Who are old customers? Benefits of old customer care
Returning customers are customers who have purchased your products or services and have had an experience with them. However, if you do not retain them, they may become “one-time” customers and not come back to you.
Who are old customers? What are the benefits of old customer care?
Who are old customers? What are the benefits of old customer care?
In the customer experience strategy of many businesses today, taking care of old customers is a top priority strategy, because it brings many business benefits:
Increase sales:
According to a Gartner study, loyal customers spend an average of 33% more than new customers. Another study by Bain & Company also found that a 5% increase in customer retention can lead to a 25% to 95% increase in sales.
Cost savings: According to Bain & Company, the cost to retain old customers is only 1/7 to 1/6 of the cost to attract new customers.
Create customer loyalty: Taking good care of your existing customers can turn them into loyal customers. According to Invesp research, loyal customers are 31% more likely to spend than new customers.
Brand development:
According to a Nielsen study, 92% of customers are easily influenced by positive reviews from friends and family, while only 33% of customers trust online advertising. This shows the importance of having existing customers share their positive experiences to attract new customers. Research also shows that when customers are satisfied with a product or service, they can become natural brand ambassadors and contribute to increased marketing for the business.
Improve products and services: According to Forrester Research, with each feedback and suggestion about a business’s products/services, the products and services will become better than their original quality. This shows that feedback from old customers can help improve a business’s products and services, helping to improve quality and increase the brand’s competitiveness in the market.
See more: To keep old customers “opening their wallets”
How to take care of old customers effectively
Businesses need to find the most effective ways to take care of old customers. Here are some effective.
ways to take care of old customers:
Segment existing customers to send the right message at the right time
Segmenting existing customers is one of the important strategies to enhance the interaction between businesses and customers. By segmenting customers, businesses can send the right message at the right time, thereby creating customer interest and trust in products and brands.
There are many ways to segment past customers, and here are some popular ones:
Segment by gender: For shops that sell products to both men and women, segmenting customers by gender is necessary to send appropriate messages to each customer segment.
It is necessary to segment customers by gender.
It is necessary to segment customers by gender.
For example, a clothing store can segment customers by gender and send different messages to different groups. For example, an email to a female customer group with the subject “Latest Fashion for Women”, while an email to a male customer group with the subject “Update on the latest men’s collection”.
Segment by product/type of product purchased:
Segmenting customers by product purchased helps businesses provide information, advice and promotions for similar products that customers have previously purchased.
For example, a home improvement store might segment customers by the products they purchased. If a customer purchased a vacuum cleaner, the store might send an email with the subject “Vacuum Cleaner Accessories: Special Offer.” Or if a customer purchased a blender, the store might send an email with the subject “Tasty Blender Recipes.”
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Segment by spending level: Segmenting old customers according to their spending level helps businesses determine the level of loyalty of each customer and offer appropriate incentives to retain customers.
For example, a fashion store can classify customers according to their spending level. If a customer has spent 5 million VND or more, they are classified as loyal customers. If a customer has spent 10 million VND or more, they are classified as loyal customers. Marketing/customer care programs for these two groups will be different.
Segment by last purchase:
Segmenting old customers by purchase time helps businesses optimize advertising campaigns, reduce costs and increase efficiency.
For example, if it is a skincare shop, after 1 week, you can send a message to take care of customers, ask how they use the product, whether the product is suitable, whether there is any irritation, and which products to use with it so that the shop can advise further. After 1 month, when the product is about to run out if used regularly, the business can call to ask about the situation, advise customers to buy again or buy other products. Such customer care helps increase the possibility of customers coming back to buy next time.
In addition, there are many other ways to group such as by age, geographic area, interests, product usage needs, purchase time, etc.
Benefits of grouping
Customer segmentation is an important way to identify target customers and better understand their purchasing behavior. This allows businesses to create personalized remarketing and customer care campaigns for each customer segment, increasing the opportunity to increase sales and profits.
By identifying different customer groups
Businesses can create advertising content that is relevant to each customer segment, meeting their needs and increasing customer engagement with the campaign.
Without proper customer care, businesses will have a hard time retaining customers. Customers only buy once and will switch to competitors if they are not properly cared for. If the product and price are good, customers may buy again, but the frequency of purchase will be very low. Businesses will have difficulty understanding the frequency of customer purchases and will not have the opportunity to increase sales and profits. This shows the importance of regular customer care.
Build a plan to care for old customers
Planning to care for old customers is an important step in building sustainable relationships with customers. After segmenting customers, designing a care plan will help businesses optimize business efficiency and achieve their business goals.
Build a plan to care for old customers
Build a plan to care for old customers
To plan an effective customer care plan
You first need to identify the products or services that your business provides. Then, you need to choose the appropriate message/call channel for each product/service. For example, if the product is cosmetics, sending messages via Facebook or Zalo may be more effective than calling. In addition, you need to determine the appropriate time to send messages or call for care, such as after the customer purchases the product, after experiencing the product for a week or a month, etc.
After determining the appropriate channel and time, it is necessary to come up with ideas for content and images in the old customer care plan. The content to be sent must be suitable for each specific product/service, aiming to solve the problems that customers may encounter when using that product/service. Images also need to be designed to attract customers’ attention.
Businesses need to prepare complete content for the old customer care plan. This will help the implementation of the plan become c level contact number data faster and easier. Here are some contents that can be implemented to take care of old customers:
Ask about usage and feedback on products or services that the business has provided
Offers and discounts to existing customers can encourage them to continue using your products/services.
Introducing new products to existing customers can stimulate customer curiosity and demand, leading to increased sales.
Send customers interactive
Messages such as New Year greetings, birthday greetings, event greetings depending on the target (March 8, October 20, November 20, holidays…)
Organize referral marketing programs to encourage customers to introduce products/services to relatives and friends.
Invite customers to gratitude events or new product launches, creating opportunities for customers to meet, interact and share experiences with each other.
Automate your customer care process
Automating the customer care process is one of the effective ways to save time and increase efficiency. By using software, businesses can send automatic messages to old customers at set times.
The software also helps you automatically send messages on holidays or special events without having to arrange staff or worry about forgetting the schedule. This is especially useful when you have a large number of customers to take care of.
Subiz – Automatic old customer care solution
Subiz is a multifunctional sales software, supporting aol email list most stages in the sales process such as: attracting customers, consulting and taking care of customers, managing orders, distributing conversations to employees, reporting statistics… In which, customer interaction is one of the outstanding features.
Automatic old customer care solution
Subiz is like a customer interaction center. On just one Subiz screen, you can receive and reply to calls/ messages/ comments from all sales channels including: website, fanpage, Instagram, Zalo, Email, switchboard. When you interact with customers, customer profiles also automatically appear, you can easily view and edit information, tag customers to facilitate the customer classification process.
Multi-channel interaction combined with the customer file feature helps you automatically take care of old customers right on Subiz, specifically:
Customer segmentation: by gender, by tag, by interaction channel, by address…
Create old customer care campaign: call/ text/ email at set time
Subiz helps you take care of customers by segment , personalize customer experience, automate and optimize the care process.
Maintaining and improving good customer relationships is always one of the important tasks of businesses. Implementing old customer care strategies is the key to helping businesses build a loyal customer base.
