Services
TAYA

They Ask, You Answer Mastery

A coaching & training program that drives unmatched sales & marketing results.

Sales

Sales Performance Mastery

Improve the competencies and close rates of your sales organization.

Web design

Website Mastery

Web design, development & training for your team.

HubSpot

HubSpot Mastery

Everything you need to get the most from HubSpot.

AI Mastery

AI Enablement Mastery

Unlock the power of AI in all aspects of your revenue operations.

Discover how IMPACT’s services can help take your business to the next level. Book a free 30-minute coaching session Book a free 30-minute coaching session
Learning Center
Learning Center

Learning Center

Free resources to help you improve the way you market, sell and grow your business.

Discover how IMPACT’s services can help take your business to the next level. Book a free 30-minute coaching session Book a free 30-minute coaching session

Free Assessment: How does your sales & marketing measure up?

Get Started
Close

Free Assessment:

How does your sales & marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.
Get Started
Erica Dube

By Erica Dube

Aug 10, 2015

Topics:

Marketing Strategy
Subscribe
Join 40,000+ sales and marketing pros who receive our weekly newsletter.

Get the most relevant, actionable digital sales and marketing insights you need to make smarter decisions faster... all in under five minutes.

Thanks, stay tuned for our upcoming edition.
Marketing Strategy

5 Simple Routes to Better Customer Delight & Increased Retention

Erica Dube

By Erica Dube

Aug 10, 2015

5 Simple Routes to Better Customer Delight & Increased Retention

5-simple-routes-to-better-customer-delight-increased-retentionIf you’ve been reading up on Inbound Marketing then you’ve surely came across the Inbound Methodology - Attract, Convert, Close and Delight.

According to KissMetrics, “Companies focus on acquisition more than customer retention, even though it can cost 7x more to acquire new customers”.

With this staggering stat in mind, it may be time to rethink your marketing strategy and ensure that “delight” factors have a place within your efforts.

Retaining customers is about genuine and effective customer service. Any size business can achieve long time customer retention by implementing simple marketing-based efforts that will provide value to your customers and let them know that your company cares about their long standing business.

Here are some simple ways you can get started delighting your customers today.

1. Customer-Focused Workshops

You may have already implemented webinars, workshops, or live tutorials into your conversion strategy for ideal prospects.

This delight strategy uses the same technique, except now you are performing for your existing customers. 

For example, providing a customer-focused workshops that highlights new features, techniques, and best practices for your SaaS product is a great way to get your customers talking and increase utilization.

Workshops for customers create the opportunity to really get to know the pain points associated with your service, address questions that could decrease customer churn, and show your customers that you want care about their experience with your business.

You may be surprised that your customers will not be the only people who learn from these workshops!

2. Email Workflows

Congrats, you’ve closed a new customer! -- Now what?

It’s important that you take the necessary steps to engage with your new customer and let them know you care about their business.

Harvard Business Review recently found that “an increase in customer retention by just 5 percent, can lead to an increase in profits by 25 percent to 95 percent.”

Many of my clients who are using the Hubspot CRM or a Hubspot & Salesforce.com Integration have implemented very successful automated email workflows to engage new customers in getting started with their brand.

Here’s an example of a workflow we recently implemented for a SaaS client:

1. The Sincere Thank You Email

One day after a customer closes, we send an automated email just to say thanks! A simple personal thank you email to your new customer will go a long way. Using Hubspot’s personalization tags, you can automate this email to be personalized with their first name, state, etc..

McKinsey’s research tells us, “70% of buying experiences are based on how the customer feels they are being treated”.

In the thank you email for this workflow, we introduce the new customer to their account manager and let them know to reach out if they have any questions or concerns.

2. The Getting Started Email

Next, just a few days later we send out an email with some best practices and how to get started with the software.

Links back to customer resources and tutorial videos on your website are very valuable in this type of email.

We also include a customer-focused eBook which reviews the basic “getting started” guide and answers common questions.

3. The “Stay Updated” Email

About 1-2 weeks later we send out the next email in the workflow. This email promotes the value of subscribing to our weekly blog updates.

It gives the customer options for email update frequency and which categories he/she wants to subscribe to.

We recommend all customers to subscribe to company announcements and product updates, so these categories are selected by default in this specific subscribe form.

3. Customer-Centric Newsletters

Give your customers content they want to read and updates about your service and/or company in a weekly, monthly, or quarterly customer-centric newsletter.

These newsletters can highlight recently published content that is valuable to your customer and their business pain points.

For example, if you published an article reviewing a news story on a large security breach and how it can be prevented by your service, this may be a great piece to include in your newsletter.

Some customer-centric newsletters may also include:

  • how-to videos

  • company announcements

  • upcoming new features/services

The key to these newsletter is to keep your customer top of mind. In order to get the best engagement, you have to include content they will find valuable, actionable, and note-worthy.

4. Feedback Surveys

Let your customers know you care about what they think. Send out an email asking for feedback on your service, specific product features, or even content.

In my experience, interviewing ideal customers for clients, we find that many of them may never go back to a business’ website once they close as a customer.

Get your customers reading and sharing your content by asking what they would like to read on the blog or get feedback on a newly published article or resource.

This is also a great way to get new testimonials for your website and improve your content creation strategy.

5. Actionable and Valuable Content

Your current customers were once your ideal prospects, so why not create actionable content that will help them be more successful?

Whether you are a home repair service giving tips on how to maintain your new home’s windows or an Inbound Marketing agency highlighting the recently added features of Hubspot’s software, catering content to your customers is an essential key to the delight stage.

For many of my clients, we will build a specific area in the resources page or blog for customers only.

This is a space where customers can get how-to tutorials, tips and tricks, and a deeper understanding of the company they are doing business with.

These pieces of content are great to include in emails and newsletters and will be sure to assist in the retention of your ideal customers.

Key Takeaway

“Customer retention is more than giving the customer what they expect, it’s about exceeding their expectations so that they become loyal advocates for your brand.” - Frederick Reicheld, Author of The Loyalty Effect.

In order to go above and beyond for your customers, you have to keep the “delight” effort of the Inbound Methodology as an important effort for your marketing strategy. Starting with these 5 simple techniques, you can ensure that your customers will feel appreciated (and refer their friends.)

Free Assessment:

How does your sales & marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.

Related Articles

Create Better Website Videos by Avoiding These 3 Mistakes

October 25, 2023
Lindsey Schmidt Lindsey Schmidt

4 Ways To Recession-proof Your Website In 2024

October 22, 2023
Marcus Sheridan Marcus Sheridan

Is Content Marketing Dead in 2024?

October 11, 2023
Marcus Sheridan Marcus Sheridan

How Should My Marketing Budget Change With AI?

October 9, 2023
Marcus Sheridan Marcus Sheridan

Sales vs Marketing in 2024: What’s The Difference?

October 8, 2023
Marcus Sheridan Marcus Sheridan

What Should a 2024 Content Marketing Strategy Include?

September 21, 2023
Mandy York Mandy York

HubSpot Pricing: Your Guide to Everything HubSpot Costs

August 24, 2023
Will Smith Will Smith

Why Trust Is the True Currency for All Business

August 9, 2023
Marcus Sheridan Marcus Sheridan

10 Marketing KPIs You Should Be Tracking

August 3, 2023
Carolyn Edgecomb Carolyn Edgecomb

How To Become a Better Business Coach

July 31, 2023
Allison Riggs Allison Riggs

Do You Need a New Website? Maybe Not

July 19, 2023
Vin Gaeta Vin Gaeta

How to Create a Content Map To Solve Your Marketing Guesswork

July 6, 2023
Brian Casey Brian Casey

Inbound Marketing vs. Content Marketing: What's the Difference? 

July 3, 2023
Brian Casey Brian Casey

How To Do a Competitive Analysis In 5-and-a-half Easy Steps

June 29, 2023
John Becker John Becker

Why Hiring a Coach is the Surest Way to Spur Business Growth

June 28, 2023
Bob Ruffolo Bob Ruffolo

Marketing Coach vs Agency: Why You Need a Coach for Real Success

June 26, 2023
John Becker John Becker

LinkedIn Could Become Your Most Powerful Distribution Channel

June 22, 2023
John Becker John Becker

Content Copycat: What To Do When Your Website Gets Copied

June 15, 2023
Christine Austin Christine Austin

My Best Sales Reps Haven’t Hit Their Quotas All Year: What Do I Do?

June 7, 2023
Marcus Sheridan Marcus Sheridan

7 Must-have Word-of-Mouth Marketing Strategies [Infographic]

May 8, 2023
Ramona Sukhraj Ramona Sukhraj

What Small Business Leaders Need To Know to Thrive During a Recession

April 19, 2023
Marcus Sheridan Marcus Sheridan

5 Keys to Marketing Your Business During a Recession

April 17, 2023
Ramona Sukhraj Ramona Sukhraj

Should Your Demand Gen Strategy Change in a Slumping Economy?

April 12, 2023
Nick Bennett Nick Bennett

Demand Generation vs. Lead Generation: What’s the Difference?

April 10, 2023
Kristen Harold Kristen Harold

How a Lack of Sales and Leadership Buy-in Is Killing Marketing Morale Worldwide

March 6, 2023
Marcus Sheridan Marcus Sheridan