Many companies do not place importance on customer service, but it is key to turning existing customers into promoters to generate even more sales!

1. How To Delight Existing Customers
By Nelson Tan
So you’ve made the sale! The long tedious process of closing your sales leads,
converting them into customers is over. So what happens now?
A rookie mistake would be to forget about these customers once they’ve written you
a cheque. You wouldn’t forget about your partner once you married them, would
you? Many companies put a strong emphasis on making sales. However, they often
do not place as much importance on providing customer service, and hence
unsuccessfully retain said customers and enjoy their continuous patronising.
Objectively speaking, there are a number of reasons why you should maintain a
healthy relationship with a customer, such as:
Word-Of-Mouth Promotion [Customers -> Promoters]
Customer evangelism – This occurs when your happy customers unreservedly
praise your products/services to their friends and connections. This usually takes
place on social media.
Customer referrals – Conversely, this is when customers refer you to friends or
contacts, and your product will generally be better received as opposed to it being
outbound-marketed (advertised) to these people as they are being introduced by a
familiar face.
Continuous purchases [Customers -> Repeat Customers]
Customer retention and loyalty – Often, purchases aren’t a one-time thing. Loyal
customers will regularly choose your product over its competitors, which is definitely
a good thing.
So, how do you delight existing customers?
- Provide good customer service, and it starts with truly knowing your customers.
The HubSpot marketing software has great capabilities that empower marketers to

2. track customers by their online behavior such as the type of content they mostly
read, the links they click, what they say on social media, their predominant interests
as expressed by the content they published, etc.
- Market customers other products based on their interests. Based on what you know
about their buying habits or areas of interest, you can tailor your marketing
approaches to market them product you know they’ll like. You can do this using a
combination of smart CTAs and workflows.
- Be creative in your marketing. Offer exclusivity (e.g. sneak peeks) or give them
better prices to show that you value their ongoing loyalty.