Who are repeat customers? [How to identify & keep them]

A good product will help you acquire new customers. But – a great customer experience will turn them into repeat customers and keep them coming back for more.

When a good product effectively solves a problem, a great customer experience complements and enhances this solution, creating a xf journey from discovery to satisfaction so that the customers stay in business with the company – and become repeat customers.

Before we move towards ways to serve your repeat customers, let’s quickly understand two major components – who is a repeat customer, and how to identify repeat customers.

Who is a repeat customer?

A repeat customer is a person who comes back to you to purchase your products or services. They are considered loyal customers who are also most likely to be your brand advocates.

For example, Apple has the largest repeat customer base, so much so that, to serve them better, Apple has an ‘iPhone Upgrade Program,’ where customers can upgrade their iPhones yearly by trading in their current device for a new one.

The program capitalizes on Apple’s loyal customer base, encouraging frequent upgrades and ensuring that customers remain engaged and committed to the brand.

How can repeat business impact your bottom line?

Repeat business is a foolproof way to achieve substantial benefits. Many businesses agree, and consulting companies have proved it.

How to identify repeat customers?

Customer data is the key to identifying repeat customers. You can take different approaches, including CRM, feedback forms, surveys, and more, to learn about your new customers, existing customers, and repeat customers.

In addition, you can consider the following metrics to identify your repeat customers and also gather actionable insights to enhance their overall experience.

Repeat purchase rate

It is the percentage of customers who make multiple purchases. You can use various customer analytics platforms such as OneCRM to get insights to learn who are your repeat customers, and further use these insights to design customer retention strategies.

Customer loyalty programs

You can track which customers are utilizing the benefits of these programs. For example, if you have a discounted membership renewal or exclusive offers as a customer loyalty program, the customers who have renewed your services multiple times are your repeat customers.

Tip: You can encourage repeat customers to participate in the referral program to increase your customer base.

Customer lifetime value (CLV)

It helps you estimate an existing customer’s total revenue potential as long as they are in business with you. Through this metric, you can identify which customers have the highest values and which are your repeat customers.

7 ways to get your repeat customers to come back for more

Provide the best of both worlds – product and experience, to generate repeat business. From building an excellent product to delivering an excellent customer experience, focus on all the angles that can encourage customers to keep coming back for more.

Here are a few ways to make it happen.

Improve your product with a customer-centric approach (consistently)

Assimilate the voice of your existing customers in real-time. Learn their requirements, challenges, and expectations, and prepare your product improvement sprints accordingly. You can bring in an efficient system such as a product CRM like DevRev that is designed for product companies to bring support, product management, and software development silos together.

Example: Spotify consistently improves its product with a customer-centric approach. They regularly update their interface based on user feedback and so far have introduced new features like personalized playlists, user-friendly interfaces, and algorithm-driven recommendations, enhancing the user experience and keeping their service aligned with customer preferences and needs.

Spotify takes it to the next level by inviting users to participate in Alpha and Beta programs for their mobile apps.

Enhance overall customer experience at every touchpoint

Ensure a seamless customer experience across their journey, including customer interactions and product use. From the first point of contact to post-purchase engagements and product experience, prioritize user-friendly interfaces and efficient processes, aiming to exceed customer expectations consistently.

Example: Amazon prioritizes customer experience across various touchpoints, from website navigation to delivery and customer service. They offer personalized product recommendations, easy ordering processes, efficient shipping, and responsive customer support, aiming to create a seamless and satisfactory customer experience at every interaction point.

Provide quick and efficient customer support and services

Focus on helping your loyal customers achieve their goals with your product. When your repeat customers come with queries, prioritize them because –

There is a 97% chance of positive word of mouth and 86% likelihood of increased wallet share after value-enhancing service interactions, says Gartner.

You can use comprehensive support software like DevRev Support to automate and streamline support ticket generation,routing, and management to provide a superior customer support service.

Example: Amazon offers various support options such as live chat, phone support, and a comprehensive self-service help center. They prioritize swift responses to customer inquiries and concerns, ensuring rapid issue resolution and fostering a positive customer experience. They also have a dedicated Twitter account that helps customers solve queries quickly.

Use their customer data to personalize their experience

Use customer data insights to learn what your customers want and then tailor their experiences and offerings. You can use CRM to learn about your repeat customers, their previous purchases, preferences, feedback, and more, and further to craft personalized recommendations, communications, and product suggestions, enhancing engagement and loyalty.

Example: Netflix uses extensive customer data, including viewing history, preferences, and interactions on the platform, to curate personalized recommendations for each user. By analyzing viewing habits and behavior patterns, Netflix suggests tailored content, enhancing their streaming experience, engagement on the platform, and overall customer satisfaction.

Design customer loyalty programs and customer referral programs

Develop loyalty programs offering exclusive benefits, rewards, and incentives for continued brand loyalty. Many surveys have concluded that repeat customers promote products and services.

77% of customers would recommend a brand to a friend after a single positive experience.

Source: Temkin Group

There are multiple ways your loyal customers can refer your product:

• Word-of-mouth recommendation
• Positive experience sharing on social media
• Feedback and experience sharing on review sites and public pages

In addition to achieving higher customer retention rates, encouraging your repeat customers to refer new ones fosters a community of advocates while rewarding both parties.

Build a community for new and returning customers

Create a platform or space for customers to engage, share experiences, and connect. You can cultivate a sense of belonging and encourage interaction among customers, promoting brand advocacy and strengthening relationships.

Example: GitHub has built a strong community They host various forums, discussions, and user groups where developers, whether new or seasoned, can connect, share insights, and collaborate on coding projects. They foster knowledge-sharing, networking, and collaboration among developers, enhancing engagement and loyalty within the tech community.

Make a positive impact on the real world

Align your brand with meaningful causes or initiatives. You can showcase corporate social responsibility efforts, contributing to a greater purpose that resonates with your customer base, fostering a deeper emotional connection and loyalty.

A global study reveals –

• Four to six times more likely to purchase, protect, and champion purpose-driven companies.
• 94% of consumers globally say it is important that the companies they engage with have a strong Purpose.
• 83% of consumers said companies should only earn a profit if they deliver that positive impact.

Example: Airbnb, the popular online marketplace for lodging and travel experiences, has implemented a program called the ‘Open Homes’ initiative. Through this initiative, Airbnb commits to providing housing for those in need during times of crisis or displacement. They allow hosts to offer their spaces free of charge to individuals and families impacted by emergencies, such as natural disasters or refugee crises.

Use tools and platforms to elevate customer support

Now that you know how to get your repeat customers to come back for more, it is important to learn how to make it happen. Here are a few tools and platforms to consider to provide exceptional customer support and service to your repeat customers.

CRM

Customer Relationship Management (CRM) systems help businesses with comprehensive management of customer interactions, allowing them to track and analyze customer data, preferences, and purchase history. DevRev OneCRM enables businesses to effortlessly retain and grow customers by enabling –

• Support with GPT-driven answers
• Supercharge with an AI teammate
• Extract product insight in minutes
• Increase visibility to end users

Support software

Support software helps in enhancing operational efficiency by enabling automation and enhancing experience. From providing prompt query resolution to streamlining ticket management, they can enhance customer satisfaction and overall experience. In addition, using this data, companies can personalize offers and services of their repeat customers, ultimately gaining loyalty and satisfaction.

Analytics platforms

Customer analytics provides actionable insights for sustainable growth. By analyzing data from various touchpoints, customer analytics platforms provide valuable insights into customer preferences, buying patterns, and engagement levels. These insights enable businesses to optimize strategies, predict customer needs, and deliver personalized experiences, ensuring better service and satisfaction for repeat customers.

Establish a strong and genuine customer relationship

A genuine customer relationship goes beyond transactions; it involves listening, adapting, and continuously improving to meet evolving expectations. The dedication to the genuine connection not only secures repeat business but also cultivates a community of loyal brand advocates, creating a sustainable foundation for long-term success and growth.

Establishing trust, understanding their needs, and consistently delivering value are pivotal in nurturing enduring connections. By prioritizing personalized interactions, leveraging data-driven insights, and employing effective communication, businesses can foster a deep sense of loyalty and advocacy among repeat customers, encouraging them to stick around.