3 Simple Tips to Keep your Customers Interested

3 Simple Tips to Keep your Customers Interested

August 6, 2021

3 Simple Tips to Keep your Customers Interested

August 6, 2021

Companies should always be working towards two complementary but distinct objectives: seeking to acquire new customers (1) and building a relationship with existing customers to develop their interest and loyalty (2). This second objective is probably even more strategic than the first. Here are our 3 tips to keep your customers interested in your brand.

Keep in Touch with Customers

All companies work towards acquiring new customers because more customers = more revenue. Which is why lead nurturing (B2B), and marketing and advertising campaigns (B2C) are such central parts of any business.
But more and more companies are aware that simply acquiring customers isn’t enough. In fact, it could even be said that the real work only begins after the customer has been acquired.
By the “real work”, we mean what is known as the “customer relationship”. The customer relationship includes all the actions and interactions that help you stay in touch with the customer after their purchase. The aim is to maintain and develop their interest in your brand. Afterall, a customer who only buys once is of little value to your company.
In other words, the quality of your customer relationship depends on your ability to build customer loyalty and increase your revenue per customer. Here are 3 tips to improve your customer relationship and keep in touch with your customers on a long-term basis.

1 — Communicate About Updates and New Products / Services

Effective and targeted communication all year round is key to keeping your customers on their toes and encouraging them to make new purchases.
Regularly inform your customers of any company news and highlight your new products, services, special deals, events, etc.You can also communicate on subjects relating to your activity or business. This can be a real added value. For example, inform customers of any new insurance legislation if you’re an insurance company, or new clothing trends if you’re in the retail business. This form of communication helps strengthen your status as an expert in your field.
You can use several communication channels to keep your customers up to date. The first one that comes to mind is email or newsletters. But don’t forget about social media (first Facebook and then Twitter), or even letters, text messages and telephone (more costly).
Make sure to adapt your communication channels to your target. While the telephone is often an effective channel in a B2B context, it tends to be more difficult to use for B2C companies.
Effective communication should also be “targeted”. This means sending different content to customers depending on their profile. We’ll come back to this for our 3rd tip.

2 — Ask Customers for Feedback About Your Products and Services

Asking for feedback is the most effective method to build a strong and lasting relationship with your customers and to develop an attachment to your company. Unlike traditional corporate communication, which is often one-sided, asking for feedback creates interactivity and boosts the customer relationship.Asking for feedback also makes your customers feel valued. Customers like knowing that their opinion counts and that their satisfaction is at the heart of your company’s concerns. Not to mention that feedback also gives you a better understanding of their requirements, expectations and needs.

The benefits of asking for customer feedback are threefold. It:

• Makes the customer relationship more dynamic, lively and therefore efficient.
• Improves your company’s brand image (customer appreciation). On this topic, find out how to improve your company’s brand image.
• Helps to strengthen your customer knowledge and understand their expectations. 

We recommend regularly asking your customers if they’re satisfied with your products and services. Make sure that they know how important their opinion is and how much their satisfaction matters to you.

Customer surveys are also the best tools to ask your customers for feedback. You can deploy surveys by email (e.g., after the purchase of a product), on social media or directly on your website (e.g., in the form of a pop-up).

3 — Segment your Customer Base to Personalise your Customer Relationship

There are, to put it simply, two customer profiles: those who buy (more or less) regularly and those who no longer buy and gather dust in your customer database. It’s important to address these two profiles differently. 

Reactivation campaigns for inactive customers aim to remind them that you still exist and pique their interest with relevant and attractive content (new products, special offers, invitations, etc.).Customers also all have different needs and don’t necessarily share the same interests. You should therefore segment your customer database based on what you know about your customers and their purchasing history. Segmentation will enable you to personalise your communication and marketing campaigns.

Conclusion

Acquiring a customer is just the first step. Only then does your work around the customer relationship begin. Here are three tips to keep in touch with your customers after their first purchase:

• Contact them regularly so that they don’t forget you and their interest in your brand increases (using the right communication channels).
• Involve them in your company by asking for their feedback via surveys deployed on various channels.
• Segment your customer base to send them personalised messages (content + offers).