There’s no business like repeat business, says sales and marketing maven Mark Zokle. Studies have shown that customers spend more money after their first experience with a company, meaning customer loyalty is paramount to a business’ success. In the following post, Zokle opens up about ways to keep customers coming back.
Q: What is the single most important factor when it comes to making customers happy?
Mark Zokle: Customers across all industries cite good or bad customer service as either the reason they remain a patron or move on to a competitor. Since price tends to be within range from business to business, customer experience is often the make or break point.
Q: How does employee morale affect clients?
Mark Zokle: Employees are a company’s most valuable asset. These are the people who serve as the face of the company…the ones who give it a voice. When employees are happy, it shines through and leaves the customer feeling good about his or her experience. Adversely, low employee morale also makes its way down to the client and will leave them with a negative impression.
Q: Why is it important to showcase client stories?
Mark Zokle: This tactic offers a trifecta of benefits. First, it shows the customer that they are important. Secondly, it encourages others in the target industry to ask questions such as, “Would this work for me?” These inquiries often turn into sales. Finally, outlining a customer’s success story highlights the capabilities of a company or product in a real-world setting.
Q: Do customer loyalty programs really work?
Mark Zokle: Ask any supermarket, airline, or hotel and the answer is a resounding, “Yes!” Points programs, especially, allow a customer to work toward something. And, the act of accumulating points plays on people’s reluctance to waste or to give up something free. Even with the expense of rewards redemption, maintaining current customers is less costly and more lucrative than acquiring new ones.