Choosing the Right Digital Media for Customer Retention

Given the many ways that digital media can support your customer retention efforts, which digital should you focus on? There are really quite a few, as you can see in Figure 6.2.

Figure 6.2. Choose the best media for retaining existing customers.

“As powerful as today’s digital media are, they can’t replace the human factor.”

Website Marketing

Customer retention, like conversion, is centered on your website—and particularly focused on the ordering function. That is, you need to make it easy for existing customers to place new orders. You should have their ordering and payment information already on hand, so logging in and ordering more stuff needs to be a piece of cake.

In addition, you need to design a customer-only part of your site that houses all the support material you have. Make it easy for customers to read or download instruction manuals and other material that help them use your products and services.