Customer Retention
Customer relationships lead to customer retention
Customer Retention is one the most important, and most perplexing, issues that businesses face. There are three basic rules to customer retention:
1. Put the customer first. View their experience through the customer’s eyes. Every touchpoint: the advertisement, the store visit and follow up messaging, should be reviewed (and modified if needed) in order to give customers what they need to have great experiences.
2. Develop a relationship with them. Developing long lasting relationships with customers is like hosting an enjoyable party. Guests are greeted warmly by name, personal connections are made, and most people leave happy. Although it is impossible to deliver flawlessly every time,
a consistent and authentic experience are what customers want the most.
3. Follow up in personalized and meaningful ways. It is critical to collect and verify accurate customer information on each and every visit. This enables the development of a relationship by customizing communication to a specific person. Accurate collection at the store level
(name, address, email, vehicle information and proper OCS input) will yield a more personal relationship with customers.
Immediately post-visit, thank you emails accompanied by experience surveys provide an opportunity to turn around an unfavorable experience. A consistent email campaign with useful information helps maintain top of mind awareness. Reminder Mail helps customers stay current on their maintenance. And Lapsed Mail will help re-engage customers that are severely past due for a visit.
Maintaining a customer-centric focus and personalizing communication will directly manifest itself in having guests return to the party more often. That’s something everyone will enjoy.
