We all work hard looking for new customers or clients. We develop and implement new marketing strategies and social networking initiatives, increase our PR activity and re-evaluate our advertising budgets. But how much time and effort go into developing and retaining the loyalty of our existing client/customer base?

This thought occurred to me a few days ago when I returned to the Sofitel hotel in Abu Dhabi after a few months. To be acknowledged and remembered as one walks through the door means a great deal to the weary traveller. The next day, as I sat in the restaurant for dinner, the staff remembered my name and thanked me for coming back to their hotel.

One could see Chef Paul dressed all in white and with his chef’s hat mingling and chatting with guests at each table. It is a large dining area that offers a warm and friendly atmosphere which makes it a welcoming place to return to for a meal at any time of the day. A restaurant where standards are set high by management and the team alike. That is a great achievement in today’s world of high-pressure business and asset-rich — but time-poor — customers.

So, how do you look after your customers? Do they feel valued by you? What is it that you could do more to make every individual customer feel special? We sometimes forget that the small, simple things such as greeting a client by name, is really important.

So what can you do to enhance your relationship with your existing clients and to make them aware of your appreciation? Send a handwritten thank-you note and make it personal.

If appropriate, why not invite your key clients to an exclusive dinner once a year to show that you value their custom and support — and also to allow them the privilege of meeting some of your other clients? Let us also not forget that your existing customers will have their own large circle of contacts. If you have a good relationship, they will refer you to others.

It is far easier to grow a new relationship from an existing one rather than going in cold every time.

On a different scale, give your customers small incentives to retain their loyalty. Perhaps a special book that you have written and send it to them as a gift that will show they are important to you.

Make your customer feel as if they are part of your inner circle by inviting them to special functions such as the launch of new products or services. Perhaps offering them special rates or prices as a reward for customer loyalty. Remember that regardless of the wealth of a customer or client, everyone appreciates a gift.

Maybe reach out to your clients to let them know that you would like to make a contribution to their chosen charity, or tell them you have discounted their bill as a token of appreciation for their loyalty. Advise your customer that you have considered and implemented his or her suggestion. There is no better way to tell a client than that you are listening to them.

Look for opportunities to refer your clients to other interested parties in your database. Emulate the airline industry that offers an unexpected upgrade to customers as a ‘Thank You’ for their continued brand loyalty.

Your client will have a spouse or a friend and maybe some tickets to a concert or a favourite show would be welcomed. Flowers in a hotel room with a handwritten note attached, when guests arrive, are appreciated and/or sending a small gift for a birthday or anniversary with a special note for continued custom, will be remembered.

At the beginning of each day, write three short goodwill gesture notes: one to a potential customer, one to an existing customer and one to a friend. It may take a little bit of time, but this small gesture could have immeasurable impact.

And finally, appoint ‘customer champions’ and empower them to come up with innovative and creative ideas to thank your existing clients and customer. Remember that developing and retaining customer loyalty is rewarding for both parties.

 

Key points

* Don’t forget existing customers while chasing new ones.

* Retain customer loyalty by developing relationships.

* A repeat order is easier to obtain than a new one.

 

The writer is CEO of an international stress management consultancy and her book, Show Stress Who’s Boss!, is available in all good bookshops.