Client Retention Tips: How to Deal with Difficult Customers

In 2018, whether you know it or not, you have probably participated in some form of customer retention marketing, either by running a campaign yourself or as a customer. When you are first getting started, client retention seems like the obvious choice for reducing churn rate and keeping your customers engaged. However, even with the best tactics and strategies, there will still be difficult customers that come your way.

Since these clients will come eventually, it’s best to be prepared before this happens instead of struggling to keep up when they come. In this article, we are going to offer a few client retention tips for dealing with difficult customers. Once you have mastered the ability to retain even the toughest customers, your client retention marketing will be unstoppable. Let’s get started.

client retention

Understand and listen to them

The first client retention technique that should come naturally in this situation is to take time to understand and listen to these customers. Oftentimes, these customers just want to be heard. Especially when you consider that 67% of customers mention bad experiences as a reason for churn, but only 1 out of 26 unhappy customers complain.

What this means is that if someone comes to you with a complaint, you should take them seriously. Do everything you can to fix the issue, because statistically 25 other customers have experienced the same problem and won’t tell you. Listen to the customers who complain, try to understand the issue, and then do what you can to find a solution.

Show that you care

Although listening and understanding difficult clients is important, you need to make an effort to show these customers that you care. In order to have them feel like you are actually helping and not just crossing off items on a list, go the extra mile and offer them something as a way of saying thank you for their patronage.

For instance, if you have a customer loyalty program, you can offer them rewards or points toward future discounts. By keeping customers engaged throughout this entire process, you solidify the relationship and prove that you care. On top of that, engaged customers are five times more likely to buy only from the same brand in the future. Not only can handling difficult customers improve retention, but you may end up with a better relationship in the end.

Stay consistent

While dealing with customers, difficult or not, it is important for your brand to stay consistent with both customer service and marketing messaging. In fact, 87% of customers think brands need to put more effort into providing a consistent experience. Since you can only control what you do and not how your customers react, consistency is key to serving the largest part of your audience well. Others will just have to take it or leave it.

One of the best ways to maintain a consistent message is through marketing automation. By setting up triggers linked to client retention messaging, you can stop churn in its tracks. For example, fitness clubs that notice their members coming to the gym on a less frequent basis can set up a trigger to offer a free class after 2 weeks of not seeing a member at the gym. Little tactics like this go a long way when it comes to client retention and engagement.

Focus on solutions

Along with staying consistent, it’s also important to stay positive and focus on solutions. While there should be a certain level of empathy when speaking with a difficult customer, you also need to stand behind your business and product. Instead of spending the majority of the time asking what went wrong, focus on providing solutions and remaining positive. If customers still end up churning, it’s like not you, but them.

This is another vital aspect of client retention and working to reduce churn rate: it’s OK to let customers go. Far too often, companies will work tirelessly to try and retain a customer that has no interest in being retained. By focusing your efforts on customers that are willing to speak with you and are interested in sticking with you, you can spend your time more efficiently, both for you and your customers.

Exceed expectations

Again, this is a fairly obvious idea, but if you can come back from having a dissatisfied and meet them with solutions that exceed their expectations, you can win them for life. One way that businesses can do this is by meeting their customers where they are, which is on mobile. Not only that, but if you can do it well, you will stand out as 90% of customers say they have had poor experience seeking customer support on mobile.

If you can focus on creating a mobile marketing experience that exceeds customer expectations, you will be among the 10% of business that get this right. Imagine what that will show to your customers. This is just one of many use cases for SMS marketing that you should consider when focusing on client retention.

See what Text Message Marketing can do for you!

Monitor entire process

As we have stated before, client retention is about the entire process, not just one tactic or strategy. This also means that you need to monitor the process from start to finish in order to glean best practices for next time this happens. Tools that track user engagement metrics should be used to see where in the customer journey clients are not having their needs met.

After tracking these mobile metrics, you will be able to lay out each part of the customer journey and optimize it for future users. For instance, if there is a part of your process where clients are becoming frustrated or are prone to churn, you can meet them there and provide solutions. This sort of proactive approach will set your client retention program apart from the rest by sampling making sure the same mistakes are not repeated.

Follow up

Once you have gone through this entire process with a difficult customer and they still aren’t convinced, it may be time to let them go. However, you can win them over, this is the best opportunity to solidify your relationship. Far too many businesses will celebrate winning back the customer and then won’t use that momentum to make a difference. This is why our final client retention tip is simple: follow up.

Part of showing your clients that you care is going the extra mile and following up with them about their experience. You can even ask them to fill out a survey based on their experience and how it can be improved in the future. The most important part is simply putting in the effort. If you can do this, the rest will come.

customer segmentation

A Beginner's Guide to Customer Segmentation

For anyone who is trying to step up their marketing in today’s economy, finding the right target market is vital to the success of the marketing campaign. Fortunately, new technologies and strategies are making it easier than ever to follow user engagement metrics and find members of your target audience within your existing customer base. This practice is called customer segmentation, and it has the potential to radically transform your business.

In this article we are going to take a look at customer segmentation, along with the benefits of segmenting your audience and best practices for doing so. It has been said that “marketing to everyone is synonymous with marketing to no one.” Our hope is that through customer segmentation, you will be able to market to your exact target customers instead of no one at all. Let’s get started.

customer segmentation

What is customer segmentation?

So, what exactly is customer segmentation? Simply put, segmentation is the process of dividing your customers into distinct groups based on their needs and characteristics. By dividing up our customers, we can better serve each group with messaging particular to them. For example, you wouldn’t want to treat customers about to churn the same as newly acquired customers.

On a larger scale, however, customer segmentation is designed to find your core audience or ideal customer base. Typically, this core audience is loyal to your company and as long as you treat them well, they will return the favor. Keep in mind that even those these are your ideal customers, each segment plays a part in your overall strategy. Let’s take a look at those different segments now.

Creating buyer personas

When you divide your audience into segments, you should also create buyer personas for each distinct group. These buyer personas are fictional representations of each segment, each with different characteristics and preferred methods of communication. For instance, while your millennial audience might respond well to a text blast, older customers might prefer a good ol’ fashioned email.

Each of these personas will value different aspects of what you offer, and thus will need different marketing messaging to attract and retain their business. Part of creating these personas will putting together a plan of action for each. After all, it’s one thing to begin customer segmentation, it’s another to use it to make a difference.

No such thing as “one-size fits all”

Unfortunately, for businesses who have until now subscribed to the “one-size fits all” approach to marketing, that strategy will no longer work. In the same way that advertisers no longer have to guess which members of their audience are receiving their messaging, marketers can no longer treat all customers the same. Thankfully, tools like marketing automation can make this process less complex and easier to tackle.

That’s not to say that certain tools like social media and blog posts can’t be used to make a difference since they are more general knowledge. However, even with these tools, customer segmentation improves the process and makes more of a difference to your customers when you are targeting them specifically instead of lumped together.

customer personas

Benefits of customer segmentation

Now that you understand a few basics about customer segmentation, let’s talk about the benefits of segmenting for your company. Each of these benefits is possible if you are able to properly segment your audience based on analytics and then use those segments to better serve your customers. Let’s take a look.

Increase engagement

Customer segmentation increases engagement from your customers across the board. Since you are now able to provide catered experiences to different segments of your audience, you can deliver deals that they love directly to them. You can even use customer segmentation in combination with your customer loyalty program to help your customers earn rewards.

This is something that many companies are desperate for in a market where customer engagement is hard to come by. One of the best ways to keep customers engaged is to provide value to them at every turn in the customer journey. By segmenting your audience, you can better serve each part of your audience, leading to a better overall strategy.

Targeted marketing

Which leads us to the next benefit of customer segmentation: targeted marketing. Although targeted marketing has been popular before, with the internet and mobile app analytics, targeted marketing has reached new levels. Now, not only can you deliver deals that your customers will love, but you can select your time and method of delivery that best suits them.

As we mentioned earlier, a powerful and popular means of communicating with your audience is SMS marketing. Not only are you able to reach most of your target customers within minutes, but you can craft particular messages to strike the deal home. Use mobile marketing tools like this to boost customer segmentation and take your retention marketing plan to a whole new level.

Retain more customers

Finally, the last benefit of customer segmentation is the goal of most marketing plans: to retain more customers. By focusing on treating your customers well with different customer retention techniques, not only will you save money on customer acquisition, but you can grow your business through word-of-mouth referrals as well.

Customer segmentation is simply one tool in a series of others when it comes to customer retention. However, when you are able to put each of these tools together into an overarching plan, your marketing is that much more potent and powerful.

segmenting customers

Final thoughts

Through this beginner’s guide to customer segmentation we have been able to take a closer look at this exciting customer retention strategy. We have also been able to see some of the benefits of customer segmentation, as well as best practices for using mobile marketing tools for success. By segmenting and then treating each of these customers well, you might never have a problem with customer churn again.

We’ll leave you with this thought: if you were a customer, would you want the same messaging as everyone else, or would you want something just for you? Seems like a simple choice, right? Well make that choice for your customers. Commit to customer segmentation and give your audience the experience they deserve.

customer churn

6 Powerful Strategies for Tackling Customer Churn

For every small business, finding the right balance between acquiring new customers and retaining existing ones can be difficult. Especially when you consider the seemingly limitless options available to customers today, business owners are often fighting against the tide. Thankfully, with the right customer retention strategy, you can eliminate customer churn and work towards providing for your customer base instead of worrying about expanding it.

In this article, we are going to cover 6 strategies for tackling customer churn in 2018. Each of these tactics is specifically designed to help you treat your customers well and keep them coming back again and again. After all, according to Walker, by 2020, customer experience will overtake product and price as the key brand differentiator. Instead of waiting for this to happen, why not get a leg up on your competition by diving in now? Let’s take get started.

customer churn

Know your customers

The first part of tackling customer churn is to spend time getting to know your customers. Unless you do this early on, how do you expect to create a campaign that adequately meets their needs? By taking time to understand both the patterns in which your customers operate and how you can improve their experience, you will be walking through the woods without a map.

Instead of getting lost, begin by analyzing user engagement metrics and mapping your customer’s journey from start to finish. This will help you understand both the parts of your campaign that work and more importantly, the ones that don’t. From there, you can decide where to focus your attention based on what your customer’s indicate is most important. From here, you are ready to employ the following 6 strategies to combat customer churn.

Read also: Relationship Marketing and SMS: A Match Made in Heaven

1. Segmentation FTW

Now that you have analyzed the behavior of your customers, the next step is to create different customer personas correlating to the different segments of your audience. These personas are vital to the success of your campaign, as each type of customer warrants a different approach. For example, you wouldn’t want to send the same text blast to a group of former customers as you do new leads.

As you place each of these customers into their different segments, try picturing in your mind what tactics you can use to combat churn with that specific customer. While these tactics may never actually be used, getting into the mind of your customer can give you valuable insight into how you can better serve them.  

2. Optimize the onboarding process

When you are getting to know your customers and putting them in different segments, you may start to notice a trend early on in the customer journey. That trend being a sharp dip in customer engagement during the onboarding process. Don’t worry, this isn’t unique, as close to 86% of new mobile users never return to an app after the initial download. All this means is that the onboarding process needs to be optimized to the best of your ability.

This is another scenario where some good ol’ fashioned analytics will help you make the best decision. Monitor where customers are falling off during the onboarding process and work with your team to find a better solution. Making a good first impression is a powerful indicator to your audience that you care about their success.

3. Monitor at-risk customers

Another tactic similar to maximizing the onboarding process when tackling customer churn is finding at-risk customers before they leave and prioritizing them. In the same way that there are often indicators or hurdles your customers are having to overcome early on, there can be aspects of the customer journey that show customers about to look elsewhere.

However, identifying these customers is only half the battle. From there, you can use engagement tools like SMS marketing to reach out to these customers and find out what you can be doing better. If you can keep around simply 10%-20% of customers that would have churned, it will be worth the extra effort.

4. Ask for input

Although this is often part of the “get to know your customers” part of this process, asking them for input is the best way to uncover user stories and analyze problem areas. As a rule of thumb, sending out customer satisfaction surveys should be a regular part of your customer retention marketing campaign. What better way to know what your customers want then to simply ask them?

Additionally, there are now more ways of doing this than ever before that lead to good results. For instance, some companies have had success running support and asking for customer opinions through their text message marketing campaigns. Use the tools at your disposal to make the biggest impact you can.

5. Use all tools at your disposal

Speaking of, that is actually our 5th strategy: use all tools at your disposal. In 2018, mobile marketing tools are everywhere and simple to use. Whether you are running an SMS campaign, sending branded messages with push notifications, or just want to step up your email marketing game, there are tools available to help you out.

That being said, you also need to understand the best way to use these tools. Our recommendation is to take what you have learned from the other strategies we have covered and apply it to these tools at your disposal to combat customer churn. Segment, optimize, monitor, and ask for help, then use the tools available to create a proper solution.

Learn more about Text Message Marketing tools

6. Make it obvious that you care

As we have mentioned, 2018 is the year of customer experience. In today’s market, customers have all the power, and it is your job to offer the best possible experience if you hope to win them over. By doing so, you make it obvious that you care, our final strategy for combating customer churn. This is the basis of everything we have covered when it comes to reducing churn rate at your company.

Keep this in mind with everything you do, “How can I prove to my customers that I value them?” If you are able to do this, you will be blown away by how your customers treat you in return. In the end, customer retention and fighting customer churn are pretty simply, it’s getting there that takes hard work.

customer engagement

How Customer Engagement Makes You More Profitable

For every business, the idea of a better relationship with customers and increased profitability are music to the ears. After all, why would you get into an industry if you weren’t interested in making money by helping people with your solution? Unfortunately, it’s not always easy to connect with your customers in a meaningful and engaging way. This is where customer engagement comes in.

Customer engagement has become a popular process for many businesses that are hoping to reach their customers. However, what you may not know is that customer engagement can also provide a great ROI and make you more profitable than ever before. In this article, we are going to explore not only why customer engagement matters and how to define the success of your campaign, but how to make you more money in the process. Let’s get started.

customer engagement

Why Customer Engagement Matters

When discussing customer engagement with business owners, many are unsure why it matters to interact with customers on a new level. While we will review a few other reasons why throughout this article, the main reason for this shift is profitability. In fact, Research from Gallup revealed that brands who successfully engage their customers go on to see 63% lower customer attrition, 55% higher share of wallet, and 50% higher productivity.

This should not be a surprise, it simply makes sense. The more that you are able to insert yourself into the everyday lives of your customers, the more familiar they become with your brand. As they become more familiar, the more likely they are to come to you when they need something. Not only does this increase conversions, but it brings in more money for the business as well.

However, customer engagement and retention marketing expand much further than simply creating more successful interactions with customers. There is a lot of work that goes into making that possible and, once you get started, you need a way of defining your success. So let’s talk about that.

Defining the success of customer engagement

According to Gallup, your customers fall into three separate categories when it comes to customer engagement: fully engaged, indifferent, and actively disengaged. Now, while it may not always be possible to move someone from actively disengaged to fully engaged, it is important to understand these distinctions when starting your campaign. By having a good idea of where your customers are, you can use this as a benchmark for where you want them to be.

Even if your marketing strategies only convert a few indifferent customers into fully engaged ones, it’s worth it. In fact, brands who are ‘fully engaged’ with their customers perform better with ‘a 23% premium in terms of share of wallet, profitability, revenue, and relationship growth over the average customer.’ Once your customers start to fully engage with your brand, they are more likely to bring you a health return on your investment.

This shows that a focus on customer engagement can not only show your customers that you care, but improve your bottom line. Now let’s get into how to actually make customer engagement a reality.

See what SMS marketing can do for you!

Paths toward improvement

Whether you have been involved with customer engagement or are just starting out, there is always a path toward improvement for your company. And while this may look different for each individual company and audience, there are a few best practices that can be universally applied. Let’s take a look.

Treat your customers well, always

One of the most widespread and powerful customer engagement strategies is to treat your customers well, always. This can be difficult for some brands to get used to, but by maximizing every step in the customer journey, you are setting yourself up for success. Make sure that your employees know that customer service needs to be the highest priority throughout.

Part of creating engaging tactics and strategies is the ability to put yourself in the shoes of the customer. Think about a recent poor customer service experience: are you more or less likely to return to that company? Simple things like this are truly the difference between making ends meet and growing your business.

Let your audience tell you what they want

Another common mistake made by far too many brands is trying to predict what customers want instead of just asking them. In order to truly provide your audience with valuable engagement, you need to let your audience tell you what they want out of your company. Whether it is an engagement survey or simply a comment section on your website, giving your audience a voice will dramatically improve your sales performance.

Additionally, in the digital age that we live in, there are more than a few ways to listen to your customers. For instance, user engagement metrics can provide valuable insight into the patterns and behavior of your audience that they may not even be aware of. Be mindful of these metrics and what your customers are saying to get the most out of your campaign.

Provide real-time benefits to customers

Once you have a good understanding of the benefits your customers are looking for, you can use mobile marketing tools to deliver those benefits in real-time. Tools such as SMS marketing, push notifications, and marketing automation are geared toward reaching customers instantaneously and are powerful when it comes to engagement.

For example, should a customer make a request for additional information, you can send a tailored message linking to a blog post or article explaining the process they are confused by. When you deliver tailored, pertinent information directly to your customers, they are far more likely to see you as someone they can trust and purchase from.

Learn more about Text Message Marketing!

Create a community

One of the best ways to keep customers engaged is by creating a community where customers can interact with others. Many businesses do this, from fitness clubs to retail stores, creating a place where community can develop and grow can do wonders for business. Customers can share best practices in regards to your brand, putting you at the center while harnessing the power of inclusion.

The thing you need to know about communities is that they don’t grow in a vacuum. It is your job as the business to create a space for your customers to come together. Once they have this place, you may need to motivate them as they get started until they see the results for themselves. Do your part and put faith in your audience to do theirs, you won’t be disappointed.

engaging with customers

Get creative

The final way to use customer engagement to improve your bottom line and make you more profitable is to get creative and have fun with it. As we said earlier, put yourself in the shoes of your customers: would you rather work with someone that is robotic and systematic in their approach or someone who truly understands what you need?

Additionally, there are a lot of creative ways you can engage with your customers. Looking to receive more interactions with your text marketing campaign? Use short codes. Want to start a conversation with your social media followers? Take a page from Jimmy Fallon’s book and start a fun hashtag. Whatever you do, make sure you are putting your customer’s first and are bringing them content and value that they both want and deserve.

Final thoughts

As you get started with your own customer engagement campaign, we hope that this article will help guide you through the decision making process. By putting the focus on the customers and doing your part to treat them well while adding benefits to their life, you should be on the right track. However, the follow through and ability to adapt will be what sets you apart from your competition.

So, what are you waiting for? Get out there and start changing your customers lives today! After all, they might just return the favor and change yours.

engagement strategies

Boost Retention with These Powerful Engagement Strategies

It is often said that while businesses change, customers stay the same. While this may be true, the way in which businesses reach their customers looks radically different than it did even a few years ago. As business and engagement strategies change, it can be easy to get lost in the whirlwind of new ideas and customer retention techniques that are out there.

In doing our part to help you sort through these various engagement strategies, we have put together a list of the most powerful ways to reach your customers and keep them around. It is our hope that by reading through this list you will have a better understanding of your customers, your business, and how best the two interact. Let’s get started.

engagement strategies

Deliver value with everything you do

The first concept you should understand when seeking to reduce churn rate and improve customer engagement for your business is that you need to deliver value with everything you do. Whether it is an SMS message or an email, an in-person meeting or a chatbot, every interaction with your company should deliver value into your customers’ lives.

When customers come to associate your business with valued added to their lives, they are much more open to engaging with you in new ways. Each of the other engagement strategies we will review are simply different ways of doing this. However, we feel that you should understand the mindset with which you should approach each new scenario to engage with your customers.

Customer service at every turn

Part of providing value means that customer service needs to be high on your list of priorities. This doesn’t just apply to when customers complain or are in need of assistance, but at each turn in their customer journey. This is something that will need to be taught and trainings may be necessary, but the effect on your customers that it will have will be more than worth it.

One area where customer service can make a huge different is with mass text marketing campaigns. Customers are used to receiving automated messages that seek to accomplish a goal, but these same messages can have an even bigger impact with a human touch and added flair. Make sure that you are trying your best to remind customers at each step that you value them and are there to help, should they need anything.

Create useful content

Another engagement strategy that many have used to reach their customers is to create content that is useful to them. With customer retention marketing, the more ways in which you can deliver value to your customers, the better. If you can create content that is not only engaging, but can help your customers solve a problem, you will have it made in the shade.

However, we should mention that timing and the way in which this content is deliver will have an impact on its success. Obviously, you will need a place to house the information, like a blog. This will allow your customers to discover it on their own should they need to, but you should also be ready to meet them with a quick text blast linking to the article that best solves the issue they are facing.

listen to your customers

Listen to your audience

While delivering value is a hallmark of customer engagement strategies, it’s not always easy to know what your customers value. This is why it is important to listen to your audience. Unfortunately, when you are struggling to improve customer engagement, it can be difficult to facilitate a productive conversation.

Thankfully, there are a few ways to listen to your audience other than actually talking about it. For instance, you should always be monitoring user engagement metrics to see how your customers are interacting with you. Oftentimes these metrics are more actionable than customer reviews. Our tip: go by what your customers do, not just what they say.

That being said, you should also be open to and even encourage a dialogue with your customers. Make sure there is a place on your website where customers can come with comments and complaints. Dealing with things like this directly is always preferable to doing so publicly on less-formal platforms like social media.

Read also: Customer Satisfaction and You

Learn from past campaigns

A running theme of customer engagement is seeing what has worked before and what hasn’t before launching into a new engagement strategy. Think back to previous campaigns you have run and try to imagine what could have gone differently to improve engagement with your customers.

By taking a hard look at previous work, you will not only be able to learn from past mistakes, but better understand the audience you are hoping to serve. This might also be a good chance to find ways to incorporate new mobile marketing tools to boost your retention and engagement strategies.

Personalize your messaging

Speaking of new tools and technologies, a recent engagement strategy that many businesses are using is personalization. Each time you send an SMS, email, or push notification, you can make it personal to that customer by adding their name and any other information you might have. This sort of engagement strategy builds on relationship marketing and shows your customers that you care.

Not only do customers enjoy when brands personalize their experience, but studies show that it increase their likelihood of making a purchase as well. In fact, most customer engagement strategies are simply about taking things that extra step to improve the lives of your customers.

engaging customers

Bring human insight to the customer experience

Our final word on customer engagement strategies comes from an unlikely source: The Bible. In Luke 6:31, it is written “Do to others what you want them to do to you.” More commonly referred to as the Golden Rule, this piece of advice can transform your customer engagement campaign.

By simply asking yourself “Would I want this kind of service?” before running a campaign, you are able to bring human insight to the world of customer engagement. This is really all it takes to create a loyal customer base, to treat them with respect. Remind yourself of this at each stage of the process and you will soon have no problem finding ways to engage customers.

customer satisfaction

Customer Satisfaction and You: Making a Difference with Your Audience

Over the last few decades, a shift has taken place in the world of business. With the invention of the internet and the ubiquitous nature of mobile phones, customers now have more power than ever before. Due to this growing trend of customer-centric marketing, strategies for keeping customers around like customer satisfaction and relationship marketing have become even more important.

Whether you are the owner of your own business or just starting out with a company, the way you treat your customers matters. In this article, we are going to walk you through how to increase the satisfaction of your customers, thereby making a difference for your overall audience. Without taking up any more time on the “why” of customer satisfaction, let’s get into the “how.”

customer satisfaction

Hire the right people

The first step you can take in maximizing customer satisfaction for your business is to hire the right people. By this we mean people who are not only dedicated to the success of the business, but the success of your customers as well. Since your employees will likely spend countless hours communicating and dealing with your customer base, it’s important to find people with the right mindset going in.

The second part of this step is to treat your employees well once you hire them. Far too many companies are relying on marketing automation to get the job done, but you can never put a price on the personal touch offered by a capable employee. Seek out talent in the area you are looking for and then hold onto them for dear life once you have them.

Surveys, surveys, surveys

The next thing you should do upon striking out on your customer satisfaction journey is to create a survey for your current customer base. This is the best time to set a benchmark with which you can measure your customer satisfaction metrics as time progresses. This can offer you insight into user engagement that will be hard to come by later, so make it a focus early on.

However, it’s no longer enough just to do this at the beginning. Throughout your campaigns you should be sending regular customer satisfaction surveys in order to collect data on your customer’s attitudes. From this along with your original benchmark you will be able both explore new ideas as well as see your campaign working in real time.

Read also: 7 Best Practices for Collecting Customer Feedback

Manage customer expectations

Part of providing your customers with the best possible experience means managing customer expectations. Far too often, companies will set expectations well out of their reach, setting themselves up for inevitable failure. However, if you can take an age-old approach to under promise and over deliver, your customers will be much more satisfied.

By no means should you set very low expectations simply to overcome them, as this is not an environment for growth. Instead, set expectations within your grasp but still far enough out to give you something to shoot for. When you manage customer expectations well, you can retain more customers simply by getting the job done.

client satisfaction

Perfect the onboarding process

So far, we have only been talking about current customers and retention techniques. While these are definitely important, one of the biggest customer drop-offs happens right at the beginning. This is why perfecting the onboarding process is vital to the overall customer satisfaction of your audience.

The onboarding process can be a stumbling block for many customers as the monotonous process of filling out information can give them enough time to get cold feet. However, if you are able to guide them through this process and offer them reassurances at every point, they will feel more secure in working with you. Although this is the most common area of churn for many companies, it can actually be a huge opportunity when done correctly.

Collect data whenever possible

Along with providing customer satisfaction surveys through the process, you should also be collecting data on customer interactions whenever possible. Whether it is your email click-through rates, your SMS open-rates, or simply the number of people in your customer loyalty program, this data is priceless when trying to better understand your audience.

That being said, it’s not enough simply to collect the data, you need to use it as well. For instance, you can learn a lot about your audience by which blog posts are gaining traction from your newsletter. You should use this information to segment your audience, which allows you to provide more tailored content for each portion of your audience.


Now, once you have collected all of that data, what should you do with it? Although there are many answers to this question, one common use of customer data is personalization. You can personalized emails, SMS marketing messages, and even chatbots on your website to give your customers a tailored experience at every turn.

It turns out that this isn’t just a marketing gimmick, but consumers really do want personalization. This is indicative of a larger request from consumers to be treated with above and beyond service, otherwise they can take their business elsewhere. As customer satisfaction marketers in 2018, it is our job to meet their needs and provide the best experience whenever possible.

customer satisfaction

Clearly define your standards for success

The last aspect of improving the customer satisfaction of your business is to set the proper expectations for yourself as well as your customers. Once you have collected data from your customers, you need to set rational, achievable goals for your business so that you know whether or not you are being successful.

In the same way that none of your customers are alike, your measures of success will be different from others. Instead of focusing on your competition, learn from your previous success which KPIs to measure and how to set the proper standards. This is very important to do early on as to not get lost in a focus on customer satisfaction with no way of knowing whether you are meeting your goals or not.

Customer Satisfaction and You

As you begin to put together your customer satisfaction campaign, it is important to remember that you are a customer yourself. Outside of your business, you are a customer just like the rest of us and you deserve to be treated well. This should be the first consideration in your efforts: as a customer, how would I want to be treated?

From there, along with the different mobile marketing tools at your disposal, you should have no problem satisfying your customers and retaining them for years to come. All we have lef to say is ‘Good luck!’

mobile analytics

6 Essential Mobile Analytics You Should Be Tracking

When you first get started with mobile marketing, it can be difficult to know if you are having the desired effect on your audience. While you may be receiving new customers and engaging with current clients, without the proper mobile analytics you will find yourself grasping in the dark. Unless you have the proper tracking tools in place, your campaign will never be fully optimized.

Thankfully, this shouldn’t be a problem for you very much longer. In this article, we are going to walk you through 6 different mobile analytics that you need to be tracking. These can not only help you have a better understanding of your mobile marketing campaign, but the way your customers think. By using these mobile analytics correctly, you can put your best foot on the road to increased customer retention and engagement. Let’s get started.

mobile analytics

Big Data and you

Ever since the term “Big Data” came into the cultural zeitgeist years ago, companies have been trying to harness the potential that this term promises. However, many small business owners have ignored this trend due to believe that big data only works for big companies. The truth is that with recent advancements in mobile technology, big data isn’t just for Fortune 500 companies anymore.

Part of harnessing the power of big data is understanding which user engagement metrics matter to your specific business functions. It can be easy to be distracted by different analytics and data points when you aren’t sure what you are looking for, which is yet another reason why we put together this guide.

Long story short: you no longer need a significant budget or years of expertise at your disposal to take advantage of big data. All you need in today’s market is a nudge in the right direction, which is what we hope to provide.

Mobile analytics you need to be tracking

What we are about to take a look at are 6 mobile analytics that you should be tracking to better understand your business, your product, and most importantly, your customers. Without further ado, let’s take a look at these mobile analytics that can take your customer retention marketing campaign to the next level.

1. Click-through rate (CTR)

Whether you are using SMS marketing, email, or a push notification service to reach your customers, one of the most important mobile analytics you need to be tracking is click-through rate or CTR. Not only will this metric show you how many customers actually engaged with your messaging, but it can be used in conjunction with other analytics to get a better idea of the customer journey.

Before you begin sending marketing messages, you will want to make sure that you have a way of tracking the CTR of your campaign. Then, once you have a better understanding of who is clicking, you can measure other metrics like bounce rate and conversion rate. Speaking of, let’s talk about those two mobile analytics.

mobile metrics

2. Bounce rate

While CTR is important for understanding the potency of your marketing messaging, bounce rate can help you ensure that your clicks turn into sales. For those who don’t already know, the bounce rate is when a customer clicks on your call-to-action, but then immediately goes back to the previous page. Obviously, a high bounce rate is not ideal.

Now, imagine that you are running an SMS marketing campaign with a link to your website as the desired action to be taken by your audience. You may be excited by the fact that this message has a high CTR, but upon further investigation you find that your bounce rate is equally high. This means that while your messaging is good, the landing page needs some work. Simply understand the mobile analytics of your campaign like these can show tell you everything you need to know.

3. Conversion rate

On the other side of bounce rate, we have conversion rate, which is a mobile analytic that shows how many people complete a transaction out of the people that visit your site. While we won’t go into the much larger subject of conversion rate optimization, this metric tells you the rest of the story that bounce rate doesn’t.

For instance, should you discover that customers are coming to your page and not bouncing, you might assume that they are more engaged customers. However, should you discover that your conversion rate is low, that story no longer rings true. It is by combining these different mobile analytics that you will be able to comprehend the whole story, giving you better insight into what does and doesn’t work for your customers.

4. Customer acquisition cost

Taking things in a slightly different direction, our next mobile analytic we will tackle is customer acquisition cost. This metric will be used in more of a broad sense than others, but should always be taken into consideration when planning out a campaign. As the name states, CAC is the cost that goes into acquiring a customer, which as most customer retention marketers know is typically at least 5 times as expensive as keeping an existing customer.

Once you know the cost of each customer, it can help put your marketing in context. For instance, if you know that each customer costs $10 to attain (purely hypothetical), you should expect to earn that money back over the course of your relationship. This leads us to the next mobile analytic that works in conjunction with CAC, which is lifetime customer value.

5. Lifetime customer value (LCV)

Each customer that you bring on board has a value to your company, which as they engage with your company will hopefully continue to rise. Taking the average of each of these numbers is what will get you your LCV or lifetime customer value. The goal of most customer retention strategies is to make sure that this number never falls below the cost of acquiring those customers.

In the same way our first few mobile analytics work together, LCV and CAC are two sides of the same coin. By monitoring these dynamic metrics, you will be able to better understand your customer base and the need to reduce churn rate for your company.

mobile app analytics

6. Mobile app analytics

The final group of mobile analytics we will look at is mobile app analytics, which are specialized due to the fact that they require a mobile app. However, having a consumer mobile app is part of many companies mobile marketing strategies, so it is worth taking a look at.

Mobile app analytics can tell you everything about your customer’s interaction with your app, from time spent within the app to how much time passes between unique user sessions. If you have a mobile app for your business, these metrics are invaluable in showing not only how your customers think, but engage with your company. The other great thing about mobile app analytics is they have a broader application outside of the app.

We hope that this guide has been helpful for those looking to get the most out of their mobile campaigns. Remember that without the right tools for tracking in place and knowledge for understanding them, you will be shooting in the dark. Turn a light on by taking advantage of big data and your customers will thank you for it.

mobile advertising

8 Mobile Advertising Tools Designed to Increase Customer Engagement

Ever since the invention of the smartphone, the world of marketing has slowly shifted toward a mobile-centric point. Along the way, different mobile marketing tools have aided the growth of this mobile revolution. So much so, in fact, that according to MarketingLand, by 2019, mobile advertising is expected to represent 72% of all U.S. digital ad spending.

In order to help you keep up with the new ways of doing things, we have put together a list of 8 mobile advertising tools to help you succeed. These tools are specifically designed to increase customer engagement and reform your mobile advertising campaign into something truly exceptional. Without further ado, let’s take a look.

mobile advertising

Text message marketing

Right off the bat we have one of the most powerful mobile advertising tools available: text message marketing. Sometimes referred to as SMS marketing or business text messaging, text message marketing has been around long before smartphones, but has only grown in both effectiveness and efficiency over the course of the mobile revolution.

The aspect of text message marketing that makes it perfect for customer engagement is that over 95% of all SMS messages are read within 2 minutes. It doesn’t take much imagination to think about what you could do with the ability to reach your entire target audience in the blink of an eye. However, there other tools out there that can help you get the most bang for your buck with SMS marketing.

SMS short codes

One such mobile advertising tool is SMS short codes, which can be used as a way to automate interactions between you and your customers. For instance, some businesses have started to use SMS as a way to run support for their customer base. Not only are the messages almost instantaneous, but many answers to frequently asked questions can be automated beforehand.

Short codes are not just for support though; they can also be great for running discounts or improving conversion rates on calls-to-action. By their very definition, short codes are designed to increase engagement and should be a part of your mobile advertising toolkit.

Read also: How to use an SMS short code to improve mobile engagement.

MMS marketing

Another underutilized mobile marketing tool is MMS or multimedia messaging service marketing. MMS marketing is similar to SMS with a few more capabilities that are not found with normal SMS messages. For example, while SMS is limited to 166 character messages, MMS can go as far as 500 characters, including media such as images or videos and a subject line.

If you are having trouble sparking interest in your SMS marketing campaign, MMS might be the way to go. The additional features provided by MMS can be the extra push your mobile advertising strategy needs to meet your goals.

Mobile search and display ads

As more customers rely on their mobile devices for completing tasks and surfing the web, mobile search has continued to grow with it. A few years ago, Google unveiled that over 50% of all searches are now done on mobile devices and that number is only expected to increase as time goes on.

The mobile advertising tool we are talking about here is mobile search and display ads on search engines. User engagement metrics show that not only are more people searching on mobile, but they are often more serious about making a purchase decision. Display ads on targeted keywords help your customers find you when they are most likely to make a buying decision, so you need to be showing up when they search.

mobile advertising tools

Branded mobile app

Another emerging mobile advertising strategy that many brands are taking advantage of is creating a branded mobile app. Although mobile app development might seem like a big step to take for your business, according to Smart Insight, that’s where your customers spend their time.

In fact, apps account for 89% of mobile media time, with the other 11% spent on websites. Unless you have an app of your own, you will be forced to rely on your mobile site. Having a seamless mobile site is important to your mobile advertising efforts, but creating an app should be part of that strategy as well. Not only is it where you customers spend time, but it opens up the opportunity to use other mobile tools you wouldn’t have without it.

Location-based marketing

One of those mobile apps tools being location-based marketing. If you’ve ever installed a new app in your phone, it has likely prompted you to share your location. When you do this, the people who create the app are able to send targeted messages to you based on where you are. For instance, the Starbucks app can alert you to nearby locations and offer a discount should you take the time to stop in.

This kind of customer engagement strategy has been very successful for companies looking to reach new customers. Although right now the customers would need to already have the app downloaded, the technology is changing to include SMS as well. For the time being, however, push notifications can be another powerful tool.  

Push-notification service

Similar to SMS, push notifications can be an effective way to reach your customers with highly targeted mobile advertising. Since the customers will already have agreed to receive these messages, in the same way that you have to opt-in to SMS, they are much more likely to engage with your brand.

As push notification services become more popular, new features will hopefully continue to emerge that take advantage of the strengths of this channel. As mobile advertising evolves, it will be important to understand when to use the proper channels at your disposal to make the biggest impact for your customers.

mobile customer

Social media

Our final mobile advertising tool is not exclusive to mobile, but it’s pretty close. According to comScore, 80% of social media time is spent on a mobile devices, meaning that social media should absolutely be a part of your mobile campaign. Different social media platforms should be used like different mobile advertising channels for maximized effect.

In the same way that customers are always on their phones, they are constantly checking social media as well. If you aren’t able to reach them with SMS, social is usually the next best place.

We hope that these 8 tools will help you continue to engage your customers in new and exciting ways. As you continue to plan out your customer retention marketing campaign, remember when and how to use each of these mobile advertising tools. Trust us, they will serve you well.

marketing automation

Why Marketing Automation Should Be Part of Your 2018 Strategy

Over the last few years, the term ‘Marketing automation’ has been thrown around a lot, especially when it comes to inbound marketing strategy. While this once meant using simple tools to perform tasks like scheduling emails, automation has evolved and now encompasses areas like Chatbots and AI customer support.

In this article, we are going to make our case for why marketing automation should be part of your 2018 strategy. First, we will take a look at why we automate, followed by the where and how of automation. It is our hope that with these different retention tips and techniques you will be able to better serve your customers in the new year and beyond. Let’s get started.

marketing automation

Why do we automate?

When marketing automation first came into the zeitgeist, many marketing professionals didn’t see the need for it. Or worse, they thought that automation would take their job from them. Both of these lines of through are misleading, since true marketing automation seeks to make the lives of both the marketers and the customers better.

So, why do we automate? First, speed. In 2018, technology has made everything more efficient, and automation is simply a way to keep up with the world around us. Second of all, according to Emailmonday, 49 percent of companies regularly use marketing automation. This number is only going to continue to grow, so unless you are automating, you may be soon left in the dust.

Marketing automation helps small businesses stay up with the times and stay competitive in their markets. For larger businesses, automation provides a way to keep up with the marketing demands of the industry. Now that you understand why we automate, let’s talk about where we automate.

Where do we automate?

As we mentioned, over the last few years automation has gone from a marketing gimmick to a necessity. More tools have come into the market that make this process easier, more efficient, and more effective. The question has become less “Where do we automate?” and “Where should we automate?” as new platforms pop up everywhere, not all of them being worth the time.

Next, we will take a look at three of the areas you can automate that have shown to increase engagement and company success. Let’s take a look.


Having a good online presence today requires a firm placement in social media. One of the most effective ways to ensure a good mobile marketing strategy here is to automate, automate, automate. As a marketing professional or business owner, you don’t have time to spend hours each day combing social media for articles to post or tips to share. Instead, you can automate almost everything and then respond as interactions come in.

It’s important to remember when you are automating your social media that there will be times when you need to take the wheel and change things up to avoid a PR blunder. For example, companies that forgot to turn off their automations in the wake of a tragedy are seen as crass or uncaring, not a good look. Make sure to keep a close eye out to avoid this sort of problem.

marketing automation strategy


Another area that has recently grown in the area of marketing automation is SMS marketing. One of the most powerful marketing tools in your arsenal, SMS becomes even more effective when automated. Businesses can schedule messages weeks in advance, set up SMS keywords to run support without lifting a finger, and much more.

Part of the reason why SMS is such a popular choice for marketing automation is how efficient the service is for communicating with customers. If you can automate most of the SMS process, customers can go from upset to finding a solution in just a few minutes. Like social media, a human touch is required to make these sort of campaigns successful, but marketing automation gives you all the tools you need for success.

Read also: How to Boost Customer Engagement with SMS


One of the oldest marketing automation tools, email automation has evolved into a beast of its own, with companies like MailChimp growing from just focusing on automation. Some of the hallmarks of a successful email automation campaign include segmentation, allowing customers to choose their own campaigns, and using text marketing to ensure your audience receives your message.

Although email is not as powerful of a marketing automation tool as something like SMS, it can be incredibly effective when used in combination with other tools. Email is also a more comfortable solution for many customers that are still making their way into the digital age. If you hope to be successful in marketing automation, each of these tools will need to be in your arsenal.

How do we automate?

Now that we have covered the different areas where marketing automation can flourish, you might be wondering “How do we actually do it?” This is a good question, as simply having a phone or email address doesn’t mean you can set up a marketing automation platform. Thankfully, there are plenty of platforms already out there with a wide selection of features.

For instance,  a platform like Hubspot has all of your marketing automations in one place, whereas a platform like Hatchbuck focuses on just one solution. We mentioned marketing automation giant Emailchimp earlier, but there are plenty of other similar solutions in the space. No matter what you choose, you want to make sure that they have the features you need to meet your goals.

Start an SMS campaign with Gleantap!

Marketing automation and you

Finally, let’s talk about marketing automation and you. Obviously, if you have your own business or are looking to get involved with marketing automation, all of the information in this article might seem like a lot to take in. However, the most important part of marketing automation is simply starting.

Far too often, companies spend too much time putting their automations in place before actually pulling the trigger and starting their campaign. Part of the automation process is tweaking things as you go, trying different things to see what works. Unless you allow yourself to fail a little, nothing will get done.

So this is what we leave you with: a call to action. Go out there and no matter what skill set you have, start your marketing automations today. There’s no time like the present, so get after it!

customer attrition

How to Reduce Customer Attrition without Breaking the Bank

One of the most common struggles for small business owners, or any company for that matter, is trying to avoid losing customers. Like death and taxes, customer attrition is just one of those things you can’t avoid. While it’s possible to reduce churn rate, no matter what you do, some customers will always leave. This is a simply the truth of customer retention.

However, while you might not be able to stop every customer from leaving, you can do your part keep customers around. There are plenty of different strategies for doing this, but they can often drive up your customer acquisition costs and leave you worse off than you started.

In this article, we are going to walk you through how to reduce customer attrition. Not only that, but we will show you how to do so without breaking the bank. Let’s get started.

customer attrition

The slow drain of customer attrition

When you first start to notice customer attrition and churn with your audience, it can feel like you are doing something wrong. However, the faults or decisions that lead you to this point are often hard to understand and some customers will never tell you why they left.

In this scenario, it’s important to remember that close to 70% of the reasons customers leave has nothing to do with the product, but instead poor quality of service. You can have the best product in the world, but without customer service, you will never be able to beat customer attrition.

So, what can be done to fight the slow drain of customer attrition? The first step is to never give up. If you have the wrong mindset, none of the rest of this will matter. Once you are ready to start taking customer retention seriously, the next step is to start monitoring customer activity.

Monitor customers closely

In the world of big data, there are more ways than ever before to monitor your customer’s activity. What they buy, how they buy, and what they do with your products are no reduce to engagement metrics that tell the story of your customer relationship. Not only will this data offer better insights into the minds of your customers, but how to keep them satisfied.

Customer attrition most commonly breeds from lack of activity. Whether this is because customers are distracted by new offerings or simply due to boredom, we may never know. However, it is your job to study their behavior, find weak points, and do your best to fight against them.

Read also: 7 Best Practices for Collecting Customer Feedback

Pinpoint reasons why customers leave

Once you begin monitoring your customer’s behavior you will soon start to see trends that lead up to their eventual churning. This sort of insight is invaluable to your business as you can use it to know when your customers are most vulnerable. Instead of simply allowing customer attrition to take place, this is the perfect time to engage with them and bring them back into the fold.

There are many different customer retention strategies that can be used here to help fight off churn. For instance, sending targeted messages through SMS to customers that are on the verge of leaving might be just the sign they are looking for to stay with your company. It doesn’t always have to be a huge deal, sometimes simply letting them know you still care is enough.

customer relationships

Engage customers through preferred channels

Although we just mentioned SMS marketing, there are many different channels with which you should communicate with your customers. One advantage of SMS that should be applied to other channels is segmentation. By delivering more tailored messaging to your customers based on their habits, you are more likely to have a successful program.

Going back to the customer data we mentioned earlier, that information can often tell you the best way to reach your customers. Some will prefer email, some will appreciate the speed of SMS, but no matter what it is, by engaging with them in the proper ways, you can do wonders to reduce customer attrition.

Make customer service a hallmark of your business

As we mentioned earlier, customer service is vital to the success of any business, especially when it comes to reducing customer attrition. In 2018, this has never been more true. Look at e-commerce giant Amazon, one of the world’s largest companies built on the idea of exceptional customer service.

Thankfully, there are plenty of mobile marketing tools that can aid any business in improving their overall customer service. For instance, companies have begun running support for their customers through text message marketing. This allows for the company to automate almost the entire process and then simply let it run, improving their lives and those of their customers.

Help them remember why they signed up in the first place

Along with customer service, another key to reducing customer attrition is reminder them why the signed up in the first place. Every one of your customers made the choice at one point to use your business for one reason or another. When they are about to churn, it can be powerful to remind them why they should stay instead.

Customer loyalty programs can be a great way to keep customers interested while highlighting different benefits of your company. For instance, you can reward your customers for staying with you by offering discounts on commonly used services or products. Like we said, boredom is often the hardest hurdle to get over, so keep things interesting for your customers whenever possible.

reduce customer attrition

Talk to your customers

Finally, our last and simplest advice for reducing customer attrition is to talk to your customers and actually treat them like humans. Most companies out there that fail do so because they view their customers as cogs in a machine. Instead, think of your customer relationships as just that, relationships.

If you are able to treat your customers with dignity and respect while adding value to their lives, you will have customers for life.