Customers are the backbone of your business. If you don’t have them, you don’t have a business. They generate revenue, they promote your business for you, and they keep you busy – when they’re happy.

A happy customer tells one person, and an unhappy customer tells ten.

You don’t want the latter. Unhappy customers are easy to avoid if you think big but act small, and it’s easy to forget sometimes, but customers are just real people.

Think about what makes you happy and how you like to be treated as a customer and apply the same rules in reverse. It’s a simple equation: put people first focus on them and only them and your success is a by-product because you’ve in directly built a customer retention strategy.

How? Start with the basics…

What is customer retention?

Customer retention refers to the ability of a company to retain its customers over a specified period.

High customer retention means customers of the product or business tend to return to, continue to buy from, or in some other way not defect to another product or business. Basically, it’s the ability to keep your buying customers and clients coming back to you – and not someone else.

Why is customer retention important?

Customers and clients are your blood line, your oxygen, your income, and without them, you don’t have a business.

Happy customers talk about your business to other potential customers, and happy customers are more inclined to increase their spend with you, again and again. Unhappy people shop elsewhere, unhappy clients take their business elsewhere, and you don’t want that either.

Customer retention is arguably the essential ingredient in business success, so make people – your priority.

How do I keep my customers happy?

Customers, clients, members, whatever you call them, they are the backbone of your business, and you need to keep them happy.

You might have the world’s shiniest, biggest, coolest, fanciest product or service, but if your clients and customers have to complain about it, ask you to fix problems, or come to you with issues – your shiniest, biggest, coolest, fanciest product or service isn’t worth the money you’re charging. Keep your customers happy by:

  • Authentically valuing them. Remember their birthdays, ask about their family, give them time when they ask for it and build a personal rapport with them.
  • Treating them like VIPs. Your customers are your business, so look after them. Send them shopping discounts if they shop through your online store, give them an annual reward or benefit, the occasional bonus service free of charge, and thank them for their business.
  • Personalise the relationship. Don’t contact your clients about something important with a group email, and don’t treat your weekly generic newsletters as ‘contact hours’. People need contact and they need personalisation, so give it to them.Address them over email with their name (and yours) and make your work number available if they prefer to call you instead of email. Every client is different; make the experience of working with you – personal for them.
  • Make time for them. It sounds super simple, but set aside time for your clients and customers. A quarterly catch up at a coffee shop, an invite into the office, a bi-monthly phone call ‘just to check in’, an annual complimentary strategy session… Give them the gift of your time.Not a lot of people have ‘time’ these days, but giving it to your clients is a sure-fire way to improve customer retention and build a reputable business.
Tobi Skovron

Author Tobi Skovron

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Siddharth Vadasseri
01:56 19 Jul 18
I've had the pleasure of working at Creative Cubes since it opened, and what I've loved most is that it isn't just desk space. Working here feels like being part of something. Every day you're surrounded by people pursuing their own endeavours, but doing it side by side in a community. The space itself is so well thought out and aesthetically pleasing, but beyond the beauty on the surface there is a depth here. The members are fantastic, the founders are involved and accessible, and the 'Happiness Team' provides a quality of customer service like no other co-working space I've been to. AND, it's pet friendly!
Judy Anderson
00:34 17 Jul 18
The 'Happiness Team' is what makes this co-working space stand out for me. I've worked out of several co-working spaces across Australia, Singapore & San Francisco. The customer experience at Creative Cubes is the best I've come across. For example, a happiness team member will physically walk to my desk to let me know when a guest has arrived, because they know I'm not always going to see the email notification. Sometimes they even buy me time if I'm running late! Brilliant.
Kristen Holden
02:32 17 Jul 18
The team at cubes are amazing and the space is modern and funky. They have a great mix of different businesses working in the space so the vibe is top notch as well. Would definitely recommend going down and taking a look for your office space or next event!
Lets Mingle
02:38 29 Jun 18
This is one of the best co-working spaces in Melbourne! Loved my time here. Great vibe, great people and great location. The happiness team go above and beyond to ensure the experience of rocking up to work is an enjoyable one! 5/5 from me!
nicole iglicki
00:26 17 Jul 18
Love this co working space.It offers both independent offices and or communal co-working space which is designed to collaborate with other members. It is decorated perfectly and the internet is fast! The Happiness Team also go out of their way to make you feel comfortable and will meet all your required needs.
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