Getting customers is one thing; keeping them is another. If your sales log is full of different names, learn reasons your customers don’t return and what to do.
Securing repeat business is important for long-term sustainability in business. A base of loyal customers who love your products and want to support you is invaluable. However, the game of retaining customers is different than that of getting first-time buyers.
If you’re struggling to fill your sales log with the same names again and again, read on for the key reasons your customers don’t return and what you can do about it.
They Received Rude or Frustrating Service
Exceptional customer service is the backbone of any successful business. When customers encounter rude or frustrating service, it tarnishes their perception of your brand, making it unlikely for them to return.
The Fix
The best way to prevent poor service is to hire top-notch representatives. These are enthusiastic, resourceful, and kind people with excellent customer service skills.
Additionally, make sure you invest in this team with training and plenty of benefits. A satisfied, knowledgeable team will deliver better service than an ill-equipped and disgruntled crew.
They Got Incorrect or Confusing Information
Does your website say your product costs one price on one page and another price on a different page? What about your product descriptions—are they consistent across all communication? And don’t forget about store hours—did you make a recent change and forget to update anywhere?
When customers receive incorrect or confusing information regarding your products or services, it is frustrating and disappointing. Unless your product blows them away, they will likely choose not to return.
The Fix
Be careful about the information you put out there about your products, services, and shop. When you change a fact about your business or offerings, update this information everywhere.
Furthermore, consider hiring an editor to review your website, product descriptions, and all other communications to ensure internal consistency.
They Don’t Find Products They Need
If customers consistently find that your inventory lacks the products they seek, it’s only a matter of time before they look elsewhere. Likewise, you might offer a similar product to what consumers are looking for, but it lacks key features. For example, maybe you sell necklaces but don’t offer any silver options—anyone looking for silver options would immediately disregard your jewelry business and look elsewhere.
The Fix
Do thorough market research to understand what your target audience wants to buy. Then, tailor your offerings precisely to this research.
Next, do your best to never run out of inventory. Third-party logistics companies can help you with this by providing ample storage space for backup products.
They Don’t Feel Connected to Your Brand
A strong emotional connection with your brand can help turn occasional customers into loyal ones. If customers do not feel connected or aligned with your brand’s values and ethos, they are less likely to develop loyalty.
The Fix
Craft a brand story that resonates with your target audience, engaging with customers in a meaningful way. Next, display this branding everywhere. For example, personalized packaging with your brand can improve customer loyalty, helping them feel connected to your image.
Final Thoughts
If you want to retain a loyal customer base, then you have to pinpoint and address these key reasons your customers don’t return. Whether it’s bad customer service or a scattered brand image, these problems turn customers away. Do your best to make all customers feel valued, helped, and satisfied, and reach out to third-party services for assistance when you need to.
