It is easier and less expensive
to sell products
to existing customers.
With so much competition,
how do we keep
these customers loyal to us?
We build our products
so we become
more valuable to them.
In the romance novel industry,
we, writers, often concentrate
on writing a series of connected books
for this exact reason.
Readers have the ability
to start reading the series
at any point.
I design my books
so the previous books
don’t have to be read first.
But if they DO start from the beginning,
they know things new readers don’t.
They know that
a phrase has an extra meaning.
They know that
an action will upset another character.
They know that
a tool has a secret purpose
and it is meaningful
that a character carries it.
Many companies are using
data they’ve collected
about their customers
to accomplish something similar.
Having autofills on forms
so returning customers
don’t have to re-enter their information
is one basic example
of providing value.
Suggesting products they might like
based on their past purchases
is another.
Build in reasons
for your existing customers
to remain loyal.