It’s common sense that marketing is often judged by its ability to bring in new customers. But, as companies put more emphasis on customer satisfaction, marketers are increasingly tasked with developing programs to support customer retention rather than acquisition.
There are many good business reasons to keep your customers happy. Of course, happy customers are more likely to buy additional products and services from you.
In addition, the permanent presence of social media in our daily lifes means that customers form their own communities and share their experiences with each other. This means that the opinions of your customers – both positive and negative – can instantly spread to a wide network of people.
How can marketers help keep customers happy?
The most important thing is to form a relationship with your customer. Start by monitoring all the ways your customer interacts with your organization. The more you know about your customer, the more you can customize your communications with that customer.
Some of the types of data you need to know are:
How long have they been a customer?
What products have they purchased?
What have they expressed interest in?
Do they follow you on social media?
Where do they live?
What are their demographics (male, female, age, address, etc.)
