6 ways to keep customers loyal

By Citizens Staff

The economic environment this year may generate fierce competition for each and every customer. Fight to keep your buyers loyal by listening to their needs and keeping them happy so they'll be less inclined to leave you for the competition.

In fact, your customers may be more vulnerable to poaching than you think: Buyers in a recent Havas Media survey say they wouldn't care if 77% of existing brands simply disappeared.

Use these six tips to strengthen your customer relationships in 2021.

1. Try a subscription model

If you sell a product that needs to be replenished on a regular basis, consider offering a subscription program. The convenience of this relationship can be a boon for nurturing satisfaction and can generate more consistent, predictable revenue for your company. For example, a skincare company can send subscribers a new bottle of their favorite moisturizer every eight weeks; an online printing company can send packages of thank-you cards on a set timeline; or a fancy food store can deliver artisanal pizza every Friday night to its cheese-loving customer base.

2. Reward your customers

A loyalty program that provides savings and perks in exchange for continued business can demonstrate your appreciation and encourage people to buy again. For example, customers could receive preferential treatment such as early notification of new inventory, and large purchases could be rewarded with free gifts. Programs like these can have a significant impact on the bottom line: Seventy-nine percent of customers in the Bond Loyalty Report say a loyalty program makes them more likely to continue doing business with a company.

3. Join forces to increase your appeal

Expand your offerings by partnering with other companies that sell complementary goods and services. When you expand what your company offers, it can keep people coming back and boost sales. Watch closely what your customers are buying to identify partnerships that can solve problems for them and expand the way you serve them. For example, a hair salon could host a “pop-up” massage studio by partnering with a local massage company; a marketing firm could partner with a research firm; or a design firm could partner with an agency to offer social media marketing.

4. Enhance the buying experience

Make sure it’s easy for people to find what they want on your website, and then make a purchase or place an order. Prospective buyers should also be able to easily connect with you via text, email, or phone to ask questions and learn more about your offerings. Answer common questions and feature important company information — hours, delivery timing, location, how to reach someone, and more — via FAQs on your website and on your company voicemail. Also, offer as many payment options as possible so that customers can buy with ease. Provide safe and convenient options like contactless debit or credit cards, mobile solutions like Google Pay® and Apple Pay®, or peer-to-peer (P2P) services such as PayPal®, Venmo™, or Zelle™. The easier it is for people to pay, the more likely they are to buy from you — 57% of consumers in the PayPal How We Shop report say the availability of digital payment options influences where they choose to shop.

5. Create a system for resolving customer issues

To keep people loyal and happy, establish a protocol for addressing dissatisfaction. Any of your staff that interacts with customers should understand how to treat them, and what steps to take to ensure their problem is addressed. Coach client-facing staff first and foremost on how to listen to and empathize with customers' frustrations. If a situation can't be solved by the employee, create an escalation process to get a manager involved. If a problem can't be resolved in a way that satisfies the customer, make sure you have a process to explain what happened, and offer an alternative or apology. A good way to train employees is to share both typical and more-challenging situations, and to provide scenarios for how to respond.

6. Track customer satisfaction

At different points in the sales process — such as when a sale closes or at a project midpoint — make sure you take the time to gather feedback from users or buyers. The responses can show you where you’re doing well and how you can improve. Some companies send short surveys via email or conduct phone calls to gather this information. The right approach depends on the size of each project and the nature of your customer relationships.

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