As with all things we don’t want to rest on our laurels. We have to keep and give attention to our new customers as well as our old. For the most part, I think we are good at making that occasional contact with our older customers. Checking in now and then to make sure they are fine and in good working order. However, I think we tend to lose contact with our new customers too soon. We have worked so hard to make those connections with the influencers and our new champions to make the deal, that once we have achieved the deal, we celebrate and assume victory status.
I believe it is at this moment where we need to keep their attention. We need to work on creating loyal customers. Yes, we can have good customers, but even better to have loyal customers. Now, you may ask, how do we create loyal customers? To me, there are 3 things we want to focus on in creating loyalty:
- Keep the customers excited
- Don’t forget the users
- Show them their results
By keeping those customers excited, we are creating that continued connection, teasing them along the way as to what is coming next. In a way this makes things a little easier for you the marketer, since the customer is excited, they are the ones that are really keeping in touch with you to see what is next or what is yet to come.
In not forgetting the users, this is your chance to send a simple sign or show of appreciation to those influencers and champions that helped you get that deal done. They are the ones that are going to continue to help you keep the deal and even move to expand and create newer, bigger deals.
By showing them their results, you are following through after the deal has been made. Show them the benefits or rewards that have occurred as a direct result of the deal. Help them to make and see that connection and assure them it is only going to get better from here.
Good customers are great, but we need to really work on creating “LOYAL” customers. They are the ones that are going to make you successful. We need to engage them and always have them by our side. Let them know you are always with them, and don’t ever let them slip away.
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