Watch Your Customers Grow - Part 2

by Stuart Ayling of Marketing Nous

Now that we're thinking on the same wave-length you will see there are many places where you can nurture your customers.
Try it:
- On your web site.
- On your packaging.
- In your communications.
- During the sale process.
- When you make deliveries.
- When you are running special events.
- When your customers come to visit you at your store, office or facilities.

Just like raising children, when you look after your customers - with their best interests at heart - they will recognise the integrity of your actions and reward you in many ways. (Although children are sometimes slow to respond!)

You can expect to get:

• Greater loyalty - within reason. You always need to offer value.
• Higher average sales - as your customer will be more likely to purchase other items.
• Higher profit margins - within reason. Loyal customers who appreciate that you do look after them are more willing to pay a premium for buying from you. At least they will be less likely to shop around purely for the lowest price.
• More cost effective marketing. You will attract more customers for your marketing dollar, and achieve higher value sales.
• Lower customer churn rates. Why would your customers buy elsewhere when they recognise the value you provide? (Competitively priced for your offering, of course)
• A deeper, more meaningful relationship with your customers - enabling you to weather the inevitable problems that arise. You must earn the trust of your customers.
• A more secure future for your business - which means less worry for you and your staff.

Have a good look around you. How many businesses do you see nurturing their customers? See the opportunity for you?