How to Get More Repeat Business

According to Leading on the Edge of Chaos by Emmet Murphy & Mark Murphy, a 2% increase in customer retention has the same effect as decreasing costs by 10%. And Bain & Company tell us that it costs 6–7 times more to acquire a new customer than retain an existing one. So the question is how to get more repeat business?

How to get more repeat business step 1: Provide excellent service

70% of buying experiences are based on how the customer feels they are being treated. Providing excellent customer service is the most important factor in winning repeat business.

Good customer service starts with you, the executive. It’s your job to harbor a culture of service throughout your organization. Make sure every member of your team if focused on the customer. No customer should ever have to sit around waiting for service or hear the words “that’s not my job.” Customer service should be a part of employee training, and employees who go above and beyond for a customer should be rewarded for a job well done.

How to get more repeat business step 2: Keep in touch

Now that you’ve caught the customer’s eye with service, it’s up to you to keep them interested. Whenever possible, collect contact information from your customers. This can be done through newsletter registrations, customer service surveys, contests, seminars, webinars, or just by encouraging customers to follow you on social media.

Remember that getting a customer’s contact info is a privilege that must be respected. NEVER spam your customers and NEVER sell their contact information to others. DO offer them relevant and interesting information such as appointment reminders, product related tips, company announcements, or coupons.

How to get more repeat business step 3: Say thank you

Always let your customers know how much you appreciate them. This goes beyond saying “thank you, come again,” as they walk out the door. Use the contact information you’ve collected to send birthday wishes, thank you notes, and special discounts. Even without customer contact information you can give away free samples or gifts with purchase. Better yet, create a loyalty rewards program that encourages customers to come back again and again. Making your customers feel good before, during, and after their purchase is the key to getting more repeat business.

With thanks to Colin Shaw for his excellent list of 15 Statistics That Should Change The Business World – But Haven’t

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