Understanding how to retain customers is a strategic and necessary issue for any company – regardless of the segment it operates.
Appreciate who consumes your brand, who is with you and worry about your success. That’s what successful businesses do.
And that’s what your business needs to do nonstop.
However, to be able to fulfill this task in the best possible way, it is necessary to know your consumer very well.
It is impossible to be successful in the mission of how to retain customers without having a good relationship with them.
More than that. Technology is a vital ally right now. And you need to know how to use it.
In this article, we will explain how to build customer loyalty through its use. How and what actions can companies do to always have people satisfied with the brand.
You’ll find that the benefits are enormous and that it’s worth the effort to ensure you always have the best experience possible.
How to retain customers and what is the role of technology?
It must be kept in mind, almost like a mantra. The focus will always be on making the customer’s experience with your company the best possible.
In addition to what was sold, respond. What more can you deliver to generate customer value?
How does your business stand out from the competition? Just for the product? But what about customer service?
Loyalty is not just about offering discounts. Make this clear.
Within the idea of how to retain customers, we have some tips. There are some actions (some big, some bigger) to optimize internal processes.
By doing this, the way you work will be more fluid.
People will feel more comfortable and secure. They will have time to deliver more value to those who consume the company.
See 7 actions that we separated:
1 – Invest in customer success
Nothing could be more wrong to think that the relationship ends after the sale.
A good relationship with the customer takes place through a structured area of customer success.
People cannot feel that they have been “abandoned” by the company. That only their money mattered.
Just imagine you. You pay something and then no longer get any relevant contact.
The customer success there to captivate you. To show how important and special it is to have him within the organization.
But, understand: the success area is different from support. This sector is proactive, it meets the client. Shows best practices and cares about your experience.
To best organize this activity, set up a funnel within the system you use.
Put the necessary steps for the contact. Use automatic actions to trigger emails requesting conversation times as well as materials that will help the customer.
Thus, it will be possible to serve as many people as possible. And always offering what they need to make better use of what they’ve just acquired.
2 – Focus on support and reduce the SLA
Good problem management involves customer loyalty. Knowing how to resolve outstanding issues between the provider (you) of the service or product and the person who purchased it.
SLA is the guarantee of business credibility. And the response time and resolution of these questions must always be as short as possible.
The support area is very important. Even more when something is not going well and dissatisfaction manifests itself in people.
Therefore, organization is needed. Law Suit. A complete description of what needs to be done, how it will be done, and who is responsible.
Within that, tools help very well to keep in contact with the customer. You can talk to them on various online chat platforms, for example.
Register the order in software and also designate the person responsible for it. For this, it is necessary to have clear metrics and periodic evaluations.
Also, if the problems are minor, have content already produced so that it can be sent immediately. Which will, of course, that the problem is soon resolved.
3 – Keep a gradual relationship
It is not because the success sector has, in theory, made sure the customer is satisfied with your company, that you no longer need to keep in touch with them.
The relationship must happen continuously.
A good way to do this is to send out a weekly, targeted newsletter.
See in the contents you produced or found relevant (text, eBook, video, surveys, etc), which ones are interesting for your customers and send them.
This is crucial for insurance companies, for example.
The company certainly wants the insurance to be renewed annually, right?
And then, within this reality, will you only contact your customer at the end of the year? Only in order to sell?
Nurture this relationship all the time. Show him he matters – not just his money.
Take advantage of marketing automation tools. Send emails on the days and times you want.
4 – Map out possible churn
The success in how to retain customers goes a lot through loss prevention. For those who sell MRR, especially in B2B sales, it’s about mapping out possible churning.
Within a good Online CRM, set up a churn-focused funnel.
Define steps to:
- get in touch;
- propose solutions (can be discount, training, etc);
- Follow up (to find out whether the action taken or not had an effect).
For some reason the customer is not satisfied. Therefore, it is your obligation to identify this as understanding the whys.
As a result, you prevent people with the same profile from leaving the company.
It is, of course, necessary to be able to measure this. For software sellers, knowing how long a user has not logged in is an important metric.
A yellow signal needs to be turned on and contact with this person must take place as soon as possible.
5 – Produce valuable content
The company always needs to reinforce the image – which it already has – of authority in the area.
You have to make the customer think 2, 3, 60 times before considering buying the same solution that the competitor sells.
You achieve this by producing valuable content.
For example, with frequent webinars. Bring partners and customers and show the market that the company understands the best practices in the area.
Talk about the market, trends, processes, anyway. Anything that makes sense for the ecosystem. And best of all: it’s free!
6 – Conduct surveys to measure satisfaction
It is important to always think of ways on how to calculate customer satisfaction.
Within this, satisfaction surveys are aimed at long-term loyalty.
Of course, in cases of extreme customer dissatisfaction, it is necessary to act quickly.
However, moments like this serve to see where the prey has been failing. In which areas the work and service fall short of what customers need.
Then apply the Devlops method to address the issues regarding features that do not satisfy users.
One way to get these answers is through the NPS method. It “asks” consumers whether they have indicated the brand to other people or not.
This way, you will not only know how loyal your customer is. For example, it serves to understand how CAC and LTV can be positively impacted.
In this eBook here, we have a complete guide on how to apply this research to your business.
7 – Encourage the upsell
How can you deliver more customer value while increasing your average ticket?
Offering and encouraging upselling, of course. And relying on some mental triggers for that.
Do this through content, cases, social proof, among others.
Another example. Show the highest plan of the service you offer. Then, expose a case that talks about the gain that the person who bought it had.
Use numbers and impact. And show it attractively, through infographics, to those customers who have the most basic plan.
Better yet: offer a special, exclusive discount on the annual fee.
So you not only succeed in how to retain customers. You will secure a sale for larger amounts.
How to retain customers? Beat the anxiety and surprise them!
There are many ways to retain customers. But none of them will work without companies being proactive.
It is always necessary to surprise them.
Think about what, in addition to what was purchased, can be delivered in a way that will delight you.
Enchanted customers are loyal to brands. They are willing to spend more money and refer it to more people.
Organization of processes, discipline and technology. These are 3 vital pillars to even overcome the anxiety of those on the front lines of the company and of the customer.
The organization will not leave any loose ends. No moment of contact with people goes uncharted.
Discipline will remind you to complete all the steps in the time and form they need to occur. This will bring more calm to the work routine.
And technology ensures that you deliver to more people and more attractively all the content you need.
With this, you will always ensure loyal customers. And goals and objectives will always be easier to achieve.
So, how can we help you?
Enjoy and read two contents that will help you to have people always satisfied with your business.
The first talks about how the use of CRM helps the mission of how to retain customers.
The second addresses the 5S methodology. It serves to eliminate distractions and optimize the work routine.