Solid Impressions

Did you know that loyal customers purchase more frequently, have larger basket sizes, and are more receptive to upsells? It’s no wonder two-thirds of most businesses’ sales come from existing customers.[1] Once you win those customers, you want to keep them!

Here are four steps to keeping your customers happy and engaged with you.

1. Data changes — keep it up to date.

How do you keep your customers engaged with targeted, relevant communications when their addresses are outdated and the rest of their data is incomplete? You can’t. For example, do you know that Bud Jones replaced Stan Walker at ABC Manufacturing after Stan retired last month? Or that Susan Jones got married and is now Susan Becker? Regularly, take the time to make sure that your contacts’ names, addresses, and preferences are accurate and up to date.

2. Keep that data private.

Customers are willing to share personal information with their favorite brands in exchange for more relevant, targeted offers. Still, they also want to ensure their data is kept private. Assure your customers that you follow all applicable laws and that they can trust you.

3. Keep their cross-channel experiences consistent.

No matter how customers interact with you—direct mail, email, mobile, and website—ensure that your branding, messaging, and offers are consistent across all marketing channels you use. After all, more than half (61%) of buyers start shopping on one device and finish on another.[2] Cross-channel consistency tells buyers that you are professional, trustworthy, and credible.

4. Use segments to ensure that offers and messaging are targeted and relevant.

While personalizing messaging, images, and offers to each recipient is the holy grail of marketing, you can deeply engage those recipients by grouping them into segments. This is where creating “personas” becomes so important. Think “Millennial women climbing the corporate ladder” or “single dads who work from home.”

Customer loyalty is a powerful driver of business success, so focus on retaining these valuable relationships. By following these four pillars of customer loyalty, you can strengthen your customer bond, increase satisfaction and loyalty, and ultimately, increase revenue growth.

[1] Consumer Research Institute

[2] “The Best Customer Experience Starts with Data” (TransUnion)