Earning new leads is great, and it’s definitely an essential part of running a successful business. The real challenge is to maintain the customers you already have, and doing this requires them to be loyal to your business. The importance of customer loyalty cannot be overstated. Acquiring a new customer can cost five times more than retaining an existing customer. Plus, increasing customer retention by 5% can increase your profits by a whopping 25-95%.
In a world where consumers are constantly being bombarded with advertisements, your loyal customers are counting on you to be their peace of mind. The key is to focus on communicating with them rather than simply selling to them, and here are three reasons why:
Consistent communication makes customers feel special and valuable
As the old saying goes, “There is a big difference between a satisfied customer and a loyal customer. Never settle for satisfied.” Nobody wants to feel like they are just the victim of your latest sales pitch. Keeping in touch with your loyal customers and growing your relationship will make them feel bigger than just a number. The way you and your team communicate with your customers could make or break their decision to return. If you want to go above and beyond your customers’ expectations, focus on boosting your customer service efforts.
According to Harvard Business Review, one brand that does an excellent job making customers feel respected is REI. The recreational equipment brand ranked at the top of the list in this area from a survey of 20,000 customers. This follows an announcement from the brand that they were closing all of their stores on Black Friday to encourage employees and consumers to spend the day outdoors with their loved ones. This move shows that the brand cares about their staff and their customers in addition to their bottom line. Other brands would do well to follow suit and make sure this level of customer care is reflected in all of their communications.
Positive interactions lead to stronger word-of-mouth marketing
Strong communication and positive interactions with your business creates somewhat of a domino effect into other areas of your business. This is especially true for word-of-mouth marketing. When you invest in outstanding customer experiences, you will likely find that your customers begin to market your brand for you. On the flip side, a negative interaction with your business is likely to spread even further. A dissatisfied customer is likely to tell between 9-15 people about their experience, while a happy customer is likely to tell only 4-6 people. That is why it is so important to have as many positive communications throughout as many channels as possible.
If you are feeling overwhelmed with all of the platforms your customers use to interact with your business, Scorpion can help. We have the tools you need to streamline your business communications. Our communication suite allows you to funnel all of your communications into one portal. Whether your customers prefer to text, email, or message, Scorpion Communications will help ensure that not a single message goes unnoticed. We understand how important it is to build loyal customer relationships. Utilize our technology to streamline your communication and maximize loyalty.
Customers will feel comfortable sharing feedback that improves your business
Of course, not every customer will be 100% satisfied 100% of the time. However, if you have already built a strong rapport with them, they will be much more likely to share their experience with you and allow you to remedy the situation. This is a much better alternative to letting your customers leave dissatisfied and ready to share their experience with all of their friends. Not every review can be a positive one, but even a negative one can benefit your business if you have strong communication. Customer feedback is much more than just damage control. When you respect and value your customers, you will be able to use their feedback as a powerful resource.
Communication and customer loyalty: the bottom line
In some areas of business, taking the easy route is not such a bad thing. While it’s always great to land a new customer, the truth is that repeat customers are simply more likely to make purchases. The stats have shown this to be true time and time again. Your business only has a 13% chance of making a sale to a potential customer, while you have a 60-70% chance with an existing customer. Not only are existing customers more likely to purchase your product or service in the first place, but they are also more likely to make bigger purchases. This is likely due to the fact that they already trust you to deliver, so be sure to value their trust every step of the way.
Scorpion will help you build trust and loyalty with your customers. Find out how our communication technology and our team of experts can help.