10 Rules For Keeping Customers

Okay, I know you've probably read books and articles on keeping customers before. However, the following 10 rules for keeping customers are real-world do or die rules that when followed guarantee to improve your attrition rate (customer losses), bringing in sustainable increases in sales and profits.

You too will be able to write your own customer retention success stories when you apply the following rules.

Here are the 10 rules for keeping customers.

Rule 1: Send A Buyers Remorse Letter

As soon as you get a new client or customer, it's imperative that you send them a "buyers remorse letter." This in its basic form is a "thank you letter."

So your buyers remorse letter is the simple process of re-selling your product or service and your company to the client or customer - reassuring them they've made a shrewd decision in choosing your product or service.

This one letter will make a big difference and help you keep your customers.

Rule 2: Give Them A Surprise Special Gift or Bonus

This is such a great strategy. When you get a new customer send them a surprise free gift or bonus. Ideally you want to send something with a perceived high value that costs you very little to produce.

For example, Special Reports and books are great as surprise gifts.

Rule 3: Treat Your Customers Like Friends

Make everyone in your business aware of the value of your customers. Make sure each customer is treated like a friend - not an unwelcome interruption to your employees work!

Rule 4: Give Your Staff The Authority To Right A Wrong!

Fred Smith the founder of Fed Ex makes all his people aware of the importance of taking ownership of problems. He also gives them the authority do anything in their power to make the customer happy.

You may want to put a ceiling on the amount an employee can spend at any one time - but the important thing is to allow them to deliver on your promises - no matter what it takes (within reason).

Rule 5: Monitor And Improve Your "Moments Of Truth"

Every single contact with a customer has 3 possible outcomes.

1. Average Experience: A maintaining of the relationship
2. Below Average Experience: The customer is less than satisfied
3. Above Average Experience: The customer is delighted

These outcomes are also known as "Moments Of Truth" based on the book by Jan Carlzon CEO of Scandinavian Airlines.

What you must endeavour to do is dissect each "Moment Of Truth" and ensure the customer has an Above Average Experience.

Rule 6: Keep In Touch Regularly

Possibly one of the most important rules is keeping in touch with your customers regularly - once a month preferably.

This not only makes them feel wanted (67% of customers leave through indifference and neglect - McGraw Hill), but gives you the opportunity to sell your other products and services.

Rule 7: Deliver On Your Promises

There's nothing more dissatisfying and annoying when a company doesn't deliver on its promises. If you say you're going to do something - do it!

Rule 8: Under-Promise and Over-Deliver

This is a well-known approach to keeping your customers. The key here is to under promise the result and then over-deliver. For example if you're a printer and you say delivery of the brochure is on Friday, you deliver it a day or two earlier.

This has an incredible effect on the customer!

Rule 9: Acknowledge Your Mistakes

We're all human - we all make mistakes, and customer's understand this. However, there are right and wrong ways of handling a mistake. Simply acknowledge your error and then put it right way beyond the expectations of the customer.

Do this and I guarantee they'll stay with you for life!

Rule 10: Excel At Customer Service

As long as you follow all these rules, this last one automatically follows. Be passionate about serving your customers. Make them feel special. Make them feel that you can't do enough for them. This really is the key to keeping customers!

If all you do is follow these 10 rules for keeping customers, you WILL see a big improvement in your customer losses. And that means 3 things.

• They'll keep buying from you
• They'll stay with you longer
• They'll refer more people

And you'll be able to write your own customer retention success stories!