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Five Tips for Increasing Customer Retention and Loyalty

By Naomi Rozenfeld, Head of Strategic Marketing for Wix Answers 


According to research, customer experience will overtake price and product as the key brand differentiator by 2020. So, with customer experience set to not only make a difference in customer retention, but also become more prevalent for customer acquisition, how can businesses actually turn this into an actionable plan?

Naomi Rozenfeld, Head of Strategic Marketing for Wix Answers, shares her five tips that any business can use:

Make your website both informative and accessible  

Where possible, customers don’t want to speak with a service agent and want to be able to answer the questions themselves so a generic help page doesn’t cut it anymore. There should be a thoughtful help centre with clear sections dedicated to information about the company and frequently asked questions (FAQs). However, to really engage with consumers in the right way – and make them come back to your business – they need information that goes beyond this. For example, a help hub with search and articles explaining different features of services in more depth. Make sure the SEO on your website is done properly so a user who goes to Google first for an answer will be directed straight to your site and help centre.

Let them contact you how they wish

A study found that while 82% of marketers believed they had a deep understanding of the consumers they’re trying to reach, over half of consumers (56%) thought brands could do a better job aligning with how they prefer to engage. Today, customers want to communicate over more standard platforms like live chat, social media and email but also WhatsApp and Facebook Messenger. While this could become inefficient for a business to manage as individual channels, getting a platform that can deal with all of these things at once through a ticketing system can help to make things more efficient while appeasing customers. The result is a win-win. Customers are more likely to be loyal to a company that they can reach in their preferred manner and deals with their query swiftly.

Know your customers

This may seem like the most obvious tip, but it’s worth reconsidering how well you actually know your customers. Data analytics can help here, as you can find out what the most searched terms are, most popular services, as well as the most read articles. Analytics can take many forms – from transactions to social media. Your business could try more traditional methods of gaining this insight through user surveys and feedback forms. Engaging with your customers this way ensures they’re getting the most of your website and that new customers will get a similar experience - therefore increasing the chances for both new and existing customers to keep coming back.

Keep your style and brand intact

Consistent brand identity is vital. While help centres, informative articles, multi-channel ticketing systems are all functional elements that can help your business - there’s no reason your brand can’t be imprinted onto all of these in the way you present and communicate them to your customer. That can be done by personalisation - with the tone of voice, your logo, or colour scheme. Leave this out and there’s a good chance you will come across as impersonal and like a robot. Not great when you have invested time and effort building your brand.

With more power comes more responsibility

Businesses shouldn’t fall into the trap of thinking ‘well this has worked for us for this long and it’s how we’ve grown’.  As the company scales larger, make sure the ways you’re interacting with customers does as well. The bigger you grow and more widely known you are, the more consumers will be expecting from you. You can’t become a mainstream business and expect to still transact like a small business. You need to adapt and provide more features for customers to engage with you.

To increase loyalty and retention, it’s worth re-evaluating your customer experience – not once, but consistently. What got you to where you are is not necessarily going to be enough to take you to the next stage. In a 24/7 world, which changes at a daily rate, now is the time for action.