What's the Secret to Repeat Business?By: Diane Hughes
When you think about ways to gain repeat business from your customers, you probably turn your thoughts to marketing efforts such as advertising, public relations and other means that will allow you to repeatedly be seen. However, without one particular element included in your plan, your efforts to entice customers to buy over and over will fail. Even autoresponders - the "king" of repeat exposure - can't produce the type of loyalty needed to ensure your customers continually send their dollars your way.
This missing link is often not even considered as part of a marketing plan - but it should be! What is the secret to repeat business? Exceptional customer service. Are you surprised? You really shouldn't be. Put yourself in "consumer mode" for the next minute or two and let's explore the power of a solid customer service program.
Think of the last time you purchased from a business and had a poor experience. What brought you to the business to begin with? Maybe low price. Perhaps it was that the company had a product/service you needed immediately. Even selection can play a role in attracting us to a business. But once you bought, what happened next?
When the product didn't live up to your standards or when the service didn't work as expected, did you get the response you needed? Did the company show concern for your position? Did they correct the mistake or issue a refund? If not, you - like most others - probably left vowing never to buy from them again.
What you experienced was a marketing plan that had no follow-through. They were able to entice you and draw you in. They were successful in getting you to spend your money. However, when it came time for the plan to promote "backend sales", it failed. It had no follow-through and they lost the remainder of your business for life.
Here are several things to consider when creating a customer service program that will help to boost your marketing plan and your repeat business.
© Diane Hughes, 2001
The author assumes full responsibility for the contents of this article and retains all of its property rights. MarcommWise publishes it here with the permission of the author. MarcomWise assumes no responsibility for the article's contents.