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Adding Value by Continuing Client Communication
As you’re working to grow your security alarm business, you have likely focused on increasing the number of your customers, but what about increasing the value of each customer you already have. Focusing on your existing customer base has an added benefit- not only does increasing customer value potentially add to your monthly RMR, the deeper relationship reduces client churn, a key metric in determining the overall ‘value’ of your business.
The good news is, the cost of maintaining and growing the relationship with current customers is much lower than the cost of acquiring a new customer. The biggest commitment is to put a priority focus on adding value for them.
Here are four ways to do just that:
#1 – Newsletter Subscriptions
Email newsletters are one of the best ways to make sure that your customers hear from you regularly, and they provide an amazing opportunity to become a true authority in your field. Make sure your newsletters are tailored to certain demographics, as well. For example, you may have a variation of different newsletters each month with certain elements addressing each customer type. This way, the information you provide is relevant. You also have an opportunity to upsell the customers by introducing new products and services without a hard sell.
#2 – Special Savings for Loyal Customers
If there’s one thing that drives customers batty about any subscription-based service, it’s the fact that, in most cases, only new customers get the best deals. If you think about it, they’re right. Mobile phone service providers do it, satellite and cable television service providers do it, and even some alarm system service providers do it. Make sure that you’re reaching out with special savings and programs, i.e. move and referral programs, which are exclusive to loyal customers. When your existing customers feel as if their business is truly appreciated, they’re more likely to stick around and purchase more products or services and most importantly provide great referrals in the future.
#3 – Social Media Access
Many businesses completely underestimate the power of social media when it comes to being authoritative and service-oriented. Each time your existing customer hops on to Facebook, they see, on average, 15 advertisements for products and services within the first two minutes of scrolling their news feeds. By creating social media accounts where your customers are already active, and frequently maintaining them, you’re going above and beyond your competitors when it comes to continuing client communication. If someone has praise, a complaint, or even a question, they can ask you right there, online, which gives you an opportunity to let your excellent customer service shine. And your responsiveness leaves your customer feeling valued, because you made it easier for them to reach you.
#4 – Customer Service Surveys
Last, but most certainly not least, customer service surveys can be incredibly valuable to both your customer and your company. After an interaction with your employees, whether it’s for an installation, for technical support, or even to make changes to their account by phone – follow up with a satisfaction survey. Giving your customers a voice leaves them feeling empowered – because it shows them that you care. Make sure you follow up with anyone who has a dissatisfactory experience to make it right, and you can often turn an unhappy customer into a loyal advocate. You’re likely to learn a thing or two as well. Regular surveys can help you ‘get inside the head’ of your customers, allowing you to offer new products or services that help them with a real need.
Continued communication after the initial sale will keep you top of mind and keep your customers feeling like you truly care about their well-being. And when you stay focused on adding value, answering concerns and asking how else you can help, your customer is far more likely to remain loyal to your company – and most importantly, recommend you to their friends and family.
How are you communicating with your current customers? Let us know how you are making your communication a valuable part of the business at firstname.lastname@example.org. We’d love to hear your stories.