Three habits to keep customers
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Three habits to keep customers

How developing the right behaviours can help you keep faith with customers after purchase.

The retention phase of the customer buying journey is now more complex than ever.

Perhaps the customer wants further guidance while using the product and is looking for a convenient way to get in touch with you; maybe you want to contact them and build a deeper relationship using the method that is most likely to gain their attention as an individual. Either way, brands must come to grips with the challenge of talking to their customers across a bewildering, proliferating array of popular channels.

Fortunately, there are daily habits marketers can cultivate that are valuable across every channel, from traditional telephony to social media. Here are three of the best:

1. Prepare in advance so you can respond quickly.

Customers increasingly want a faster response from brands, at their convenience. That means being flexible – perhaps making it standard practice for your team to say yes to customer requests, rather than having to take anything slightly unconventional to a superior.

2. Be honest.

If you’re making contact with a customer to encourage them to make an upgrade or a further purchase, there’s no sense in pretending that you’re just trying to help.

It also means listening to critics of your offering on the channels you use and answering them in an open way. People are more likely to move to the next phase and become brand advocates if they trust you.

3. Measure your effectiveness so that you can improve your engagement during retention.

There are, obviously, challenges to measuring and assessing something as amorphous as communication on social media. These techniques are still being developed.

The number of followers, likes or shares might be one method of checking engagement, or the traffic redirected to pages on your website. A better way might be to measure the number of people who take a particular desired action, or creating your own scale for the team to rate the success of each interaction.

If you'd like to learn more about how to monitor the voice of your customers, take a look at our Introduction to Customer Experience course.

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