SMART SD Asks Are Your Ready For 2019
Published November 01, 2018
Is your first response Ready How? How about customer retention? Sales bring profits. Happy customers return and spend money. Can business success be that simple? Yes, it can!
Customers return to a business repeatedly for an array of reasons -- some of which may surprise you.
Best Option For Them
Customers may give repeat business because it is the easiest option for them. This is especially likely to be the case if the business is a vendor of a product or service that customers need at regular intervals -- such as office plant care, printer ink or computer maintenance -- or if the customer is enrolled in an auto-pay or auto-renew plan. Even if the customer is dissatisfied with a business, he may continue purchasing from it simply to avoid the hassle of finding a new, more satisfactory provider.
Loyalty Because of Past Experience
A sense of loyalty may inspire customers to return to a business again and again. Customers may be loyal to the business for idealistic reasons -- such as wanting to support a hometown business or a "green" and ethically minded business -- or for personal reasons, such as liking the business owners. If you can find out what makes some customers loyal to your business, especially if it is an idealism-related reason, you may be able to incorporate that reason into your marketing materials to inspire similar loyalty in others.
One reason most companies hope customers give repeat business is satisfaction with the product. Reasons customers may be satisfied with a product include the overall quality, superior design and specialty characteristics like being gluten-free or having a low carbon footprint. Capitalize on loyal customers by instituting reward programs that give bonuses for referrals or award free products after a certain number of purchases.
Customer Service Satisfaction
Satisfaction with the customer service a company offers may keep some customers coming back even if the price and quality of the products are not the best possible for that industry. Companies can gauge customers' level of satisfaction with their service through surveys and institute corrective measures if necessary.
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