Statistics show that it’s easier, and cheaper, to keep an existing customer than it is to get a new one. So, how do you encourage repeat customers? In a word: offer excellent service.
There’s an opportunity for excellence at every point of contact. This includes your marketing activities, the purchase process, order fulfillment, and finally, the quality of your product and whether or not you provide value for your customers.
If you’re interested in encouraging repeat customers, take a look first at how customers see your brand. Is your website easy to navigate and pleasing to use? Do your marketing efforts mesh with your customers’ needs and values? Do you offer multiple points of contact – including social media, email and phone calls? Finally, when a customer does contact you, how long does it take to get a response? By starting here, you can begin to see how you’re encouraging – or discouraging – repeat customers by taking a hard look at how you treat your current customers.
Next, take a quick examination of the purchase process. How do you handle, or eliminate, the frustrations inherent with an ecommerce purchase? Do you show adequate product images, and offer a place for product reviews? How do you handle backorders?
When it comes to order fulfillment, shipping delays and order mistakes can turn customers away from a brand for good. If you’re having trouble keeping up with fulfillment, inventory or customer communications, it might be time to evaluate how you can get control of these processes in order to grow your company, while retaining customers over the long haul.