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3 L’s of Customer Retention


In all of the hype of attracting, nurturing, and converting prospects, it’s easy to forget the true key to sustainable growth: obtaining lifelong customers.

Your most loyal customers not only provide a consistent source or revenue, they save your business implementation and training costs, provide insightful recommendations for product enhancements, and can even bring in new prospects by recommending your product to others. So how do you make sure your customers not only stick around, but love your product enough to tell their friends? Let’s check out three ways below:


It may seem like an extremely obvious tip, but never underestimate the importance of listening to your clients’ thoughts and concerns. Whether it’s through social media, a client advocate, or some form of idea forum (or, ideally, all three), it’s important to maintain close communication with your current customers. You could be selling the greatest product in the world, but it won’t stay that way if you’re not listening to feedback from your current customers (and they won’t stick around either).

To keep your product relevant and cutting-edge, you need suggestions from the experts on your product: your users. Listening to and understanding the needs of your clients can also help you to create content that they’ll find useful. And providing your clients with helpful content is one of the best ways to demonstrate that you’re focused on their continued success with your product.


As we’ve written before, developing loyalty in your customers is all about honesty and transparency. And yes, this means steering clear of the notorious bait and switch. Luring prospects into signing a jaw-dropping deal, only to surprise them at renewal time with a far less desirable contract…well, that’s pretty much the worst way to show them that you appreciate their business.

There’s no shame in cross selling or up selling to allow your current customers to enjoy more benefits with a new feature or related product, but locking in prices on your initial offer is a great way to show your customers that you were sincere in your sales process, and are thankful for their loyalty.


It may seem like a small and insignificant detail, but effective communication is essential to any successful relationship, and wording plays an important role. Thank your loyal customers for their business often, and use personable, sincere language when you do.

At Pardot, we greatly emphasize maintaining a supportive company culture, and we want our customers to feel like they’re a part of this positive atmosphere as well, so we often use phrases like “Pardot team” and “Pardot family” when corresponding with our clients. We spend a lot of time working with many of our clients, and we appreciate the relationships we’ve formed with them, and small changes in word choice can communicate this fact.

What are some other ways to show your current customers your appreciation? We’d love to hear your thoughts in our comments section below!