Long gone are the days when companies could thrive as a one-stop-shop for customers wanting a quick product or service. With the ecommerce world in full swing, consumers are relying on their services to be immediate, trustworthy, and personable, and with no added hassle.
Ecommerce, now a caveat for longer customer lifespans, recurring revenue, and long-term retention, puts added pressure on companies to show their best selves over a wider span of channels and networks, and with much more vigor than ever before. Here are the 3 best kept secrets to achieving customer retention organically.
The equation is simple: honesty converts and retains. When the consumer knows exactly what they’re getting from your brand, they have no reason to look elsewhere.
No one likes to be ‘had’ by their chosen brand and with a million and one different networking and sharing platforms, they no longer have to take the risk. Today, customers are using their favorite channels to spread their dismay and satisfaction (but mostly dismay) about the companies they use. As said by Pete Blackshaw, “Satisfied Customers Tell Three Friends, Angry Customers Tell 3,000.”
With hordes of followers, and not to mention the #hashtag, social media as we know it has the power to make or break a company. If your company’s promises aren’t lining up, you will feel the wrath via each of your channels. Today’s consumers have more options than ever, and they unanimously choose to do business with companies that are honest and forthcoming with their mission, offers, and promotions.
Present a consistent message across channels
Using a single voice across all of your social media channels can act as a preventative measure against confusion and a lack of clarity on behalf of your customers. 62% of millennials feel that online content drives their loyalty to a brand (NewsCred). Therefore, all outgoing content needs to be strategically targeted to your audience via their most used social media channels.
At first glance, having unified networking channels seems like a matter of constant updating and having a direct and ongoing message for your audience. However, maintaining a consistent voice is much more than a copy and paste across the Big 5, it’s about strategically positioning yourself on each platform so that your customers can benefit from your content. If done correctly, the constant and valuable interaction will drive more conversions and garner longer retention rates for your brand.
Having a consistent voice does not mean writing content about one subject or topic. Rather, the voice you use should act as leverage towards solidifying your brand’s recognizability. Having a consistent brand message should enhance your customer service funnel, as it will cut out any confusion caused by incongruent information.
Have a high EQ
Showing empathy toward your customer base doesn’t make you a weak competitor in your market – in fact the opposite is true. A study by Harvard Business Review found that ‘Customers are emotionally connected with a brand when it aligns with their motivations and helps them fulfill deep, often unconscious, desires.’
We’ve spent endless hours working with companies to determine if their customers are getting value from their products; that agents are aware of their customers’ pain points and are equipped with the proper tools to heal them. Often we are met with the number of conversions and retention rates. However, one of the most critical aspects in keeping customers long-term is treating their loyalty, not as a mere number, but as an individual whose trust you have worked to earn and must work to keep.
The ways in which you address your customer base will have a huge impact on how long they’ll remain loyal to your brand. While an amazing website and a well-crafted business model can help you draw customers to your brand, it is your transparency, your consistent branding, and your customer care funnel, that will keep them for years and years.