Your company has spent millions to attain its market share, are you doing enough to retain your customers?
Social media is an invaluable tool for customer retention. Unlike traditional advertising, it gives customers a voice. Sadly, many companies fail to understand this and continue to use their social media channels as broadcast media.
1. Keep your Customers close
Acquiring new customers is expensive. In fact: “it costs 6 times more to attract a new customer than it does to keep an old one.” – Understanding Customers by Ruby Newell-Legner
2. Respondez, s’il vous plait (Response, please)
You’ll find funny memes on their Timeline but when you navigate to wall posts from fans, you’ll find many unanswered queries. And, some of the admins who do reply take complaints personally and get defensive.
Given that: “71% of consumers have ended their relationship with a company due to poor customer service,” your social media channels should be used to improve your customer’s experience. Ensure that your admins are empathetic and can craft messages that will appease disgruntled customers.
Wall posts, messages and mentions provide valuable feedback that can help you improve your products and services. You can also find more ways to add value to your customers’ lives by asking questions in your status updates and tweets. If you run a restaurant for example, get ideas for new menu options by talking to your fans and followers.
3. Spread Happiness with Rewards
Social media provides you with the opportunity to reward your customers on a regular basis. When your event has been a success or you achieve milestones like 10 K fans or followers, be sure to thank them. Say thank you with a tweet, status update and cover photo or aim higher by providing an exclusive offer, a free e-book or a thank you video.
4. Engage with Contests
Many social media contests are designed to grow companies’ fan bases. Facebook contests that reward the “5000th” person to like a page neglect existing fans and are against the social network’s rules. Show your customers and fans you appreciate them by specifically designing contests with them in mind.
5. Cross-communicate: Tap into the Inbox
E-mail marketing also helps keep fans excited about your brand but, don’t just use it to send news! Sending exclusive offers and birthday/holiday greetings and gifts will put smiles on your customers’ faces’.
