Effective Communication Breeds Customer Loyalty

If your company has high levels of customer satisfaction, they are likely to remain loyal, right? Wrong. In a customer satisfaction study of 10 major industries, an average of 72% of respondents indicated that they were highly satisfied with the products or services received. Yet 88% of the customers surveyed said that they were willing to switch providers for any reason! Many of your competitors likely offer a quality product and service with prices and delivery standards that are similar to yours. In this fiercely competitive environment, how can you continuously attract and win new customers while fostering loyalty among your current ones? All things being equal, your customers will naturally go where they consistently feel well treated and appreciated. You care about your clients, but what matters to them is how you show it. Demonstrating their value to you requires more than quality service and good prices. It requires strategic planning. It requires ongoing attentiveness and creativity in the quality of your communication. Direct mail is often viewed as a way of winning new customers, but its effectiveness as a customer loyalty tool should not be overlooked. It is powerful, relevant, and has a tangible cost. Sending direct mail (especially personalized mail) says to your customers, “You are worth the effort.” Consider setting up a series of “nurturing” mailers throughout the year. Make it a continuous client contact program that will demonstrate at regular, pre-planned intervals that you are sincerely grateful for their business and care about their relationship with you. Use the data you’ve collected to communicate, cross-sell, educate, survey and grow your relationship with these customers. Offer useful tips, and send newsletters, press releases, case studies, company brochures and timely incentives that remind clients of your commitment to service, value, quality, innovation, and loyalty. Direct mail isn’t just for customer acquisition marketing anymore. It is a critical part of effective customer retention efforts too.