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The grass isn’t always greener: using apps to nurture existing clients

By Hassan Khalid
24/10/2019

The grass isn’t always greener: using apps to nurture existing clients

At the core of most businesses are customers. Success is often measured on the amount of customer interaction and satisfaction a business can achieve. But while expanding your audience is essential to growing your business, it is important you don’t forget about your existing clients.

Attracting new customers costs five times more than maintaining existing ones. And improving customer retention by just 5% can increase business profits from 25-95%. Not only is retaining clients a more cost-effective process than fighting for new ones, but it also brings its own promising results. 

Business growth should always be the name of your game, but you never want to forget about who got you to this point. Your existing clients are going to play their part in keeping your momentum going, and referrals are a powerful way of winning new business. Take care of your customers and they will take care of you. Here is how you can use your customer-facing app to keep them on your side.

Improving experience

Just because you gave a customer one positive experience, it doesn’t mean they are committed to you for life. All industries can change overnight and there will always be competitors looking to steal your clients. You need to make sure you continue to be their first choice. 

To do this, you need to keep up. You wouldn’t slow down in a race because you were in the lead, so it is important you keep developing to make your service even better. If you strive to continually improve your app’s customer experience, existing customers will be more likely to stick around and will keep choosing you over the competition.

Promoting engagement

You don’t want your clients to use you once and then forget you exist. It takes 5-7 impressions for someone to remember your brand. But they are not going to remember you forever. You need to keep your company at the forefront of their minds by promoting regular engagement.

Notifications are a powerful way of reminding them about your service. You need to get creative about the ways you draw customers back in. Getting them to download the app was step one; step two is how you get them to revisit.

The success rate of selling to a customer you already have is 60-70%, whereas selling to a new customer is only 5-20%. Once you’ve secured a customer, it is easier to encourage action, but only if you continue to put in the work.

Collecting feedback

Your existing clients can provide invaluable insight into what your business could be doing better. So it is worth creating a place where they can leave you feedback. Finding out what they wish you had done differently will give you a cheat sheet on what can be doing to win new customers. Your customers can be an important resource if you know how to use them effectively.

Customer relationship management

A customer relationship management tool – or CRM – can be beneficial for managing your current customers. You can incorporate this into an existing app or create a completely separate tool to make sure your customers feel looked after and valued. Software like this streamlines customer service by storing each individual customer’s information in one easy-to-access place.

You could throw all your time and resources into winning new clients, but if you are neglecting your current ones, business growth will pay the price. Your existing clients can provide you with important information on how to improve and can positively impact new client intake through referrals. They matter just as much as new clients, so it is important you take the time to nurture the relationships.

Here at Createk, we can provide you with applications to serve your customer’s every need. We are experts in custom technology and software that will help propel your business to the next level. If you have any questions, get in touch with us on 0330 995 0685.

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