Understanding the Secrets of Customer Retention


The secrets of customer retention is not a secret at all, but it’s easy to forget. The most powerful thing you can do to ensure that your customers stay loyal and return is to treat them like they belong. This means understanding what they want and need and then giving it to them in the best way possible.

Customers want to feel like they belong

The more you can make your customers feel like they belong, the more likely they are to stay with you. Customers want to feel that they are part of something bigger than themselves. They want to be part of a family or community and to know that all the other people in their family/community share their values. 

This is why strong brands have such a strong following — because they’re able to create a feeling of belonging among their customers. A lot of big brands like Apple, Starbucks, or Nike have been able to do this very well by creating an identity for themselves as a company and then making sure that everyone who comes into contact with them feels like they’re part of this identity too.

Customers want to be understood

To build this kind of connection with your customers, you must demonstrate empathy. Empathy means thinking about how someone else feels and responding in a way that respects their feelings for the benefit of both of you. It’s not something that comes naturally to most people, but it can be learned if practiced over time. The first step is understanding your own emotions: what do they feel like? What causes them? How do they make you feel? The more aware you are of your own emotions, the easier it will be for you to identify and empathize with others’ emotions as well.

You can use this knowledge by imagining yourself in your customer’s place whenever possible: imagine what they might be feeling or thinking as they use your product or service; imagine how their expectations will affect their experience using that product or service; imagine how any major changes might affect those expectations (whether positive or negative). Once these questions have been answered, think about ways in which those answers could change depending on how everything works together, and then write down those ideas so everyone knows what needs work before launching anything new.


Customers want to feel fantastic

The first step is to realize that customer loyalty isn’t just about the price, service, and product. It’s also about making them feeling fantastic. Yes, you want your customers to feel good while they’re with you (and after they leave). But it doesn’t stop there — you want them to feel fantastic every time they think about doing business with you.

Think back to your last wonderful customer service experience at a hotel or restaurant — or even better yet, think back on how many times over the past year when someone took care of you in such an exceptional way that made your day better than usual; maybe even changed it forever? That’s what we’re aiming for here — repeatability and memorability are crucial components when trying to build customer loyalty through great experiences.

Customers want to feel that they’re being taken care of

Customers want to feel that they’re being taken care of. When a customer calls in with a problem, for example, it’s not enough to simply fix their problem and send them on their way. Customers want to be sure that you have listened to them, understood the issue at hand, and are taking steps toward fixing it so that the issue does not happen in the future.

They want to know that they matter — that someone is looking out for them and making sure they don’t get lost in the shuffle of day-to-day business operations. This can be accomplished through simple gestures like sending an email thanking customers for their patience while you work through your backlog or simply letting people know that one of your team members has been assigned as the point person on their account so they don’t have to deal with anyone else if any other issues are going forward (and yes — there will always be more.).


In the end, customer retention is about more than just making sure you’re providing a quality product or service. It’s about understanding your customers on a personal level and knowing exactly what they need and want to keep them around. If you can do that consistently over time, then you’ll have customers who are happy with your brand — and they’ll tell their friends about it too.