Are you up for a surprise? In a customer satisfaction study of 10 major industries, nearly three-quarters (72%) of respondents indicated that they were delighted with the products or services they purchased, yet 88% said that they were willing to switch providers for any reason!
How can this be? If customers are happy with the products they buy, how can they switch so easily? Because so many companies offer products and pricing similar to one another’s. That’s why maintaining customer loyalty takes more than the basics. You have to make people feel valued, not just by offering them great stuff, but by how you treat them. Give them a great customer experience.
According to Price Waterhouse Coopers, 73% of consumers consider customer experience important in purchasing decisions. This means that all things being equal, they will go where they feel most valued and appreciated.
That’s why a consistent, high-quality drip of customer communications is so important. It makes customers feel noticed and valued, not just when you want them to purchase something.
• Set up a series of “nurturing” mailers throughout the year. Make it a continuous client contact program that demonstrates that you are sincerely grateful for their business at regular, pre-planned intervals.
• Use the data you’ve collected to grow your relationship with these customers. Offer valuable tips, newsletters, and case studies that remind clients of your commitment to service, value, quality, innovation, and loyalty.
• If you are going to cross-sell or upsell, make those suggestions valuable and relevant to your customers based on the information you have collected, such as their past purchases or subscriptions that are expiring.
• Ask for their feedback. People love when you ask their opinions. Now act on what you learn. Communicate through tangible actions that you not only care about what they have to say but are willing to act on it, too.
Direct mail isn’t just for customer acquisition marketing anymore. It is a critical part of effective customer retention.
