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t’s always exciting to win over Know the stages of customer loyalty. Understanding the
a new first-time customer. stage each customer is in makes it easier to target your
IIn fact, most marketing communication and engagement activities toward moving
budgets are focused mainly on them along to the next stage.
that very goal. Unfortunately, Suspect – This is essentially anybody who could buy from you.
studies show that over 80% Prospect – Potential buyers of your product or service. They
haven't purchased from you yet, but they have expressed some
of those first-time buyers will form of interest.
never make a second purchase. First-Time Customer – Most customers will remain at this stage
Whether your company sells B2B unless you have a clear plan to engage them on a deeper level.
or B2C, turning one-time buyers Repeat Customer – A customer will enter this stage when you
into loyal customers is not an have gained his/her trust.
easy task. It involves nurturing Client – This customer has a vested interest in your business,
and strengthening your customer and a personal connection that keeps them loyal to you.
relationships over time, and a Advocate – Advocates are people who will recommend your
company and go out of their way to speak positively about your
commitment from every member staff, products and services.
of the team to make those
relationships a priority. Communicate. The key to any good relationship is communication,
If done properly, though, your and is essential for strengthening customer relationships. Keep
second and third-time buyers communication lines open at all times. Don’t wait until you have
an answer to respond to a customer question - a simple response
will become loyal customers and to acknowledge an email or voicemail lets your customer know
your best marketing tool - they you are on the job and keeps them in the loop.
will become advocates for your
business, referring you to other Ask for feedback. What better way to make someone feel valued
potential customers and singing than to ask their opinion? Giving your customers an opportunity
your praises via social media. In to share their experience with you shows that their opinion
addition, converting even 10% matters. Always listen carefully to comments and respond
of these customers drastically promptly, whether it’s a compliment or a complaint. The worst
thing you can do is ask for feedback then not address concerns.
increases their lifetime value
and can potentially double your Connect. Quality products and services can win you sales,
revenue! but it’s often the little things that make the biggest difference
Strengthening customer in gaining customer loyalty. A simple thank-you note lets
relationships requires a strategic a customer know you appreciate them and remembering a
customer’s birthday says you value them as a person and not
plan. Here are 5 tips to consider just a sale.
when designing your plan.
Engage. Engage. Engage. Your customer base likely spans
multiple generations and a wide variety of demographics. Some
customers may prefer to communicate by email, and others
via phone. It is important to develop a communication plan
that uses types of engagement tools. From direct mail to blogs,
websites to email blasts, touch your customers multiple times
to ensure they receive your message.
CASKEY GROUP n 3
