What is it called so beautifully? The customer is king — and in fact it pays to continuously polish the crowns of existing customers. Research shows that an increase in customer retention rate of just five percent can increase profits by up to 95 percent. It remains to be seen whether it is actually that much, but existing customers usually contribute more to the economic success of your company than new customers. More and more companies now have a strategy paper on customer loyalty for employees. I hope you do too — and if not, it's worth reading.
How is it possible to establish stable long-term customer relationships? Successful companies rely on personalized customer contacts, continuously collect birthdays, hobbies and other interests of their customers in the CRM system, present interesting new products or product improvements and, in the best case, follow the contact person to the new company when there is a change of personnel.
Customer experience management goes even further. What Amazon has been doing for years has long since found its way into the world of B2B: Here, new and existing customers are accompanied on their customer journey — from advice to the specific offer to the purchase and interesting follow-up offers. Where, how and with which employees do your customers have contact with your company? What happens at the individual points, what can be improved? Ideally, try it out yourself to see where there is a problem in your company's sales process and where there is potential for improvement. Even a look at the competition can't hurt.
The aim is always smooth processes for both digital and analog customer contact, for example with
- sound personal advice,
- well-designed chatbots for queries,
- trained staff who personally help with more complex questions and
- intensive support and questioning afterwards.
Your employees thus become “relationship managers” who follow the development and satisfaction of every customer and do not perceive feedback as noise, but as a compass for shaping the future.
A pioneering form of customer loyalty is the use of their know-how in the (further) development of products and services. Ask how satisfied customers are with their products or what you could improve. You can even regularly invite selected customers to discuss developments, needs and feedback. Or you offer pilot customers exclusive insights and participation opportunities. Looking at feedback and reviews on LinkedIn, review platforms or in industry-specific forums is also a way to stay in touch with customers and thus strengthen a positive perception of your company.
How do you turn your employees not only into brand ambassadors, but also into relationship agents? Feel free to talk to me!
