Summertime is the perfect time to do some housekeeping and focus on your valued customers. A great place to start is by implementing a Customer Retention Program. We created this program over 10 years ago and use it every summer at Beneva Flowers.
What is a Customer Retention Program (CRP)?
The Customer Retention Program (CRP) is an effort to recognize and revitalize accounts that were once active, but have not had recent activity.
Through the CRP, we obtain valuable feedback regarding whether or not we exceeded our customers’ expectations. We simply reach out to our customers via a phone call to let them know that we care and are looking for a better way to serve their floral and gift giving needs in the future.
NOTE: This is not telemarketing!
These calls are not sales calls, although it is not uncommon to have customers place orders with the sales associate at the time of the call because they’re impressed by the personal touch. In fact, the valuable information we obtain has led to developing some of our very best accounts.
How does the CRP program work?
First, we identify the criteria and focus on customers who have placed five or more orders over the past three years, as well as customers who do not have any order activity in the past 18 months. You can export this data into a spreadsheet.
Next, identify and sort the list. Give your employees a list and review a script with them. We thank our customers for the orders they have placed with us and ask how we can improve their experience with Beneva Flowers. We have a detailed script you are welcome to use if you would like, just email us and we will be happy to send it to you.
Remember, if a customer has ordered five or more times, there must be some value in the relationship. It is important to understand that there may be a reason that they did not order in a particular year, but it is still worth giving them a call. What is most important here is not to question them, but to thank them. If they decide to order, do not offer them a discount. The last thing you want to do is for this to come across as a sales call.
When you are speaking to the customer, it is important that notes are taken for later reference. You may find out that someone could have had an unfavorable experience and you now have a chance to save the relationship.
This is an excellent way to clean up your account database so when the time comes to market for the holidays, you can start from a clean list.
People shop with companies they trust. Forming a relationship is the ultimate goal of every marketing plan. If you concentrate on retaining customers and enhancing the shopping experience, chances are customers will trust you with all their floral and gift giving needs in the future. Remember to promote across town or across the USA in all your ads. You are one-stop shopping, don’t keep it a secret.
This is just another step in changing for the better and taking back our industry for the local florist.