How to retain customers

9th March 2023 | Phoebe Dobke

If you’re a first-time business owner, its important you learn how to retain customers, not just attract new ones. Retaining customers not only ensures a steady stream of revenue but also helps build a loyal customer base that can act as advocates for your business. Here are our tips on how to retain your customers.

Provide excellent customer service

One fundamental aspect of how to retain customers is providing excellent customer service. Customers expect good service, and if they don’t get it, they’ll go elsewhere. Ensure your staff are accessible to customers and responsive to their needs. If a customer has a problem, address it quickly and efficiently. Don’t make them jump through hoops to get a resolution.

Exceeding your customers’ expectations will also keep them coming back. This might mean delivering a product ahead of schedule, offering a surprise discount, or including a free sample with their order. Small gestures can go a long way in building loyalty.

Offer a loyalty programme

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Loyalty programmes are an excellent way to reward your customers and make them feel valued. You can incentivise repeat purchases by using punch cards, offering a free product once their punch card is filled. Or you could offer discounts if customers spend over a certain amount or refer a friend. Make sure your programme is convenient and offers a reward that customers will be excited about.

Be consistent

Customers expect a consistent experience every time they interact with your business. This includes how to retain customers by ensuring consistency in product and service quality, pricing, and delivery across all touchpoints. Train your employees to deliver a seamless experience, regardless of location. In a multi-store environment, consistent customer treatment is crucial, as a single negative experience can tarnish the reputation of your entire business. Remember, your employees are the face of your brand, and their interactions shape customer perception.


Keep your customers informed about what’s going on with your business. Send regular updates about new products, services, or promotions. Make use of social media to communicate with your customers, but make sure you’re responsive and engaging.

Customers like to feel that they’re more than just a number to your business. Try to personalise their experience by addressing them by name, sending personalised emails, or remembering their preferences. Use customer data to personalise their experience with your business.

Listen to feedback

Customers will give you the most valuable feedback, both positive and negative. Learning how to retain customers means taking their feedback seriously, even if you don’t agree with it. Responding promptly and making changes based on their feedback will help build trust and encourage them to flag any future issues. Consider using surveys, especially after launching new products or services, to gather more structured feedback. Remember, customer retention is an ongoing process. Continuously evaluate your performance, listen to your customers, and make changes as necessary. Don’t rest on your laurels, strive to improve your business every day.

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