The Building Blocks of Customer Relations

Building Block # 4 - Promote Repeat Business

Have you ever encountered the issue of one-shot customers? What’s the secret to keep them coming back for more? The key to transforming first timers into frequent/heavy users of your product or service is through memorable customer service that leads to impressionable customer satisfaction. Corporate gift programs help build that lasting rapport because they convey the company’s generous investment in the relationship. Customers who receive promotional products, on average, return sooner and more frequently, and spend more money than customers who receive coupons.

There’s hard evidence to back this up. Researchers from Southern Methodist University conducted two separate studies to test whether promotional products would outperform coupons in the area of repeat business and sales. They found that promotional product recipients spent 27 percent more than coupon recipients and 139 percent more than welcome letter recipients over a period of eight months.

Moreover, promotional product recipients were also 49 percent more likely than coupon recipients and 75 percent more likely than letter recipients to return and patronize the business who gifted them! It’s clear that corporate gifts make a positive impact on purchasing decisions and spending patterns. You can bank on this correlation with gifts with purchase, post-purchase thank-yous and frequent customer rewards programs.

With these facts and figures, it’s easy to understand the importance of strengthening customer relations. In every sense, a returning customer is essential for survival in small and large businesses alike. Corporate gifts have the ability to promote a positive brand image, advance business forward, and build the working foundation for a prosperous company. Remember too, repeat customers cost less than perpetual marketing to attract new ones!

Refer back to Building Block #1.
Remember Building Block # 2?
Don't forget Building Block #3.