There are certain times of year when businesses can look forward to great sales and plenty of customers coming through the doors. But after the Christmas rush and the January sales, quieter times in the shopping calendar are edging closer. It is in these quiet periods that you rely on your loyal customers, the people that come back regardless of your super discounts and one-off offers. Simply put, the more loyal customers you have the better off you will be.
This might seem fairly obvious, but too many companies spend their money chasing new customers without recognising the ones they have. Whilst there is no denying that its important to attract new customers it’s actually easier to sell to existing ones. So much so, research shows that “the success rate of selling to an existing customer is 60-70%, while the success rate of selling to a new customer is only 5-20%”. But how can you keep your customers, what do they want?
Your customer service shows people how much you care about them, and if they feel valued and appreciated, they will return. In fact; “76% of consumers believe a company’s customer service is a reflection of how much they value customers” . But what makes great customer service? Listening to your customers and doing your best to help them is the simple answer. When talking to them in person or over the phone, remain calm and polite whilst helping them get what they want. Nowadays, people also expect fast, friendly responses on social media, so make sure you have someone keeping an eye out online.
Giving feedback is becoming increasingly popular, in fact research shows that “80% of 18 – 34 year olds have written online reviews”. As such, it’s important that you give your customers a platform to have their say on what they thought was good and bad. Although you might not want to hear it; it’s good to get all feedback, even if its negative. No company is ever perfect, and these comments give you the chance to improve. Besides, it’s much better that you receive any negative feedback through the safety of a private platform than your social media page.
If your website isn’t to the standard that people have come to know and expect they will simply click onto your competitor’s site instead. Upwork claims that; “if a page doesn’t load on mobile within three seconds or less, customers are likely to leave. If a site isn’t easy to use, then they are five times more likely to leave”. The internet has grown at an impressive rate over the last few years, as has people’s expectations and usage of it; you need to make sure you’re up to date. Don’t just think that getting them onto your site is the job finished. Once someone has chosen from your great products and added them to their shopping basket, they will still leave your site without ordering if they can’t find the answers they want. A Salesforce study reveals that; “nearly half of online shoppers will abandon their carts if they can’t find a quick answer to their question”. This is easily avoided with a simple FAQ page and working links within your site.
Mistakes happen, no matter how great your business is. The important thing is that, contrary to common practice, you don’t hide away from it. Own up to your mistake and let them know your sorry, people respect honesty and are often willing to forgive…. especially if you add some compensation onto their apology. Studies show that “more than half of customers who complained about customer service continued to do business with the company after being offered some kind of compensation”.
Don’t make compensation the only time you give gifts to your customers, the small expense has a big effect. If you’re not convinced, believe the facts; “Six customers out of ten cite surprise rewards as a reason they stay loyal to a brand”. A small reward shows the customer that as a company you recognise and appreciate their business and are therefore more likely to use you again in the future and recommend you to a friend. It can be hard to think of a gift that would keep everyone happy, that’s when Gift Cards come into play. Gift Cards are the reward that please everybody because the receiver can choose what they get.
To find out more about which Gift Card might be right for you visit www.svmglobal.com, email firstname.lastname@example.org or call or expert team on 01709 303 101.
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