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Retaining Existing Customers Add to toolbox


The way to retain your customers is to make them loyal, which means they will always think of your business first when wanting to buy a product/service such as the one you offer.

You want to do this as a small business because:

  • These customers will always come back to buy again (they are your consistent revenue)
  • They help to spread positive recommendations about your business
  • Keeping customers is around 10% of the cost of acquiring a new one

Keeping hold of your customers is a different to acquiring new ones. Here are a few techniques you can use:

  • Ensure when your returning customers contact you have all their relevant purchase history and details by hand, as it can be a very frustrating experience for customers to contact a company in case of an issue or to make a return purchase and have to provide the same information again.
  • Find out about your customers buying habits so that you can target them at the most effective time, when they are about to make a purchase again.
  • Ask customers for feedback, which can help you tailor different products/services you may want to offer them.
  • Ensure you or the team you create are fully trained/skilled in dealing customer complaints and queries. 71% of consumers have ended their relationship with a company due to poor customer service.
  • Try to make your customers’ lives easier for example by making your product/service even easier for them to reach, for example offering your service/product online if it was not available there before.
  • Always keep your promises, or under promise and over deliver, this will please them and make them appreciate your business more
  • Provide useful information your customers may need, for example if you’re selling cameras you may want to put together a guide on how to take high quality professional images and offer it on your website
  • Try to personalise your product/service – “Remember that a man’s name is to him the sweetest and most important sound in the English language”. – Dale Carnegie
  • Provide added value, through discounts or Loyalty cards
  • Provide rewards to most valued customers
  • Refer a friend for vouchers/money etc schemes
  • Create similar or complementary products/services to encourage customers to buy more from you, especially if your product/service is seasonal