The Hidden Power of Your Customers: Four Keys to Growing Your Business Through Existing Customers

TAKE CARE OF THE BEGINNING

In many ways, the most important part of your relationship with the customer begins right after the sale. The first month or so of that relationship sets the tone for what the customer might expect in the months and years to come. For this reason, many companies put an official customer experience program in place for the first 30 days.

As an example, one domain registration company staffs a New Customer Orientation team whose members personally call each new client, then follow up with e-mails. Regardless of the price of the products purchased, employees make contact with each new customer to understand what that customer is trying to accomplish and see how the company can help. This is not a sales pitch; it's a way to provide a resource for their new customers.

In another example, Salesforce.com offers a short Webinar series for new customers to introduce them to the firm's online community and give them resources for getting started and receiving help. Other companies create welcome kits to thank customers and let them know how best to interact with the company going forward.

Tips for Making the Most of the First Month

Here are some tips for welcoming new customers into the fold:

• Make the first contact. Contact new customers and let them know you are glad they have chosen to do business with you. This is especially important for customers with whom you expect to have a long-term relationship. New customer contact is most effective by phone, but you ...