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Client Retention in a Digital World: Keeping Up with Technology

Luke Wilkinson Mar / 04 / 2020
client at a barbershop

Technology is playing an increasingly pivotal role in the success of your business as it becomes more and more ingrained in our day to day lives. Clients have access to so much information at their fingertips, that sometimes it can feel like hard work to retain them as a loyal customer. The good news is, technology can (and should!) be used to your advantage.

So, we’ve gathered a bit of food for thought to keep your business thriving. Whether it’s maintaining a user-friendly website, or getting to grips with social media, we’ve got a few helpful avenues to explore.

1. Know your clients

The real challenge in maintaining your clients’ in today’s market is that millennials have a very different approach to buying compared to previous generations. And now, even mature clients are accessing information and making transactions online every day.

Businesses that succeed in the digital world are those that truly understand their clients and keep up-to-date with how they access information. Therefore, brands should look at turning data into insights, and making any decisions or changes accordingly – and as quickly as possible.

A great way to do this without taking up too much of your valuable time is to use a management software such as Shortcuts!

2. Understanding social media and customer experience

With so much competition in today’s market, clients are now able to use online resources to compare services and costs at the click of a button – abandoning traditional ideas of brand loyalty in favour of always finding the cheapest alternative.

But remember, it isn’t a one-way street. The rise of social media means that customers now have more options than ever before, on a platform which affords businesses a plethora of opportunities for marketing.

Brands are now able to easily reach millions of potential clients, many of whom would once have been well out of their grasp. With social media now being so ingrained within everyday life, it could become your most valuable tool.

We’ve pulled together some awesome social media tips for you to explore right here. From honing in on location targeting to finding clients in online communities there will be something you can implement in your own social media today!

3. Finding the right balance

Ultimately, retaining clients is never going to be an easy ride. There is a whole spectrum of factors to contend with – all of which can have a range of consequences. But one common mistake businesses make when trying to survive in the digital world is neglecting other forms of communication and focusing too heavily on their social media presence.

In spite of its popularity, social media isn’t always the communication channel of choice for everyone, and although more and more mature clients are using online platforms, there is still a large portion of the population that prefer a more old-fashioned, human approach. In an attempt to create a more personal relationship whilst remaining in the 21st century, businesses should be looking at using technology to find ways that appeal to existing customers to prevent them from taking their custom elsewhere.

Using an online management system can massively improve your customer experience, giving you the help and support you need for those with a more old-fashioned approach whilst also giving those more tech-savvy users the ability to control their bookings using the internet, social media and apps. It’s important to find the right balance between technology and genuine human interaction in order to appeal to all demographics.

Today, brands should be aware that it’s not a simple case of choosing between being 100% digital or being too ‘old-school’, but an important blend of the two, as well as an understanding of how to correctly use technology to suit the unique needs of your business.

Crucially, customer care matters most. And although the clients of today may arguably be less loyal than those of the past, if you show them that they’re still valued, they’re far more likely to stick around. Ultimately, customer experience is just as important as customer acquisition.


Luke Wilkinson
Luke Wilkinson
With a background in marketing and design across a number of industries, Luke started his Shortcuts career in 2015. His ability to think laterally and creatively puts him at the forefront of his strategic campaigns, and has extensive knowledge of digital and traditional advertising. One of Luke's key areas of focus at Shortcuts is to help hair and beauty industry businesses grow by harnessing the right technology solution.

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