If you have been in business, you will agree with me that acquiring new customers is more expensive than retaining existing ones. According to a business article , 67% of the business's revenue is generated by retained clients. Thus, retaining customers allows you to have a stable and more reliable income.
Meet Shiko, a Kenyan entrepreneur who runs a bakery business located in Thika Town. “Sweet Bakery” was once everyone's destination during the time of launch; her marketing and branding were topnotch, and customers flocked to the store to make orders.
As time went by, Shiko was concerned about the trend of customers' purchasing only once and never returning. Determined to know the source of the problem, she embarked on a journey to learn the art of customer retention, which made her transform her business into loyal patrons, boosting her business revenue.
Here is the turning point.
Shiko made it a habit to conduct one-on-one customer conversations to gain qualitative insight into their needs and pain points. A customer would say, “Whenever I come home from work, I wait for hours to be served; sometimes I get home without gifting my children with the favorite cake."
On seeing this, Shiko introduced a bakery ordering system, which helped her streamline her operations effectively and efficiently, placing orders and receiving them in real-time. This revealed a recurring theme, making customers appreciate the quality of services and even wish for a more personalized experience.
Inspired by the feedback, Shiko used to recall her customers by their names, remembering their favorite pastries, and offering personal recommendations, making them feel valued and special.
To stay connected, Shiko launched an online presence campaign on 3 platforms (Facebook, Ticktok, & Instagram), where she posted behind-the-scenes videos of the baking process, shared new menu items, and engaged the audience to enhance excellent customer support. Some customers would say, “Meeting Shiko is a blessing to me; at least I could take home my favorite pastries and share them with my family.”
Shiko decided to launch the “Sweet program” to further incentivize her customers. She made sure that each recurring customer would earn points on purchases, which would be redeemed by getting free pastries or through exclusive discounts. This made the recurring customers feel a sense of belonging, fostering a sense of community among her loyal customers and making her business profits grow spotlessly.
As a result, Shiko kept on staying consistent by focusing on building strong connections among her customers. The sweet delight, which was once a fleeting place, they began to return, this time along with their friends and family. It became a go-to destination known for its delectable pastries but also for its warm and welcoming atmosphere, where customers felt truly valued and appreciated.
Shiko's story signifies how simple tricks such as listening to your customers, building relationships, launching an online presence, and offering loyalty programs could impact business profits, earn a decent income, and offer peace of mind by only finding value in your recurring customers.
With five years of experience, he merges creativity with strategy to elevate brands. He specializes in storytelling and digital marketing, helping small and medium-sized businesses succeed in a competitive landscape.
