Every interaction with a customer is a chance to change their opinion about your business. Customers adjust their behavior based on every experience. These changes may be either profitable or unprofitable for your company.
Obviously, there are different types of customers, and they should be treated accordingly. Today, let’s talk about new customers.
New customers are at the highest risk of defection. Every single interaction is extremely important here. New customers require the largest investment and bring the lowest profit. In the most cases the first deals are unprofitable, and many potential customers leave without a purchase. Ineffective system of communication with the new customers wastes your marketing budget and efforts, and results in loss in profits.
Interactions with customers should aim at building trust and educating customers. First of all, the staff who works with the new customers should be competent and well-trained. New customers do not forgive mistakes, they easily switch to competitors when they do not get proper attitude in your company.
Acquiring new customers costs a big part of your marketing budget, and you cannot afford losing them on the first interactions with your staff. Do not let inexperienced employees deal with the new clients.
Keep your promises to build customer’s trust. Be available to your customers when they need you, and solve issues immediately, when possible. New customers are afraid to make a wrong choice and lose their money. You need to assure them that they are not making a mistake, but even if they do, they are not going to lose their money. Tell them about your money back guarantee, and make it easier for them to purchase.
Once you acquire a new customer, you need to take care of their education. Education influences expectation, helping customers develop realistic expectations. Teach customers how to use your products or services in the most efficient way, tell how to obtain assistance, and how to complain. Teaching customers to complain is very important, because when they complain, you are able to resolve a situation. When they leave without a reason, with no complaints, you are in a big trouble, because you do not know where the problem is. You may lose many more customers before you identify the reason.
New customers are the largest source of growing for your business. At the same time, they are the most expensive source. Make sure that your customer service is effective enough to support new customers and transform them into regular customers.