The more intensive your competition is, the more you should focus on unexpected things. Most managers focus on attracting new clients. While this is a good idea, you have to know how to repay and keep your current customers too. In fact, you may actually get a lot of profit from them, while good recommendations will most likely boost your clientèle overtime.
Never ignore your current customers’ needs
A good company will never overlook its current customers. Loyalty schemes are some of the best methods to ease and strengthen the connection with current customers. Such schemes represent an integrated part of pretty much any solid marketing program. These companies will not just reinvent themselves, but they will also diversify their products. The techniques can be applied at pretty much any level, whether it comes to small book stores or large air companies. For one reason or another, I have noticed that mobile companies are the most popular representatives of such programs because they always “spam” their clients with all kinds of offers.
The creativity of loyalty programs is almost always surprising. It reveals new technologies, as well as the power of particular companies in front of their competition. Virgin Atlantic has done it by the book and represents a very popular example. For instance, clients who had more than 10,000 miles on board could get a free ticket for their partners, regardless of the destination. Such an offer strengthened the image of Virgin Atlantic as a flexible and dynamic company.
Paying attention to your current clientèle
So what are the best ideas when it comes to surprising your current customers?
- Develop loyalty schemes for customers in order to encourage repetitive business collaborations. Make sure that your business has a positive reputation among your clients.
- When you come up with a loyalty program, focus on your competition. Find out what your competitors can offer, then give out some more.
- Be creative. This is a field with countless innovations, as long as you are creative enough to take advantage of them.
- Discuss with your employees who have direct contact with the customers. What do they think?