Offering and selling a service isn’t quite the same thing as selling a tangible item because, although it’s important, the sale really isn’t your endgame. Sure you need to ‘sell’ yourself service to gain the customers, but where you really make your money is by retaining that customers for as long as possible. Like all products, service offerings need to be high quality and have a true value that exceeds the alternatives. But sometimes, regardless of the service you are offering, some customers run off to find another service. How do you keep that from happening? How do you get them back?
A lost customer could mean that you have to cut expenses, and that’s never a great alternative, especially considering the current economic climate. Now, more than ever, it seems that retaining your customers is the one thing you must do to keep your head above the water. So, how do you do this? Here’s some advice from Totango, a company that understands the need to retain your customers and helps you keep them:
- Cater your product to the customers. Run a survey to ask your customers whether your service is valuable to them. Ask them to answer honestly and ask for suggestions to improve. Ask them if the service delivers on its promise, if it’s enjoyable to use, and if they feel they’re getting help quickly and easily.
- If you’ve got the dough, hire someone who can be your “customer advocate.” You need someone to tell you what you should do to better cater to the customers. Someone who keeps their ear very close to what the customer is saying about your service. If you can’t afford to hire someone to specifically do this, then you can also assign one of your team members to do this.
- Use a scoring system in your surveys so that customers can rate your services. This helps you crunch the numbers and find an average customer health score. If the score drops, take action to correct the situation, depending on what respondents tell you about the service’s problems.
- Once customers have bought into your service, don’t treat them like ghosts. Keep marketing to them by continually reminding them that you exist and care. This can be done easily through newsletters. Follow up and try to cater as much as possible to customers who are reacting poorly to your services. Not all customers are the same, so don’t treat them all the same. Lift the morale of those who could use a little spoiling.
- Take some extra steps to learn why customers stopped subscribing/calling upon you. You seriously need to learn where your company’s failing if you don’t want to fall down the slope. Consider it like driving a large vehicle uphill. Pumping the pedal a bit more helps you inch higher, but letting it go will just make it slide down the hill. If you’ve lost a customers, simply reach out to them and ask ‘Why’. Without the data, you cannot solve the problem.
When you combine all of these, you create a harmony that helps you learn from those who use your service. Customers are the center of every business, and if you don’t cater to them, they will take their dollars elsewhere.
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