Engagement and Repeat Customers

On average, it costs five times more to attract a new customer than to retain a repeat customer.⁴ Customers come back when they are satisfied with their experience and the level of service or product quality they have received. Employees’ interaction with customers, therefore, plays a crucial role in whether customers will want to return. In fact, customer service can be more important to people than the actual product or the convenience of doing business with the organization.

For example, suppose you live near two dry cleaners that provide the exact same quality in cleaning and tailoring. One dry cleaner is right around the corner from your house, but the employees are not at all friendly. They make you feel like a burden when you come in, and they take their time before helping you because they are not concerned with making you wait. The other dry cleaner is a mile away, but the employees are extremely nice, remember your name, and seem genuinely happy to see you. They also provide speedy service because they care about respecting your time. Which business are you going to frequent?