Building Customer Loyalty

4. Communications

If you keep a dialogue going with customers, they will be more likely to buy from you in the future.

4.1 When marketing -- or selling - to customers, divide them into at least three groups, and plan a different type of communication for each.

• Group one is potential customers who have not yet purchased anything. For example, someone who has made an enquiry as a result of an advertisement.The aim of your communication is to build interest in your products. You may also be trying to make a sale at this initial stage.
• Group two is customers who have madea purchase.Your aim is to increase the frequency of their buying and to sell them other products in your range.
• Group three is your premium customers, who already make regular purchases.Your aim is to turn them into 'advocates' who recommend you to their contacts. Your communication is based on showing your appreciation and keeping them informed, rather than selling them products.

4.2 Only offer products that match customers' needs.

• Ask your customers which of your products they are interested in.For example, send out a questionnaire.
• Regularly mail (or phone) them with special offers, and news about your new products.Suggest products which will enhance or upgrade what they have already bought.
• Include a checkbox in your written mailings, or on your website, that customers can tick to confirm they want to receive future communications.
• Ideally, you should anticipate when they need to re-order.

4.3 Have regular contact with customers. For example:

• Telephone key customers regularly to get feedback, or send them a newsletter.
• Send best wishes for Christmas, anniversaries or other occasions.Be original. The challenge is to distinguish yourself from all the other suppliers who do this. For example, you could avoid the Christmas post by sending an electronic greetings card direct to your customers.