In this post, I want to talk about customer or client relations.
It is my belief that each customer you can acquire has tremendous long term value and that most businesses fail to understand and work to preserve this value.
From a marketing standpoint it costs a lot of money to get a new customer to make the first transaction with you but then, managed properly it cost very little to motivate that customer into subsequent transactions.
A hotel chain, airline or car Rental Company succeeds through incredibly expensive advertising to get an executive to try them out and then a counter clerk who is inept or inconsiderate convinces the new customer that the advertising promise and service reality are quite different.
Or indifferent, inadequate follow-up lets the new customer forget the company.
A storeowner succeeds through advertising in attracting new people to his store but fails to get their names and addresses, fails to send a thank you for their visit and purchases.
Getting the new customer is relatively easy; it’s keeping customers buying that so many business owners find difficult, or worse, fail to work on at all.
A business can and does buy its new customers. Surprisingly though most businesses do very little to protect the investment they make in each new customer. Effective customer relations are the way to protect your investment and insure a good return on investment from each customer.
Do you need some customer relation/retention tips? Your in luck, I’ll be covering several in my next blog post that I’ll post in just a few days.