It’s no secret that customer acquisition can be expensive. There are several ways that you can determine your customer acquisition cost (CAC), but this post isn’t about coming up with the numbers. This post is about how you can capitalize on the customers you have.
The purpose of focusing on client relationships is to generate client loyalty and referrals. The truth about business is that most consumers choose a business out of convenience and because they like the person running the business. So, client loyalty and referrals are generated by what you can do for your existing customers. Here are 4 crucial points you should focus on with your current customers to make your business thrive.
Treat Each Customer Like They’re Your Only Customer
No matter how long a customer has received services from your business, treat them like they’re your only customer. Practical ways of doing this include:
- Return all phone calls and emails within 24 business hours. This suggestion helps you in several ways. First, if you’re a lawyer, poor communication is one of the main reasons people file bar complaints; and a bar complaint could result in disciplinary action by the bar. Second, it helps you stay connected with your customers. This is the best way to find out how satisfied they are and to solve problems. Third, it makes clients feel special.
- Place your full focus on customers when you’re meeting with them. Whether the meeting is over the phone, online, or in person, make sure that you place your full focus on them. This means clear your desk of other matters, pay full attention when they speak, and don’t think of your potential response while they’re speaking.
- Ask their advice about your services. If you really want your customers to feel special, follow-up with them on a regular basis about the services that you offer. Ask if they feel like their needs are met. Ask about which services they’d like to see your business offer. Ask how you can improve. This feedback is crucial to your business. Only your target market can tell you with total certainty whether you’re meeting their needs and what they need from you.
Create Specials for Existing Customers
Most businesses design specials with the intent of bringing in new customers. While that can be beneficial, you shouldn’t forget about your existing customers. Create and use specials that are exclusive to your existing customers. Ideas for this include a discount for each successful referral, a small percentage off of their bill on their client anniversary, a small discount on their birthday, or a customer appreciation day. Keep in mind that many industries have rules about providing gifts to clients. Make sure that you review the rules in your industry before you implement this tip.
Follow-up After Each Appointment
Whether you provide legal documents, home plans, medical care, or another service, follow-up is important in the creation of a thriving business. You can choose to try and follow-up the day or the day after you meet. One benefit to following-up the day after is that customers have time to think about the meeting and they can ask any questions they have.
Empower Your Employees
If you’re not the only person that your customers will talk with in your business, make sure that your employees are empowered to help. In addition to having the knowledge they need to answer questions, your employees should have the authority to make things right. Come up with a list of things that your employees can do without consulting with you or another member of management first. Then, come up with a list of things that require managerial approval. However, when customers call in and their issue falls into the category where approval is needed, train employees to say something other than, “I can’t do that for you.” Instead, use phrases such as, “Let me see what I can do for you. I will call you back within 24 business hours.” If your management determines that they will not correct a perceived or actual issue, a member of management (or you) should be the one to call back because they made the decision.
Need Help with Customer Care?
If you need help with customer care, call Clients ARM and schedule your free review. We have more than 30 years of experience and we understand how important client care is to a thriving business. Clients ARM can help you with client intake, receptionist services, customer service, and more. Our rates are affordable and our services are second to none.