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How to Earn (and Keep!) Loyal Customers

Adam Johnson, Ytel |  
A repeat customer costs around 90% less to keep than the cost of obtaining a new prospect. With these kinds of savings, doesn't it seem like good business to learn how to earn and keep loyal customers? Customer retention should absolutely be a part of your business plan; a focus of each department from sales, marketing, operations, even development... just to name a few. Here are some vetted tips that you can start using today.

A repeat customer costs around 90% less to keep than the cost of obtaining a new prospect. With these kinds of savings, doesn't it seem like good business to learn how to earn and keep loyal customers? Here are some vetted tips that you can start using today.

Consistent Engagement

Staying in contact with your current customers keeps them from experiencing buyer's remorse. It also keeps them from forgetting about you. No matter how solid your brand may be, you are facing increased amounts of competition in every new business cycle. The internet has lowered the bar for entry into virtually any industry. New companies are entering your space on a daily basis. The basic advantage that you have over these new companies is simple: Your conversation with your customers is already occuring. Make sure that it stays alive so that your customers have no need to look anywhere else for solutions.

Stay Updated

Those website updates are not just to impress new prospects. They are for your current customers as well. As much as you can try to keep your customers from looking elsewhere, the internet will fight your efforts here tooth and nail. As you probably know, you can buy ads that essentially stalk your customers as they visit different websites. You can bet that your competition is using this tactic! If your competitors have a better looking, more modern website and branding effort than you, your customers may very well switch.

Think of yourself as a consumer: Do you want to continue doing business with the company that  does not improve with time and technology, or will you switch your loyalty to a company that looks like it can provide solutions faster, better and cheaper, with more efficient technology?

Community Involvement

The millennials that you should be targeting prioritize social outreach in the companies they patronize. These new, very important buyers require that their companies give back to their communities. They are green in their approach, meaning they don't accept a great deal of waste in their products. They are also very aware of social problems around the world. In order to earn the trust and loyalty of this market, you should make your presence known as a philanthropist. Take advantage of new, green technologies wherever you can. Make it a point to connect your business to its local community, and showcase your efforts through social media.

Empowering Your Customers

You can actually engender loyalty in your customer base and lower your marketing costs at the same time. Word of mouth is worth more than any advertisement you can put together, and the best PR team you could ever hire is actually free. If you empower your current customers as agents of your business, they will not only remain loyal, but they will bring in new customers as well. Seek out your first responders and give them the ability to bring in new blood.

You can do this by letting them moderate your online message boards, giving them free products to spread throughout their social circles or giving them the opportunity to vote on new advertisements and product iterations. These are the people who do not want to leave your company – let them spread the word officially, and you will earn and keep more loyalty.

Here are a few more tips and tricks on improving customer loyalty along the way!

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About The Author

Adam Johnson, Ytel

Adam is our Director of Sales and he hustles every day to build relationships with our valuable customers to ensure they're getting the experience and technology their businesses need in order to scale and grow.


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