Looking after your customers

Outsaucing - marketing help as and when you need itIn the excitement of setting sales strategies and targets and chasing after your ideal customers, it is often too easy to forget about your current customers and paying them the attention they deserve.  

You probably all know the old adage that it’s seven times more costly to acquire a new customer than maintain a current customer  – so time spent on creating a Customer Service Plan to make sure your customers are well looked after is time well-spent.

It doesn’t have to be an arduous task, but taking time out to formalise a plan and how you are going to look after all your different customers will definitely be worth your while.

Areas to look at are:


How often are you contacting your customers?  You don’t want to harass them, but you don’t want them to miss out on any opportunities either.  For example you may want to phone post order to check it’s been received ok; tell them about  new products, special offers,  awards you have won.  You may want to suggest range reviews, or offer them POS materials – this will make your customers feel like you are really looking after them and wanting to increase their sales.  Use a mixture of visits, emails, phone calls and connecting on social media – you will soon work out what works best for your customers – and just as importantly what you can commit to.


Sampling is a fantastic way to help drive your sales – good for both you and the retailer on so many levels. It is always good to proactively suggest sampling in key retailers – we have heard stories of products that were due to be delisted, but were kept on shelf due to proactive sampling by the food producers.


The best Customer Service Plans are those that have had the input from the customers!  It’s always a good idea to speak to the retailers and discuss how they would prefer to receive your news, be contacted and how often.  If you agree the Customer Service Plan up-front then you will know what to deliver, and they will know what to expect (you can always add that little bit extra into it to exceed their expectations!)

If you would like any help formulating your Customer Service Plan drop me a line at [email protected] or call Jo on 0772 335 1884.