All relationships require work, and customers are no exception. It is easy to overlook your loyal customers or assume they are fine. But, if you don’t invest in those relationships, one day you’ll look up, and they’ll be gone, and you won’t even know what happened. Your loyal customers have been with you for a long time, but it’s important to let them know they matter, and you appreciate them. As you work on growing your business, don’t forget to show gratitude to your loyal customers.
Poor communication can make or break any relationship. Don’t assume that because your customer continues to order from you on a regular basis, the relationship is in a good place. There may be something causing a pain point, and they haven’t said anything. If there is no communication, the issue will continue to escalate until they are ready to walk away.
Show gratitude by carving out time to talk to your clients. By consistently reaching out, you are keeping the lines of communication open. Not only can you catch issues early on and resolve them, but you can also learn how your customers’ needs are changing and can offer better solutions for them. Remember, people cannot read your thoughts, so tell them you are thankful for their business. A handwritten note or an email can go a long way.
While it is tempting to throw the majority of your marketing budget at winning new customers, don’t forget to invest in your current customers. Reward their loyalty by sending them exclusive offers, sneak peek information, or customer-only benefits. Keep track of important milestones and celebrate those with your customer. Don’t lose sight of the fact that out of all of their options they chose you. If a customer doesn’t feel appreciated, they will walk away, so let them know you value them and are grateful for their business.
Continue to Learn
Even though your loyal customers have been with you for awhile, do not presume you know them. Your customers will evolve. They will get older. Their season of life will change as well as what they need and desire. If you continue to market to who they were when they first became a customer, they will outgrow you.
Analyzing who your loyal customers are, where they come from, and what matters to them should be a regular part of your marketing strategy. This information will help you grow and evolve with your customers. You can customize your marketing for their stage of life, introduce them to other services, or create new product offerings to fill in the gaps. This shows that you are paying attention to what they need and want to offer solutions that work best for them.
Show your customers you care by asking for their feedback. They have invested in your business and tried out what you offer. Their feedback is invaluable as it’s a first-hand experience with your brand. Take their answers and study them. What can you learn? How can you improve? What should you do differently? What should you start or stop doing?
If their feedback makes sense, implement it. Letting customers know you heard them and want to give them a better product or experience goes a long way in building customer loyalty. When they give of their time to help you improve, be sure to thank them and send them a little gift or a special offer for their trouble.
The greatest marketing tool you have is loyal customers. A customer referral will carry far more weight than any marketing campaign ever could. If a customer recommends you to someone else, take time to thank them. Write a note, send an email, give them a special reward coupon or a gift. By acknowledging their loyalty and referral, you are letting them know you appreciate them and strengthening your relationship with this customer.
Loyal customers are incredibly valuable, but if they feel unappreciated, they will walk away. These people are your core business, so invest in them and look for ways to build your relationship with them. Get to know them and ask yourself how can I serve them better?
If you want to know more about your customers, ask us about our MicroModeling® customer profile report.