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Asking for and Acting on Feedback Learning from customers.WHEN TO ASKAfter a purchase or a job.WHAT TO ASKSomething specific and... Being Consistent Why reliability builds loyalty.WHAT CONSISTENCY MEANSThe same quality every time The same... Building Retention Into Your Business Making it routine.WHAT ROUTINE RETENTION LOOKS LIKEFollowing up after every sale Contacting... Customer Retention: Everything That Matters, Briefly The whole category in one page.THE ECONOMICSKeeping a customer costs far less than finding one,... Discounts for Existing Customers Rewarding return.THE RISKTraining customers to wait for a discount.WHAT TO AVOIDRoutine discounts... Email for Retention When email works.WHERE IT STILL WORKSLonger content Business customers Anything needing a record... Following Up After a Sale The message nobody sends.WHEN TO SEND ITAfter delivery, or after the work is complete.A few days... Handling Customers Who Are Not Worth Keeping The other side.WHO THIS INCLUDESCustomers who consistently pay late Customers who demand... Handling Problems Well Turning complaints into loyalty.THE COUNTERINTUITIVE POINTA customer whose problem was resolved... Loyalty Schemes for Small Businesses Whether they are worth it.WHAT A LOYALTY SCHEME DOESGives customers a reason to return rather... Measuring Retention Knowing whether you keep customers.WHAT TO MEASUREHow many customers buy more than once How long... Personal Attention as an Advantage What small businesses can offer.WHAT LARGE COMPETITORS CANNOT DOKnow the customer Answer... Recognising Your Best Customers Treating them accordingly.WHO THEY ARECustomers who buy most Customers who buy most often... Reconnecting With Lapsed Customers Winning back.WHO TO CONTACTCustomers who bought once and never returned Customers who used to buy... Referral and Word of Mouth Customers bringing customers.WHY IT MATTERS HEREPersonal recommendation drives more business in... Reminders and Recurring Needs Work you can predict.WHAT THIS APPLIES TOAnything needing repeating: servicing, maintenance,... Responding Quickly The competitive advantage.WHY SPEED MATTERSA customer with a question is deciding.The business... Staying in Touch Between Purchases Being remembered.THE PROBLEMCustomers forget suppliers between purchases.WHAT SOLVES... The Value of a Repeat Customer Calculating what they are worth.WHAT TO CALCULATEWhat an average customer spends per purchase How... Understanding Why Customers Leave The reasons.WHAT PEOPLE ASSUMEPrice.WHAT IS USUALLY TRUEIndifference.They were not unhappy. They... Using WhatsApp for Customer Relationships The channel that works here.WHY IT MATTERSFor many Nigerian businesses, more customer contact... What Actually Keeps Customers The things that matter.WHAT CUSTOMERS VALUEDoing what you said you would Being reachable... Why Keeping Customers Matters More Than Finding Them The economics.WHAT IT COSTS TO FIND A CUSTOMERAdvertising, content, time, and the enquiries that...

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