The document discusses five secrets to customer retention that successful brands employ: 1) Providing stellar customer service even during mistakes, 2) Implementing creative loyalty programs that reward frequent purchases, 3) Engaging in consistent relationships with customers through marketing and social media, 4) Taking extra steps such as sending gifts during milestones, and 5) Speaking to customers with authenticity and understanding their lives. These tactics encourage repeat business and create loyal, long-term customers.

1. Best-Kept Secrets: The 5 Things That Really Keep
Customers Coming Back
Use these tips to add value to your customer interactions, and you’ll be singing the loyalty song in no time.

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For global companies, local boutiques and every business
in between, customer loyalty is an undeniable must have.
Bringing clients back to your brand is a key predictor of
future success; new customers can be both difficult and
expensive to court, and the word of mouth that comes from
existing buyers is often worth its weight in gold.
The trick, of course, is knowing how to encourage repeat
business effectively. Here, we detail the five secrets to
customer retention that every major brand knows.

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One.
Stellar customer service

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The most successful brands know that incredible customer
care can create some of the most satisfying moments
throughout the entire business. This is where the Golden
Rule really comes in handy: Treat each of your customers
exactly as you’d like to be treated, and never allow your
service to become anything less than outstanding.
Disney’s Parks and Resorts division is among the best
examples of this strategy in action; though the company
has endured its fair share of low periods, its focus
on creating memorable, magical experiences keeps
customers coming back year after year. It’s all about
the little things: friendly phone representatives, helpful
associates and those special moments that demonstrate
just how willing you are to go above and beyond for your
customers.

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Even otherwise egregious mistakes can be mended if
your service standards are top notch. Like any massive
company, Discover certainly receives a number of
disgruntled customers, but its even-keeled representatives
routinely go out of their way to right any wrongs.
Similarly, Apple provides its helpful Genius Bar to anyone
experiencing difficulties with a machine. That extra service
often turns what could’ve been a bad product moment into
a paragon of customer loyalty.

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Two.
Creative loyalty programs

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Customer retention is a priority for every business, and
nothing keeps clients coming back quite like a thoughtful
customer loyalty program. Based on a series of rewards,
exclusive offers and unbeatable perks, these members-only
clubs give clients more bang for their buck. What’s
more, they often pamper customers with a set of VIP
experiences, and that alone encourages people to return.
Of course, it’s not enough to offer sporadic discounts and
flimsy membership cards. Some of the world’s biggest
brands have created customer loyalty programs that rival
credit cards in terms of must-have benefits. Amazon’s
Prime offers free streaming videos and two-day shipping,
Southwest’s Rapid Rewards makes it easier than ever
to earn a free flight, and Nordstrom’s Fashion Rewards
features free alteration and concierge services. Even
companies like Office Depot have entered the ring with
membership systems that reward frequent purchases
and brand dedication. Create something that makes your
customers feel special, and you’ll be rewarded with years
of loyalty.

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Three.
A consistent, engaging
relationship

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More than almost anything, humans crave comfort
and consistency. This is more true than ever when
it comes to brand relationships. As customers, we
want to know that the products will always be good,
the service will never be nasty and the brand will
consistently speak to our specific needs.
Big businesses spend hundreds of hours every
year cultivating the sort of reliability that ultimately
feeds the bottom line, and it all starts with customer
engagement. If you’re not actively engaging with
your clients by way of marketing communications,
social media and overall voice, you’re missing a giant
piece of the branding puzzle.
Similarly, if you’re switching brand images as quickly
as Madonna, you run the risk of confusing the people
you rely on most. Interact with your customers
consistently, and make them feel as if you’ll never let
them down. It may not be a direct sales tactic, but
sometimes it’s the covert strategies that make the
biggest impact.

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Four.
Those extra-mile moments

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Who doesn’t love receiving a surprise gift? Making an
extra effort for your clients is frequently the best way to
encourage customer retention. One look at your email
inbox during your birthday month backs up this theory;
brands from Urban Outfitters to American Airlines send
special birthday offers to customers in an effort to remind
them that they care.
Some companies even use personalized data to take it
even further. 1-800-Flowers often sends reminders near
a customized date, for instance, and local businesses
routinely throw in additional perks based on a longtime
customer’s preferences. It’s all about relating to people on
a human-to-human rather than business-to-buyer level.

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Loyalty programs feature this sort of system as a matter of
course, but consider what you can do for your customers
beyond the standard rewards. Get inspired by Chanel’s
cosmetic counters, and throw a special sample or treat
into a package for someone who’s spending a large
amount. Take a cue from some Etsy sellers, and include a
handwritten note of congratulations with the purchase of
a baby item. You can even use information gathered from
surveys to wish customers well during an anniversary,
graduation or other milestone. When you show your clients
that you’ve taken the time to know who they are, they’ll
respond with loyalty like you’ve never seen.

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Five.
Overwhelming authenticity

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Even huge brands like Starbucks and Nationwide
understand that authentic interactions are the keys to
customer retention. You may be only one member on a
team of 100, but every customer wants to feel as if they’re
talking directly to a single personality. The best way to
achieve this is to use brand voice, identity and image to
break down the barrier between company and customer.
Resist the urge to create a detached tone for your
business; though it may seem like the best way to exude
an air of luxury and expertise, it often makes your brand
appear less than relatable.
If you know who your customers are, what their lives look
like and what they value most, you’ll be able to speak to
them from a place of authenticity — which is exactly what
most clients value more than anything.

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And of course, here is our shameful plug: we at FiveStars
can help you create a fully customized rewards program.
Your customers can sign up with just their phone number,
and it runs right on your POS. We work with you to set up
automated marketing and promotions campaigns using
the data we help you collect, including incentives to bring
back lapsed customers and special rewards on birthdays.
Setting up your customer engagement and retention with
FiveStars allows you to sit back and relax; we do all the
work for you.
Learn more about us at fivestars.com.