Yes, I know, it’s a stretch. But we’re living in crazy times and I’ve had this idea on my mind for a while now. Since we’re all in captivity (and staying safe and healthy, I hope), I am going to go out on a limb and compare your customer retention strategy to playing fetch with my cat.
Why?
Because it’s fun, I get to share cute cat pictures and I get to be silly every once in a while.
Here we go…
Fetch? Really? Yes, Really
My cat, Irusan, plays fetch.
He’s done it ever since he was a kitten. I don’t know why, but I love it.
Seriously, he does. It’s so freaking adorable! Check out the video below.
And he’s obsessed with it!
A while ago, he found one of those silicone bracelets that usually end up in a swag bag and come with an inspirational message. Ever since, that is the toy of choice for our game of fetch.
As soon as I pick it up, he’s hunkered down, ready to speed to the spot where this toy lands. Then he pounces on it and brings it back for another round. This can go on all day. (It can make it hard to get work done. He’s insistent.)
I keep playing with him because it makes him happy and he gets exercise. I even get a little exercise out of the deal, myself.
If you think about it, keeping your customers engaged is like a crazy game of fetch.
Yes, it is a weird way to think about your customer retention strategy but hear me out.
Think about that silicone bracelet as a representation of your marketing efforts.
You keep throwing those marketing efforts out there to attract your customers’ attention and draw them back in, so they’ll buy again.
If your customers are engaged, they’ll pay attention to those marketing efforts, chase them down (metaphorically speaking) and bring them back to you to be redeemed, in the form of a purchase of a new product or service.
Okay, so really, they’ll respond, pull out their credit cards and buy, but you get the idea.
Now that we’ve established this weird metaphor, how do you get your customers to keep coming back for more? How do you get them to keep playing fetch with you?
Engage Your Customers in the Game
Irusan loves playing fetch with me. To the point that he’ll bring his toy into my office, drop it at my feet and rub against my legs and meow until I get up to throw his toy for him.
He’ll do this several times a day if I let him. Even in the middle of online meetings.
This is one devoted cat.
Can you get your customers to be equally devoted?
Honestly, yes, you can.
It takes work and a lot of relationship building, but you can totally get your customers to be this responsive.
Think about companies that regularly send you coupons or promotions on certain products. Do you respond to those?
I’m sure it depends on the product and your needs at the time, but most of us do respond.
We get an endorphin rush from making a purchase. It makes us happy.
Do I think you should constantly try to get your customers to buy?
No.
That becomes wearing and eventually, everyone (even my cat) will get sick of it.
But you do want to encourage that feeling regularly.
You want them to be excited to buy from you when you do make the offer.
Build a Strong Relationship with Your Customers
I talk about this all the time in these blog posts and in my weekly emails.
This is the key to a good customer retention strategy.
People may buy from you once, but why should they buy from you again and again? What’s in it for them?
This is what you need to show them over and over in your marketing.
Give them valuable content in your blog posts and emails that ties into your products and services.
Get them excited when you launch new products and services.
Celebrate their milestones with them as they progress after each purchase.
Share your story with them so they’re invested in your business and its success.
Make them part of your community so they don’t want to go anywhere else.
Companies that make an effort to build this kind of relationship with their customers are always rewarded with more sales and with their customers sending their friends and family members to make purchases as well.
It takes time, but it’s totally worth your effort.
Draw Your Customers Back In if They Get Distracted
Every once in a while, Irusan will get distracted by a fly on the wall or the birds outside, or who knows what, after I’ve thrown his toy for him.
If I want him to keep playing, I have to pick up his toy, get his attention and throw his toy again to get him to reengage in our game.
In our crazy, information laden world, it’s easy for your customers to get distracted too.
The easiest way for you to keep your customers engaged is to stay in touch consistently. (Another thing I talk about regularly in these blog posts.)
When you train your customers to expect emails from you on a regular basis, they’ll be more responsive to your messages and less likely to get distracted by other things, like your competitors.
Make Sure Your Customers Have a Clear Path to Their Goals
Sometimes, I’ll throw Irusan’s toy and he won’t see where it lands. He’ll wander around the living room looking for it. If he can’t find it, I have to show him where it is so he’ll pick it up and run back into the office, where he’ll drop it so I can throw it again. (Welcome to my world.)
Your customers are no different. If they lose track of whatever their goal was when they bought your product or service, they’ll wander around feeling lost and confused too.
You need to guide them to that goal, so they keep coming back to you for more.
Onboarding emails and instructional videos can keep your customers moving toward success.
Regular reminder emails asking how they’re doing and offering to answer questions by hitting “reply” are another good option.
Selling doesn’t end once your customer has made a purchase. You have to keep selling them on their own success, so they’ll keep using your product or service and reach their goal, which will prompt them to come back to you again and again.
Pay Attention to Your Customers When They Need You
At least a few times a day, I’ll get very focused on my work. Irusan still wants to play. Out of the blue, I’ll hear a meow, reminding me that we have a game going on and I still need to do my part.
This is true for your customers too.
If they contact you with questions, you need to respond as quickly as possible, even if it’s just, “I’ve received your question, I’m working on an answer and you’ll have it soon.”
Your customers want to know they can rely on you whey they need you.
If you’re a solopreneur, like me, that means you’re the one responding to everything.
If you’ve got a team, it means you have customer support folks responding to these requests.
Either way, you need to be there for your customers and get them the information they need, so they can continue to succeed with your products and services.
Enjoy Your Game of Fetch
Honestly, I have fun playing fetch with my cat. He’s a delight. And he’s so darn cute!
I don’t expect that you’ll feel the same way about your customers, but I do hope you enjoy keeping their attention and building a relationship with them.
Loving what you do and sharing that with your customers can be an awesome customer retention strategy. People respond positively when they feel your passion and dedication to what you do. Share that passion and you’ll have customers returning to you over and over again.
Just like my cat with his toy.
If you want to learn more about keeping your customers’ attention and building that strong relationship with them, please subscribe to my email list.
Meanwhile, I hope you have something as entertaining and adorable to distract you while we’re all stuck at home.