I used to become a business owner. My first-hand experience tells me that acquiring new customers is just the initial step. The real challenge lies in keeping them engaged and satisfied so that they will continue to buy from me again and again. For the longest time, customer retention felt like a full-time kind of work for me. The last thing I want to see is to watch them drift away after a while.
After observing some brands navigating this challenge in the right and wrong ways, I noticed one profound yet simple way to solve this—feedback.
I began to appreciate honest feedback from my customers. I engaged in meaningful conversations, set up one-on-one meetings, and asked them for suggestions on how I could improve. Surprisingly, most were eager to share their insights. I still remember there was one customer expressed feeling uneasy after the initial consulting session. They felt I prioritised acquiring new business a little too much over nurturing existing relationships. That feedback pretty much shocked me inside right to the core. I realised my focus on growth had led me to neglect the crucial aspect of making my existing clients feel appreciated and valued.
I took 3 days off from that day. I went to Kuantan and spent time at Teluk Chempedak during that time just to swallow that honest feedback. This newfound understanding was the starting point of the shift I made after that. I started treating my existing customers like long-term partners and being proactive in nurturing their growth together. I also decided not to take too many customers, capping the numbers below 10 at a single point in time. The number of services is minimised to just 2 instead of more than 5. I upgraded the quality of the communication, shaping more meaningful conversations, and ended each conversation with a list of simple and trackable action items.
These changes paid off in a big way. My retention rates improved. I also saw stronger relationships blossoming with my customers. Many stayed longer and even referred others to my advisory firm at that time. Addressing customer retention wasn’t a quick fix, but it was the most rewarding change I made. If you’re grappling with customer retention, remember that the solution is within reach. It starts by seeking feedback, showing appreciation, and proactively solving problems. Once you make this shift, you’ll witness how strong and enduring your customer relationships can become.
To acquire tangible results in marketing, you need to be brave enough to change. The question is, are you?
