In order to increase the lifetime value of your etailer clients, you have to have a strong customer retention strategy in place.
We all already know how much cheaper it is to retain customers than it is to generate new ones, so here are 3 strategies for building deep customer loyalty that lasts.
1) Email Marketing
Emails are one of the best ways for salespeople to keep their brands at the top of a client’s mind. Whether it’s a monthly newsletter, a retargeted sales email, or a product update, providing this type of content directly to a client’s inbox keeps a dialog going even after you’ve hung up the phone or signed the initial contract.
Personalizing emails with birthdays or special offers tailored toward their business’ needs also helps to boost the value of your emails and keep clients hanging around for more.
Always keep in mind there’s a fine line between being spammy and providing value with emails.
2) Streamline Customer Service
A big part of providing great customer service is having an efficient process that solves problems quickly.
As their sales rep, providing your direct contact information along with the contact information for customer support is a good step, but there are other ways to streamline the process. One is making sure customers don’t have to jump through hoops to actually reach customer support.
If your customer support page isn’t very intuitive (which many are not), provide directions on your personal sales blog or on a web page that you can link to. Even better, set up a process so you can take your client’s information and give it directly to support so clients don’t have to do the heavy lifting.
The better you can take care of them when problems arise, the longer they’ll commit to you.
3) Survey Every Customer
Satisfaction surveys are a great instrument to help you take the pulse of your customers.
Compliments and positive feedback are great, but take a good hard look at the complaints. The clients singing your praises are already loyal customers. The clients that have beef with you or your company are who you should be putting energy into.
Negative feedback tends to bring solvable problems to the surface.
The better you are able to retain customers, the less pressure you'll feel to keep bringing in new ones.
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