3 Ways to Make Customers For Life

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Posted by - Starbots Creative
13/07/2017

3 Ways to Make Customers For Life

A “customer for life” is someone who utilises all your services and voraciously consumes your content.

Popular consensus is that a certain number of “customers for life” can keep a business afloat, come-what-may – hence investing to convert a buyer into a customer for life is a strong business strategy.

In fact, research conducted by Harvard University indicated that increasing customer-retention rates by just 5% increased profits by 25% to 95%.

But how do you turn a one-time buyer into a customer for life?

Meet Your Customers Where They’re At 

Customer service is essential to developing life customers. The common pitfall in customer service is to assume that you know what your buyers want.

Listening to what your customers say and responding accordingly is paramount to creating the kind of trust that turns a visiting buyer into a regular face.

Gaming giants Blizzard have a storied history of responding well to gamers’ feedback. In-game ticket systems allow players to chat to moderators without even leaving their virtual environments, minimising the disruption to their service as much as possible.

Why is this a good example?

Because Blizzard understand that their customers’ problems are as varied as the customers themselves. Each problem needs a personal response and solution.

And the customer-retention record that the company boasts backs up their strategy; earlier this year Blizzard’s most popular game, Hearthstone, hit 70 million players – many of whom transitioned from years of playing Blizzard’s older releases like World of Warcraft.

a good experienceReinforce a Good Experience

This is the stage where a great firm can show their quality and distinguish themselves from a competitor that’s trading on just having the lowest prices.

The key is to see a transaction as the beginning of a relationship, not the end. Following up on a sale by requesting feedback is a strategy that top businesses use to build on an existing relationship – and then go the extra mile to ensure that if the customer isn’t completely satisfied, steps are taken to help.

But sometimes it’s not even about asking for feedback.

Take Amazon, for instance. They send out emails letting a customer know that an item they recently bought has dropped in price – and so the company has dropped the price of the order accordingly.

A follow-up act of goodwill like this isn’t intrusive. It’s not asking anything from the consumer (unlike feedback) – it just lets the consumer know that Amazon cares.

look after your employeesTake Care of Your Employees

The Customer Service Index saw John Lewis toppled from the top-spot last year, but the company has been inside the top three every year since 2010.

The firm excels at retaining customers. But why is that?

John Lewis has an unusual way of treating its employees. Or rather, its partners. The company is joint-owned by its 70,000 employees, who get a profit share based on how well the business is doing, so every worker is both involved and incentivised to raise the bar for customers.

The business belongs to the employees – and as a result, the employees love the business.

In addition, staff are encouraged to make customer service decisions for themselves. It avoids that moment we’ve all experienced where a clerk needs to fetch their manager for an executive decision, and each member of staff has a sense of responsibility for the customer they’re helping.

The staff are trusted by the company, and they pass that trust on to the customer.

In essence, if you treasure your employees, they’ll treasure your customers, and your customers will see you as a brand they can rely on. That’s when you begin to see customers that’ll choose you for life.

Need a way to keep customers coming back time and again? Contact us.