“You don’t earn loyalty in a day. You earn loyalty day-by-day.”
– Jeffrey Gitomer
I love this quote from the self-proclaimed King of Sales, Jeffrey Gitomer. It’s a gentle reminder that loyalty is something you build over time through honest sales practices, a good product or service, and excellent customer service. It’s not something that your customers are obligated to give you.
Once you’ve amassed a loyal customer base, your work still isn’t done. Thank your customers for their loyalty (and build better relationships with new customers) by continuing to surprise and delight them. Get inspired with the following five ways to show your customers you care.
1. Quiz them on your content.
A quiz as a reward? I know, but hear me out. Try posting a one-question pop quiz on social media that can only be answered by someone who’s read your latest blog post or visited your website. Then offer a small prize to anyone who answers correctly — or a larger prize to the first person to get it right. Your loyal readers will be excited to show off their knowledge, and you’ll generate some buzz around your content. Check out this example from Funding Gates’ Twitter account:
POP Quiz for a PRIZE! $25 Amazon gift card to the 1st person to answer this Q: What days of the week do we publish on the blog? (( Tag us ))
— Funding Gates (@fundinggates) June 18, 2015
2. Give them a voice.
Give your customers the opportunity to help better your products and services. Let them voice their concerns (and praise!) via focus groups, beta testing, or surveys. Here at Salesforce, we encourage our clients to participate in our Idea Exchange, where they can suggest new features and vote on others’ suggestions. Consider creating an open, judgment-free forum for your customers to do the same.
3. Host an exclusive webinar.
B2B webinars are generally thought of as a way to generate leads — but what about the prospects that have become customers? Host an invite-only webinar for your clients to show them how much you care. Whether you give them a sneak peek at your product roadmap or some inside industry tips they won’t hear anywhere else, they’ll appreciate the exclusive content. Not sure what kind of webinar your clients would prefer? Try including a poll in your next email newsletter to find out.
4. Send them some snail mail.
You know that glorious feeling you get when you open your mailbox and find an unexpected handwritten letter among the bills and junk mail? Why not give that feeling to someone else? Sending your clients personal holiday cards, thank you notes, or company swag is a simple but heartfelt way to show your gratitude. (Remember to ensure you’re following your company’s gift-giving policy!)
— Kim McClure (@KimJMcClure) October 28, 2015
5. Really connect with them on social media.
It’s one thing to follow your clients on Twitter and like their pages on Facebook. It’s another thing entirely to actively engage with them. Make a private Twitter list of your clients, and spend a few minutes every day looking through the feed. Respond to and like their posts, and retweet their content when it’s relevant. When you’re proactive rather than reactive in building your online relationships, your customers will thank you.
How do you reward your clients’ loyalty? Have you been successful with any of these tactics? We’d love to hear about your experiences in the comments.