By David Tomas, on 25 August 2021
Attracting customers and then building long-term relationships is one of the best ways to maintain your company's success for many, many years. To achieve this, customer service is absolutely essential.
As Sam Walton, the founder of Walmart, said, "The goal of a company is to have customer service that is not only the best, but legendary."
According to a study from IDC that polled 24,000 consumers in 12 countries, 18% said that they would continue to purchase their products from a company they had a positive customer service experience with, even if the products in question were not the cheapest option.
Therefore, building customer loyalty is an important part of any marketing plan and crucial to having a sustainable stream of income! That said, let's look at 7 strategies to attract customers and keeping them.
How to Attract Customers and Keep Them
There are a variety of strategies and tactics that you can use to attract customers and retain them over time. We have compiled this list of 7 to help you get started today.
1. Great Customer Service
One of the main complaints about customer service is that it can be robotic and unnatural, even when a customer is interacting with a representative as opposed to a chatbot or other automated service. This is because companies are often set on training their employees to memorize greetings, sales pitches, and apologies, while customers want genuine answers. In fact, according to the study mentioned above, 83% of consumers believe that talking to a person will always be important in customer service. In addition, the more complex the problem is, the greater the need for a customer service representative.
When you talk to your customers, try to make the communication as natural as possible. Be sure to use their names, use humor if appropriate, and always be polite. Showing empathy will help you greatly when it comes to connecting with your clients. Don't miss any opportunities. All interactions allow you to attract and retain customers.
So, in order to attract customers, your objective must be to maintain fluid, responsive communication. Really listen to your customers because quality communication will be something that sets you apart from the competition.
2. Know Your Customers
As the ancient Greeks said: "know yourself." In the case of companies, it's important to really know your clients. The process of attracting customers has a lot to do with sales. You need to know the name of the person you’re talking to, what they are looking for, what their pain points are, and even their hobbies.
How can you get all this information? The key is to continue the conversation after the transaction. For example, if your company is a B2B business, you can search for client's profile on LinkedIn or just one their website. Once you have this information, you can start thinking of ways that you can provide value.
In today's business environment, the easiest way to differentiate yourself from the competition is through customer experience, not simply the products or services you offer. Giving the client an increasingly personalized experience will make them remember you.
3. Use Complaints to Your Advantage
Improving customer acquisition requires a change in attitude. Instead of thinking about complaints and negative comments as a nuisance, use them as an opportunity to know what your customers really think. It's better for a customer to complain openly than than it is for them to stop purchasing from you without any explanation.
Negative reviews help you improve your services, give you the opportunity to redeem yourself, and help you avoid possible online reputation crises. You just have to learn how to handle them correctly.
The next time someone makes a compliant, take it as an opportunity to solve their problem. Listen and get the information you need to solve the problem. It also helps to apologize sincerely, thank the customer for sharing their concerns and promise only what you can deliver. If everything goes well, you will have managed to keep a customer forever.
4. Keep in Touch
According to IDC, 67% of consumers and 91% of companies believe that online and mobile services should be faster and more intuitive. To maintain achieve this, it is necessary to have regular contact with the customer.
Creating an ongoing relationship allows you to monitor how people feel about your brand and to address potential problems before they surface. Here are some tips to help you get off to a good start.
- After relevant interactions, follow up by phone, email or even social media.
- From time to time, send friendly messages to your customers to remind them that you are still available to them or have special offers.
- Create valuable content, such as articles or videos, and circulate them through your newsletter.
- Send a monthly email or newsletter with your company's news, such as product launches, events, and interesting content.
5. Gain Customer Trust
If you get your customers to trust you, they will be much more satisfied and much more likely to be loyal in the long run. Achieving this is a matter of integrity and common sense.
- Be honest and always keep your word. If you promise something to the customer, you better deliver!
- Show your good intentions. Many times trust is broken because the customer feels that the company wants to take advantage of him instead of acting on the basis of mutual benefit.
- Be flexible. As they say, that the customer is always right. Even if they aren't, sometimes it's better to give in and see what you can do to work with them.
6. Use Inbound Marketing
Outbound marketing is based on going to where the consumers are and interrupting their daily life to showcase your products and services. This is exemplified by classic TV ads, banners ads, or spam.
Inbound marketing turns this marketing paradigm upside down, The idea is to get customers to come to you. One of the most common ways to achieve this is by creating valuable content that solves the problems of your potential customers. Through blog articles, videos, ebooks, reports and other content, you can attract users to leave their contact details and become leads. This in turn can be the beginning of a beautiful friendship.
7. Create a Loyalty Program
In order to keep customers in the long term, it's important to offer them something to demonstrate how much you value them, and one way to do this is through loyalty programs. These programs are a way to reward the customers who have stood by your brand and may even spread the word about your products or services to their network of friends, family and acquaintances.
There are many different types of loyalty programs, so see what would make the most sense for your business and also appeal to your customers. Remember that regular customers spend more than the rest of your customers, so make sure they are happy with the products and customer service that they receive.