Can't keep customers?


It generally costs six times more to win a new customer than it does to get an existing customer to purchase again. Like all general "rules", this assumes certain things - such as the customer hasn't been so put off by their experience they never want to do business with you again.


Strategies to get them to return include:


Classifying customers. Tiers allow you to develop appropriate marketing for each group, rather than a blanket approach for all. A common example is:

  • "A" best & most desired - want to work with
  • "B" potential to become "A"
  • "C" not ideal
  • "D" ones you'd rather not work with again

Asking them to return. As simple as it sounds - if you've already delighted them.


Providing awesome service. Again this sounds simple - but it means consistently providing service that goes above and beyond the norm. If you have a team, that means ensuring everyone is committed to and trained for awesome service.


Nurturing customers. Think of this as a similar to a marriage. It requires effort and attention and communication - real rather than pre-packaged. The more customers you have the harder this is. Personally, I pay no attention to such messages from my power or phone company. They don't know me at all (except as a customer). You could develop an annual communication calendar, send regular mailings, establish a loyalty programme and make follow-up calls to ensure 100% satisfaction.


Using customer comments. After a purchase, this can ensure satisfaction and avoid post-purchase dissonance. You can also use random phone calls, satisfaction surveys, web-based feedback and customer advisory boards.


As with other challenges, the key is always to break the process into manageable steps systematically.


Contact us



Skype PhilANZ


Phone 04 920 0911


P.O. Box 30-545, Lower Hutt 5040

Click here to learn to improve the long-term profability of your business

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