Customer Retention: A Guide on How to Maintain It

by James P. Outreach & PR Executive

It is vital that companies who are providing a service go above and beyond to ensure their customers receive an exceptional experience and no future business is lost to rivals who are providing a better service. Regardless of the type of industry your business operates in, you must place emphasis on your customers in order to be successful.

With this said, here with Lookers, supplier of the VW Crafter, we look at the effective ways companies try to keep their customers and clients loyal.

Encourage Feedback

By asking for feedback from you customers it shows you are interested in what they have to say and value their opinion to help improve your service for their benefit. Whether this is a short survey online or on review sites such as TripAdvisor, you should always make sure to respond to your customers’ answers. This is extremely important to smaller businesses as 90% of consumers indicate that their decisions are influenced by online reviews, according to a BrightLocal Local Consumer Review Survey.

Whether customers are new or existing ones, by asking for their reviews and communicating with them personally in an appropriate manor, this is something they will appreciate. After all, communication is key.

Loyalty Rewards

The hotel industry in particular thrives on returning guests, since loyal and profitable customers are something all hotels try to accomplish. Putting it simply, it’s easier and cheaper to service an existing customer rather than finding a new one. Plus, returning customers are also known to spend more than first-time customers. One way to maintain customer retention is to reward loyalty.

Since weekend bookings are most popular for hotels, offering returning customers deals during off-peak times such as throughout the week is something they will appreciate, and your hotel will benefit from. By enticing them to make a booking that they feel is too good to miss, you will increase your sales at the same time as making your customer happy. It really is a win-win situation!

Other industries can follow this advice too. While we often see ‘new customer’ deals, it certainly benefits from offering your existing clientele rewards. This tried and tested program has been proven to boost growth and can boost your reputation. Loyalty programs are effective marketing tools that can go a long way to making your business a success.

Personalisation is Key

To help cement a positive customer interaction, providing a personal note is an effective way to do this. Have you ever noticed your waiter or waitress leave a simple thank you signature on your bill? Such a simple addition can make the customer feel appreciated and this is evident across all industries, whether it’s a hand-written note or an email on purchase.

By providing them with regular updates and information can also work in your favour too. Updating them about your product or company, while using their first name, you are showing customers you care about them and are looking out for their needs.

Another key selling point is remembering special events. Is it their birthday? If so, how can you make it special? Showing that you care about them by personally recognising key events in their own calendar can prove that you appreciate their custom. For larger companies this may just be an email, whereas smaller companies may go one further and drop them a card or a call – if you have a great relationship. Why not include a discount off too to once again tempt them into purchasing your product?

Establish a VIP service

Customers love the VIP treatment that is similar to the likes of a loyalty program. By offering a service that’s above and beyond the normal level of service, a customer can feel important. EasyJet, for example, offer their customers the chance of speedy boarding, while there’s also special VIP lounges at the airports to get away from the hustle and bustle that busy airports often are associated with.

For those operating in the hospitality industry, shuttle buses are another effective way to go above and beyond for your customers. By offering a shuttle service to and from key destinations, including the airport, you will be adding a personal touch and making your customer feel valued. Organising customer transport can reduce stress levels and allow them to have a better all-round experience.

For any business, building a loyal customer base is essential for its success. By following the steps listed above, you stand a great chance of acquiring a loyal customer base who will recommend your service and allow you to continue growing.