CUSTOMER RETENTION


1. Contact customers when it’s not necessary. One tech consultant checks in with clients a week or so after completing a job. Not only does he ask for feedback on what he did, but he passes along helpful informa- tion that’s not directly related to his work. It sends the message that he not only appreciates the work, but he appreciates the relationship, as well.


2. Let your customers know how much you like working with them. Why take a chance or assume they know? Let- ting them know in writing why you like working with them puts it squarely on the record. And it usually winds up in a frame hanging on the wall in the customer’s office. If you don’t tell them, how will they know?


3. Ask your customers what you could do to make working with you easier for them. Even when you have a good working relationship, there still may be something that’s not quite right. While it may not be a relationship breaker, it can still be a burr under the saddle. It’s always good to uncover the issue and get rid of it.


Twenty Ways to Appreciate Your Customers


JOHN R. GRAHAM


No one likes to be taken for granted. Customers are people – and they like to be appreciated. But be careful. If you say thanks only when it’s time to renew a contract or make a sale, your customer may not want to extend or expand the relationship.


Consider your insurance agent: When was the last time your agent contacted you personally? Or look at it from your customer’s point of view: When was the last time you stopped by with a small token of apprecia- tion? A box of chocolates? A ticket to


a game? A bag of bagels? Showing you care even when there’s not a sale at stake is easy. And it doesn’t have to be costly. Below are 20 customer care actions


that will help enhance customer satis- faction and, in the end, build sales.


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4. Tell your customer’s story to others. Word of mouth has power – perhaps now more than ever. So when it’s appropriate and you have the oppor- tunity, speak up about your clients. “I know that company, and they’re good people. They’ve always treated me fairly.” Such words carry weight.


5. Pass along leads. A good lead may be the greatest gift you can give anyone. A customer will appreciate it far more than tickets to a game or a round of golf. Although a lead is free, it has tremendous value for the recipi- ent. It also shows that you care.


6. Do something a little extra. The owner of a safety supplies firm always thanks his customers for doing business with him. Then he realized that the people in the field call and actually place the orders; their loyalty makes the difference. He knows they


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