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    How can we better serve our most loyal customers?

    As a small business, you’ll know the importance of loyal customers. As well as spending more than new customers, loyal customers are also one of your biggest brand ambassadors, waving the flag for your business via their own social media accounts and also by word of mouth. But how can you keep hold of your number one fans in a competitive market? Simple techniques could be more effective than you may think.

    Ways to help you deal with it:

    Action plan

    Build stronger relationships with loyal customers

    Effort: Medium
    Impact : High
    Developing a plan for building stronger relationships with long-term customers will make sure your business prospers.

    ACTION PLANS are a structured list of steps designed to help you approach tackling a particular business challenge.

    • We explain why each step is important
    • Customise by setting your own completion dates and assign tasks
    • Helpful tools are provided for certain steps
    • A downloadable PDF version of each action plan is available

    Action plan

    Leveraging research to understand the business landscape

    Effort: Low
    Impact : Medium
    This action plan looks at how business leaders can use different types of research to build a better understanding of the business landscape.

    Action plan

    Identifying growth opportunities in your current customer base

    Effort: Medium
    Impact : High
    Creating more value for existing customers provides a sustainable way to grow your business. Follow our five-step plan to figure out the opportunity.

    Action plan

    Defining your USP

    Effort: Medium
    Impact : High
    It’s harder than ever for businesses to stand out. Defining your USP allows you to quickly communicate what makes you different.

    Guide

    An introduction to better serving your most loyal customers

    Creating a solid base of loyal customers is one of the easiest ways to increase sales and grow your business.

    GUIDES break a challenge down, providing important context and real-world experiences.

    • Based on SME experiences, not corporate jargon
    • Filled with real-world stories
    • Achievable steps every business can take

    Other support that's available

    What is customer loyalty?

    What is customer loyalty?

    HubSpot’s guide to customer loyalty looks at everything from why it’s important, how to keep customers loyal and suggestions for customer loyalty programmes.

    Measuring customer loyalty

    Measuring customer loyalty

    You know that customer loyalty is important, but how do you measure it? These 12 loyalty metrics from Loyalty Lion will help you understand your customers better.

    How other businesses have tackled something similar

    Real business story

    Keeping loyal customers is the key to long-term success

    Finding new customers is expensive and time consuming. Despite this, many companies focus resources on customer acquisition, rather than retention.

    Real business story

    Understanding what customers think you do can improve your messaging

    How a company talks about itself – often called “messaging” – is something every business must get right. If a company can’t communicate its offering effectively, convincing customers to choose its product or service is going to be a hard sell.

    Real business story

    Customer feedback is essential for product development and future improvement

    Customer feedback should be an essential part of product development — before and after launch. Hearing what customers think offers valuable insight into whether your business meets expectations.

    The questions lots of businesses are trying to answer

    What issue is keeping you awake at night? A bit of targeted support is often all you need to overcome those challenges.

    Select a topic

    Digital

    How can I improve the digital presence my business has? How can I streamline and automate some of our business processes? How can I understand what digital tools or support my business needs? How do I effectively seek external digital support? How do I know if my technology is robust enough for growth? How do I assess and choose the right technology to improve business operations? How do I work out the best digital sales channels to use? How should I best budget and plan for new technology investments? How should I go about collecting data to improve my business? How should I use the data I have to improve decision making?

    Leadership & Strategy

    As a leader, how do I learn to trust others within my organisation? How can I balance short-term needs with long-term targets? How can I reflect on my own strengths and weaknesses as a leader? How do I learn to become a better leader? How do I improve the communication in my business? How do I apply learnings from other businesses to my own company? How do I get better at noticing and reacting to warning signs? How do I get staff interested in our vision and values? How do I give my team autonomy and get better at delegating? How should my role as a business leader evolve with the company’s growth?

    People & Team

    How can I develop career paths for my staff? How can I develop the skillsets of my workforce? How can I improve my hiring and onboarding practices? How can I increase staff engagement and motivation? How can I keep my best members of staff? How can I reduce employee turnover? How can I run a better appraisals process? How do I deal with a challenging member of staff? How do I manage an effective remote workforce? How should I performance manage my staff?

    Planning

    How can I balance ambition with setting realistic goals? How can I get staff interested in the financial situation? How can I work out what required skillsets are missing in the business? How can I define and communicate my vision for success? How can I get better at looking internally at my business? How can I make my business more resilient to change? How do I ensure my business can navigate a dip in trading? How do I better inform my business plans? How do I know when to invest in my business? How do I know when to scale up my business?

    Sales & Growth

    How can I get a better return on investment from my marketing? How can I identify new customers to target? How can we better serve our most loyal customers? How can we develop new products and services? How do I create targets and KPIs for my staff? How do I benchmark my business against competitors? How do I build a network to support my business? How do I develop a clear unique selling point? How do I financially plan for new opportunities? How do I make sure my team and processes are ready for growth?
    All