Ever considered reaching out to customers who have gone on a tour or excursion with you before? You should and here's why: they cost less money to reach, they're less price sensitive and they're most likely to become your loudest brand ambassadors.
A customer who returns to you again and again is your most valuable customer. Start using these 6 steps this season to get your customers coming back for more.
1. Deliver on your promises
If you've promised customers an experience of a lifetime, you should probably deliver on that promise. Why else are they paying you their hard earned wages? This is the first and most crucial step to getting customers to come back to you again and again.
Delight them and they're more likely to come back. Disappoint and they definitely won't return.
Read this article on 7 ways to be an exceptional tour guide to delight the socks off your customers.
After a great day out with your customers, remember to drop them a follow-up email (or send them a handwritten note for extra points). Tell them how much you enjoyed spending time with them, ask them for feedback or a review, give them a discount code for future trips and give them the opportunity to keep in touch through social media. Remember to include any group photos from the day as well.
Finally, ask them if they'd like to keep in touch with you and if they say "yes", take down their details and the activity they signed up for.
3. Keep in touch
Out of sight, but not out of mind - that is your goal. You want your customers to remember that you provided them with an excellent experience and that they should return to you in the future.
A great way to do this is by sending out regular newsletters and speaking to your customers in a more personal manner. Keep them updated on your latest product offerings, promotions and other interesting events that are happening at your destination.
4. Get personal
If you're already sending out regular newsletters to your customers, that's great. But to make the most out of that relationship, you need to get personal and sometimes, goofy. My favourite example of this is CD Baby's Derek Sivers' email.
"Your CD has been gently taken from our CD Baby shelves with sterilized contamination-free gloves and placed onto a satin pillow.
A team of 50 employees inspected your CD and polished it to make sure it was in the best possible condition before mailing.
Our packing specialist from Japan lit a candle and a hush fell over the crowd as he put your CD into the finest gold-lined box that money can buy.
We all had a wonderful celebration afterwards and the whole party marched down the street to the post office where the entire town of Portland waved “Bon Voyage!” to your package, on its way to you, in our private CD Baby jet on this day, Friday, June 6th.
I hope you had a wonderful time shopping at CD Baby. We sure did. Your picture is on our wall as “Customer of the Year”. We’re all exhausted but can’t wait for you to come back to CDBABY.COM!!"
Of course not all your emails need to be like this, there are some other great ways to get to know the people you're speaking to. Another way to do this is by simply asking your recipients "who are you?" or "what are you looking forward to this holiday?" or "what is your most memorable holiday?"
Ask questions to get the conversation going and remember to respond to them too.
5. Offer a discount for a similar activity
Over the long weekend, I went on a Discovery Scuba Dive at the Perhentian Islands to test the waters, literally and figuratively. The first dive was at 6 metres and cost me MYR250, the second dive was at 12 metres but only cost me MYR150. Apart from the thrill of being underwater, the opportunity to do it again at a lower price made it a very attractive purchase.
Similarly, if you own an outdoor adventure company, you could offer a customer who has been on a whitewater rafting trip other similar water sports activities like kayaking or canoeing, but at a lower price.
6. Encourage repeat purchases during your tours or activities as well
Why not mention other tours and activities you offer to your customers during a 20 minute break? You could also mention to your customers right after your excursion, while the adrenalin is still pumping, about other activities they could join afterwards or the day after (like how my diving instructor did).
Make the offer irresistible by throwing in (yet another) discount if they make a booking and a payment with you on the day itself.
Let me know what you think of these tips in the comments below.
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Written by Nicole Kow
Having graduated from the UK, Nicole travelled around Europe before joining TrekkSoft's marketing team. She is now based in KL and regularly blogs about her travels at Next Train Out.