How to Keep Customers Coming Back to Your Business


A long list of satisfied custom­ers is the most valuable asset a business can have. You must be able to attract customers, keep them coming back, and have them refer new customers to you. Simply put, satisfied custom­ers are the difference between success and failure in business.

Before you can learn how to keep customers coming back to your business, you need to understand why businesses lose cus­tomers in the first place. Market studies have shown that busi­nesses lose on average 1 percent of their customers to death, 3 percent move away, 5 percent find other suppliers, 9 percent leave because of price, and 14 percent leave because of poor service. But most important, two-thirds of the customers who leave do so because the business never shows them how impor­tant they are.

Customer satisfaction surveys have shown additional, more frightening, statistics regarding poor customer service.

  • Seventy percent of dissatisfied customers never complain. They simply take their business elsewhere without an explanation.
  • A typical dissatisfied customer will tell an average of 22 other people about his or her unhappiness with your company. And about four of those people will in turn tell 20 more people that your company has poor service.
  • It takes an average of 12 positive service acts to make up for just one negative incident.
  • Getting new customers is far more expensive to a com­pany than servicing existing, satisfied customers. For exam­ple, it takes $10 of new business to replace just $1 of lost business.

It pays to make your customers happy and to let them know that you appreciate their business and value them as human beings. That’s called customer service.

Although marketing is the secret to developing a customer base, customer service is central to maintaining it. People today want value. This means the lowest price and efficient service. Effi­cient service will allow you to compete successfully with dis­count and outlet stores. You have to position your company as the very best place to go when people think about buying your products or service. Your customers’ attitude about you deter­mines whether they buy, whether they buy again, and whether they refer others to your company.

People today expect and demand value for the products and services they buy. When you give your customers something positive and unexpected, you add value to your product or ser­vice. People often consider extras and incidentals when decid­ing where to shop, so when you give free gifts that people can use, they remember your company. That is why advertising spe­cialties can be an impor­tant marketing technique as well as a customer service tool. Pens, refrigerator magnets, and other items imprinted with your company’s name make an impression and let your customers know that you care about their business.

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About the Author: Marie Mayle is a contributor to the MegaHowTo team, writer, and entrepreneur based in California USA. She holds a degree in Business Administration. She loves to write about business and finance issues and how to tackle them.

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