Retaining Customers Is Just As Important As Winning Them

Winning a new customer is only the beginning.

The effort you put into securing their business should continue long after the deal is sealed.

If you’re only focused on the thrill of the chase, you risk losing the very people you worked so hard to win over.

The real challenge, and the real opportunity, lies in what happens next. How you treat your customers after they’ve come on board can determine whether they stick around for the long haul or look elsewhere.

This is where the real work begins, in nurturing that relationship and ensuring they feel valued beyond the initial transaction.

A follow-up call within 1-2 weeks is a small yet powerful gesture that shows you care about their experience. It’s a chance to address any concerns before they become bigger issues and to reinforce that you’re invested in their success. But it doesn’t stop there.

Encourage your customers to share their thoughts, whether they’re positive or negative.

It’s through this feedback that you’ll gain valuable insights into their needs and expectations, allowing you to continually refine your approach.

Customer service isn’t just about solving problems when they arise, it’s about proactively ensuring that your customers feel valued and heard.

This ongoing commitment to their satisfaction is what transforms a one-time transaction into a long-term partnership.

Think of customer service as the glue that keeps your customers loyal. It’s not just about fixing issues, it’s about making your customers feel valued, heard, and appreciated. When they see that you’re genuinely interested in their success, they’re more likely to stay with you, recommend you to others, and become repeat customers.

So, don’t just be the person who enjoys the chase, be the one who makes customers want to stay. By focusing on their experience and satisfaction, you’ll build stronger, more loyal relationships that last well beyond the initial sale.

This is how you turn a one-time customer into a lifelong partner.

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Client Recommendations

Philip Relph – Head of Commercial Services – Newfield Fabrications

Audrey recently ran a training course for all customer facing colleagues at Newfield. Audrey is a very engaging trainer, we all enjoyed the course, learnt plenty and would recommend her services to anyone looking to improve their customer service.

Mark Capper? - Head of Development – Mencap

Audrey and I have been connected on LinkedIn for many years and she’s previously worked with our team in Oxford.

We recently introduced a new Employer Relationship Manager to our team and they quickly identified that there was a major knowledge gap with Employer Engagement across our delivery teams. Audrey was the first person I thought of.

Audrey worked with us to put together a plan to train 80 people through a bitesize packed and a more comprehensive package the Employer Engagement Champions in each team. The feedback from our teams have been overwhelmingly positive and we’re enjoying already seen our staff working in a more strategic way when planning their contacts with employers and with how they approach the calls. Staff have also reported significant increase in their confidence in making contact with employers.

Audrey is extremely knowledgeable, good fun and I would thoroughly recommend any company looking for advice on call calling on employer engagement to work with her. She’s brilliant!

Oxana MacGregor- Gunn – Head of Employment – Scottish Association for Mental Health

I first met Audrey in 2009 when Shaw Trust in Scotland was looking to improve its Employer Engagement results. We were most pleased after the session and saw the results right away. I noted Outshine's details and when I moved on to my current employer, it was my first choice for EE training. I knew that we would get excellent service, noticeable change and follow up support in the form of a webinar. My Team is feeling more confident making calls to potential employers and partners. I would recommend Outshine to all companies required staff training for cold calling employers