New customers want to be fussed over. They want to feel special. They want to be recognized, accepted, and appreciated for bringing their business to you. But new customers are not more important than old customers, and it's important to remember to appreciate them both. What you need is a system that recognizes recycled customers who have returned and identifies and rewards new people who have come aboard for the first time. The key is to make that happen every day with every customer.
ACTION ITEM
Set up a database to identify and track new and returning customers. Then devise a simple yet effective method that consistently rewards both.
A group of California bowling alleys developed a system to reward both returning customers and prospects who were coming in for the first time. They asked a simple question: “Have you bowled with us before?” If customers said “yes,” a manager stopped by while they were bowling and thanked them for coming in again. He also gave them a few coupons good for their next visit. If customers said they were there for the first time, they were handed a simple brochure that identified a few key things that made that bowling alley different. The manager also stopped by and thanked them for coming in, giving them a coupon for free beverages and another good for their next visit. What are you doing to identify your new customers, while still rewarding the old?
TAKEAWAY
Everyone wants to feel special, so make sure
your customers know how much they mean to
you. Customers will go where they feel invited
and return to where they feel appreciated.