Yesterday, I gave a talk at the Wine Tourism Conference taking place in Sonoma County.
The subject of the talk was Keep Customers Coming Back, which should be the goal of most businesses. However, I have noticed that many businesses do not have the processes or procedures in place to ensure that when someone visits they have a desire to return.
Research shows that keeping customers coming back is important:
- A 5% increase in customer retention can improve company profitability by 7.5%
- Engaged customers buy more frequently and spend more per transaction
- Your business benefits from more word-of-mouth promotion
- Regular customers bring their friends to meet you
- A loyal customer is less likely to be lured away to other companies by discounts
- It gives you an edge over competitors.
How do you keep customers coming back?
By providing an individual experience for each person who visits. For that, you need to create a plan, which will be your blueprint to design, deliver, manage and measure the results. To make your plan successful:
- Understand that your customers need to be more than satisfied
- Put processes in place
- Hire people who value customer service (remember that they are your ambassadors on and off the job)
- Create an employee handbook with an in-depth section on customer service standards and guidelines
- Implement customer interactions that will meet and exceed expectations
- Review the people, products, services interface and interactions with customers.
Create the kind of atmosphere that results in individual experiences for all your guests. This means that procedures need to be customer-centric:
- Processes around sales and returns need to be set up to focus on the needs of the customer
- Conduct regular and interactive customer service training sessions with staff
- All employees should be genuinely interested in customers as individuals
- Create memories for customers.
Finally, I am going to say something that you have heard many times, though I think it is worth saying again: Attracting new customers cost more than retaining the customers you have.
A tip of the glass from me to you!