Building on our previous discussion, part two of our Sales Growth series focuses on the essential strategies for retaining your existing customers. From maintaining accurate data to prioritising regular, targeted communication, we’ll explore how to keep your customers engaged and foster long-term loyalty.

Accurate, up-to-date customer data is key for effective communication and commercial success. Ensure your records are comprehensive and contain all the latest contact names and details, including information on buying behaviour. Regularly cleansing and updating your database will help ensure your communications reach the right people at the right time.

Prioritise Regular, Targeted Communication

Existing customers spend 67 per cent more than new customers and are 50 per cent more likely to try new products.[1]

Maximise this potential by:

• Upselling or cross-selling relevant products and services.
• Offering exclusive loyalty rewards, subscription plans, or add-ons.
• Actively seeking feedback to improve customers’ experience.

This can be done through targeted communication with your customers, having regular contact will ensure to keep you top-of-mind for their future requirements.

It’s simple: satisfied customers buy more. Alarmingly, 61 per cent of customers would switch providers after just one bad experience. Prioritise their satisfaction to help you build a loyal client base that drives referrals and sustained growth.

Foster Cross-Department Collaboration

Retention is not just a marketing task – it’s a team effort. For your retention strategies to succeed, you need seamless communication between sales, marketing, and customer services. Each department should work towards shared goals, delivering a consistent and cohesive customer experience.

Approximately 89 per cent of marketers use email as their top retention tool, and direct mail 55 per cent. Ensure your communication strategies are aligned across all channels to deliver a unified customer experience. Ensure all departments are in sync to maximise the impact of your retention efforts.

Act:

• Gather feedback to pinpoint areas for improvement.
• Identify patterns in churn to address recurring issues.
• Implement solutions that resolve customer concerns and prevent further losses.

Key Blueberry Takeaways

• Clean Your Database: Ensure all contact data is correct and relevant.
• Capture Customer Insights: Implement feedback systems to understand churn and improve retention.
• Run Re-engagement Campaigns: Reach lapsed customers with personalised messaging and offers.
• Align Your Team: Ensure sales, marketing, and customer service are united in delivering exceptional experiences.

Re-engaging and Retaining Customers Across Sectors

Discover how we helped the UK’s largest independent builders’ merchant generate £19.5 million in sales growth through tailored customer retention strategies. Read the entire case study here. See how we helped a professional association secure £142,722 in annual membership fees by successfully engaging their hardest-to-reach members. Read the whole case study here.

Blueberry can help you transform your customer retention and re-engagement efforts. With a data-driven, multi-channel approach tailored to your goals, we will help you boost sales, increase loyalty, and maximise ROI. Get in touch today. Email info@blueberryms.co.uk or call 0113 487 7013.

[Copyright © 2024 Angela Kunawicz & Blueberry Marketing Solutions. All rights reserved.]

[1] Source: Demand Sage – Customer Retention Statistics 2024 – Key Trends & Data