Customer Retention: Keep ’Em And Hold ’Em

Faith notes that because Headsets.com’s products have such a long shelf life, he likes to remind his customers that he appreciates their business between purchases. In April, for instance, he mailed a letter to his customers outlining what the company had been able to achieve with their support. While he envisioned it solely as a thank-you letter, his marketing team kept insisting he add an offer to the piece. Because he didn’t want customers to think his sincerely grateful letter was a ploy for sales, he eliminated any special offers from the piece.