Walk through a specific retention-based activity.
- Have you tweeted with your customers recently? Have you snapped them? Poke them, pin them, jab them? We live in a crazy world where every day there's new ways to communicate with our customers. Let me show you one of the best ways to reach out to your existing customers. When was the last time you received a handwritten note? Probably not for a long time. In this task you're going to send three handwritten notes to your customers. You might be asking, why would I send a handwritten note when I can just send an email? The number one reason to do this is because you'll instantly stand out from the rest of your competitors.
Now many of us have received notes from companies we work with, but most of the time they've been automated or generated by a computer. If you want to stand out and surprise and delight your customers, this is one of the easiest ways to do it. A number of my clients who have engaged in this with a concerted effort, have found that the impact is phenomenal. Their clients call them after and say, "You know, nobody has ever sent me a note like this." It creates impact and it builds the relationship and it costs almost nothing. It shows your customers that you truly care because you took the time to do something almost no one else is doing.
Email is a cold contact with low value, but there's a time and a place for an email thank-you and a quick email note. When I teach this concept to companies, one of the objections I often get is something like, how can we scale this practice? We have thousands of clients. Or on the other side, we only have 12 clients. If we keep sending them notes, there's going to be no meaning to them. Well, you obviously aren't going to send a handwritten note to the same customer every six weeks. But keep this simple practice in your retention tool belt. Even a company with thousands of customers can benefit from such a powerful tool.
There's a great story I once read in Forbes about a company that sent over 13,000 handwritten notes in the course of a year and the results were phenomenal. Now, if you really want to get fancy, invest in getting some proper letterhead or nice postcards. For my business I use a beautiful letter-pressed card with an embossed tree on it, which matches nicely with my Evergreen book and branding. I think these cards cost me about a dollar a piece. The key is this, invest in quality paper and materials, use a good pen and certainly hone up your writing skills.
Now here's the million dollar question, what do you write? What should you talk about? What should you say in your handwritten note? The simple answer is that it really doesn't matter, provided you say something that's meaningful and positive. So the key is this, never underestimate the power of a low tech tool to deliver a high touch value in a media-frenzied world. This is a customer retention tool that can have a dramatic impact on your customer relationships, so use it and use it frequently.
- Key ingredients for world-class customer retention
- Calculating customer lifetime value
- Preventing customer loss
- Driving revenue growth through retention
- Identifying your most valuable customers
- Leveraging customer data
- Learning to observe behavioral changes
- Bringing back lost customers
- When and how to use automation