The adage, "The last person to buy from you is the most likely to buy again and soon," holds true in the world of business. This principle has been proven time and again in my fourteen-year journey as the owner and operator of a retail art gallery. The key to securing repeat customers lies in the provision of excellent customer service.
Harold Stanley Marcus, born on April 20, 1905, in Dallas, Texas, is a prime example of the power of customer service. His family established the high-end retail store, Neiman-Marcus, in 1907. Starting from the bottom as a floorman in 1926, Marcus worked his way up, focusing on enhancing the store's image and customer service. He is famously quoted as saying, "Quality is remembered long after the price is forgotten." His son Richard, who succeeded him upon his retirement, added his own twist to his father's wisdom, stating, "Care for your customer and they will return... care for your merchandise and it won't."
Marcus retired in 1975, leaving behind a legacy of a store renowned for its uncompromising quality in merchandise and unwavering commitment to customer service. In 1984, Neiman-Marcus launched the first customer loyalty program in retail, InCircle. You can explore the InCircle program on the Neiman-Marcus website.
While Neiman-Marcus operates in the high-end retail sector, the principle of customer retention applies to all businesses. The question is, what are you doing to ensure your customers return?
Upon making a purchase, your new customer will likely receive an electronic thank-you confirmation, possibly containing links to your other programs or products. But is that enough?
This is the perfect opportunity to send a personalized email to your new customer. You might think, "I don't have time to send out personal emails after every sale." However, you can't afford not to. If you don't, the next merchant will, and that's the merchant who will gain a loyal customer.
Offer your new customer your personal assistance and attention after the sale. Provide them with all your contact information: email, phone number, and address. Also, let them know that you have a "complimentary gift" for them as a "thank-you" for their purchase. Try to avoid the word "free," as its overuse in internet advertising has diminished its impact.
When you offer to give personal assistance to your customer, ensure you are available during certain business hours. Respond to your emails as quickly as possible. An immediate response is impressive and fosters trust.
Once you have your customer's trust, you have won the most valuable prize in business. Remember, "Care for your customer and they will return...
