Acquiring new customers fuels a business but retaining your customers is more important to make it thrive. When you bring in a new client to your dive center, you increase your sales. However, without customer retention efforts, there’s a chance that it’s just going to be a one-time sale or transaction. Whereas, if you focus on keeping that customer, you can generate more income when that person returns to avail of your services or brings in referrals. Marketing research shows that a 5 percent rise in customer retention rates can boost revenues from 25 to 95 percent.
Strategies to help dive centers retain customers
1. Set realistic expectations
Setting realistic expectations is vital if you want to improve your dive center’s customer retention. To do this, you always have to keep your customers informed so that they know what to anticipate.
Suppose a client enrolls in a Basic Scuba diving course. You should inform the person about the details of the course such as course & session duration, prerequisites, in-water lessons, schedule, and location. Make sure the individual is aware of what he could expect after completing the course. In this case, a diver who completes a Basic Scuba diving course will be qualified to dive to a depth of 12m with a dive buddy. Through proper information, the diver knows what his limitations are after fulfilling the course. An uninformed customer might get the wrong assumption that he could explore deeper and more challenging dive sites like wrecks.
Ascertain that your scuba diving courses and trips descriptions and prices on your website are accurate. Let customers know if there are any required and optional add-ons so that they will not be surprised at check-out.
2. Maintain email communication
One of the most cost-effective ways of keeping your customers is through email marketing. This marketing strategy is a good way for your dive center to inform your customers about relevant offers and promotions. It can also be used to share new activities or programs plus other company updates.
For example, you can email customers who have taken a scuba diving course with you and ask them if they would like to continue their diving journey by taking the next course. You can also send email invitations to certified divers to join you on an upcoming dive trip.
Is a customer celebrating his birthday soon? A special occasion like this is a good opportunity to encourage customers to avail of your services again by enticing the celebrant with a limited time discount rate.
3. Establish a loyalty program
A loyalty program is another effective way to increase customer retention because it enables you to give customers incentives for coming back. Take, for instance, Nemo Diving Center which came up with a mobile app to keep their customers updated about their scuba courses, events, membership, and loyalty points.
A well-designed loyalty program does not only increases customer retention but it builds trust. When a client trusts your dive center and the services that you provide, the person is likely to spend more thus, boosting profits.
A loyalty program will also enable your dive center to gather valuable data. When you encourage customers to fill out a profile form for your loyalty program, you can get information that can help you personalize the customer experience.
4. Request for feedback and respond to issues
Customer experience is a significant factor in the success of your dive center. The big question is, how do you keep your customers happy? The first step begins by determining what your customers like and dislike about your services. You can do this by asking them for feedback.
At the end of a scuba diving course or trip, you can ask the customer about his experience to give you an insight into the quality of your services. Another option is to send a short customer service survey through email.
Customer feedback will help you determine the strengths and weaknesses of your services. Put this valuable information to good use by maintaining the things that people like about your dive center and resolving customer issues as soon as possible.
5. Be active on social media
How can you expect to retain customers if they don’t remember you? In this digital age, you can stay relevant by engaging customers on social media platforms like Facebook, Twitter, Instagram, and Youtube. Begin by making sure that social media buttons are placed strategically on your company website so that customers can easily check them out. Remember that content is king so always update your social media channels with fresh and relevant content.
Keep in mind that social media engagement means creating conversations and encouraging customers to communicate with your dive center to build a relationship with them. Social media engagement entails responding to comments, questions, and complaints promptly. When you receive a complaint, it’s best practice to look deeper into the issue to find out the root cause of the problem. When you have a clear picture of the situation, it is easier to come up with possible solutions to solve the issue and satisfy your customer’s needs.
6. Invest in customer service tools
CaptainPanel can provide your dive center with the right customer service tools and growth services such as an online daily calendar and chat support. An online booking management software makes booking simple and efficient while the chat support service ensures that a support team will always be there for you and your clients.
When you have the right tools, you can make it easy and convenient for customers to do transactions with you. As a result, it enhances customer experience and boosts customer retention.