Customer Retention Programs Should be as Important for B2C and B2B Companies as Lead Acquisition
Most Digital Marketers focus their efforts on lead acquisition programs, regardless of working with #B2C or #B2B companies, and many unfortunately, give little attention to their #customer #retention programs, which is a big mistake. Yes, it's important to drive in new leads, but don't take for granted your customer's loyalty. There is so much competition out there today, that if you don't take care of your customers, they won't stay. Let me repeat that, there's no reason for your customers to stay, if you don't give them a reason to. There's always the next shiny competitor that is cheaper and easier to get better customer service from.
For digital marketers at B2C companies, a simple customized email deployed weekly to biweekly, that offers promotion specials, discounts, and/or upgrades can make a customer feel appreciated, which could turn into customer referrals, and add to the company's bottom-line, as well as, increasing the LTV. Also, happy customers spend more money. According to the White House Office of Consumer Affairs, "On average, loyal customers are worth up to 10 times as much as their first purchase."
For #digital marketers that work with B2B companies, offering an exclusive customer portal with up-to-date company products information and upgrades, new weekly product content, such as "How-To" product videos to maximize usage of the software solutions, 24/7 online customer service support, regional conferences, and Peer-to-Peer user groups, could make the difference of being considered the leader in the industry, compared to that hot new cloud or SAAS-based company coming along and stealing your customers for cheaper.
No matter what type of customer your company services, just make sure, that you take of your customers, if you want them to take care of you.