, you can all take steps to ensure our number one asset – our customers – are happy. Here are a few key tips to help you improve that experience for your customers:

Feeling Heard
One of the most important ways to keep your customers is to keep in touch with them on a regular basis, whether that is through daily/weekly/bi-weekly calls, meetings, or emails, you need to make an effort to touch base with your clients.  These are not sales calls, but rather opportunities to hear more about recent triumphs or challenges they are having in their business.  The more you know about their business, the better able you are to serve them. When you listen, a customer feels heard.

Good As Your Word
A common complaint of customers is that business staff do not follow through on promises they make. When you tell a customer that you will email them a document by noon, for example, and they have not heard from you by the next day, they might feel that they are not a priority. Every customer wants to feel as if they are the only ones you take care of, so when you say that you will meet a deadline or deliver a report and not do so, nor call to explain why, they are left in the dark and this is when they are telling others about the poor service they are receiving from your business.

Thanking Them Differently
When a customer has purchased your product or service, particularly an expensive one, be sure to thank them in appreciation, ultimately for their choosing to work with you and not your competition. A phone call or handwritten card with the express purpose of saying thanks will be appreciated, but think of taking it to another level through a congratulatory lunch or a basket of sweets delivered to their home or business. You will be remembered, talked about favourably to your customer’s contacts, and will likely receive repeat business.

Access and Availability
If the main contact number to your company goes straight to voicemail or is automated, this could result in an unfavourable experience for your customer.  You want to always make sure they feel that their business is important. You might want to consider:

  • Forwarding the main line to one of your customer service reps or an executive assistant
  • Make sure your automated system provides a directory with your employees’ names and extensions
  • Create a company-wide policy on returning voicemails in a timely manner e.g. calls are to be returned within 24 hours

With so much business happening online today, it is important to set out clear expectations for your customers in terms of how to reach you and when. You might want to consider:

  • Making sure your website clearly states your hours of operation
  • Adding a simple contact form on your site with a specified time that a company rep will respond, or adding an online chat for immediate answers to any customer questions
  • Adding a cell number to your email signature for any immediate calls
  • Creating an email policy for your staff to ensure emails are returned to customers in a timely manner e.g. within 30 minutes

The key to customer retention is to strengthen your relationships at every contact point and to be mindful of not alienating them along the way.

 

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