Whether you own a service or product-based business, it’s imperative that you look after your clients. Research shows that it’s much easier (and therefore much more cost effective) to generate an additional sale from an existing customer than it is to gain a brand new one.
But business owners can become too focused on their new business pipeline and external marketing and forget about looking after their best asset – their existing customers.
So if you’re focused on growing your business, take a look at your customer service system and processes before investing too much in your external marketing.
Sure, businesses these days have to provide high-quality products and services. It’s a given. But customers are most likely to remember the experience around the sale of said product or service, rather than just the transaction itself. Every little detail can enhance this experience, which only increases the odds that this customer will engage with you again.
While delivering a solid experience and a quality-driven transaction is imperative, exceptional customer service after the sale is icing on the cake. Frankly, it’s one of the simplest ways to build loyalty and garner trust in your brand.
And it’s so easy to provide this exceptional service. All you have to do is create and implement a structure in your business that everyone can easily follow, such as the strategy employed by Nextpond customers who use the workforce management software.
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How to engage your clients after the sale
It sounds obvious, we know, but so many businesses neglect the good old follow up. It doesn’t take much – just a phone call, an email or a visit, depending on what works best for your business. Following up after a sale shows your customer that you’re invested beyond the transaction, that you care about their experience, their thoughts, and their opinion of your product or service. If your business is serviced based, ask them what they loved about their experience and what you could do better. Listen to your customer! A two-minute follow-up call can go a long way towards building trust in your brand and encouraging return clients.
Recognise and personalise
The easiest way you can make your customer feel valued is to recognise and personalise their experience, especially when they return for a future transaction. This personalisation and recognition as a valued customer will inject tremendous loyalty into your business. Be sure to refer to them by name and acknowledge their purchase. Suggest a new product or service that might better suit their needs, follow up with an alternative for next time, show your clients that you think about them. Speaking of loyalty, part of this process could be initiating a loyalty program tailored to your industry and client base with offers that help your clients feel appreciated.
Commit to refunds, repairs and warranties
If your business is product based, it’s imperative that you have a strong commitment to customer service post sale, especially in the area of refunds, repairs and warranties. Streamline the process to make it as easy as possible for your customer. Offer refunds if they’re not satisfied. Follow up on all complaints and ensure that your commitment to quality is echoed in all you do. Keep them updated if there is an issue. Communication and transparency are key.
Keep them engaged
Make sure your marketing plan covers off your existing customers, not just your new customers. Add them to your e-newsletter database, invite them to your Facebook page, add them to your event guest list. Tell them about specials or offers that may interest them.
Surprise and delight
If you want to keep a customer loyal, add a splash of ‘surprise and delight’ to your customer service strategy. Be spontaneous and unexpected. Send them a thank you card out of the blue. Invite them to lunch. Deliver tickets to your customer’s favourite band as a gesture of appreciation. Drop around a bottle of wine. But make sure it’s unexpected … That’s part of the fun!