Simple Strategies for Retaining Loyal Customers

by Richard Avdoian

In today’s highly competitive world and with easy access to the internet, customers are frequently searching for the best deal, incentives and the latest trends in products and services. This means it has been and will continue to be a challenge for businesses to attract and, more important, retain loyal clients.

Positioning your company to be the hunted rather than the hunter is far less taxing and could save a great deal of financial and employee resources. Satisfied customers are more likely to boast about your company, serve as goodwill ambassadors, refer their friends and family, and continue to purchase products and services.

Proactive businesses gain big from focusing on the following strategies to attract and retain engaged customers.

1. Build a relationship. The key is to be consistent and transparent and treat customers with honesty, an appropriate level of humor and, most important, respect. Having everyone present a unified, branded professional style will establish a memorable experience customers will grow to appreciate and depend on.

2. Keep your word. If you are presented with a complaint or suggestion, follow through promptly. If you make a commitment to get back to a customer, do so in a timely manner to avoid the issue escalating. Keeping your word goes a long way in building trust and gaining loyalty.

3. Reward loyalty. Acknowledging your appreciation for customer loyalty goes a long way. Companies across the country honor and recognize employees for years of service. Why not adopt a similar appreciation for loyal long-term customers? It can be as simple as offering a gift, a new sample product or free shipping for a period of time. Instilling a sense of being a VIP customer can go a long way toward maintaining key customers.

4. Have integrity. Customers appreciate truthfulness.  Customers respect companies and employees that are candid about what they know and do not know, what they can and cannot offer. No falsified selling or unnecessary up-selling helps strengthen trust and confidence.

5. Remember that to err is human. Take ownership of your error, acknowledge it with the customer and quickly resolve the issue. Customers are more forgiving if they know you take ownership of an error, and they will speak well of your customer service to friends and family.

6. Keep learning. Positioning yourself and your employees as experts strengthens your brand. It is imperative that the company is viewed as progressive, on trend and a consistent source of information. The more the company gains knowledge, expands skills and explores, the more you can educate your customers and attract prospective customers.

7. Be thankful and humble. Have an established process to track customers, and if there has been an extensive lapse between orders or services, reach out and inquire about how you could have been more effective or what need you did not fulfill. Are you listening to what products and services customers are asking for that you do not offer? Routinely surveying your customers and asking for their feedback will not only help expand and build your business but also instill the notion they are valued and appreciated. Remember: It is not about the company; it is about the customer.

By taking the time to review and implement these simple strategies, your company will build a solid base of satisfied loyal customers, attract new customers and thrive as a productive, profitable business

Richard Avdoian is founder and CEO of the Midwest Business Institute Inc., a business consulting and training firm.  For information about training and seminars, contact Richard at 618-972-8588 or Richard@RichardAvdoian.com.