When it comes to customer relationships management, has your strategy gone digital? If you’re not fully certain, you should be. Consider some of the following statistics when it comes to the importance of customer retention:
- It is 6-7 times more expensive to obtain a new customer than retain an existing one.
- 70% of buying experiences are based on how a customer feels they are being treated.
- It takes an organization 12 positive experiences to successfully make up for one bad experience.
Not only is actively using modern communication channels, like social media, blogs and webinars crucial for attracting customers, it’s an important means to keep your current customers engaged. Once someone makes an initial purchase, their digital media consumption habits don’t change, but their needs do. Here are some bright ideas for shifting your company’s content towards customer relationships management and retention strategies:
1. Exclusive Webinars
Everyone loves being made to feel like they’re a part of an exclusive club, so consider hosting a weekly or bi-weekly customers-only webinar to educate your clients on how to make the most of your products and services. HubSpot is an example of a brand who’s taken this principle to an extreme, offering a full-scale academy for their customer base that includes plenty of fresh and on-demand content, as well as several different certification tracks for their software services.
2. Google Local
Google local isn’t just a place for local businesses to acquire customer reviews. Claiming and customizing your page gives you the power to add custom content, including photos, and drastically improve your local SEO for current and existing customers. By becoming an active participant in your Google local presence, you can proactively respond to negative reviews, and maintain positive relationships with customers who may have otherwise presented a risk to your reputation.
For more tips, check out Karen McNulty’s How to Take Advantage of the Google Places Update.
3. Social Media
Did you know that company’s today believe that social media is the single most-effective way to manage relationships with existing customers? A recent study by Loyalty360 found that modern organizations believe social media is even more important than loyalty programs. The secret, according to the research firm’s CEO Mark Johnson, is in being responsive and receptive to feedback.
Additional studies have indicated that 42% of customers expect a response on negative or positive comments on social media in one hour or less, indicating this channel is most effective if very closely monitored.
4. Empower Your Employees
Do you really want satisfied customers? Or would you rather have customers who are absolutely delighted with your service? I’m sure you fit into the latter category, and HubSpot research has indicated that empowering your employees matters much more than you think. Treat your front line staff like brand ambassadors, and they’ll start to sing your praises.
5. Email Marketing
Did you know that email marketing still has the highest ROI of any marketing channel? Developing high-value content to share with segments of your existing customers could quickly prove one of the most effective forms of outreach you do. Studies have shown that repeat customers spend more than first-time visitors to your website:
By providing exclusive value, you can strengthen relationships and drive highly profitable traffic to your website.
6. Mobile Marketing
Your customers are probably already on their mobile devices almost every minute, so why not use this opportunity to strengthen connections? As marketer Ashley Tate of Big Door points out, the concept is probably a lot less radical than you may think. One industry that’s already using it extremely successfully is airlines:
Use mobile apps as a tool for providing exclusive content to your customers or tracking their progress in your rewards programs are just two ways you can provide value on mobile devices. Make a goal of increasing convenience while decreasing spamminess with your mobile presence, by identifying the optimal times to notify your customers about special offers or deals.
7. Dynamic Content Delivery
The truth is, your customers’ needs just aren’t a one-size-fits all scenario. That reason is why today’s sharpest brands are turning to dynamic content delivery systems, much like the customized product recommendations engines that Amazon and Walmart now offer to eCommerce customers. Even better, affordable solutions for customized content are increasingly available with marketing software and off-the-shelf content management systems.
If the idea is still out of reach for your brand’s budget, you can emulate this concept through highly-segmented email marketing, customer-only content, or even secret Facebook groups.
Are you eager to learn more tips for successful interactive marketing? Check out Helene Celine Hall’s recent column, Take Social out of the Box!
