Scaling your business is an exciting and challenging goal, but it can also put your customer loyalty at risk. How do you maintain the trust, satisfaction, and retention of your existing customers while reaching out to new ones? Here are some tips to help you keep customers loyal when scaling.
Your value proposition is the core message that communicates why your customers should choose you over your competitors. It should be clear, consistent, and compelling across all your channels and touchpoints. When you scale, you may need to refine your value proposition to match your new markets, products, or services, but you should never lose sight of what makes you unique and valuable. Make sure your value proposition aligns with your customers' needs, expectations, and feedback, and use it to guide your decisions and actions.
The core of any successful business is understanding what makes you special in the minds of your customers. As I grow, I stay close to their feedback so I don't lose that human connection. Their experiences shape my decisions, not just spreadsheets. My value proposition should always reflect the heart of my mission - I don't forget why I started this journey in the first place. Progress requires change, but my purpose endures.
The cost of acquiring new customers is typically 5x higher than the cost of retaining existing customers. Maximising the remaining value of current customers should be a priority. That focus simultaneously develops novel revenue streams for your business, e.g. an after-sales service package, which in turn increases the available value from both current and new customers. Loyalty IS capital. Where to start? The process itself of discussing retention with your customer increases the perceived value of your work. 1. Think which 3 things are of most value to your customers and write them down. 2. Pick up the phone, ask them what's important and pass by your suggestions. 3. Establish the week's follow-up, month's action plan and year's goal.
Your customers want the #1 solution to their REAL problem. Make it clear as to why YOU are that #1 solution. Your perfect customers will beat a path to your doorstep.
Remember that your value proposition isn't static; it's an evolving reflection of your business's growth and adaptability So continue to revisit it and reassess it so your messaging remains consistent!
You must continue to understand what is the pain point you are looking to solve for and provide that solution to your customers. The universal DNA of your brand will remain the same as you scale. The key to brand success is always checking in with your customers and evolving along with them to ensure you continue to play a role in their life. If you offer new products or services, these must still be on strategy with your brand essence and value proposition. Entering a new market may require localization of some elements of the bundle but not change the essence of your brand. When I was managing the Oreo strategy in Asia, we used a G(local) model - Global framework and Local nuance.
Not all customers are the same, and they may have different preferences, behaviors, and motivations. Segmenting your customers into groups based on criteria such as demographics, psychographics, purchase history, or engagement level can help you tailor your marketing, sales, and service strategies to each segment. This can improve your customer experience, satisfaction, and loyalty by offering more relevant, personalized, and timely solutions. When you scale, you may need to update your segmentation criteria and methods to reflect your new customer base and goals, but you should always strive to understand and serve your customers better.
As you scale and win more customers, you have the opportunity to see more use cases, trends and common requirements. This can help you develop segment specific products, services or functionality. Becoming best in class for a specific set of customers can accelerate your sales and help you increase market share in target geographies, industries, etc..
Your customers need to believe that your solutions are custom tailored to their needs. You can do that with this type of personalization.
I've found immense value in getting to know my customers as individuals, not demographics. The more I understand what makes each person tick, the better I can serve them. Segmentation has its place for strategic planning, but never lose sight that every customer is a human with unique hopes and dreams. When my business was small, I knew each by name, but growth forced me to segment. Now I strive to maintain personal connections despite the segments - a friendly face in a growing crowd. The human touch endures, even as strategies evolve.
Segmentation is critical. The more you segment, the personalized your services become. And the more personalized it becomes, the more it builds loyalty.
A well done segmentation is a game-changing strategy that will help you grow effectively. First, because you are prioritizing the right customer for your brand offering. Segmentation also fuels loyalty while you embark in a growth journey. It allows you to create a persona of your customer to understand them on a deeper level. By categorizing them into groups based on geographics, demographics, psychographics, purchase behavior, you uncover what they truly value. With this information, you can craft tailored experiences for each group, from marketing messages to product recommendations, thus customers feel seen, valued and understood.
Communication is key to building and maintaining customer loyalty, especially when you scale. You need to keep your customers informed, engaged, and valued throughout their journey with you. This means providing clear and consistent information about your products, services, features, benefits, and prices, as well as any changes or updates that may affect them. It also means listening to their feedback, questions, and concerns, and responding promptly and respectfully. Moreover, it means creating opportunities for dialogue, interaction, and relationship-building, such as newsletters, blogs, social media, webinars, or events. Communicate with your customers regularly, authentically, and strategically, and show them that you care.
Your customers want top be both seen and heard. Set up systems and processes that give your customers an opportunity to share their thoughts and feedback with you and your team.
Communication builds the bridge between my business and customers. It's not just broadcasting information - it's exchanging ideas, learning from each other, and building trust through understanding. When I started out, I could pick up the phone and connect personally with each customer. Now systems and scale make that impossible, so I strive to maintain that human touch. Every communication should further a relationship, not just state the facts. From social media to old-fashioned letters, I nurture community by sharing stories, not just data. My business grows, but communication remains an act of humanity.
Consider implementing personalized communication strategies that cater to different segments of your customer base. Tailoring your messages to specific preferences and needs enhances the sense of individualized attention and connection.
Make them feel involved in the process. Share updates with them and thank them for their contributions. We can't scale successfully without them!
I think of our customers as partners. They want our team to care about them, their business and their customers. In return they're happy to provide ideas, input and even co-fund development of new functionality or new products and services that make their life easier. Here's four questions we ask our customers: How we doing? What else can we do? What priorities do you have now and over the next 6-12 months? How can we help?
One of the most important factors that influence customer loyalty is the quality and value of your products or services. You need to deliver on your promises and meet or exceed your customers' expectations every time. This means ensuring that your products or services are reliable, functional, and user-friendly, and that they solve your customers' problems or fulfill their desires. It also means adding value to your offerings, such as by providing additional features, benefits, or incentives that enhance your customers' experience or outcomes. When you scale, you may face challenges such as increased demand, competition, or complexity, but you should never compromise on quality and value.
Repeat customers are the most valuable asset you can aquire. Serve them well the first time, and you are creating a lifetime customer and evangelist.
Give your current customers as much attention as the new customers intentionally. Constantly improve your products and services while communicating this to your existing customers so they understand what you are doing to continue adding value.
Your current customers are a goldmine! You have to nurture the relationships, always overdeliver and remember to ask for testimonials and referrals! Also make sure to have your customer journey planned out! What your customer needs today will be different a few months from now, two years, etc… have products a services that fit your customers needs on their journey!
I strongly believe that retention is the base of growth, that is why to ensure your product delivers value is the outcome you want to achieve first before thinking about scale.
We often forget the CUSTOM in customer. Treat each encounter with its own unique value, and pay attention to the small details. Research articles and current events prior to connecting for ice-breakers, and always listen more than speaking. The basics but often overlooked principles in providing stellar customer service that’s unforgettable ??
Your loyal customers are your most valuable assets, and you should show them your appreciation and recognition. Rewarding your loyal customers can increase their satisfaction, retention, and advocacy, as well as attract new customers. You can reward your loyal customers in various ways, such as by offering discounts, coupons, freebies, or upgrades, or by creating a loyalty program that gives them points, rewards, or perks for their purchases or referrals. You can also reward your loyal customers by featuring them on your website, social media, or testimonials, or by sending them thank-you notes, gifts, or invitations. Reward your loyal customers frequently, generously, and creatively, and make them feel special.
Turn your customers into advocates of your brand by making them feel good about their decision and rewarding them in fun and exciting ways.
My customers are the lifeblood of my business. When I first started out, I could thank each personally for their support. Now systems and scale make that impossible - but I strive to maintain that human connection. Loyalty is built one customer at a time through trust and reciprocity. I show appreciation not just through above and beyond service but through genuine acts of goodwill. A hand-written note, speaking their name, or simply listening to their story - these moments of humanity mean more than any points program. My business grows in complexity but my gratitude endures. I want each customer to feel recognized as an individual, not just a transaction.
Offer your customers solutions to other problems by connecting with the right resources. This is a "reward" for working with you that moves you into a problem solving role AND service providing role.
Every customer has been a distinct chapter from the beginning of my business. Maintaining that familiarity as we scaled became difficult, but it is my ideology. True loyalty goes beyond reward cards; it also includes genuine warmth when addressing a client by name or writing them a handwritten message. Even as my business grows, I will always be grateful for every client since to me, these are not simply business dealings but rather dear relationships. "Businesses should always keep in mind the unique success stories behind their growth as they expand. Every contact is a chance for real connection rather than simply business." Right?
Thank them for what they have taught you or contributed to your team/organisation. It matters to everyone that they add value and it's appreciated. Share skills with their teams, ask them how you can contribute social value/give back to their organisation or communities. Strengthening your relationship by demonstrating you share the same values, and it's about much more than money. Check in and send them something simple as a reward on an anniversary of your work together or when you see them do something impactful. Keep it small, personal and thoughtful - be authentic and human at all times.
Consider implementing a loyalty program that rewards frequent customers. This not only retains existing clients but also encourages repeat business. Additionally, maintain open communication with customers, seeking their feedback and addressing concerns promptly as you grow. This fosters trust and demonstrates your commitment to their satisfaction, a key element in preserving customer loyalty during periods of scaling.
Customers are often apprehensive about news that their favorite company is scaling. Why? Because scaling is often associated with new ways of doing business that are unfamiliar to your base. Though the new ways may be more efficient then legacy processes, change can still be difficult for your loyal customer base who laid the foundation for your business to grow, unless you do the necessary work to educate and move toward progress iteratively with feedback. This underscores the value you place in your day-ones and gives you the opportunity to learn from their input and consequently, communicates that you and your customers are in this growth cycle together.
Social selling on platforms like LinkedIn helps balance both, scaling as well as customer loyalty. By creating targeted content and engaging in meaningful dialogues, you can attract new clients while making existing ones feel valued.
I encourage business owners to reframe how they think about their customer's journey. Retention and even new business development starts with the onboarding process for new customers. This experience sets the tone for the relationship and too often companies don't put the effort or even define this process. Happy customer's are your best channel for new business so don't take the onboarding process for granted.
You might consider a scaling strategy that uses your existing customer base as brand ambassadors who recruit and induct the next wave of new customers - so give existing customers some skin in the game and a small equity stake in the enterprise. This can be particularly effective in enterprises that have a social impact component where clients are inspired by the prospect of helping others benefit from the value they gained.