Creating Customer Programs with Customology’s Michael Barnard
How do you make sure customers keep coming back for more? This is what Michael Barnard, General Manager of consultancy firm Customology, specializes in. A speaker at the Beyond Workforce Success Conference 2018, he focuses on creating customers for life. Existing customers and their interactions shape the future of your business, so it’s important to […]
7 November 2018 |
How do you make sure customers keep coming back for more? This is what Michael Barnard, General Manager of consultancy firm Customology, specializes in. A speaker at the Beyond Workforce Success Conference 2018, he focuses on creating customers for life. Existing customers and their interactions shape the future of your business, so it’s important to provide their needs and maintain their loyalty. Often, this involves implementing programs, and it can be tricky to get them just right. Read more: Michael Barnard’s Step-by-Step Guide to Creating Customers for Life When creating customer programs, companies focus on price, convenience, and service. However, Barnard emphasizes that these are not enough. Companies need to take a customer-centric approach to communication and engagement. A retention strategy, whether it involves an app, a one-time discount, or a loyalty card, must: Put the customer first. The business should respond to what customers need, and not the other way around. When a business plans a program from its perspective instead of its customers’, it will not be as effective. Recognize them constantly. Simple acts of appreciation, such as a thank you email, can change the way they feel about your business. For The Coffee Club, the thank you message reduced the time between the first and second transactions by 34 days. Reward their behaviour. Brands that only encourage loyalty but do not reward it have a smaller chance of success. According to the resort marketer Mantra Group, rewarding the behaviour of direct bookings increased their customers’ average spend by 26%. Remind them of the benefits. Send customers emails that showcase the benefits they can receive, and make it easy for them to receive it. Multinational manufacturer Bridgestone saw a 36% uplift in frequency by implementing this. Personalise the recommendations. Make sure the conversation revolves around them, their interests, and their purchasing habits. For jewellery chain Michael Hill, suggesting items that complement previous purchases resulted in a 72% uplift in conversion. Establishing a successful business means involving your customers every step of the way. And in an increasingly interconnected world, your customers are your best advocates. Gone are the days of pure word-of-mouth, as many now take to social media channels to express what they like – and what they don’t. Getting your strategy right can reap enormous rewards. Getting it wrong, however, can be disastrous. Read more: Keeping up with the Customers: Why feedback matters for every business Ultimately, putting loyal customers first, and analyzing how you were able to convert them, is key to attracting new ones. Keep your communication with clients strategic but sincere. Consider not only their interests but also larger trends that you can use to elevate your brand. And always remember that by catering to customers’ interests, you are also catering to yours.