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Do you know the value of the mistakes you’ve made in the past has for the marketing of your business in the future? You would be amazed what a gold mine of marketing wealth can be found in learning about your mistakes. We all would like to think that we are providing excellent service to everyone who uses our business. Unfortunately, none of us are able to please absolutely everyone who considers our businesses.

It is possible to please your customers if you provide quality goods and service with a pleasant demeanor. Still, satisfying everyone in your client base isn’t always possible. What you need to know is this: What made your client leave? Learning from your mistakes is the only way to keep these clients from leaving in the future. You need to know what part of your customer service or marketing failed.

All businesses want to have happy customers,but, studies show 95% of unhappy customers do not complain back to the business their unhappy with.Sure it is nice not to have to deal with those complaints. But, if you don’t deal with unhappy customers you will never see them again. And remember even if you never hear from them again they will spread the word to others about your business and that will hurt your business.

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Customer Retention marketing is a tactically-driven strategy to keep relationships with customers going and increase customer interest. This strategy relies on the study of customer behavior. Here are the basic tenets of a marketer that seeks to increase customer retention:

1. Past and Current customer behavior

This is the best predictor of how customers will behave in the future. They are the characteristics marketers should most often look at. Analyzing customer tendencies and trends allows the marketer to anticipate, if not predict, the customers reaction to different situations. The marketer must take note that behavior is action oriented, not a description. For example, being a 35-year-old woman is not a behavior; it’s a demographic characteristic.

For example if you know from history that customer A is likely to make a purchase if presented with a discount promotion, then you might want to change your marketing tactics to include promotional selling when approaching this customer. A great deal of observation is needed if you desire to predict your customers’ behavior. This involves a great deal of notetaking as well as watching what reaction the customer has to different situations.

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The importance of your clients to you and your business is something that can’t be stressed enough. The survival of your business is greatly dependent on your clients’ support, thus, it is only natural to give them something in return as a sign of your appreciation. By providing your customers corporate gifts such as promotional apparel, mugs, pens, or other promotional items, you are showing your clients sincere appreciation by giving them a personalized gift exclusive for them.

Promotional Corporate Gifts

There are two main positive effects in distributing corporate gifts to your clients. First is that receiving an exclusive business gift increases brand recall and loyalty amongst your clients. This, in turn, would increase both the order size and order frequency of your customers, thus resulting to the growth of your business’ revenue. Second, the corporate gifts that you would distribute would of course include your brand or corporate logo. By effectively homing your promotional gift strategy to your valued clients, you are most likely to distribute a gift that they will find useful. A useful promotional gift would, of course, entail frequent usage from your recipients giving your imprinted logo on the merchandise great exposure to not only your valued customers but also to their peers who are also most likely part of the market niche you are targeting.

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Recently I was talking with a friend about how she could market her 10-year-old business. I suggested she start up an e-newsletter to stay in touch with her customers. Only problem was, she had no idea who her customers were! Not a single name or email was on file.

Big Mistake! Why? When you realize it takes anywhere from 3 to 5 times more money to get one new customer than to keep an old one happy and loyal – well, you do the math. You’re throwing money away each and every day that you’re not focused on customer retention.

By using some of the following ideas, you won’t have any problem building a dynamic list of satisfied customers.

How Do You Get Your Customer’s Names?

Simple. You ask for them.

Have a big glass jar set up in obvious place and ask people to drop in their name card. Then as a thank you, create any number of offers for people – a monthly drawing for a prize like a voucher for free drink or lunch, a discounted spa treatment, bundle up a special gift pack of some of your products. It doesn’t have to be expensive. The point is to make it fun and memorable. If you let people put one business card in each time they come in, they get more chances to win. And more reasons to support your business on a regular basis.

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One of the major aspects of the marketing strategy is brand promotion. By promoting your brand, you tend to disseminates information about your products, product line, brand and company. Offering promotional pens as gifts to customers will create goodwill among them and will build a strong business image. It will lead to acceptance of your products and services by the customers and will provide you the competitive edge. They help in increasing your customer retention ratio. Printed pens will not only help your salesmen sale your products again and again to your existing customers but also attract new customer towards your brand.

Promotional pens attract the attention of the customers, create awareness about your products, stimulate their interest and create a desire in them for buying your product. Even your existing customers will be interested in your products. They will keep on buying your product again and again. The existing customer will also spread your brand awareness among other through mouth communication. Whenever they use your products, you will get their attention as well as attention of the people around them.

While introducing promotional pens in your advertising campaign, it is important that you should go for a market research, set forth your goals, see your budget and take the help of some professional design services for designing and printing message. Research will find out who are the existing customers and potential customers, how you can go ahead with your pens as gifts, where and when you should offer these promo gifts to your customers. And if you go with a target and as per your budget, you will get the desired results in time.

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Retaining existing customer is very important for every organization. You don’t have to do too much to increase their interest in your products or services. You just need to keep their faith over quality of your services. A continuous flow of communication between you and your customers also helps in making a strong bond between you two. They are your brand ambassadors and you should value them accordingly.

Use automated calling to increase customer retention and extract new sales from current customers and highly targeted lists. It is a great time to take advantage of your current customer base with new products and offerings.

1. Harvest sales from current customers for services they do not have. Customers want to purchase from as few places as possible.

2. Find customers who are dissatisfied with your offerings before they leave. Customers don’t call when they are unhappy with your products and service! You need to call them and find out what they are thinking and how to better serve them.

3. Provide better customer service with automated calls. Customers need to be kept up to date on new pricing and features without taking time from your every shrinking staff.

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So you have won a new customer! They liked your product or service and they have invested in you their trust and monies to provide just that. So far so good but how are you going to keep them coming back for more. There is no doubt that the first goal has been achieved but what is your strategy for customer retention, i.e. how are you to maintain that relationship?

A sound and manageable customer retention strategy is vital to build upon the links you have established and to keep you in top spot when an existing customer needs you again. To achieve this simple but often overlooked element of customer retention requires a simple customer retention strategy.

The aims are straightforward; stay in contact, build knowledge and be ready for when they need you. This is all combined within a process called ‘Customer relationship management’. There are several ‘Customer relationship management’ software solutions that will streamline the knowledge and data you can collect about your customers. This means you can make that knowledge available to everyone in your team.

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While many companies establish new business promotions, few devote an equal amount of energy teaching employees techniques to do a better job of retaining customers.

Try this: Go back to your customer rank report from 1996, just ten years ago, and take a look at your top ten customers. How much does this top ten list differ from your top ten list in 2006? Odds are, few of these high volume customers are still on your top ten list, or for that matter, still doing business with your company. What happened to those that left? Where are they doing business now? If they left you for a competitor, do you know precisely why?

Here are 15 ideas for improving your customer retention rate:

• Measure customer retention by salesperson. This will give you a good idea of which salespeople are losing the most customers.

• Hire a professional to train not just your salespeople, but all customer contact personnel on how to deliver Level III customer care. Drivers, customer service personnel in the yard, credit personnel and inside salespeople interact with customers sometimes more often than outside salespeople do.

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