How to win and retain customers

  • Lucas Ferraz
  • December/2021

How to win and retain customers

Knowing how to win and retain customers is a common challenge for every entrepreneur or brand, from startups to large companies.

How to win and retain customers

In a sea full of competitors vying for the same customers' attention, there is a blue ocean available, the loyalty of your own customers.

This is not simple, after all, recurrence depends directly on customer satisfaction with your product or service and on the trust placed in the company.

How to win and retain customers with 9 processes

Learn some strategies for how to win and retain customers and make your business more profitable.

1. Encourage product reviews by your customers

First, in every business, customer feedback after a purchase or hire is one of the most essential tools for its growth.

After all, there is no more efficient way to find out how the customer feels after purchasing something, other than feedback.

That's why large companies use this strategy a lot.

In addition, at some fast food franchise chains, we are encouraged to answer a series of questions on the site.

So, in exchange for this form, we get a courtesy on the next purchase, usually a dessert.

So several mental triggers are activated on clients with this simple action, one of which is reciprocity.

In other words, when answering the form, the customer feels important, because they understand that their opinion matters to the company.

Another relevant point is that to redeem your bonus, the customer must return to the store and make a new purchase.

This way, if he understands that he has been well attended and that his needs have been satisfied, he will be motivated to return at another time.

2. Invest in personalized service to build customer loyalty

The moment following a purchase is essential for customer evaluation.

In other words, if he finds it difficult to solve his need with the product purchased, the chances of recurrence and recommendation to potential customers will be lower.

At this point comes the need to invest in excellent customer support.

Because of this, many companies can offer a quality product, but if the customer does not know how to use it, the entire investment in the product is compromised.

One of the most recurrent examples in the internet universe are website hosting services.

In this field, there are large companies and most are based in other countries.

However, as excellent as the service is, if it is not invested in supporting clients in Brazil, for example, its difficulty in attracting and retaining clients will be enormous.

Therefore, it is necessary to educate the customer to get the most out of the purchased product.

With this, the consumer of that good will be very satisfied with the product's performance and, of course, will have their needs met.

3. Plan communication actions with your customer

In short, communicating with your customers doesn't just mean sending congratulatory messages on their birthday or sending out catalogs of new products and Black Friday promotions.

Well, this strategy is much broader than it appears to be.

After all, for a brand to be remembered, the customer must always be in contact with the company.

So, the first step in this communication is to capture a customer contact, it can be the email, WhatsApp number and even the profile of a social network, such as Instagram.

This way, company newsletters can be produced periodically and sent to your contact base.

This is a simple and free way to keep your customers connected to your company and on top of all the news.

However, it is worth remembering that the content of this communication needs to add some value to your customers and not be inappropriate.

Therefore, only sending promotions or generic messages too often can have an adverse effect on the customer.

In other words, a feeling of repulsion to that brand.

4. Count on your customers to test new products

No matter how good your product or service, it is always possible to innovate and keep up with current trends.

So, every big company invests in the development of new products, and nobody better to try them out than its own customer base.

Certainly, it is not possible for all customers to participate in this strategy, so access to company news is restricted to a small group.

As the products are in the testing phase, customers generally have free access.

In return, they are encouraged to answer some questionnaires with product reviews.

So, with these assessments in hand, the development team will assess improvements, how much the new products will add to the company's mix and how it will impact the brand's finances.

5. Create or improve your customer loyalty program

This strategy is not something new.

Banks, stores, restaurants and even gas stations use this feature a lot because it actually works.

After purchasing a product, the possibility of that customer receiving some kind of bonus encourages him to return.

So the customer loyalty program works on recurrence.

Thus, services and products that are of a recurring nature may be included in these programs.

As a more classic example we have: "Refuel 9 times with at least R$100.00 and get a free supply of R$100.00".

For this, the customer needs to be part of the loyalty program.

Analyzing this strategy, it is clear that in order to have access to the bonus, the customer must first provide their contact information and participate in the company's loyalty "club".

After that, with promotional values ​​at the beginning of this campaign, the establishment attracts a lot of attention from potential customers and people who already trust the company.

So, when the first filling happens, the customer is already expecting to return and continue his journey until the 9th time to receive the bonus.

Let's imagine that a small price adjustment happens along the way.

Even if the customer knows that the competitor is offering more attractive prices, he tends to continue with his company to complete the entire cycle of the loyalty program.

6. Invest in actions to improve your confidence

Trusting something is not so simple, especially a brand, as it demands time invested in the relationship between the customer and the company.

It may seem like a very simple thing to do, but keeping your company's purposes in line with the products and services it offers has a huge positive impact on your brand.

So, if your company has a sustainability and environmental responsibility bias, there are no gaps for actions that are not in this line.

In this way, as soon as the customer realizes that the values ​​he or she knew about the company are no longer taken seriously, he will no longer respond.

7. Use content marketing to gain and retain customers

Just as customer trust comes over time, so does authority.

Being recognized as a reference in your area or market requires a lot of dedication and persistence.

One of the most effective strategies to improve your brand's authority is the use of content marketing.

After all, informing and educating your customer is a very powerful tool.

First, because the customer feels prestigious for having access to such relevant content that adds value.

Then, because this same content conveys credibility and assurance that this brand has expertise in what it proposes to do.

So there are several ways to inform your customer base, a very common example is to make a blog site.

On this blog, you can post high quality informative articles and tutorials.

This simple feature allows your customers access to information that solves their problems even before seeking support from the company.

8. Adopt ESG practices

Having a company with environmental, social and governance performance brings many fruits for its future.

Because, companies that invest in ESG practices have greater resilience in periods of crisis, take lower risks and generate trust in their business partners.

Customers observe all the actions that companies take, whether in the launch of a product, marketing campaign, products that are already in the windows and in the relationship with their employees.

From this monitoring, customers form an opinion about your brand.

So, if this conclusion is not in line with your principles, they stop consuming your products.

Therefore, developing plans and actions that help the community served by your brand to overcome its challenges can be essential and relevant for the company.

Some examples of actions are:

  • Participation in events and campaigns for the preservation of the environment;
  • Gathering of food and resources to meet the needs of the vulnerable population;
  • Incentive to sporting events that favor health and well-being.

9. Evaluate customer recurrence statistics

It is only possible to improve something that you are aware of in your real situation.

So, for a good customer loyalty program to run, it is necessary to have data on the situation of customers with the brand.

Some information is very useful, like:

  • Number of customers satisfied with the purchase;
  • Percentage of recurrence of these customers;
  • Reasons why customers did not return;
  • Level indication of the brand by customers.

In addition, various data and information may be collected by the company.

Therefore, with this knowledge, it is possible to outline improvement goals, both in the area of ​​product development, support, sales and other areas.

How to win and retain customers with exclusive products and services

In such a competitive environment, offering differentials to your customers is a great way to make them loyal and recurring.

So, to meet this demand, your company can offer a product with superior quality than the competition.

This is possible even if your price is a little higher.

However, the benefits of this improvement need to be noticed by consumers, otherwise all the effort will be in vain.

Finally, when the customer is able to see your product as superior when compared to competitors, the chances of loyalty with your brand increase significantly.

How to win and retain customers on social media

All the time, new social networks appear and with that a question: does my company need to be everywhere on the internet? And the answer is not unique. It will depend on where your audience is in the majority.

What cannot happen is that your client finds all your competitors on that social network and not find you, after all, the possibility of migration is very high.

A recent change in this aspect has happened recently.

Many companies are exchanging support chats on their sites for chats on WhatsApp.

In addition to being much more convenient for the customer to use a communication tool that is already part of their daily lives, the speed and quality of this support can be much higher.

It's no longer enough to just be on Facebook either, tools like Instagram and LinkedIn connect with a multitude of potential customers and easily communicate with people who sympathize with your brand.

How to win and retain customers through a greater cause

In general, people buy something that has value to them, and brands don't sell products or services, they sell experiences.

Therefore, your company needs to show customers that you are concerned about solving a problem and that this will help everyone to live better.

Not just your customers, but society as a whole.

Thus, more and more, consumers are connected to the impacts that consumption habits generate on society and the environment.

This is a great incentive for your company to participate in this type of movement.

So, don't embrace causes just for the sake of marketing, but because the company's principles actually revolve around a greater cause.

Soon, advertising this cause will mobilize both your employees and your customers.

In this way, the desire to belong to a collective cause narrows the relationship between people.


In short, the processes discussed above are great ways to conquer and retain customers and improve your company's revenue.

Also, it is generally cheaper to retain customers than to attract new ones.

Finally, a company that sells on a recurring basis has more financial predictability, which is great.

You can still invest in SEO to attract customers for free through Google.

SEO is a strategy whose return on investment is very high in the long term when the campaign is well planned and executed.

  • Share
Lucas Ferraz

Lucas Ferraz

Specialist in SEO, traffic increase and lead generation.
More than 310 campaigns in the portfolio.
Certified by Blue Array Academy and SEMRush.

Other articles

Amazon: complete guide

Amazon: complete guide

Amazon is a multinational company founded in 1994 by Jeff Bezos in Washington in the United States of America when the internet was not yet widespread...