“Every contact we have with a customer influences whether or not they’ll come back.
We have to be great every time or we’ll lose them.”
— Kevin Stirtz
Repeat business is the key to profitability. Now more than ever, you need to go above and beyond to keep customers happy.
As a first step, refresh your understanding of your customer base. It’s helpful to categorize them into segments. For example, there are those customers who will keep doing business with you; those who will be doing less business for various reasons; and those who will be doing more business.
Your communications to customers should be tailored to each segment: keep, less, more. For all customer segments, however, let them know you are meeting them what ever their current needs. They may be growing in response to the pandemic and need faster service to meet their customers’ needs. Or they may not be able to support your business right now, but they have in the past. Be good to these customers — they’ve been good to you in the past. Keep the relationship going until they’re ready to come back.
Also, remember to reach out to past customers — include anyone who has experienced you as a business, even if it was only once. They may have a renewed need for your services now. Remind them of what you offer.
Look for opportunities, as your delivery method evolves over time, to create a special feeling by doing a little bit extra for your customers. Small gestures remind them of who you are and that you care. Here are a couple examples from my own experience:
- I get a lot of UPS deliveries and my regular delivery person has gotten to know my dog, who always comes to the front door with me when I accept packages. We were really touched when the driver left a doggie treat at our door with a note attached to let us know he was leaving a gift.
- I use a cleaning service for my home. On occasion, they have brought a gift of fresh flowers when they provide their services. It’s such a pleasant surprise for me to find the flowers in the office, and inspires a sense of appreciation for their services.
These are known as critical non-essentials: tiny things that make a big impact. What the two examples I gave have in common is that the gestures demonstrated a caring attitude, which in turns reinforces the relationship.
If you would like a complimentary coaching session during this pandemic or you have any questions about this blog, please send me an email.