What is Customer base?
It’s important to understand that it is far more cost-efficient and easier way to retain a customer than to gain new customers as acquiring new customers can sometimes mean an entirely new marketing strategy to be developed and adopted by the whole business, which can add to the expense. Hence, a very dynamic approach must be used to maximize sales, i.e. keep old customers and make new customers.
More two-way communication instead of just one-way communication
Customer must be treated as an asset and their feelings and suggestions towards the product must be taken into account to make it into an even more accessible and easy to use in a better way. As it is expected the old retaining customers can help bring new customers. Retained customers will feel a lot more involved with the company thus pushing their undying loyalty towards an increment.
Customer’s suggestion has helped many companies make slight changes to their product which can even help them set a USP (Unique Selling Point) as they might discover a loophole no one else might have. Some companies stopped themselves from failing miserably just by focusing on what the customer wanted, rather than what the company wanted to make. This has even led some companies that make shampoos to turn into making other products like face wash due to their customer base demand.
Maintain good after sales service and support for the customers
An effective calls support system helps the company outshine other companies. Some companies may have the most innovated product but due to some technical, usability issues and confusions have led to their termination.
A customer will always choose and trust a place that has provided all the necessary information online. Hence, It is critically important to keep fresh new content on the website with all the necessary FAQ already answered with instructions if any.
An even better option is to provide each individual as to their status of their purchased good e.g. if it is processing or has been completed and the product must be on the way with an exact date and time of receiving. This helps the company gain a little trust and patience as they could now see their purchase status. This also helps the customer support team to deal with real customers real problems that are technical.
Promote business through social media and always keep on updating fresh content
Another very innovative technique is to use bloggers on Google and vloggers on YouTube and Facebook and sponsor them to advertise your product for 10-15 seconds with very specific instructions as to what they have to say and a short how to use film. This helps reach a very vast audience with very low cost. It is not necessary that a product that failed in the USA for technical reasons will also fail in India.
Snapchat is a very useful tool for businesses to get their product out there in the eyes of a wider audience. Snapchat helps these businesses show off different things like how their product is different, the background, production, usability and the office environment showing smiles giving the customer a sense of hard work with more smiles than sweat.
Some companies have even changed their logos and outer appearance for a better impact on the customer. By using brighter colors and short, attractive slogans can help achieve newer customers. Most small start-ups are using YouTube vloggers to introduce their product and even sometimes make them their product activist. This is a much efficient and cost-saving way than using TV advertisements which is very costly.
Some companies have even resorted to no TV advertisements but somewhat social media, e.g. Snapchat, Instagram to promote their products, e.g. Lamborghini Automotive. Newer car companies are also making their own YouTube channels to improve and show off their concept cars and newer models, e.g. Tesla, Koenigsegg .etc.
Other quick adjustments to attract new customers
Another very well known way to gain new customers is to partner up with another company that has already either been in business, is new with innovation or has a considerable following. This allows for the companies to benefit mutually from the partnership either for long-term or temporary. This has been done throughout history and is not a new idea.
It is also very imperative to know your target audience. This will help you target a specific group who will be your customer people from outside your target demographic will be a surplus. This helps the company stick with one line of action as a strategy. This will affect the way you package, color and show the overall aura of your brand, e.g.
Kids will not a buy juice box that is black and white hence, juice packaging that is aimed at kids is mostly bright in color as it catches the attention of the viewer’s eye. Similarly, if you are making extremely sweet nitrogen Ice cream, the primary customers will not cross the age of 35 or 40 at most. Similarly, Ferrari was aimed at young millionaires hence it is spaced and colored accordingly however on the other hand rolls Royce is aimed at much older gentlemen who are now retired. Therefore, it speaks luxury signifying that they made it.
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