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How to Successfully
Retain and Grow Your Customers
by: Michael Fleischner
Okay, so your marketing has paid off - you have new
customers. The key to growing your business is to
effectively communicate and leverage these new customers
into advocates for your products and services and
purchasers of additional services.
This can be done in a variety of ways. However, some
basics steps must be followed to ensure retention. Here
are a few tips you can use to develop long-term
relationships with newly acquired customers.
1. Proactively shape impressions about your business.
Whether you're sending a welcome message, making the
first contact via phone, or sending a letter, be sure to
position you company for the long-term. Often times,
individuals buy products without knowing a whole lot
about the company their buying from.
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4. Provide consistency among all touch
points. Once you've acquired a new customer, you must make
sure that you provide a consistent user experience. For
example, if the prospect contacts your technical support rep
the first day after they've purchased a product and receive
an answer to their question, then call the following day
only to receive a different answer, they're going to lose
faith in your company's ability to provide consistent and
You can benefit greatly by developing procedures that can be
documented and delivered consistently - meeting customer
expectations. This builds trust in your business and can
minimize defections. If the consumer knows they can count on
you to give them what they need/want, they'll be willing to
forgo a better price or promise of a better deal elsewhere.
5. Share customer testimonials on future marketing pieces.
Many marketers believe that testimonials are only for
prospects. The truth is that testimonials can help retain
customers, especially new ones, when they are exposed to
positive experiences of individuals just like them. In
addition to sharing testimonials, it is always a best
practice to ask newly acquired customers (within 30 days of
purchase) for their feedback/testimonials.
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The benefit of reaching out to your customers is that if a
problem exists, you can react to it and if they have
something positive to say about your product or business, it
can be used to reinforce your brand. (Note: be sure to get
permission to publish a customer’s testimonial).
These techniques are very effective for maximizing lifetime
customer value. By shaping the image of your company,
providing a consistent experience, and sharing testimonials
for similar customers, you can develop a positive, lasting
impression with your marketplace.
Most importantly, keep it simple. Don't overwhelm your new
customers with tons of email, or direct mail. Develop a well
thought-out communication plan that has a definite purpose.
And most importantly, remember to thank your customers for
choosing your company, product or service.
ABOUT THE AUTHOR:
Michael Fleischner is a marketing expert with more
than 12 years marketing experience. He has appeared on The TODAY Show,
Bloomberg Radio, and other major media. For more free marketing articles
like this one, visit
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