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Practical Tips for Small BusinessesOne of the biggest challenges businesses face is attracting loyal customers who will return frequently and who tell others about your business. Why are repeat, satisfied customers so valuable? Three basic reasons:

1. They save you money on marketing.It always costs more to attract brand new customers than to connect with existing ones. And, if you get their contact information you have a way to stay in touch with them.

2. It’s easier to sell new products or services to them.They are more open to trying them because they like and trust what you have provided before.

3. They are more likely to refer new customers to you.Loyal customers can act as advocates for your business, recommending you to their friends or even posting positive reviews online.

So, let’s look at 10 strategies to help you improve customer loyalty and get more customers to return.Strategy One: Reward Customers with Special OffersGiving coupons or discounts to your customers is always an effective way to keep them coming back. You can send out coupon codes via text message, email, social media or in print. Make sure you emphasize that these deals are only for customers receiving this special coupon. Keep the offers relevant by keeping track of what your customers need or want the most.

Strategy Two: Create a Unique Customer Loyalty ProgramMany businesses use customer loyalty or rewards programs to encourage return visits. If you are going to start a program, try to make it unique. For example,

in addition to rewarding customers with your usual products, you might have bigger prizes they can win or discounts they can earn if they accumulate enough points. You can also give people the option of donating their points to charity. And, you don’t have to reward them just for buying something. They might also get points for referring new customers, for shopping on designated days or because it’s their birthday, or even participating in games and contests.

Strategy Three: Ask for Their Input and Feedback The more you know about your customers, the better you can serve them. Ask for their opinions either informally or through a simple online survey (which can be set up and implemented for free through software such as Survey Monkey). Keep the survey short and simple to fill out. You might even ask them what they think about a new product or service you are considering offering. And, you can reward anyone who completes the survey with points if you have a customer loyalty program, a special offer or a discount.

Strategy Four: Segment Your CustomersMarketing is getting more and more focused. Today, customers never appreciate getting pitches for something they already bought or something that doesn’t apply to them. Learn as much as you can about your customers based on their buying behavior, demographics and

the feedback you’re requesting – and getting – from them. Then you can separate them into categories and contact them with offers that are relevant and appealing.

10 STRATEGIES TO BUILD CUSTOMER LOYALTY

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Strategy Five: Remember Personal Details about Your CustomersCustomers are more likely to be loyal if they feel valued. Do you remember their birthdays, or their kids’ ages, or the last item they purchased? Are they a new parent? Are they crazy about their dog or cat? Targeted emails can add a personal touch and make your customers feel special.

Strategy Six: Head Off Bad News Is your business going through a rough patch? A staff shakeup? If you are expecting bad news about your business in the media, head it off by sending a personalized heads-up announcement to your customers before the news gets out. Don’t go into extreme detail, but let them know because you value their business and loyalty, and because you’re committed to being transparent and honest.

Strategy Seven: Make Customer Loyalty Easier by Storing Customer DataOffer loyal customers the option to order and pay on their mobile device. Large companies like Starbucks and Apple do this, and younger customers in particular love the convenience of quick, one-touch ordering.

Strategy Eight: Handle Any Concerns or Complaints PromptlyAmericans tell an average of 15 people about a poor service experience, versus the 11 people they’ll tell about a good experience. About a third of Americans say they’ll consider switching companies after just a single instance of poor service. Finally, after just one negative experience, 51% of customers will never do business with that company again. So, make sure your customer service is excellent at the front end. If there is a complaint or concern, don’t get defensive.

Be responsive, be empathetic, try to make it right and ask the customer what they expect, want and need.

Strategy Nine: Think of Ways to Make Life Easier for your Loyal CustomersTry to save your loyal customers inconvenience at every stage of the buying experience. In addition to storing their information, provide a simple procedure for returning unwanted purchases. Make sure deliveries arrive on time. Have good quality control for the items you sell. If you provide a service, send out a survey afterward to get feedback.

Strategy Ten: Thank ALL of Your Customers (not just the loyal ones) For Their BusinessGreet your customers with a smile. Be polite, friendly and positive, and make eye contact. If they do make a purchase, thank them for their business. If they do not make a purchase, thank them for stopping by and ask them to come again.

Implementing these strategies can help you build a loyal customer base that can help your business thrive and prosper for many years to come.