Keep Customers Coming Back

It’s no surprise – we all have our favorite customers. These are the ones who pay on time, are patient and respectful, value our advice, and keep coming back. So if we already have good customers, why are we spending so many resources on gaining new clients? Sadly, this is a fact of business: most companies spend more on attracting new customers than they do on keeping their existing clientele happy. This can cause our “favorites” to walk right out the door. AT&T, for example, gives new customers better deals on new cell phones than they do existing customers looking to renew their agreements. How does that existing customer feel?

Losing good customers can mean fewer referrals, less repeat business, and a lower bottom line. To avoid this situation and keep customers coming back, keep these tips in mind:

1. Give Customers Incentive
Whether it’s a discount, small gift, or chance to win a mystery gift, customers come back for incentives. Kwik Kar gives the tenth oil change free and Subway often gives promotional codes for a chance to win free gifts. Small incentives = big payback.

2. Reward Your Customers
This may sound like the same thing as incentive, but it’s slightly different. Rewards should be unexpected – a nice surprise for the recipient. Tickets to a game, dinner invitations, or a round of golf are all good ways to show loyal clients your appreciation. We give gift cards as a “thank-you” to clients who refer new business to us, and it’s amazing how much goodwill that simple act generates with our clientele.

3. Respond Immediately to Problems
The faster you deal with the issue at hand, the sooner you can move on to another task. Letting a problem fester will only serve to annoy the client and prolong the inevitable. Find a solution - ASAP.

4. Stay in Touch
We’ve all heard that handwritten notes make great impressions. They can also serve as a way to keep customers thinking about your business. The more contact you have with clients, the more likely it is they’ll remember you when shopping for goods or services. If writing notes just isn’t feasible, stay in touch through e-mail, phone, or fax.

5. Give First Class Service and Convenience
In an age of drive-thrus, delivery service, and TiVo, convenience is key to the consumer. Make the purchasing process as easy as possible. Service businesses should have systems in place that make their staff and procedures user-friendly. Above all else, make sure you are treating the client with respect and a smile. This demonstrates efficiency and shows the client you value their time as well as their business.


--LeAnn Carlson is the audit manager for Cook & Associates, a public accounting firm offering a full range of accounting, auditing, consulting, and tax services from offices in San Marcos and San Antonio, TX