Customer Retention: Keep ’Em And Hold ’Em

While expecting no particular response, Faith spent $80,000 to send the missive to his customers. And although he won’t divulge sales made as a result of the letter, he says he was floored by the thousands of calls, letters and e-mails he received from customers expressing pleasure at his letter.

Gisholt also stresses the need for ongoing customer appreciation. Since 60 percent of his dog supplement continuity business comes in on the Web, his CSRs don’t get the opportunity to establish a rapport with customers. So, he recently implemented a call program. About two weeks after new customers place an order online, SmartPak’s CSRs call and give the following message: “Welcome to SmartPak, we’re delighted you’ve chosen to let us help you simplify feeding your dog. If you have any questions or things aren’t working as you expect them to, please give us a call.”