What's better than acquiring one new customer?

It sounds like a trick question, but the answer isn't "acquiring two customers." It's actually retaining an existing customer.

While there's a certain allure that comes with capturing new customers, keeping customers coming back will continually result in a greater ROI -- and it costs 5-25X less.

But how do you create a customer retention strategy that keeps your current customers engaged and happy?

We've broken down nine customer retention strategies that the biggest brands are currently using to inspire loyalty. From leveraging convenience to prioritizing personalization, these are elements any customer success team or marketer can take and test today.

Free Resource: Customer Churn Analysis Template

Client Retention Program Ideas

If you're not sure where to start, here's a list of client retention programs you can implement at your business. 

1. Onboarding Program

Onboarding is a customer success function that teaches new customers how to use your product or service. Rather than learning by themselves, customers are taught by a company representative who personalizes the training according to their needs. This way, customers not only save time but also understand how the product can help them achieve goals. 

Onboarding is an effective customer retention tool because it prevents churn with new customers. When users are first working with your product, they may get frustrated if they don't understand how to use it. Customers have deadlines and they can't afford to spend time learning how to master your product. Onboarding ensures customers know how to utilize your products or services so they can complete their goals on time. 

2. Customer Feedback Loop

It's hard to improve your business if you don't know how your customers feel about it. You need a process for obtaining customer feedback and sharing that information with the rest of your organization. This is where a customer feedback loop provides a system for collecting, analyzing, and distributing customer reviews and surveys. 

There are a few ways to collect customer feedback. The most common way is with a survey like Net Promoter Score®, or you can ask customers to participate in user testing and focus groups. Using a few of these methods regularly should provide your team with ample and relevant customer feedback.

Once gathered, you should analyze your survey results by looking for trends in customer behavior and areas to enhance user experience. Then, share this information with teams that will benefit from it most. For example, product reviews should be distributed to engineers and development teams so they can address flaws in your product's design. By using this system to collect and share customer reviews, your business can efficiently address criticism and improve customer experience. 

3. Communication Calendar

Even if your customers aren't reaching out with feedback, your team should be proactive with its communication. If customers haven't interacted with your brand for a while, you should reach out to them and re-establish your relationship. Consider adopting a communication calendar to manage customer engagements and create opportunities to upsell and cross-sell.

A communication calendar is a chart that keeps track of customer communication. It tells you the last time that a customer has reached out and alerts you when existing customers haven't interacted with your brand. This makes it easy to launch promotional offers and proactive customer service features that remove roadblocks before customers know they're there. For example, if a customer's subscription is set to expire, you can send out an email letting them know they need to renew their account.   

4. Customer Loyalty Program

While it's important to focus on customers who are at risk of churn, you can't forget about your loyal customers as well. After all, what will these customers think if they see you putting all this effort in for users who don't love your brand? It doesn't seem too fair, does it? 

A customer loyalty program can reward customers for their continued loyalty. The more they shop and interact with your business, the more they're rewarded. This keeps customers happy because they're getting more from the experience than just your product or service. And, since the top 10% of your customers spend three times more than the rest of your customer base, you'll want to make sure these users are more than satisfied. 

5. Customer Advisory Board

As we mentioned above, your most loyal customers are also your most valuable ones. Not just because of the money they spend, but also for the information they provide. They tell you why they love your brand so much and make suggestions as to where you can improve it. 

Creating a panel of these customers can help you fine-tune products and services at your business. Additionally, you can increase customer advocacy by encouraging participants to publicly share their reviews. Customer testimonials are an effective method for building rapport when attracting and engaging potential leads. 

6. Corporate Social Responsibility Program 

Your company is more than just a product or service. Customers look at everything your business buys, sells and advertises to its target audience. If they sense any inconsistency between your brand's messaging and its actions, they'll be quick to recognize your ingenuity. 

Instead, it's important to get involved with your customers beyond product and services. Think about their core values and create a Corporate Social Responsibility (CSR) program that pursues a moral goal. For example, Lego is investing over $150 million to make its product more environmentally-friendly. While your initiative doesn't have to be as ambitious, getting involved with your customers' communities and personal goals is a great way to demonstrate your commitment to their needs.  

7. Company Newsletter

A company newsletter is a simple and cost-effective way of retaining customers. You can use email automation to send updates or offers to all of your customers at once. And, you can send the email using an RSS feed on a designated frequency, so you don't have to manually update the content or remember to click "send." Even though it's simple, newsletters remind customers of your brand every time they open their inbox. 

8. Customer Education Program

A customer education program demonstrates a long-term investment in your customer base. Under this initiative, your business creates a variety of customer self-service tools like a knowledge base and a community forum. Then, customers use these features to locate solutions to service problems before reaching out to your support team. 

This program can extend beyond your products and services as well. For example, HubSpot Academy courses cover generic marketing, sales, and customer service topics. That way, HubSpotters know not only how to use the tools, but also how to use them in their everyday workflow. We'll discuss HubSpot Academy later on, but this approach has become a proven strategy for optimizing customer success. 

Ideally, different customer retention programs work hand-in-hand to create a customer experience that cultivates loyalty, positive sentiment, and makes customers more willing to continue purchasing. By retaining a customer, companies can help them derive more value from a product, encourage them to share feedback and stories of using the product or service to influence potential new customers, and start to build a community of like-minded customers or users they can connect with. Below is a list of strategies you can start investing in:

15 Excellent Customer Retention Strategies that Work.

1. Adopt customer service tools. 

Santa Cruz Bicycles

If you're an SMB, your support team may only consist of a few people. However, as you grow your customer base, service demand spikes and forces you to expand the bandwidth of your support team. Hiring is expensive which is why many businesses turn to technology to supplement their customer service needs. 

Santa Cruz Bicycles did exactly this when it realized its current approach to customer support wasn't sustainable. While the company was committed to providing excellent customer service, that standard became harder and harder to meet as more customers purchased their bikes. Rider Support Lead, Kyle Harder, notes this challenge in the graphic below. Service%20Hub%20industry%20_%20personas%20_%20messaging%20(2)

Instead of hiring more reps, Santa Cruz Bicycles turned to customer service tools. It started with a CRM, using the software to record customer interactions and create support tickets. Reps used the HubSpot task tool to mark open support cases and ensure each ticket was responded to in a timely manner. This kept the Santa Cruz support team organized while creating a more delightful customer experience. 

As the company continued to grow, the support team needed a more refined tool for its daily workflow. So, the organization adopted Service Hub to centralize customer service operations. What this meant was that all support inquiries were funneled into a shared inbox where reps could collaborate on complex service tickets. This made it easier for the team to streamline urgent or sensitive issues, improving their likelihood of preventing churn. 

2. Inspire with a mission.


Sometimes a brand inspires loyalty not through tactics and systems, but through what they stand for.

If you've ever watched Simon Sinek's TED talk "Start with Why," you probably already know a thing or two about the importance of having a mission, or "reason why."

TOMS has built their entire business model around making the world a better place. As Fast Company contributor Jessica Weiss put it:

"TOMS has integrated old-fashioned, for-profit entrepreneurship with new-wave, bleeding-heart philanthropy."

The way they do this is in their "One for One" policy. For every pair of shoes that are purchased, they give a pair to people in need, thus far donating over 60 million pairs of new shoes.


Source: TOMS

As consumers, we're focused on the altruistic and environmental effects that our buying habits have beyond consumption. Doing good is becoming more and more important to us.

This doesn't mean you should build your marketing around an altruistic message just to do it. The lesson is in finding something that people care about and positioning your brand around it.

3. Empower customers with convenience.


The coffee goliath Starbucks has always been innovative with their marketing, especially in the customer acquisition department.

In the early days, Starbucks founders Zev Siegl, Jerry Baldwin, and Gordon Bowker focused on the sounds and the smells inside their shops in order to provide a delightful customer experience.

But to grow, they had to get innovative. One of their most innovative customer retention moves is their Mobile Order & Pay feature within their app. Thanks to the new feature, customers can order their coffee before they even arrive at the shop.


Source: Starbucks

What'd their customers think about the addition? In short: They loved it.

"Just this morning I parked at my kid's school, placed my order in the parking lot, took him inside, then walked over to the Starbucks and picked up my drink. Mobile Order & Pay can cut 10 minutes out of my morning routine. I told my boss that it's the reason I'm actually on time for work now," explained busy mom Danielle Lesikar.

The simplest takeaway here is this: make your products and services as accessible as possible. Identify the desires and behaviors of your customers and create tools and systems that empower them. Whether that be an app or other traditional methods, it's up to you.

4. Leverage personalization.


This supermarket giant has a strong presence in the UK, with over 2,000 stores nationwide.

For huge brands like these, coming across as authentic and human can be a challenge. Online grocery shopping and self-service scanners are convenient, but people still like dealing with other people.

Customer service is still necessary, and the folks at Tesco have chosen to use Twitter as a way of executing this with a human touch. They show they care by adding personality to their interactions with customers. Check out this recent interaction:


To get started with an approach like this, identify your audience personas and communicate with them on their preferred channels. It doesn't matter if it's email or Snapchat, as long as it's where their attention is.

From here you should encourage your customers to speak directly with you through that channel. Make it part of your messaging and remind them during and after the buying experience.

And always add personality to every message. Nobody likes a canned response, so make sure whatever you're communicating sounds like it's coming from a human.

5. Speak to your customers.

R&G Technologies

We've taken a look at several B2C examples, but what about the B2B world? R&G Technologies is an Australian IT support firm that has developed strong, long-term relationships with their clients.

They solidify these relationships with rapid response times and strict service-level agreements (SLAs). They get back to their clients quickly, and their employees have been bought in on this by tying these KPIs to how much they earn.

However, the biggest lesson is in their customer satisfaction surveys. They give their clients an opportunity to express what they're doing right and, more importantly, what they're getting wrong. This allows them to identify unhappy customers before they churn.


Source: Client Heartbeat

R&G focuses heavily on asking the right questions in order to gain insights they can execute on. They use this information to make better business decisions and retain customers.

Most importantly, these discussions identify the challenges of R&G's audience. This can help inform both your overall marketing as well as your retention strategy. Don't underestimate the power of one-to-one conversations with your clients (especially if you're running a digital business).

6. Use gamification and referral programs.


Touted as the most comfortable pair of underwear in the world, MeUndies drives great retention through two elements. The first, which we've already covered, is in their "reason why."

The folks at MeUndies were tired of the struggle that comes with finding a great, comfortable pair of underwear. To back this up, they've fostered a strong culture and are very transparent with the process. They have an entire page dedicated to their factory (it's beautiful by the way).

Although this makes for great retention, our focus is on their clever referral program. Customers are encouraged from the moment they purchase to refer a friend, and the rewards are worth it: For every friend you refer, you get $20 and they get 20% off their first purchase.


There's a gamification element that shows how far through the buying experience your friend is, too, including a "nudge" button. If a friend adds a product to the cart but hasn't completed checkout, you can use this to send an email reminder about it. In other words, MeUndies has found a way to use their current customers to reduce cart abandonment, while providing social proof in the process.

When done well, referral systems can be really effective for retention. The key is to focus on strong incentives and gamification to get people invested. Most importantly, don't forget to empower and encourage your customers to become advocates for your brand in the process.

7. Create a divide between you and your competitors.


Want your customers to see you as the obvious choice over your competitors? Make note of Apple's strategy, demonstrated by their "Mac vs. PC" ad campaign.

The campaign starred John Hodgman as the inept PC and Justin Long as the cool, collected Mac. The two would quip humorously over what made the Mac a better choice than a PC in a really entertaining manner.

The "Mac vs. PC" campaign was a very tongue-in-cheek -- and it generated a lot of dispute. Not only that, but it divided the market and set Apple apart from their competitors by identifying the kind of consumers who should buy Apple products.

Sticking true to who you are as a brand shows integrity and makes it easier to attract customers that just might become your strongest brand advocates.

Can you find a cause to fight for (or against)? If your brand is more friendly than this, you can still put some fire behind your story and create a rally effect. Don't be afraid to be a little bold in your marketing to get the best results from this approach.

8. Use subscriptions to bolster the experience.


It's unusual for a commodity-based organization to implement a subscription service into their business model.

Which is exactly what Amazon created in the form of Prime. The subscription was originally created to bring customers faster delivery. It generated a lot of controversy, but quickly became popular with regular shoppers on the platform.


Since its launch, they've added other benefits, such as access to Amazon's Instant Video platform. It's a move that seems costly, but is actually a strategic play. It's estimated that Amazon loses $1-2 billion in revenue every year, but that's easily made up for by the increase in purchases.

How can you use subscriptions to achieve growth goals and increase customer retention?

You don't need to charge a fee for your subscription model in order to gain customer loyalty. Providing benefits in the form of exclusive content and events is another way to leverage this approach without spending a ton.

If you're going to take a page directly from Amazon's playbook, then make sure you're offering something people want. This goes back to customer development and understanding your audience's desires and challenges.

9. Use experiences to elicit positive feelings.


Experiential marketing has long been used as a way for brands to create positive sentiments with their customers.

Coca-Cola had a 70-day campaign around the 2012 Summer Olympics, and part of this was their "Coca-Cola Beat Generator" app. This experience brought together music, sports, and the Coca-Cola brand.


Source: Figment Productions

They showcased it during their roadshow around the Olympics, using samples and sounds from the games themselves. Users could then take the MP3 recording with them and share it via social media. The results? 16,500 visits to the web version and 1.78 million Facebook impressions.

Even though Coca-Cola produces beverages, they figured out a way to tap into the positive hype around an event by providing delightful customer experiences that reached beyond the point-of-sale.

Look for ways to create positive feelings in the form of new experiences outside of your main products, services, and value propositions.

10. Capitalize on social proof.


Sometimes, the greatest form of advertising isn't your own. In fact, customers are more likely to trust opinions from family, friends, and other consumers more than branded content and ads.

And that's where social proof comes in. Using the power of testimonials and customer stories, Codeacademy uses social proof to show prospective customers the value of its products -- with stories straight from the horse's mouth about how it helped them:

More than 60% of customers trust online reviews, and seeing that lots of other brands and individuals like you use a product actually makes you want to do it, too -- FOMO is a powerful marketing and retention tactic.

Use customer testimonials and information to attract new customers, and to convince existing customers to stick around or upgrade their products. Highlight loyal customers -- and their stories -- on your website or your social media networks to share their successes to help you grow your own.

11. Educate your customers.

HubSpot Academy

Just because your customer has made a purchase from you doesn't mean you should stop trying to close the deal.

Your customers have more options available to them than ever before, and if they find a competitor of yours with a similar offering and price that seems more exciting, you could lose them.

Education is one of the most valuable things you can offer your customers (or even just your site visitors). HubSpot Academy offers free marketing, sales, and customer service training videos and certifications that anyone can use to learn and grow their skills -- and some are only available to HubSpot customers and partners. These unique, exclusive offerings help make the HubSpot community more engaged and interested in staying in the loop with our educational offerings.


12. Surprise and delight.


People are passionate about how much they love their pets. (Just ask my cat Leela, who I recently purchased a condo for. It's only four feet tall, but still.)

Pet supply ecommerce company Chewy knows its customers love their pets. It also knows they can buy pet food and supplies from a variety of companies -- including Amazon -- for similar prices. 

So it uses the principle of surprise reciprocity to delight its customers with spur-of-the-moment gifts and cards for their pets. These surprises don't need to be big or expensive, but they're memorable to their customers by demonstrating care for their fur-children. The example below is a painting Chewy had commissioned of a customer's pet -- other ideas could be hand-written thank you letters or free samples of new products.

13. Offer support on the right platforms.


Part of knowing and understanding your customers is knowing where they spend their days using your product, and how they most want to get customer support when needed.

For the most part, Slack functions perfectly as a workplace communication tool. But like all technologies, it experiences the occasional outage that impacts its users -- many of whom immediately start asking their coworkers around them and the Twittersphere if their Slack is down too (or, they make jokes that maybe they were fired and had their Slack deactivated).

Luckily, Slack is there to help when things go wrong. They know their users are active on Twitter, and they keep updates frequent on Twitter in cases of outage or other customer issues.

Spending time in your customers' shoes to get to know how they look for help and information when they do encounter issues will prevent them from feeling like they're in the dark -- and will make you dependable and reliable in their eyes, even when things go wrong.

14. Thank your customers.


To the point above, taking the time to say thank you to your customers -- outside of an email campaign or a customer purchase -- goes a long way toward building a brand that's lovable and memorable.

Clothing and shoe ecommerce site Zappos is well-known for its excellent customer service -- including its efforts to show customers how much they care by saying thank you and sending gifts.

In fact, Zappos even has an office-wide tally of how many gifts and surprises have been sent to customers during the previous month to make sure the whole team is doing their part to show customers how much they're appreciated.

Saying thank you is a simple customer retention technique, but an effective one that distinguishes faceless websites from beloved brands.


Source: Forbes

15. Apologize when you make mistakes.


Try as you might to avoid them, mistakes happen in business. Whether that mistake is a data breach, an outage, a billing error, or something else, a mistake can put you at risk of losing your valued customers -- depending on how you handle it.

HubSpot Research found that, in cases of company error, 96% of survey respondents would continue buying from a company they regularly purchased from if they apologized and rectified the situation. So what that means is, you need to develop a plan for the inevitability of a mistake -- and a plan for how to solve it promptly, apologize honestly, and move forward to retain your loyal customers.

HubSpot had an experience with this during INBOUND 2018, when an outage we suffered impacted numerous enterprise customers of ours. We worked quickly to fix the mistake, to learn how it happened to prevent it from happening again -- and then, our COO and VP of Customer Success apologized, explained what had happened, and detailed how we would prevent it from happening again -- publicly on our blog, and privately to customers via email.

To learn more about customer retention, read about the typical reasons for customer churn next.

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 Customer Churn Analysis Template

Originally published Sep 25, 2019 11:01:00 AM, updated November 19 2020


Customer Retention