Customers May Be Less Loyal Than You Think (And One Thing You Can Do About It)

How loyal are your customers? You might be surprised to learn that they may be less faithful than you think. In a study of 10 major industries, nearly three-quarters (72%) of respondents indicated they were “delighted” with the products or services they purchased, yet 88% said they were willing to switch providers for any reason!

That doesn’t seem to make sense. How can happy customers be so fickle? Why would they switch brands if they are satisfied with the product or service they are receiving? The answer is a lack of relationship. Because so many companies offer products and pricing similar to one another, it’s their relationship with your brand that keeps them sticking around. If you don’t invest in that relationship, you risk losing them.

Make Customers Feel Valued

To maintain customer loyalty, you must make people feel valued, not just by offering them great stuff but by how you treat them. Give them a great customer experience. According to Zendesk, 60% of consumers have purchased something from one brand over another simply based on the service they expect to receive.

All things being equal, customers will go where they feel most valued and appreciated. So keep that consistent, high-quality drip of customer communications coming. Do so, even when you’re not trying to get them to purchase something.

• Set up a series of “nurturing” mailers throughout the year. Tell customers you are grateful for their business at regular, pre-planned intervals.

• Use your collected data to grow your relationship with these customers. Offer valuable tips, newsletters, and case studies that remind clients of your commitment to service, value, quality, innovation, and loyalty.

• If you cross-sell or upsell, make those suggestions valuable and relevant to your customers based on your collected information, such as their past purchases or expiring subscriptions.

• Ask for their feedback. People love it when you ask their opinions. Communicate through tangible actions that you care about what they have to say and are willing to act on it, too.

Direct mail is an excellent tool for customer retention. Having that tangible, colorful mailer in their hands makes people feel valued. When customers feel valued, they tend to stick around.

Finish Your Piece with Just the Right Fold

Want the perfect printed piece? Finish it with the perfect fold. But communicating about folds can be tricky when you don't know the lingo. Let's look at some of the basic terms:

Panel. A "panel" is the two-sided section of the printed piece defined by the fold. When you look at a standard "3-fold brochure," you are talking about a 6-panel brochure.

Flat size. This is the size of the piece when it is laid out flat. This is compared to the finished size, which is the piece's size when folded. For example, a 6-panel brochure might have an 8.5 x11-inch flat size but a 3.75 x 8.5-inch finished size.

Accordion (or z) fold. This is one of the most common fold types. The accordion fold is when the paper is folded in parallel folds that run in alternating directions, like the letter "z" or the bellows of an accordion.

Barrel (or roll) fold. With a barrel fold, the series of parallel folds are made so the second fold wraps around the first one, much as you fold a letter before you put it into an envelope.

Broadsheet (or broadside) fold. With this type of fold, the paper is printed on both sides and then folded in half. Then, a series of parallel folds are done in the other direction. This type of fold is often used for maps or brochures that require a large diagram.

Gatefold. In this fold, the two "flaps" fold over a center panel so the edges meet in the middle.

Grain. When paper is manufactured, the fibers align in one direction (the grain). Especially with heavier stocks, it's best if the folds run with the grain, or you might end up with ink cracking or folds that don't lay flat.

The best way to communicate your folding needs is to find samples incorporating the folds you want. Making a folded "dummy" out of your proof copies is also helpful. When it comes to folding, a little up-front planning can save you a lot of time and expense in the long run.