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| Updated: September 21, 2020 4 min read

Cover Story

Gain and retain customers with an added dose of care

Posted: July 14, 2020 | Updated: September 21, 2020 | Joshua Grover-David Patterson 4 min read

Bailey & Oliver Law Firm knows the power of customer care. In fact, they get much of their new business simply by being good neighbors.

“Every new business that opens up in the neighborhood, we bring them a gift basket with breads and mugs, coffee and tea,” said Community Relations Director Kim Daniels.

Gift baskets with company giveaways—and some gratitude—also play a big part in the firms’ customer retention strategy. Daniels goes out of her way to research the clients so she can create a gift they will love. For example, one of their clients enjoys building, so she created a gift basket from a toolbox.

It’s understanding and caring like this that form the basics—or the ABCs and 123s—of attracting and retaining customers.

Stacks of mugs filled with gifts.

Give them with a boost every weekday, in a fashionable way.

Luna Coffee Mug

Luna Coffee Mug


The ABCs of acquiring clients

When capturing the attention of new customers, use the ABCs to help draw people to your doorstep.

A: Acknowledge your niche

Messaging to current and prospective customers is much easier if you create customer personas that help you focus on who is buying your products. Those personas are even more useful if you are trying to enter a new market. Personas represent your buyers. Use customer surveys, social data and reviews to help identify needs, wants and preferences. If you already have personas in place, check to see if updates are needed based on economic and social changes.

B: Build quality content

Once you understand who your customers are, figure out where to find them. To demonstrate care, build content that matches their needs, wants and desires—even as they change.

C: Create a referral program

If you have clients who have said great things about you, reward them with a thank-you gift for referrals.


The 123s of retaining customers

When customers feel a company cares for them, they’re more likely to remain loyal. Keep your customers coming back again and again by:

1: Give great customer service

The easiest way to show you care: Create a remarkable customer experience. Ninety-three percent of customers are likely to make repeat purchase because of great customer service. Also keep in mind it takes 12 positive customer experiences to make up for one negative one. That means getting customer service right every time may be the most important factor in retaining customers. When a customer offers a compliment, asks a question or files a complaint, use the feedback to improve your customer experience. And be sure to thank customers for their feedback.

2: Reward loyalty

Make your most loyal customers feel special by rewarding them for staying with you. You can do this with discounts, access to content or training, product previews or gifts.

3: Stay top of mind

Find ways to keep your business at the forefront of your customers’ minds. Rock Hill Automotive in Rock Hill, South Carolina, found company giveaways were a perfect way to do just that. When they replaced disposable cups in the waiting area with ceramic mugs, they let customers keep the cup. “I said, ‘If you like, them, go ahead and take them,’” said owner Monica Touchton. “The next thing you know, someone said, ‘Hey, we need another case of mugs.’” The mugs encourage repeat business.

“If they’re sitting at breakfast having a cup of coffee and thinking, ‘My car has not been running right,’ we’re there for them,” Touchton said.

Touchton’s team also uses the mugs with commercial customers. “We take a mug filled with Tootsie Rolls® and check in with fleets who have worked with us in the past.” she said. “We include a note that says ‘Thanks for keeping us rolling.’”

man waiting in auto repair shop

The perfect way for your clients to start their day. 

Challenger Grande Mug

Challenger Grande Mug


Here today, here tomorrow

Whether you’re gaining new customers or retaining existing ones, use these ABCs and 123s to set your company apart. A little care goes a long way toward creating loyal fans.


Looking for more information about this topic? Email 4ideas@4imprint.com with inquiries.