Five Tips on Customer Retention

During the recession, customer retention was a primary focus for all businesses. However, as we emerge from the downturn and customer confidence increases, it is even more critical that every business takes the time to evaluate the experience that it gives its customers at every touch point and in every interaction with its staff.

Taking a customer-centric approach to business today is about doing the basics well. Yet it is also about having a greater appreciation for your customers' circumstances and being able to deliver moments of delight. In the age of austerity, expectations have changed, and there are new lessons that all companies can learn:

• Act with integrity: If you say you will do something for a customer then you have to deliver it. If an implementation that is supposed to take 20 days is completed on time it establishes trust. When organisations are handing over control of their financials or payroll to us, they need to know they can rely on us, so it is vital that we demonstrate integrity in all our interactions.
• Be accountable: Take ownership for successes, but also failings. Act quickly to resolve any issues and apply the learnings to avoid any repeat of the problems in the future. Saying no to customers can be difficult for any business, but by doing so, when necessary, ensures expectations are managed throughout and that respect forms the cornerstone of the relationship.
• See the bigger picture: A lot of companies fail their customers by considering their product, solution or service in isolation of wider organisational pressures. By thinking beyond the boundaries of a specific project or action, you can help your customers maximise their investment and manage any transitions as smoothly as possible.
• Consider every touch point: Map the full supply chain for your products and services and evaluate the customer experience at every touch point. Chart your expectations against what your customers are actually telling you and identify where the most important contact points are.
• Pre-empt your customers: Take the time to get to know your customers. If you understand the complexities and pressures facing your customers, you are in a better position to be proactive in offering support and advice. Prove that you know the challenges your customers are facing -- whether it is a change in technology or legislation -- and that you can help them overcome these, even before they ask you for help. It's an effective way for enhancing and delivering an excellent customer experience.