As a business owner or marketer, you are aware that acquiring new customers is way more expensive than retaining one.
Therefore, you are always looking for ways to build long lasting relationships with customers that are already fans of your business.
By building a relationship with them, you are turning your regular customers into loyal customers. This is also known as customer retention.
These loyal customers can be the prime drivers of your business revenue – if you handle them correctly.
So how do you go about building a long lasting relationship with your customers?
Here are some ways you can make it happen:
1. Get to know your customers
You cannot build a relationship with someone if you don’t know them.
First things first, get their details like phone numbers and emails so you have a database of your customers. Add in details like age, occupation, and gender if possible.
These details will help you understand your demographics better.
Once you have their details, you can now keep in touch with them and send them regular updates on your products and services.
You can also follow up with customers after each visit to get feedback about their experience.
2.Share your story instead of pushing the product
You may have heard the adage, “Don’t sell a product, sell a story.”
Customers care about values and the story behind your business. Brands like Nike and Under Armour use this principle very well.
Just have a look at Nike’s Instagram page. You will hardly see any photos of their products. What you see is people from all walks of life sharing their story.
Nike spells fitness, premium, and inclusiveness. That is what’s driving the sales.
Similarly, when you’re wearing Under Armour, you feel like you’re in the same group as Dwayne ‘The Rock’ Johnson – a walking icon of discipline, talent, and hardwork.
Ked’s take pride in being the pioneer for womens’ sneakers. Their tagline is ‘Putting ladies first – since 1916’. They also have Taylor Swift wearing it and turning the shoes into a feminist symbol.
So what about you? What story does your brand tell?
3. Be proactive
Customers, like every other human being in this world, love surprises. They love it when someone goes the extra mile for them.
Nobody has ever complained when a seller throws in free gifts and vouchers. Nobody ever got upset because the product they ordered online arrived within 24 hours.
It is very unlikely that customers will block you for sending them birthday promotions.
Always do more than expected. Don’t charge them for things that can be free.
4.Don’t be afraid to get personal
One of the best ways to build a relationship with your customers is to address them by name.
This does not apply to physical stores. Even if you operate online, you can address your customers by first name in your chat, email campaigns, and text messages.
Always treat customers like how you would treat a friend.
Be kind to them, show them that you care, solve their problems – and always be there from them when they need you!
5. Make use of loyalty programs
Want a shortcut to do all of the above? Get your customers to sign up for a loyalty program.
A comprehensive CRM/CXM platform like Eber does not only help you build a solid database of your customers, it can also help you send out automated and personalised marketing messages. This includes updates about your business and birthday rewards.
Sending out personalised messages can help foster a long term relationship with your customers – who otherwise might have forgotten all about you after their first visit.
