Existing customers are a valuable asset to any business. They have already purchased products or services, experienced the brand, and have established trust in it. However, without a proper customer care plan, businesses risk losing them to competitors. So, how can you build an effective plan for retaining existing customers? Let's explore this together with Bellsystem24 Vietnam!
1. Why is an old customer service plan necessary?
✅ Increase revenue from existing customers: The cost of retaining existing customers is much lower than acquiring new ones.
✅ Build loyalty, reduce churn: A loyal customer may return to make multiple purchases and even refer new customers.
✅ Optimize customer experienceGood customer care helps customers have a positive experience, thereby increasing their goodwill toward the brand.
✅ Build a strong brand: When customers are satisfied, they will be willing to praise and spread the word about the brand to more people.
The cost of acquiring a new customer is 5-7 times higher on average than the cost of retaining an existing customer.
2. Effective implementation process for the old customer service system
| Step | Description | Objective | For example |
|---|---|---|---|
| 1. Collect & categorize customers | Compile information from CRM, purchase history, and interaction level. | Understand the characteristics of each group to develop appropriate customer service strategies. | Classification by group: Loyal customers, potential customers, less engaged customers, etc. |
| 2. Identify old customer service objectives | Set specific goals such as: Retain customers, increase average order value, encourage repeat purchases, and improve satisfaction. | There is a clear direction for each customer group. | - Retain VIP customers with special offers. - Encourage returning customers to make repeat purchases with discount codes. |
| 3. Develop scenarios and approaches | Develop content and customer service approaches tailored to each customer group, selecting the optimal communication channel. | Ensure the message is appropriate and effectively delivered. | - Send a thank-you message after the most recent purchase. Remind customers about the loyalty program. |
| 4. Implementation & Feedback Monitoring | Implement customer service campaigns, measure responses, email open rates, and the number of returning customers. | Adjust the strategy based on actual feedback | - Track email and message opens. - Call to survey customer satisfaction levels. |
| Improve and optimize processes | Evaluate effectiveness, learn from experience, update CSKh content according to trends, and personalize more. | Improve customer service quality, optimize customer experience. | - Improve care content based on customer feedback. - Adjust incentives to suit each customer group. |
3. Effective traditional customer service channels and methods
Thanks to technological advances, businesses now have many ways to reach and care for existing customers, including several popular channels such as:
How to choose the appropriate customer service channel and method?
To be effective, businesses need a deep understanding of their customers, so data storage and analysis are crucial factors that determine success or failure. Here are some suggestions:
- Always store customer data.
- Segment, analyze customers, and draw conclusions about customer characteristics/insights.
- Use customer characteristics/insights to select interaction channels and messages.
- Use remarketing tactics regularly. Currently, most social media platforms allow businesses to upload customer lists to distribute advertisements.
- Perform a reassessment (if applicable).
4. Old Customer Service Script – Detailed Example
4.1 Script for reminding customers who haven't returned in a long time
📩 Message/email:
"Hello [Customer Name], it's been a while since we've seen you at [Brand Name]! 🥰 We currently have a special [Discount Amount] offer exclusively for our loyal customers. Don't miss out! Place your order now at [Link] or call [Hotline]. See you soon!"
📞 Call:
Employee: "Hello [Customer Name], I'm [Employee Name] from [Brand Name]. It's been a while since you've visited us. Is there anything else we can help you with? We currently have a customer appreciation program for our loyal customers. May I briefly share more about it?"
4.2 Birthday greeting script for customers
📩 Message/email:
Happy birthday, [Customer Name]! 🎂 [Brand Name] would like to send you a small gift: [Discount/Gift]. Don't forget to use it before [Expiration Date]! Have a wonderful day! 🎉
Note:
- Personalize by mentioning products/services the customer has previously purchased.
- If there are no special offers, a sincere greeting can also create goodwill.
4.3 Scenario for requesting feedback from customers
📩 Message/email:
"Hello [Customer Name], we'd love to know if you're satisfied with our [Product/Service]. 😊 Your feedback helps us serve you better! If you have a moment, please leave your review at [Link]. Thank you so much!"
Note:
- If customers respond positively, you can invite them to join the referral program.
- If there is negative feedback, quickly address the issue to retain customers.
4.4 Loyal Customer Care Scenario
Situation: Customers who have purchased products/services multiple times need to maintain the relationship.
📩 Message/Zalo/SMS:
"Hello [Customer Name], thank you for always supporting [Brand Name]! As a token of our appreciation, we are offering you a 15% discount on your next order. Enter the code: VIP15 at checkout! ❤️ [Order Link]"
📞 Call:
- Introducing a special promotion program exclusively for loyal customers.
- Inquire about product experiences and customer preferences to enhance service quality.
- Invite customers to join the loyalty program, earn points to redeem gifts.
4.5 Script for reminding customers to renew services
Situation: The customer's service package is about to expire and needs to be reminded to renew.
📩 Email/SMS:
"Hello [Customer Name], your service package with [Company Name] is set to expire on [xx/xx/xxxx]. To continue enjoying uninterrupted service, renew today and receive the 10% offer! [Renewal Link]"
📞 Call:
- Notice of imminent expiration, emphasizing the benefits of early renewal.
- Propose renewal packages tailored to customer needs.
- Assist customers during the payment/renewal process if needed.
4.6 Post-purchase customer care scenario
Situation: Customers who have just purchased a product/service need to be taken care of to increase their satisfaction.
📩 Email/SMS/Zalo:
Thank you [Customer Name] for choosing [Brand Name]! How was your experience with our product/service? If you have any questions, please don't hesitate to contact us! [Hotline] – We are always ready to assist you!
📞 Call:
- Ask about the product experience and provide additional guidance if needed.
- Suggest complementary products or promotional programs for the next purchase.
- Collect feedback to improve service quality.
Summary
Retaining existing customers not only helps increase revenue but also builds strong relationships between customers and the brand. An effective customer retention plan requires personalization, timely delivery, appropriate methods, and targeting the right audience. Apply these methods and scenarios immediately to enhance your service quality! 🚀
