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Educating Female Customers Earns Their Trust And Lasting Loyalty

Educating Female Customers Earns Their Trust And Lasting Loyalty

Why is it important to earn the trust and loyalty of your female customers? A new customer cost is at a rate of 6-7 times the expense out of your pocket. Where could that money be better spent if you increase your customer retention rates? 

"Increasing customer retention rates by 5% increases profits by 25% to 95%."

Harvard Business Review

Earning trust and loyalty

There are some methods that you could use to increase your retention rate among female customers by earning their trust and loyalty? A customer appreciates a greeting that is warm and engaging. If the female customer feels welcomed and comfortable, the chances are they'll return for another visit. If they feel uncomfortable, more than likely they'll not return for another visit. A business that strives to be professional and attentive will get a lady's attention.

"When asking consumers what impacts their level of trust with a company, offering excellent customer service ranked number one."

Dimensional Research

Female Customer Education

Now that you have begun a relationship with your female customer, making her feel welcomed and comfortable is just a start to earning her trust and loyalty. Excellent customer service includes building on that relationship, which entails not only the quality workmanship which your shop offers, but also you taking the time to involve the customer in their auto repair experience through education.

A woman might not ask questions about the repair job if she believes that her ignorance will lead to a more expensive bill. Be proactive by answering the questions she is afraid to ask, such as, what is wrong with the vehicle? What is the purpose of that part? What's involved with the repair job? And why it cost so much, is a good start.

If you spend the time to show the female customer what is wrong with her vehicle, explaining on a level she can understand, the female customer will perceive that you care about her as a person, not just another repair ticket. You are empowering her with knowledge. Educating your female customers earns their trust and lasting loyalty.

"They (women) welcome the ­opportunity to be educated about the repair at hand and why various services are being recommended …….Doing quality auto repair is only one component, but having the customer see the value in the repair is equally important. By making a connection with your customers, you are building a relationship that can last a lifetime."

John Volz
Shop Owner

If you have employees, it's important to also train them to respect the female customers, as well. You've worked hard at building your business so make sure they're working just as hard to build those relationships with your customers.

"Friendly employees or customer service representatives are what make a memorable experience that causes consumers to stick with a brand, for 73% of customers."

Harris Interactive

Bottom Line 

Keeping an existing customer is more cost-effective than finding a new customer. Educating and reassuring your female customers will impact customer trust and loyalty to your business. Build those lifelong business relationship with your female customers, they're worth it!

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