Losing customers is common these days. So common that almost 30% of customers are lost annually (source: refresher.com).
So what makes customer churn? You might think it’s price, or quality of product, and you’d be right. But those combined make a mere 14%. You know what the number one reason for customers leaving? Customers’ perceptions of the way they are being treated (a staggering 68% – as per kissmetrics).
So focusing on customer treatment alone can reduce that risk of churn – significantly. But customer treatment is so tricky. It is the one thing that you cannot control 100% – unless you run your business alone and have no swings (said no-one, ever). You could set measures to make sure your entire outfit are consistently awesome, but slipups do occur and they could impact customer perception greatly.
“But customer treatment is so tricky. It is the one thing that you cannot control 100% – unless you run your business alone and have no swings (said no-one, ever).
How can you feel okay with a customer leaving? You can rest secure in the knowledge that the customer could actually come back – and be more loyal than ever.
In reality, building a fierce fan base is easy as 1-2-3.
1- It’s not what you are doing – it’s what you’re not doing.
Sometimes, you need to listen to what your customers are saying. It’s cool if your business is connected to every social network out there, drowning in e-mails, websites, SMS, MMS, fax numbers, toll-free numbers, and WhatsApp – but if none of these are convenient channels for your customers, it’s overkill. Customers value ease of channel over choice of channel. They have little time, and want to transact in the fastest and easiest way possible. Sometimes, one medium is enough.
2- Walk the walk.
Deliver on your word. If you advertise a 30-minute print or a 15-minute mani, do it. Making false claims is the biggest mistake you can make. The consequence? Losing trust. Once it’s lost, it’s almost impossible to get back.
Don’t make false claims. If your customers don’t trust you, they will be less willing to invest their time in learning how to use your product – ultimately resulting in higher drop-off rates. The Harvard Business Review states that customers are four times more likely to leave a support interaction in a disloyal frame of mind than a loyal one. Therefore, it is of the highest importance to deliver superior-quality, self-service content to customers so they can quickly resolve their needs.
“Making false claims is the biggest mistake you can make. The consequence? Losing trust.
3- Do the unexpected.
Whether it’s a surprise reminder for a check-up or a sneak peak into an exclusive sale, customers value extra touches, and they will become the key differentiators of your business.
4- Fix your insides!
A happy team gives off positive and recognizable vibes, which will subsequently distinguish your business. Make sure your employees are content, and let that joy infuse the ambiance of your business.
The details make all the difference. With such intense competition in the market today, businesses end up with similar products and similar prices. What will make you stand out?
