Review: Customer Retention

Synopsis
The session on Customer Retention and Selling as a Creative explored strategies and techniques to maintain a loyal customer base while effectively marketing and selling creative (and creatively) products or services. Emphasising the cost-effectiveness of retaining customers compared to acquiring new ones, the session delved into the cycle of service, moments of truth, and the importance of creating delightful customer experiences. It also addresses the unique challenges creatives face in selling their work and offers practical solutions and tips for overcoming these hurdles.

Top Tips for Customer Retention

1. Personalised Experiences: Create memorable and personalised experiences for your customers to foster loyalty. Small gestures like a warm welcome can make a significant difference.
2. Consistent Communication: Maintain regular and meaningful communication with your customers through newsletters, social media, and personalised messages.
3. Quality Service: Ensure your service is consistently high-quality, addressing any issues promptly and effectively.
4. Engage and Reward: Engage your customers through loyalty programs, exclusive offers, and events. Rewarding loyal customers can enhance their sense of value and appreciation.
5. Feedback and Improvement: Actively seek customer feedback and use it to improve your products or services. Showing that you value their opinions can strengthen their loyalty.

Real-Life Example: AirBnB’s 10-Star Experience
AirBnB's approach to creating a 10-star experience is an excellent example of customer retention. They imagine what a 10-star experience would look like, far exceeding customer expectations. This imaginative exercise helps them to continually improve their services and create delightful moments for their users. By focusing on the customer journey and finding ways to surprise and delight, AirBnB retains a loyal customer base who appreciate the extra effort. See the video again on the right hand column.

Benefits/Outcomes of Great Customer Service

• Increased Loyalty: Customers are more likely to return and recommend your business to others.
• Higher Sales: Satisfied customers are more likely to make repeat purchases and spend more.
• Positive Reputation: Good customer service enhances your brand's reputation, attracting more customers.
• Reduced Costs: Retaining customers is often cheaper than acquiring new ones, leading to cost savings.

Practical Work (Homework)

1. Map Your Customer Journey: Identify all the touchpoints your customers have with your business and brainstorm ways to improve each one.
2. Customer Feedback: Create a survey to gather feedback from your customers on their experiences and identify areas for improvement.
3. Role-Playing Scenarios: Practice handling different customer service scenarios with your team to improve your response and service quality.
4. Personal Touch: Implement at least one new personal touch in your customer interactions, such as personalised thank-you notes or exclusive offers.

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Summary
The session concludes with a comprehensive review of various strategies for retaining customers and enhancing sales, particularly for creatives. It highlights the significance of community, character, and content in customer retention, emphasising the need for inclusive, respectful, and integrity-driven interactions. Practical tips include networking, understanding the industry, hosting pop-up events, becoming a proficient salesperson, selling online, offering commissioned pieces, and leveraging platforms like Patreon. The importance of continuous promotion and building a dedicated customer base is underscored, along with actionable steps to boost confidence and motivation.

Disclaimer: Bizezi Training Ltd, in providing this information, cannot guarentee the success of any customer relationship and related retention strategies related your business idea, product or service. The information provided, correctly implemented, will actively support the delivery of your business strategies.

Session Images & Videos