When a successful marketing campaign attracts new customers, do you spend a lot of time celebrating the win? We all do—it’s just human nature. But one great campaign isn’t really the big win. The big win is in developing that relationship with your customers over the long haul, creating more repeat customers. That’s why follow-up is so important: you need to continuously syncing with your customer’s train of thought before they switch tracks and leave you standing at an empty station with bags full of what-happened-to-my-business.
Nailing that first sale is expensive. It costs at least 6 times more to onboard a new customer than it does to sell to repeat customers you already have.
Too many businesses let existing customers get off the train without so much as offering a courtesy cocktail that might convince them to extend their journey.
How do you know what your customers want?
Believe it or not, it’s likely you already have the majority of the tools you need to sync with your customer’s mind and react in a positive and meaningful way. The more you sync, the more repeat customers you'll gain. You just need to know HOW to keep that repeat customer feeling happy and good about their relationship with your business.
Ask. One of the most direct ways to reach your customers? Just ask! When a customer makes a purchase, send a follow-up email a few days later to ask how they liked your product or service. Ask how they think you might improve. Offer drawings or rewards to improve your response rates.
Respond. If your customer takes time to give you a detailed answer, be sure to respond. People feel best when they know their comments are heard. Even better: move the conversation from email to social media. To drive traffic to social, include an invitation in your email response, such as, “We loved your idea and we happen to be discussing that issue on Facebook. Come join us and post your ideas.” Allow your customers to share their ideas on social to encourage even more prospect and customer engagement.
Analyze. Carefully examine your customer interactions for patterns. Use a CRM to track your customer service activity. Are the same issues, complaints or compliments continuously cropping up? Analyzing your customer data is a great way to identify strengths and weaknesses—and your starting point for developing a plan to address the most urgent and/or frequent problems and issues.
Listen. Your customers are already all over social media expressing their likes and dislikes. You can use any one of half a dozen tools to monitor social media for keywords, your products and services, your brand or company name (include common misspellings), or even your slogan.
Research. Let’s not forget online reviews. While you can’t control what people post about your business or products on Yelp, Amazon or TripAdvisor, you can research these services to understand how your customers use your products and/or interact with your business—not to mention, it’s a great way to keep tabs on your competition. Ensure your info is up to date so your customers don’t feel misled by an outdated menu or price list. You can even contact customers who complain to see if you can do anything to fix the issue. Hey, they might even update a negative review if your company goes above and beyond to fix a problem. You might also retain that repeat customer, so it's win-win!
Your goal should be to enrich your customer relationships throughout all 5 stages of the Growth Cycle Marketing process, so syncing with your customer’s train of thought all along their journey is priority.
Download our free Growth Cycle Marketing white paper for more ideas to develop awesome, long-term repeat customer relationships and keep your sales keep chugging along at full steam.