3 customer retention strategies that actually work

Having a customer retention strategy is an essential component of any business.

While acquiring new customers is a vital component, retaining them costs actually 5X to 25X less.

This is not just a type of post where you find the same customer retention strategies in 2020 that you’ll find anywhere on the Internet. Yes, I’ll cover them too.

But most of all, you’ll find three new strategies.

So if you want to learn more about how to retain your customers, you’ll find this article very helpful.

Adopt Customer Feedback tools

Customer feedback tools were used to understand users before they become customers.

Not anymore.

Today, companies used them to learn more about their users, understand their objections and improve their offering for both new and existing customers.

How to gather feedbacks

Surveys, polls and questionnaires are an opportunity to enter the mind of your customers and understand how they feel.

Becoming the voice of your customers is what can solve many of their problems with your product and service.

That’s because customers want to improve your product, in fact, you’ll be surprised at the amount of feedback you can collect, both positive and negative.

Use the negative feedback to improve some areas and the positive feedback to increase your confidence you are offering a great product.

So if you want to retain more customers, you need to listen to them.

Ask the right questions to get meaningful insights.

The strategies you adopt will determine the type of answer you’ll get.

So if you want useful data, use useful strategies to gather it.

For example, some of the strategies that really help improve retention could be:

  1. On the thank-you page, ask this: “How would you rate your buying experience with us from 1 to 10?” This question will help you understand if the customer will buy again.

  2. If you need lots of data, you can offer an incentive with an Amazon voucher and send a survey by email to all your customers. The goal is: if there is something we can do to improve, what would that be? And then ask your questions all at once.

  3. When a customer decided to leave you, ask why and what you can do to improve?

  4. You can also ask questions about alternative products, for example: “if you didn’t use us, which other alternatives would you use and why?”

Use the right tools

Most of the feedback tools are easy to use and install. Here is a list of them:

  • Routee.net provides SMS surveys for customers and commercial partners to quickly get insights that you need. Hotjar.com to gather users’ feedback with polls on your website during and after a purchase.

  • Surveymonkey.com to build complex surveys and share them by email, social media and website links.

  • Trustpilot.com for collecting online reviews and improving brand awareness

  • Ideascale.com can be used to build forums where customers discuss issues, problem and troubleshooting.

Make people feel special with gamification

Let me start with an example that explains it all.

I am two steps away from “Legend”.

As other 300 professional marketers, I write as a guest writer for SEMRush.com, one of the biggest blogs in SEO in the world.

They have a program to attract guest writers and those who write most often and whose posts are most read, progress in the list to become a “Legend”.

You start as a “New Entry” and can progress 9 steps to “Legend”.

The more you write, the fastest you progress.

Do you know what I have done when I have heard of me being called a Guru?

I have told everyone online.

Generate fun competitions

I don’t get paid for writing on SEMRush, I don’t get new clients and my recent research on guest blogging ROI, showed nobody got any referral traffic from guest posting.

So why are people so passionate about writing for free?

Because it’s a fun game because we establish our reputation as experts.

This all helps in retaining our customers.

Think about it.

On SEMRush, we all have our own profile page, with a short bio and a nice headshot. This is completed with a fun badge that tells everyone which level of expertise you have reached.

So what does the game have to do with this?


If you want to become better, you need to write more often for SEMRush, you’ll get the next badge and you can brag about it with your colleagues and friends.

This is a strong customer (in this case guest writers) retention strategy.

It can be applied to virtually any business. For example: have you got an online course business?

Let students show off how well they pass their exams and list them from good to less good students to enhance competition.

Do you sell boring blenders? Let people show off what they can cook with it and make them feel special with virtual rewards.

Gamification helps generate social proof because doing well make us look good.

In other words, what good is the status if no one else knows you have it?

But every time we share a status, we mention the brand and this helps us stick with it longer.

Educate your customers

Education is one of the most valuable things you can offer your customers (or even just your site visitors).

There are many companies that offer free educational training videos and certifications than anyone can use to improve their skills.

This about Google Ads, Google Analytics and Hubspot. These three certifications are sought after from employers and they are available to anyone for free.

They are most valuable for those who actually use these products in their daily jobs.

They help make these communities more engaged and interested in the product and stay in the loop with professional courses.

Offer valuable certifications

Just because a customer has made a purchase, doesn’t mean you can’t close any other deals.

Your customers have many options available, they can switch and join a competitor quickly, especially if prices are lower.

To reduce the odds this will happen, you can educate them to become better at their jobs by using your solution.

The certification can become so valuable that your customer will be with you even if she/he changes jobs because these newly gained skills are transferable to another company.

Example: if you gain AdWords certifications you can call yourself a PPC specialist. This skill is required by millions of companies worldwide and whichever company you join, you’ll have to know AdWords for doing PPC.


Before you assume you have an acquisition problem, consider whether you have a retention problem.

This about the customers you want to serve after the purchase and focus on retaining the right customers. The goal is to keep customers you can provide value to and who are valuable to you.

*This post was sponsored by Routee.com

Routee is a multi-channel CPaaS platform designed to increase conversion rates, generate new leads and reduce digital costs, through a powerful and versatile automated environment with SMS, Voice, Email Messaging, Two Factor Authentication, Number Lookup, Number Validation, Marketing Automation, and Messaging Apps.

© 2020 by Luca Tagliaferro. All rights reserved.