5 Creative Ways For Startups To Show Customer Appreciation And Drive More Referrals

While many high-growth startups can attribute their growth to attributes like a smart marketing plan, solid positioning and quality products, at the end of the day, your customers are the ones who are truly responsible for your success.

Without having others who believe your product is worth their time and money, your business would quickly flounder.

Of course, it isn’t enough to gain those initial customers. You must make a continual investment in strengthening those existing relationships if you hope to retain customers and encourage them to become brand advocates over the long haul.

I recently had the opportunity to speak with Steven Slobodkin, founder of Anglesphere, about how to navigate this challenge. Over time, few things will prove more important for your startup’s lasting success than showing customer appreciation. Here's how to do it well.

Events are a great way to strengthen your brand identity, build face-to-face relationships with your clients—and simply have fun. Whether you’re providing informational seminars or a social get-together, events that provide value to your clients are a great way to show your appreciation. 

“A special event can be a fun and memorable way to showcase client appreciation and help them develop an even closer relationship with your brand,” Slobodkin explains. “Of course, you should also be mindful of those customers who may not be able to attend the event in person. Give them the opportunity to join via online streaming or offer another deal so that nobody feels left out.”

Better yet, use location-based targeting to segment which of your customers are located in a geographic area near to an upcoming event. That way, you're not leaving some customers to feel left out by inviting those in San Francisco to an event happening in New York City next week.

It’s a common theme in crowdfunded campaigns—early backers or high-value donors gain access to exclusive deals that won’t be available to anyone else. Outside of the crowdfunding space, perks like 24/7 customer support, leniency with company policies, additional availability and a more meaningful, immersive buying experience all help customers feel that they’re being treated with care.

As far as exclusive perks are concerned, one great example of this was Nintendo’s Ambassador Program for its Nintendo 3DS handheld device. The system faced disappointing sales in 2011 due to its high price tag, and as a result, it received an $80 price cut less than five months after launch.

This could have been a major PR blow for the system’s early adopters, but the company offered an exclusive incentive to users who had bought a 3DS before the price cut: 20 free games from classic Nintendo systems. Of the 20 games, 10 were never made available to anyone other than members of the Ambassador Program—a big win for ensuring continued customer loyalty from those early adopters.

As fun as an appreciative event and special promotions can be, few things are more important than an ongoing commitment to excellent customer service. 

“At the end of the day, what matters most to your customers, is whether you deliver the quality service you promised at the beginning,” says Slobodkin. “A truly successful startup understands that great service is their best avenue for repeat sales and lifelong customer loyalty.”

The numbers back up this assertion. The 2017 American Express Customer Service Barometer report revealed that while “US consumers say they’re willing to spend 17% more to do business with companies that deliver excellent service. More than half of Americans have scrapped a planned purchase or transaction because of bad service, and 33% say they’ll consider switching companies after just a single instance of poor service.”

Loyalty programs are a fixture in small businesses all the way up to large corporations—and for good reason. These systems strengthen customer relationships, and loyalty program members have been found to spend 37% more with the company than non-program members.

While many loyalty programs use a rewards system that offers points for dollars spent, you shouldn’t be afraid to think outside the box when structuring your loyalty program. Consider alternative ways that customers can earn points with your loyalty program. 

Rewarding activities like referring friends or sharing your brand on social media could ultimately prove even more beneficial for your long-term growth, creating a win-win situation for you and your customers. Multi-tiered rewards with unique discounts or offers can also encourage customers to spend more.

The most successful startups are passionate about helping their customers achieve great results. This should turn you into one of your customers’ biggest cheerleaders. When they succeed—especially with your help—it’s a cause worth celebrating.

“Let your best clients become part of your success story by letting them share their experience with your brand,” Slobodkin advises. “From an in-depth case study to a featured social media post, helping clients share their story makes them feel even more connected to your brand. Especially for B2B startups, your clients would love the additional press that comes from being featured on your site.”

Reach out to your most successful and loyal customers to gauge their interest in these types of recognition activities.

This'll not only show your appreciation to them, but will also serves as a powerful opportunity to both collect testimonials that other potential customers will see and ask for referrals if they report high levels of satisfaction with your company.

A solid start is great, but it’s just that—a start. If you want to enjoy a profitable future after your initial success, part of the equation involves giving thanks to your early adopters.

By expressing your appreciation for their investment in your business, you'll be more likely to enjoy the continued retention and growth needed for a lasting impact in your industry.

Source: Forbes.com

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