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Customer Retention Strategies and Best Practices

Are you wondering why some of your customers are not coming back? Do you want to maintain a long-term, solid relationship with your customers? If yes, keep reading and discover the different customer retention strategies and best practices.

Customer retention refers to the process of turning first-time customers into repeat buyers. Here, the goal is to keep the existing customers. The methods of retaining customers vary depending on the industry. For instance, e-commerce stores will have different retention strategies than companies that sell high-end software.

However, for all sectors, the idea of customer retention is to deliver quality and service level that keeps customers coming back.

Check out the customer retention strategies and best practices that work below:

  1. Reward Customers 

Customers who show loyalty to your business deserve some recognition. You can create and implement customer loyalty programs to reward them for their continued effort. Here, you will not only offer free products or services.

Best Practices:

You can try a larger marketing scheme designed to retain customers like incentives. These incentives can include perks or points system in which each purchase made is equivalent to a specific reward. Make your customers feel special by hooking them up with irresistible offers, like offering “exclusive” deals and sneak peek at new products or services.

Read more: How Does the Order Fulfillment Process Impact Customer Experience?
  1. Improve Customer Feedback Surveys 

Surveys tend to look boring, but they are a powerful tool to build customer engagement. Hearing directly from customers how they feel about your products or services is an excellent way to cement the existing bond. Essentially, it helps develop custom content for the customers.

Best Practices:

Once your customers found an opportunity to express themselves, they become open to reveal their thoughts and feelings about your brand. If they have complaints, be sensitive to catching their pain point. It is also critical to determine the areas they are not happy and satisfied about and why. Then, make some adjustments.

  1. Offer Surprises 

Do you always look forward to a surprise at your birthday? Well, you are not alone. For sure, your customers also love surprises.

Best Practices:

Surprise offers or packages do not have to cost a fortune. For example, you can send your customers handwritten notes. Your customers will love it because it shows how much your brand values them, mainly that it takes time to write a note to each customer manually.

Surprises can motivate your customers. It comes in the form of appreciation, and remember that appreciation is a motivating factor for hard work. Once you show appreciation to your customers, they feel excited about your brand.

  1. Map the Customer Journey 

Customer journey mapping will help you determine, structure, and enhance the complex interactions that customers experience throughout their journey. In return, your business becomes customer-centric while building customer loyalty.

Best Practices:

Carry out a thorough research that will validate the customer journey. Then, identify the key opportunities to build customer engagement and loyalty and add value. It is critical to understand how that research can help you shape the existing customer retention solutions.

  1. Use Email Newsletters 

Stay connected with your customers with newsletters. Sending newsletters will not only retain them with your business but also attract new prospects. When launching a new product or service, sending your customers, emails will give them updates about your recent add-ons.

One of the best things about email newsletters is that you can send targeted information, which helps your customers feel catered to. It also encourages them to engage more with your brand. If you want to send personalized newsletters, you can segment the email lists. You can sort it into groups according to age or purchase history.

Best Practices:

Focus on the benefits parts since most customers do not care about the particular feature added. They are more concerned about how it will help them solve their pain points or achieve their goals. Do not forget to use eye-catching visuals and good content as it effectively conveys the message to the customers.

  1. Build a Community 

Building a community helps improve customer relationships. People tend to enjoy the feeling of belonging to a group or community. You can supplement it through community management or a user community.

If your customers belong to a community, they have a better chance of discussing critical topics. It also helps them ask questions related to your products or services. Once they feel connected with your brand, they feel that it is worth purchasing your offerings again and again.

Best Practices:

You have to moderate the conversation so that irrelevant discussion can be avoided, which may dent your brand. The community you have created will help them decide whether they will stick to your brand for a lifetime or not.


Gaining new customers is good, but keeping them for a lifetime is better. The latter may be challenging to achieve, but with the above strategies and best practices, you can see your customers keep coming back.