QUESTION – how do I maximise repeat business and referral rates?THOUGHT – show that you careI have written a lot about the importance to consumers of feeling significant. No matter how ‘un-important’ an individual might seem, and no matter how little they are spending, everyone wants to feel that they have significance in the world. […]

QUESTION – how do I maximise repeat business and referral rates?THOUGHT – show that you careI have written a lot about the importance to consumers of feeling significant. No matter how ‘un-important’ an individual might seem, and no matter how little they are spending, everyone wants to feel that they have significance in the world. Along with certainty, variety, connection, growth and making a contribution, significance is one of 6 key drivers of 21st-century consumer behaviour. Further, when a consumer feels they are significant, they are far more likely to repeat an action. If a business makes them feel important, or at least significant, consumers are far more likely to buy again or refer. They are far more likely to have a higher lifetime value. Part of making a customer feel significant is demonstrating that you care. This is highlighted in recent research reporting that 68% of customers have changed…