Customer Retention: Don’t Worry, Be …
The cost of acquiring new customers constantly is rising, which makes your customers even more precious to your company. Garnet Hill, New Pig and The Container Store make huge investments in creating “many happy returns” for customers.
But many companies today just want to toss you when you’re a “problem customer.” The question is: What are you doing to keep your customers happy, loyal and comin’ back for more?
Here are 10 ways to take good care of your company’s most precious assets:
1. Make it easy. Don’t pretend to make it easy — really do it. Many consumers want to buy from one channel and return through another. If the jacket doesn’t fit, they want to be able to take it back to the store and return it there.
In the J. Jill women’s apparel catalog, the company cross-promotes the Web and the “store nearest you.” J. Jill invites talls and petites to go to the Web for complete collections. At the same time, however, its toll-free number clearly is displayed.
Online shoe marketer Zappos.com takes back any product ordered and pays the return postage for up to 365 days. Quite the pleasure for fussy feet that don’t know they don’t like the shoes until blisters appear.
Zappos.com even makes it easy for customers who like to do price comparisons. It has a 110 percent price protection policy. You find it anywhere else for less, Zappos.com will refund you 110 percent of the difference.
2. Execute the basics. Catalogers built their reputations on trust, and anyone who wants to be successful needs to be just as mindful of building customer trust today. Your merchandise assortment has to match the needs and values of your customers.
The key to doing the basics brilliantly is not to assume your employees know what the basics are! Make a list of the basics that matter in your industry, such as reliability, quality, accuracy, speed, empathy. Make sure everyone constantly is learning.
