Five Unconventional Ways to attract and retain customers

Undoubtedly, a good relationship between customers and the business is key to attracting and retaining clients to the business.  There are many practices, strategies and technologies that businesses use to manage and analyze customer interactions and data throughout the customer’s lifecycle, this is called Customer Relationship Management (CRM).  The CRM also has the goal of improving business relationships with customers and driving sales growth.

The fact is that, without the customer, there is no business.  So what are some unconventional methods that companies may use to attract and retain customers?

Philanthropy – You may say this is not unconventional but not all businesses have a philanthropy or ‘give back’ programme.  It is a fact that customers and potential customers are attracted to businesses that give back.  It does not have to be large or monetary donations but it must be consistent.  Consistency suggests a genuine care not only for the beneficiary but also a sincere concern on the part of the business and something that is rooted in the business’s DNA.  Get your clients involved as well.   They too have a desire to give back and their willingness to use your business as a tool for altruism is testament to their perception of your business.

Image courtesy of The Art of Philanthropy

 

Make them feel special – Have you ever received a letter or an email from a financial institution or a popular business that says: “You have been selected for a one time only offer.  No hassle -instant processing; of our 50,000 customers, only 10 have been selected and you are one of the lucky ones”.   The fact is customers like to feel like they are your business’s only customer.  The suggestion from such a correspondence to the customer is that ‘my business’ is important to ‘your business’.  Particularly if the correspondence addresses the customer by name, rather than by ‘Dear Valued Client/Customer’, it sends a message that the customer is not just an account.

Image courtesy of Creepy Hollows

Communicate with them – While communication is not unconventional, businesses are encouraged to make direct contact with their customers as often as possible.  It could be once or twice per month or maybe even weekly.  Use direct marketing tools such as emails and text messaging and your online (social media pages) and offline (calendars, promotional flyers) to keep in touch.  I have a particular store at which I love to shop.  At the start of the year when they issued printed calendars, one of the things they did was to highlight all the ‘sales’ dates for the entire year.  This allows regular customers to plan for the sales period.

Open a Welcome Book – I can see some puzzled faces but this works wonderfully for events where customers are asked to leave their information i.e. email address and telephone numbers for future contact.  How pleasant then would it be upon entering your favourite store to be asked to leave your contact information in the store’s welcome book, so that you can receive updates on sales, promotions and other customer experience activities.

Show them you care – We know that the primary reason that businesses go into business is to make money.   But as a business owner, particularly now, you should never come off as being ‘all about the Benjamin’s.’  The reality is that the 2016 customer operates in a tighter than usual economy.  The economic outlook alone is reason to be afraid.  Jobs are scarce and disposable income continues to decrease.  Now I am not suggesting lowering your prices to appease customers but show them you care with strategies such as package discounts, loyalty rewards and what some marketers call ‘inflation-busters’ to make purchasing easier for them.  These terminologies will not only put a smile on the customers’ face but also assures them that your business is concerned about their financial situation and are introducing ways to help you cope.