Without customers, you wouldn’t have a business at all, so make sure you say ‘thank you’ to them. Especially when you consider that on average, loyal customers are worth ten times more than their initial purchase*. By showing that you appreciate your customers, it strengthens loyalty and is an easy way to safeguard repeat business.
Christmas and the season of goodwill provides the perfect opportunity to demonstrate your thanks, be it in the form of a Christmas card, an invite to a festive function or even a gift. This does not have to come at a massive expense as it is the gesture which has most meaning, but if you present a unique or quirky gift then this will be memorable as well. Just be cautious if you choose to send a bottle of wine as a gift as it may not be appreciated by all recipients due to religious or health reasons.
Where possible, a hand-delivered gift or invite truly shows how much that customer is valued by you. But if this isn’t possible then follow it up with a phone call – this may also assist you in identifying any potential business opportunities.
Don’t forget that it may be possible to revive old customers at this time of year as well, a Christmas card may open the channels of communication once more.
Share your plans with you customers, let them know what they can expect from you in the new year in terms of product developments, enhanced services or even personnel changes within your business. You are bringing customers into the fold and it instills a feeling of value and loyalty.
If you have happy customers then everybody needs to know! Ask them for a testimonial and use it as an opportunity to provide a showcase of your work/products. Truly satisfied customers are more likely to make referrals and share recommendations. Just make sure that you acknowledge any referrals regardless of the outcome.
Saying ‘thank you’ to your customers is easy and it can have massive benefits for your business.
*Source: Experian/Harvard Business Review 2014/15