Best Strategies for Increasing Customer Retention


min read

Best Strategies for Increasing Customer Retention

What is customer retention?

Customer retention is a parameter utilized by businesses to assess the loyalty of customers over a period and evaluate overall performance. 

To enhance customer retention, companies employ diverse strategies to minimize customer attrition and enhance their experiences, aiming to foster lasting loyalty to the brand.

How do you calculate your customer retention rate?

To calculate the customer retention rate, you have to divide the total number of customers from new customers by the number of customers acquired at the beginning of the period.

The formula should look like this:

Customer Retention Rate = (Total  of Customers at the end of the Period – New Customers Acquired) / Customers at the Start of the Period

How to increase customer retention?

1. Make a good onboarding experience.

When a customer makes their first purchase, it presents a prime opportunity for your business to make a lasting impression. Therefore, it’s crucial to ensure that your onboarding process operates smoothly and efficiently. Customers are likely to remember any glitches in the initial onboarding phase, such as mishandled information or a lack of dedicated support. Although these issues can be addressed promptly, they may still leave a negative impression on the customer. 

Method: An effective onboarding process should incorporate workflows with timely email triggers, follow-up messaging, self-service knowledge base access, and celebratory messages to engage and delight new clients.

2. Offer customized customer experiences.

Every customer is unique, with individual needs and preferences, necessitating tailored solutions from your business. You should avoid one-size-fits-all solutions when addressing the diverse requirements of customers, which may vary in scale, time constraints, or other preferences. Research from Evergage reveals that 99% of marketers believe personalization contributes to advancing customer relationships, with 78% stating it has a significant impact, strengthening the bond between businesses and their customers.

Method: Ensure that your offerings are tailored and pertinent to each customer’s specific needs, ensuring that the provided solution is highly relevant to the challenges they encounter. This approach will foster a greater inclination for customers to maintain business relations with you.

3. Build trust with your customers.

Two things are true when it comes to building trust between your company and your customers:

  • Don’t assume they trust you because they buy from you.
  • Trust takes time to build.

When deciding to make a purchase, 81% of customers say that trust is an important factor in their decision. Building trust isn’t a one-size-fits-all tactic that any business can implement overnight.

After all, the definition of trust is the “firm belief in the reliability, truth, ability, or strength of someone or something.” Reliability is a key factor in building trust, so your company should consistently deliver value to customers.

Method: Consistently maintain your brand commitments and fulfill your promises over time. This will influence how customers perceive the trustworthiness of your brand.

4. Establish a mechanism for gathering customer feedback.

Improving your business is challenging without understanding your customers’ sentiments. To retain customers, it’s essential to have a process for obtaining customer feedback.

This is where a customer feedback loop comes in. It offers a framework for gathering, analyzing, and disseminating customer reviews and surveys.

Several methods can be employed to collect customer feedback:

  • Conduct surveys such as Net Promoter Score.
  • Invite customers to participate in user testing and focus groups.

If you utilize a small business phone system, provide customers with opportunities to provide feedback after each interaction.

Once feedback is gathered, analyze survey results to identify trends in customer behavior and areas for enhancing the user experience.

Method: Distribute product reviews to engineering and development teams to address any flaws in your product’s design. Using this approach to collect and share customer feedback enables your business to effectively tackle criticism and enhance the overall customer experience.

5. Maintain communication with customers

Even if clients aren’t providing feedback, it’s important for your team to take the initiative in staying in touch with them. Think about implementing a communication timetable to organize interactions with customers and to open up chances for additional sales. A communication schedule is a visual aid that monitors customer inquiries, indicating the most recent instance of customer contact and notifying you when current customers haven’t engaged with your brand.

Method: If a customer’s subscription is approaching its expiration date, you can send an email notifying them that it’s time to renew their account.

6. Send a company newsletter.

A company newsletter offers a straightforward and economical method for customer retention, as it can boost your company’s reputation and visibility. Despite its simplicity, newsletters serve as regular reminders of your brand whenever recipients check their inboxes.

Method: You can utilize email automation to deliver updates or promotions to all your customers simultaneously. Additionally, you can schedule these emails to be sent automatically at specified intervals using an RSS feed.

7. Provide distinctive services. 

Providing a product or service that outshines competitors in the perception of your customers is challenging, but the benefits are significant in the long term. If you’ve established a specialized niche for your business that effectively addresses a key customer concern, you’re on the path to customer retention.

Method: Individuals purchase what they perceive as valuable to them. Addressing a bottleneck, resolving a workflow issue, or streamlining a process in a manner unique to your company provides a compelling rationale for customers to align with your brand.