Customer Retention Guide

During tough economic periods, budgets need to work harder, staff need to work more efficiently and businesses need to do their best to retain their customer base.

These are the top ten customer retention tips as recommended by Displaysense.

1) Feedback – encourage customer feedback by using an easily accessible ballot box in the entrance way or at the checkout of your store. Your customers are more experienced than any member of staff at the purchasing process of your store, so listen to their comments and make the changes that will encourage customers to return.

2) Staff training – A customer will usually change supplier after having a bad experience with a member of staff at a company. Staff should always represent the companies brand image where common courtesy can go a long way. Mystery shoppers are also great at highlighting any issues you have and this doesn’t have to break the bank.

3) Supply information – a well informed customer is a happy customer. Never forget to keep the customer in the loop at all stages during the purchasing process. If they have purchased an item online for example, don’t forget to send an email stating when the item was shipped. Whether they are purchasing a display cabinet or a pack of biscuits, this will instill increased consumer confidence that will last for some time.

4) Encourage repeat orders – If you’ve obtained a customers contact details in a transaction, don’t forget their email address. This will allow you to send personalised targeted emails with discounts on related products they may have purchased from you. The more you provide them with relevant offers, the more likely the customer will buy; sales is a two way conversation – you need to listen before you can provide the right response.

5) Create partnerships – Use your knowledge about your customers to offer services or products that you don’t normally provide by working with a relevant partner to increase customer spend. For example, if you sell bikes, work with an insurance company that can provide bike insurance and post a mailer or email offers from you or introduce them to the partner company. Both companies will reap the benefits from the partnership and help you develop and extend your relationship with the customer.

6) Be memorable – Aim to provide a product or service that really makes you stand out from the crowd. Review your competitors. Are they offering Free Delivery? New guarantees or a wrapping service? Even a courtesy call after a delivery to ensure the product has arrived ok can all help differentiate your business.

7) Deal with complaints – Word of mouth can be a powerful tool, positively and negatively. So ensure you handle any complaints that you receive quickly and efficiently. Even offer an apology in the form of a discount for a future purchase, to clearly state you want the customer to use you again and provide a better experience.

8) Capture that contact – Many traditional retailers don’t normally have the opportunity to encourage repeat business because they don’t have the customers contact details. However, simple techniques such as running an in store competition for a shopping spree or holiday, for example, would persuade customers to part with this valuable piece of information into a competition entry box.

9) Take away – Customers can fly in and fly out of shops, both on and offline and as retailers, you just want them to make a little commitment. Ensure you invest in fliers and leaflet holders that stand out and promote, such as, a new range or up and coming sale. Remember to include your contact details such as email, twitter etc, so the customer can continue to follow you online as well as off.

10) Be happy – Whether face to face or over the phone, a positive demeanor can leave an impression on a customer that can impact on their feelings toward your brand. It doesn’t cost a penny, but it does need to be worked on so it comes across as genuine and ensures that its consistent across your business. This alone, against all the other ideas, can make the difference when it comes to retaining customers.