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Actionable Optimisation

Actionable Optimisation #34 – Surprise & Delight Your Customers for Better Retention & Lifetime Values

 January 4, 2021

By  Will

Boost Those Lifetime Values With a Solid Surprise & Delight Process

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Having a quick and easy purchasing experience is great, but it’s not quite enough to make you stand out these days.

Sure a lot of customers will remember that, they’ll certainly remember those sites that don’t give them the great experience.

But its the brands who go the extra mile who will really be remembered.

The brands who create that great post-purchase experience or excel at customer service.

And it doesn’t have to be costly or difficult to do.

When working at Readly I had a handwritten postcard sent out to new paying customers and it had a fantastic impact on retention rates.

Interestingly, the initial experiment actually failed. The postcards were going out to trial members to encourage engagement with the product, a better brand experience, and therefore making trialists more likely to convert.

But it had no impact.

We then started sending them to customers who had made their first subscription payment sending engagement through the roof and increasing customer lifetime by 33%.

We got about an 18x ROI on this while doing it by hand in the office, so by scaling and automating there’s no reason why the results couldn’t be even better.

While doing this at scale and with automation will lead to some solid results, you don’t have to go down that route.

Allowing customer service the freedom to delight customers is another way to build loyalty, and even turn unhappy customers into happy ones.

Can they give someone a personalised discount?

Can they send them a replacement part free of charge? IKEA are well known for this, and I remember back in my earlier Warhammer days as a kid having to request replacement parts because I’d messed it up and receiving them a few days later.

It’s these little gestures that don’t really cost the company much, and they’re unlikely to get an additional sale by not doing it.

It might cost IKEA £5 to send you some extra screws, but it massively increases the chances of you spending several hundred more on additional items.

Games Workshop could have said no to sending out the part and insisting a buy a whole box, but they’d rather keep me happy resulting in me spending that money anyway on something else.

As with any new initiative though, plan it out, really think about how your customers will respond, and test test test.

34. Surprise & Delight

Will


Will is a Customer Journey Marketing consultant, specialising in CRO, CRM and Customer Experience. Will has over 7 years experience working across a range of consumer facing businesses and has worked for huge brands such as MyVoucherCodes, Europcar, JackpotJoy, Virgin Games and Virgin Bet.

W.Laurenson

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