{"id":42468,"date":"2020-04-16T00:00:00","date_gmt":"2020-04-16T00:00:00","guid":{"rendered":"https:\/\/newrcblog.wpengine.com\/return-customer\/"},"modified":"2025-03-13T06:27:33","modified_gmt":"2025-03-13T13:27:33","slug":"return-customer","status":"publish","type":"post","link":"\/us\/en\/blog\/return-customer\/","title":{"rendered":"How to attract return customers (with lessons from Netflix)"},"content":{"rendered":"<p>Oh, the feeling of the first sale.<\/p>\n<p>You remember it. It wasn\u2019t that long ago.<\/p>\n<p>Your product\/service\/widget\/banana stand is something you\u2019ve built painstakingly. You believe in it, and you marketed it with the belief that other people will believe in it too.<\/p>\n<p>And guess what. <i>They do<\/i>.<\/p>\n<p>So congratulations! You have officially leveled up as a company because you have real, honest-to-goodness customers, and they like you, they really, really like you! But being the good business owner you are, you want to make sure your customers <i>keep<\/i> liking you over and over again.<\/p>\n<p>So how do you make first-time customers come back? Will they really want your product enough to buy it once and then come back? How do you make sure you keep them happy and wanting more?<\/p>\n<p>In this post, we\u2019ll explore some of the roadblocks that small businesses run into when figuring out how to get those return customers. Here\u2019s what you can expect to learn:<\/p>\n<ul class=\"table-of-content\">\n<li><a href=\"#What exactly is a return customer?\">What exactly is a return customer?<\/a><\/li>\n<li><a href=\"#Why are return customers so important?\">Why are return customers so important?<\/a><\/li>\n<li><a href=\"#6\u00a0ways to increase the chances of customers returning to you\">6\u00a0ways to increase the chances of customers returning to you<\/a><\/li>\n<li><a href=\"#How to anticipate your roadblocks\">How to anticipate your roadblocks<\/a><\/li>\n<\/ul>\n<hr \/>\n<p class=\"p1\">How customer-obsessed is your business? Take the quiz. \ud83d\udc9a<\/p>\n<p class=\"p1\">\n<div class=\"download-form-widget standart-download-form\" data-url=\"https:\/\/netstorage.ringcentral.com\/documents\/quiz_how_customer_obsessed_your_business.pdf\" data-id=\"69d02bef0f80e\" id=\"69d02bef0f80e\">\n\t\t<button tabindex=\"on\"  on=\"tap:69d02bef0f80e.toggleClass(class='open')\" class=\"open-modal-download-action download-form-button\" type=\"submit\">\ud83c\udf1f Want to provide better customer service?<\/button><\/p>\n<div class=\"download-form-modal\">\n<div class=\"download-form-modal-body\">\n<div class=\"download-form-modal-content\">\n<div class=\"download-form-modal-title\">\ud83d\udc40 Ready to see how your business stacks up? <\/div>\n<form class=\"download-form SMB\" method=\"post\">\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<input class=\"download-form-input\" aria-label=\"Full Name\" aria-required=\"true\" aria-invalid=\"false\" type=\"text\" name=\"fullname\" placeholder=\"Full Name\" data-dl-events-hover=\"true\" data-dl-element=\"text\" data-dl-additional-info=\"download form\">\n\t\t\t\t\t\t<\/div>\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<input class=\"download-form-input\" aria-label=\"Email (please enter a work email address)\" aria-required=\"true\" aria-invalid=\"false\" type=\"email\" autocomplete=\"on\" name=\"email\" placeholder=\"Email (please enter a work email address)\" data-dl-events-hover=\"true\" data-dl-element=\"email\" data-dl-additional-info=\"download form\">\n\t\t\t\t\t\t<\/div>\n<div>\n\t\t\t\t\t\t\t<input type=\"hidden\" name=\"popup_form\" value=\"1\">\n\t\t\t\t\t\t<\/div>\n<div>\n\t\t\t\t\t\t\t<input type=\"hidden\" name=\"Lead_Entry_Source__c\" value=\"RC Blog\" class=\"download-form-input\"\/>\n\t\t\t\t\t\t<\/div>\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<button class=\"download-form-submit\" type=\"submit\" data-dl-element=\"button\" data-no-auto-dl=\"true\" data-dl-additional-info=\"download form\" data-dl-name=\"Take the quiz\">Take the quiz<\/button>\n\t\t\t\t\t\t<\/div>\n<\/p><\/form>\n<p> \t\t\t\t\t<button on=\"tap:69d02bef0f80e.toggleClass(class='open')\" role=\"button\" tabindex=\"0\"  class=\"download-form-modal-close\"><\/button>\n\t\t\t\t<\/div>\n<div class=\"download-form-modal-thank\">Enjoy the quiz! <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p>\n<hr \/>\n<p><a name=\"What exactly is a return customer?\"><\/a><\/p>\n<h2>What exactly is a return customer?<\/h2>\n<p>A return customer is someone who has bought your product or service once and is returning to buy it for the second time. Ultimately, the goal for a sustainable business is to turn these first-time customers into repeat customers, but first, let\u2019s focus on getting the first-time customer to come back a second time.<\/p>\n<div class=\"tip\">\n<div class=\"tip-heading\"><b>Pro-tip: <\/b><\/div>\n<p>Don\u2019t confuse a \u201creturn customer\u201d with a \u201cloyal customer.\u201d They aren\u2019t there just yet. But you do have to have return customers before you can have repeat or loyal customers. It\u2019s all about getting those first-time purchase folks to turn into second-time purchase people\u2014<i>then<\/i> you can start thinking about the third, fourth, and fifth purchases.<\/p>\n<\/div>\n<p><a name=\"Why are return customers so important?\"><\/a><\/p>\n<h2>Why are returning customers so important?<\/h2>\n<p>You can\u2019t <i>have<\/i> loyal customers until you have return customers. Finding a way to make that first-time purchase turn into a second purchase takes finesse. You have to find a way to return to the top of your first-time buyer\u2019s mind\u2014and stay there.<\/p>\n<p>Creating a positive interaction loop in the customer experience is what makes these first-timers turn into loyal customers. And if a visitor&#8217;s experience with your company is positive from the word \u201cgo,\u201d then your <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-retention\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer retention<\/a> and the likelihood of them returning or referring more business to you will skyrocket.<br \/>\n<a name=\"6\u00a0ways to increase the chances of customers returning to you\"><\/a><br \/>\nLet\u2019s break down some of the skills and tools you can use to make the <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-experience\" target=\"_blank\" rel=\"noopener noreferrer\">customer experience<\/a> great so that return customers come knocking on your door faster than you expect:<\/p>\n<h3>1. Meet them on their channel of choice<\/h3>\n<p>Customers want their experience with your business to be easy, breezy&#8230; It shouldn\u2019t feel like work. They\u2019ve gotten used to watching shows on demand on Netflix and instantaneously messaging friends on WhatsApp (both of which are great, sure)\u2014but that means that <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-expectations\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer expectations<\/a> are growing too. How fast can you pick up their call? How intuitive is your product?<\/p>\n<p>So, how can you make your customers\u2019 experience with you a bit more like Netflix? Meet them where they are.<\/p>\n<p>Customers need to know that you\u2019re readily available to help them in order to believe that their needs are being met, so be present across different channels like phone, email, and social media. This is called <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/omnichannel-customer-service\/\" target=\"_blank\" rel=\"noopener noreferrer\">omnichannel customer service<\/a>\u2014and it\u2019s your best way to say \u201cHow can I help?\u201d without physically being in the room with your customers.<\/p>\n<p>Chatbots, email, phone, and <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-survey\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer surveys<\/a> are all ways to show the customer that you can take care of their questions from the moment they first hear about you, to after they\u2019ve placed their first\u2014or fifth order. One way to keep the lines of communication open and ready is to have a <a class=\"waffle-rich-text-link\" href=\"https:\/\/www.ringcentral.com\/contact-center.html\">contact center<\/a> tool like RingCentral. Not only does it consolidate all your <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/communication-channels\/\" target=\"_blank\" rel=\"noopener noreferrer\">communication channels<\/a> so that you can respond to a Tweet, a Facebook message, and more\u2014all in the same window\u2014it also creates profiles of your customers so that you can see all their past interactions with your business on your screen when they call (more on this later):<\/p>\n<h3>2. Personalize your customer interactions<\/h3>\n<p>Feeling personally known and understood is something that every customer (ahem, every human) needs. Personalizing your <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-interactions\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer interactions<\/a> is quickly becoming a <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-service-best-practices\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer service best practice<\/a>, and it\u2019s about more than just having an email list that you can autofill the customer\u2019s name in.<\/p>\n<p>Of course, <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/automated-customer-service\/\" target=\"_blank\" rel=\"noopener noreferrer\">automated customer service<\/a> can be extremely useful\u2014but there\u2019s a time and place for it. Some interactions just don\u2019t work if they\u2019re automated. (For example, if a customer has an unusually complicated question that you can\u2019t just solve with a cut-and-paste response.)<\/p>\n<p>Think about finding ways to be more human and relate to your customer so that you understand who they are, where they\u2019re coming from, and how you can support them\u2014no matter where in the buying journey they are.<\/p>\n<p>For example, as customers, we all know that there\u2019s nothing worse than having to repeat the same information to different customer service agents in order to get to the person who can solve our original problem. That\u2019s exactly why these teams should have customer history easily accessible to them so that if a new agent handles a return customer\u2019s needs, they have a frame of reference on what this customer might be calling about. That allows your business to be personal, even if you have to transfer a customer between multiple agents.<\/p>\n<div class=\"tip\">\n<div class=\"tip-heading\"><b> Pro-tip: <\/b><\/div>\n<p>A good <a href=\"https:\/\/www.ringcentral.com\/contact-center\/overview.html\" target=\"_blank\" rel=\"noopener noreferrer\">contact center <\/a>tool should have, at the very least, omnichannel capabilities, <a href=\"https:\/\/www.ringcentral.com\/apps\/?appCategory=CRM\" target=\"_blank\" rel=\"noopener noreferrer\">integrations with CRM tools<\/a>, and <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-experience-analytics\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer service analytics<\/a> to help you build those <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-relations\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer relationships<\/a> and pave the way for return customers to come back.<\/p>\n<\/div>\n<h3>3. Consistency is key<\/h3>\n<p>It\u2019s a glorious thing when you can start a conversation on one platform and continue the same conversation on another platform without any information being lost. (And this goes for both B2C and <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/b2b-customer-service\/\" target=\"_blank\" rel=\"noopener noreferrer\">B2B customer service<\/a>.)<\/p>\n<p>What\u2019s even better is when a customer can be confident that they\u2019ll be getting prompt, friendly, and fast responses to their questions\u2014whether they\u2019re calling you on the phone, emailing you, or messaging you on social media.<\/p>\n<p>If you want customers to enthusiastically return to you, time and again, consistency is key. If they\u2019re wondering whether you\u2019re going to leave them on hold for an hour, or if they\u2019re going to have a terrible experience contacting you on social media like the last time, or\u2014you get the idea\u2014that\u2019s not a great experience. And more often than not, that could hurt your chances of getting customers to return.<\/p>\n<h3>4. Consider your customers\u2019 demographics<\/h3>\n<p>Take some time to think about the variety of generations interacting on different channels. Millennials and GenZ are digital natives who are comfortable with online <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/communication-techniques\/\" target=\"_blank\" rel=\"noopener noreferrer\">communication techniques<\/a>.<\/p>\n<p>Meanwhile, baby boomers are often most comfortable sticking to Facebook and phone calls:<\/p>\n<p><a href=\"https:\/\/www.ringcentral.com\/customer-communications-trends-report.html\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"aligncenter wp-image-6922 size-large\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image1-11-1024x536.jpg\" alt=\"Graph: Preferred communication after purchase\" width=\"840\" height=\"440\" \/><\/a><\/p>\n<p>Tailor your messaging for each channel and the audience that tends to use that channel instead of, for instance, forcing all your customers onto <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/online-customer-service\/\" target=\"_blank\" rel=\"noopener noreferrer\">online customer service<\/a>.<\/p>\n<h3>5. Lead with empathy<\/h3>\n<p>It\u2019s not enough to know your product and be able to explain it to anyone. You also have to know your customer, their specific situation, and how your product could help solve <i>their<\/i> unique problems.<\/p>\n<p>One way to lead with empathy is to show your return customers that you still care about their experience, even though you\u2019ve already won their business. If they sign up on your email list, send them content that\u2019s useful\u2014and if you\u2019re fancy, you can customize your messaging even more based on what they bought from you.<\/p>\n<p>Send them a <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/satisfaction-survey-questions\/\" target=\"_blank\" rel=\"noopener noreferrer\">satisfaction survey<\/a> that asks questions specific to their first experience. And if they say that something wasn\u2019t great about that experience, try to rectify it! Make sure they know that you\u2019re grateful for them and want to build that relationship so that they return.<\/p>\n<h3>6. Sweeten the deal and show them you care<\/h3>\n<p>There are tons of discounts for being a first-time customer, but rare are the deals and love that the return customer sees or feels.<\/p>\n<p>A return customer discount is an easy way to show them that you aren\u2019t just about hooking them the first time but are excited to see them back again. Here are a few ideas for <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/how-to-thank-a-client-for-their-business\/\" target=\"_blank\" rel=\"noopener noreferrer\">how to thank a customer for their business<\/a>.<br \/>\n<a name=\"How to anticipate your roadblocks\"><\/a><\/p>\n<h2>Anticipate your roadblocks (aka watch out for silos)<\/h2>\n<p>Having the skills to land a return customer is one thing, but there are still ways your company can fall into traps that might lead to customer and agent frustration.<\/p>\n<p>Every company is subject to falling into the rut of \u201cthis is how we do things,\u201d which can lead to poor communication and frustration for your customer. Granted, a small business may not have a giant team dedicated to just marketing or just sales, but even small businesses can fall into the trap of <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/working-in-silos\/\" target=\"_blank\" rel=\"noopener noreferrer\">siloing their processes<\/a>, which can lead to internal inefficiencies\u2014and alienate their customer base.<\/p>\n<p>Here are some roadblocks to look out for when you\u2019re trying to gain return customers:<\/p>\n<h3><span style=\"text-decoration: underline;\">Agent silos<\/span><\/h3>\n<p>Often, <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-support\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer support<\/a> reps operate separately from the rest of the company. But this physical separation can lead to other gaps where, for example, reps can\u2019t ask for help from other teammates without putting a customer on hold. <i>No one<\/i> likes to be put on hold, but it\u2019s necessary at times, so make sure that your team is able to get answers for customers as quickly as possible.<\/p>\n<p>Not every company has this issue, but the more your company grows, the more spread out you\u2019re likely to become, even if it means simply working in a separate part of the same office.<\/p>\n<div class=\"tip\">\n<div class=\"tip-heading\"><b> Pro-tip: <\/b><\/div>\n<p>Consider using specialized <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-service-apps\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer service apps<\/a> so that you can handle customer requests as a <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/cross-functional-collaboration\/\" target=\"_blank\" rel=\"noopener noreferrer\">cross-functionally collaborative<\/a> team.<\/p>\n<\/div>\n<h3><span style=\"text-decoration: underline;\">Tool silos<\/span><\/h3>\n<p>When your <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/best-customer-service-software\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer service software<\/a> is siloed, reps have to toggle between them more often to solve issues, which makes them slower and less efficient. This reduces the support they can provide and increases customer wait times. See where you can consolidate the number of apps you\u2019re using.<\/p>\n<p>For example, if you\u2019re using <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/best-video-conferencing-for-small-businesses\/\" target=\"_blank\" rel=\"noopener noreferrer\">video conferencing software<\/a>, <em>and <\/em>a separate messaging app, <em>and <\/em>something else for phone calls, you could be doing all of that in just <a href=\"https:\/\/www.ringcentral.com\/desktop-app.html\" target=\"_blank\" rel=\"noopener noreferrer\">one app<\/a>:<\/p>\n<div class=\"tip\">\n<div class=\"tip-heading\"><b> Pro-tip: <\/b><\/div>\n<p>If there are tools that can be shared between multiple teams, consider having a cross-department training day so that these teams can get together to learn how to use these tools together.<\/p>\n<\/div>\n<h3><span style=\"text-decoration: underline;\">Customer data silos<\/span><\/h3>\n<p>Lots of technology and tools designed for businesses are, by design, siloed. They prioritize a specific function or channel, but even though they may have the ability to share information, you have to do that manually.<\/p>\n<p>A customer who calls you with a question shouldn\u2019t have to face significant hurdles, even if they do require further follow-up through email, a phone call, or other channels. Just because they asked their question through a web form doesn\u2019t mean that they should be tied to that channel in order to get the smoothest service delivery.<\/p>\n<p>A live chat that stores the history of each customer\u2019s interaction will help agents find initial conversations held with return customers. Following up with a return customer to see how their product is working for them shows that you care about<a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/improve-customer-experiences\/\" target=\"_blank\" rel=\"noopener noreferrer\"> improving the customer experience<\/a> and encourages the return customer to purchase again. Think of it like how you\u2019d approach building a relationship with any other person, like a friend or colleague.<\/p>\n<p>A lot of these <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-service-tips\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer service tips<\/a> boil down to simply being considerate and thinking about what the other person would want\u2014the difficult part is deciding how you\u2019re going to execute on it..<\/p>\n<h2>So what gets customers to return?<\/h2>\n<p>There isn\u2019t a silver bullet solution for this one, but here\u2019s one thing we know: first-time customers who have a good experience are likely to return.<\/p>\n<p>A first-time customer is tentative, learning the ropes of your product or service, checking out the competition, and figuring out what is going to meet their needs and their budget. Once they make the leap and become a first-time customer, it\u2019s because they decided that what you have to offer fits their needs best.<\/p>\n<p>Now that you\u2019ve done the hard part (in theory), you just need to keep them around. Make it easy. Make it accessible. Communicate. Help them believe that you will find them a solution to their problems\u2014and then follow through.<\/p>\n<p>All of these things factor into a customer returning, but the overall experience of <i>how <\/i>you built that trust, solved their problem, and made it easy for them to purchase and reach out if they had problems or questions is what makes you memorable for all the right reasons.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Oh, the feeling of the first sale. You remember it. It wasn\u2019t that long ago. Your product\/service\/widget\/banana stand is something you\u2019ve built painstakingly. You believe in it, and you marketed it with the belief that other people will believe in it too. And guess what. They do. So congratulations! You have officially leveled up as &#8230;<\/p>\n","protected":false},"author":29,"featured_media":42470,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17901,4],"tags":[743,818,18292,18293,18294],"class_list":["post-42468","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-leadership","category-customer-experience","tag-customer-experience","tag-customer-retention","tag-how-to-get-return-customers","tag-retaining-customers","tag-return-customers"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v19.3 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How to attract return customers (with lessons from Netflix) | RingCentral Blog<\/title>\n<meta name=\"description\" content=\"Learn how to get return customers who gradually become loyal, long-term customers\u2014using lessons from Netflix and how it keeps viewers coming back.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/return-customer\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to attract return customers (with lessons from Netflix)\" \/>\n<meta property=\"og:description\" content=\"Learn how to get return customers who gradually become loyal, long-term customers\u2014using lessons from Netflix and how it keeps viewers coming back.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/return-customer\/\" \/>\n<meta property=\"og:site_name\" content=\"RingCentral Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/ringcentral\" \/>\n<meta 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