Customer and client retention is often regarded as one of the most important aspects of business development. A business that doesn't have strong customer retention will likely be unable to thrive and grow. In fact, a new study has shown that it costs six times more to acquire new customers than it does to retain existing customers. A company with a low retention rate will spend more time and money developing acquisition, when studies have shown that returning clients tend to spend 67 percent more than new customers would anyway.
While many business owners might worry about their abilities to maintain a good client or customer base, Booker CEO Josh McCarter suggests that business owners need not worry so much, as business retention plans can often be developed by data that business owners already have. According to McCarter, here are three easily accessible options to help businesses grow their retention:
- Membership Programs - 81 percent of consumers say that programs make them more likely to continue doing business with brands. Find out what features are most appealing to customers and how to best leverage them.
- Capturing and Promoting Reviews - Only 5 percent of consumers say they have never looked up a local business’ online review so play up the positive feedback from customers. A complaint is a gift in disguise -- learn how to appropriately address the negative reviews.
- Customized Marketing - Deliver a personalized customer experience by integrating the data that you collect about your customers every day. Making relevant recommendations shows your customers that you understand their needs.
While it's important to remember those points, McCarter's number one tip is this: knowing who your customers are and using that data effectively is key to building a loyal customer base.
About the Author: Josh McCarter founded Booker, a spa and salon management platform, in 2010, and has served as the company's CEO ever since. He focuses on expanding Booker’s reach through partnerships and client relationships, while creating a culture of innovation and excellence in Booker’s offices around the world. Prior to Booker, McCarter was president and COO of Arbitech, a leading independent distributor of computer hardware that achieved $1B of sales under his leadership.