| Some customers are loyal; others will leave you on a | | | | leave? Use these general suggestions to brainstorm |
| whim. What can you do to keep those customers | | | | some ideas that will work for your particular |
| who are buying from you because it's convenient but | | | | company:o Put together merchandise and service |
| would quickly switch to a competitor for a slightly | | | | packages so that customers are buying multiple |
| lower price or because you have service failure? | | | | products from you.o Offer loyalty programs that |
| Consider making it so hard for them to leave that they | | | | reward long-time customers.o Create membership |
| won't because it's not worth the effort. It's what banks | | | | programs that offer special benefits to participants.o If |
| do-their strategy to is get customers to have at least | | | | you sell equipment, offer maintenance plans.o Allow |
| four different accounts (checking, savings, investment, | | | | customers to earn discounts for repeat business and |
| consumer loan, mortgage loan, vehicle loan, safe | | | | referrals.o Set up an automatic order refill program for |
| deposit box, etc.). You might get mad at the bank or | | | | consumable products and subscription renewals. |
| even find a better deal somewhere else, but when | | | | Ideally, of course, your customers should be staying |
| you think about moving all your accounts, it's just too | | | | with you because they want to. But in the real world |
| much trouble. Communication companies (phone | | | | of business, that's not how it always is. Customers are |
| companies, cable companies, etc.) are doing the same | | | | easily lured away by special offers, deep discounts |
| thing when they offer discounts if you bundle your | | | | (even though they might be temporary), and |
| service. If you have your cell phone, landline, television, | | | | sometimes just slick sales pitches-and often they're |
| and internet access all with the same company, you're | | | | gone before you realize it and have a chance to stop |
| going to think long and hard about switching providers | | | | them. Do what you can do to make your customers |
| for any reason because it will be a huge hassle. | | | | want to stay and, at the same time, do what you can |
| What can you do to make it difficult for customers to | | | | do to make it hard for them to leave. |