We all know that each time we keep a customer or welcome back an old customer, we have saved money. That return client saves us the time, materials, communication costs, travel costs, etc., which we must spend to find new customers. To continue maximizing our resources, all we need to do is keep our current customers not only satisfied, but also happy. How do you do that?
Well, first, don't assume that silence means your customer is happy. Even if he or she is not miserable, there is always room for improvement. Conduct a small "market study" with your customers. Ask them about they want, what's happening in their industry, and any changes in their business. Even if they are ecstatic with your service, you may uncover a need and be able to develop a new product or service to fill that need.
If the prospect does have a list of suggestions or complaints, record them and make it your mission to keep track of those issues. For instance, if she complains that the approvals are taking too long, track the approvals for 30 days and see if they are really taking longer or if it is just a perceived difference. If the transaction times are longer, work to fix it; if not, find out what is really making the customer unhappy. Another example: if the customer feels he is experiencing more declines lately, track the declines. If they are in fact going up, find a new premium or approval process that will work better for him.
After you have tracked the data and come up with solutions, don't rest on your laurels. Check back with your customers every month or so to verify that they are still content. Retaining that customer will save you money and the positive word of mouth advertising they will generate can't hurt either!
