Customer retention is cited as a major pain point for many businesses. Nonetheless, it’s an important aspect to running a successful business and gaining optimal contact center services ROI. After all, numerous studies have shown that it’s more expensive to acquire a new customer than it is to maintain an existing one. In addition, repeat customers often spend more over their lifetime.

In fact, the average repeat customer spent 67 percent more in months 31-36 of his or her shopping relationship than in months zero to-six, according to research from Bain and Co. What’s more, repeat customers spent 23 percent more in months 31-36 than in months zero-to-six.

If you’re struggling to improve your customer retention levels, there’s no need to fret because there’s one simple tip that you can implement to keep customers coming back for more. And that simple tip is to ensure that your Communicators end every conversation having gained a new friend.

That is, Communicators ought to perceive their customers as friends, in order to exude more empathy, authenticity and lightheartedness over the phone. In doing so, customers may soften their outlook toward customer care representatives and thereby enjoy a more personalized, friendlier experience.

So what are some things Communicators can do to make their interactions with customers friendlier? Below are some easy tips and tricks:

  • Make it personal: Customers don’t want to be treated like just another consumer; rather, they want a unique and personalized experience. Leverage the data you have about your customers to make every interaction more personal.
  • Listen intently: Part of being a good friend is really listening; the same goes with providing good customer care. Be sure that your Communicators are intently listening to customers’ questions.

While it’s true that Communicators must go through extensive training and continue to receive professional development throughout their careers, treating customers as they would a dear friend can help them improve their interactions with customers right away.

Steve Brubaker began his career at InfoCision in 1985. In his current role as Chief of Staff and as a member of the Executive Team, he is responsible for HR, internal and external communications, and manages the company’s legal and compliance departments. Brubaker is a member of a number of professional organizations, including the DMA, SOCAP, and PACE. He also donates his time to serve on several university boards, including the Executive Advisory Board for The Taylor Institute for Direct Marketing at The University of Akron and The University of Akron Foundation Board. He is a frequent speaker for national events and has also been honored with a number of awards and recognitions for his contributions to the call center industry.