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Thought Leadership & Enablement
May 12, 2023

Retain and Sustain: Customer Retention Strategies

Who doesn't love a loyal customer? Not only do they bring in more revenue, but they're also cheaper to keep than to constantly acquire new ones. So, why not try these effective customer retention strategies to keep them coming back for more?

Jenna Galletti
Content Marketing Specialist

As a marketer, it's essential to not only focus on acquiring new customers but also retaining your existing ones. Customer retention is the key to a successful e-commerce business as it helps increase revenue, reduce customer churn, and build customer loyalty. 

In this blog post, we'll explore customer retention strategies that will help you keep your existing customers happy and satisfied, and show you some real-life examples.

What Is Customer Retention?

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Customer retention refers to the efforts businesses make to maintain a strong and positive relationship with their current customers. The goal is to keep customers satisfied with your products or services so that they continue to do business with your company.

Having a solid customer retention strategy is critical for the success of any business. It helps to increase revenue by driving repeat purchases and reducing churn rates. When customers are happy and satisfied with their experience, they are more likely to make repeat purchases and recommend the business to others, which can also help attract new customers.

Acquiring a number of new customers can be a costly process, often requiring significant resources for marketing strategies, advertising, and sales efforts. According to a study by Harvard Business Review, “acquiring a new customer is anywhere from five to 25 times more expensive than retaining an existing one.” Therefore, focusing on customer retention is not only a more cost-effective approach but can also provide a higher return on investment.

Take into account the research conducted by Bain & Company's Fred Reichheld, the creator of the Net Promoter Score. His research shows that even a 5% boost in customer retention rates can increase profits, more than 25% to be exact. This underscores the importance of focusing on customer retention strategies as a key component of any business growth and profitability plan.

Building customer loyalty is another critical aspect of customer retention. When customers feel loyal to a brand, they are more likely to continue doing business with them, even in the face of competition. Loyal customers are also more likely to recommend the brand to others, becoming advocates and promoting the business through word-of-mouth marketing.

Having a robust strategy for customer retention is essential for businesses, as it leads to revenue growth, lower customer churn, and enhanced brand loyalty. Such a strategy allows companies to concentrate on nurturing positive relationships with their existing customers and encouraging repeat purchases, instead of expending resources on first-time customer acquisitions.

5 Customer Retention Strategies

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Let’s take a look at strategies brands can implement and optimize today:

1. Improve the Customer Experience

One of the most effective ways to retain customers is to provide them with an excellent customer experience. This includes offering personalized support, addressing their concerns and customer feedback, and providing a seamless customer journey from onboarding to purchase. According to a study, a whopping 86% of buyers are willing to shell out more money for a top-notch customer experience. This goes to show how crucial it is to prioritize customer satisfaction and offer an exceptional experience to your customers.

2. Offer a Customer Loyalty Program

Implementing a customer loyalty program is a tried-and-true strategy for retaining customers and increasing customer lifetime value. Such programs incentivize customers to keep coming back to your business by offering them rewards and perks for their loyalty. This not only strengthens their relationship with your brand but also encourages them to make repeat purchases, ultimately boosting your bottom line.

One of the keys to success with a customer loyalty program is making it easy for customers to participate and redeem their rewards. This can be achieved through mobile apps, loyalty cards, or other digital platforms that provide a seamless user experience. Additionally, it's important to track and measure the effectiveness of your loyalty program using metrics like customer retention rate, repeat purchase rate, and customer lifetime value. This allows you to refine your program over time and ensure that it's delivering the desired results.

3. Collect Customer Feedback

Customer reviews and feedback are essential to understand customer expectations and preferences. It helps businesses identify areas of improvement and make necessary changes to keep customers satisfied.

4. Use Automation

Automation can help streamline processes and save time, making it easier for businesses to provide personalized customer support and follow up with customers. It can also help businesses identify and address customer needs in a short period of time, reducing customer churn and increasing customer satisfaction. 

One of the most common ways businesses use automation is through email marketing. Automated email campaigns are a great way for businesses to communicate with customers. These campaigns can be triggered by actions such as buying something, subscribing to a newsletter, or leaving items in an online shopping cart. The emails are tailored to each customer's needs and interests, helping to keep them interested in the business.

5. Create a Strong Social Media Presence

Social media is an excellent tool to boost customer engagement, build customer relationships, and increase brand awareness. Businesses can use social media platforms to showcase new products, run promotions, and offer incentives. According to a study, if a brand delivers a positive experience on social media, 71% of consumers are more inclined to recommend it to others.

Examples of Effective Customer Retention Strategies

A great example of a business that excels in customer retention is Sephora, a beauty retailer that offers a loyalty program called Beauty Insider. The program rewards customers with points for purchases, which can be redeemed for exclusive products and experiences.

Another example of a successful customer loyalty program is Starbucks Rewards. The program allows their customer base to earn stars for their purchases, which can be redeemed for free drinks and other rewards. Starbucks also offers personalized offers and promotions to members, based on their previous purchases and preferences. The program has been incredibly successful, with millions of active members and a significant impact on the company's revenue and profits.

What sets Starbucks Rewards apart is its strong integration with the customer journey. The program is seamlessly integrated into the Starbucks mobile app, which customers use to order and pay for their drinks. This creates a frictionless customer experience that encourages repeat purchases and strengthens customer loyalty. 

Additionally, Starbucks uses data and analytics to personalize the rewards and offers that customers receive, based on their past behavior and preferences. This level of personalization helps to make customers feel valued and appreciated, which further strengthens their loyalty to the brand.

Which Customer Retention Strategy Are You Going to Leverage?

For any business that is striving for success, customer retention is a key component to be focused on. By implementing these customer retention strategies, businesses can increase customer loyalty, reduce churn, and ultimately, improve their bottom line. Remember to focus on improving the customer experience, offering a loyalty program, gathering customer feedback, using automation, and creating a strong social media presence.

Ready to improve your customer retention rate? Try Jebbit, a customer experience platform that helps businesses engage with their customers and create personalized experiences. Sign up for free today and see how Jebbit can help you retain your existing customers and attract new ones.

Jenna Galletti
Content Marketing Specialist

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