You might think that marketing ends once you land the customer. You’d be wrong. Marketing involves much more than glossy ads and compelling social media. It involves continuously winning your customers to keep them and to win the next.

Of course, that seems 101, right? Marketing is not one and done. It is a homogeneous process with lots of interconnecting pieces. Let’s look at the actual process and why it matters so much.

We know that acquiring a new customer can cost five times more than retaining an existing one. Once you’ve won them, continuing to wow them is just smart marketing.

So how do you do that? By focusing on customer experience. Consider these statistics.

• 73 percent of customers now say customer experience (CX) is the No. 1 thing they consider when deciding whether to purchase from a company. (PwC)
• Customer-centric brands report profits that are 60 percent higher than those that fail to focus on CX. (CX Index)
• Over 50 percent of customers will switch to a competitor after a single unsatisfactory experience.
• 86 percent of buyers are willing to pay more for great customer service (ZenDesk).

Are you getting the big picture? But it is more than that!

Satisfied customers are also far more likely to recommend you to others. The Word of Mouth Marketing Association (WOMMA) published some research that found “the value of a word of mouth impression is from five to 100+ times more valuable than a paid media impression.”

A customer recommendation comes with a tremendous amount of trust. Your service was a good fit for your customer, and the referral can trust it will also be a great fit for them, automatically overcoming one of the biggest barriers to getting new business in the security industry. You can’t buy trust, you can only win it.

Another benefit to these word-of-mouth referrals is that they are often already highly qualified. They likely come from a similar neighborhood, economic background or industry. This means they likely have similar needs, goals and desires.

As you can see, going above and beyond delivering in customer service amplifies your marketing efforts.

Finally, here are some simple, actionable ways to create a memorable customer experience:

‘A customer recommendation comes with a tremendous amount of trust.’

Anticipate customer needs — Go beyond reacting to customer requests by anticipating their needs based on your understanding of their security situation, history, and potential vulnerabilities. Proactively suggest enhancements or updates to their systems before they even realize the need.

Create a customer-centric culture — Foster a culture within your company where every employee, not just the customer service team, is committed to customer satisfaction. Training all staff in basic customer service principles can ensure that every interaction a customer has with your company is a positive one.

Offer personalized experiences — Use customer data wisely to tailor your communications and recommendations. Personalization can range from addressing customers by name in communications to remembering their preferences and past concerns, making them feel seen and valued.

Provide exceptional follow-up — After resolving a customer’s issue or installing a system, follow up to ensure they’re satisfied and understand how to use the system effectively. This shows you care about their long-term satisfaction, not just making a sale.

Implement a loyalty program — Create a loyalty program that rewards customers for their continued business. This could include discounts on future purchases, free security check-ups, or exclusive access to new products and services.

Empower your employees — Give your customer service team the authority to make decisions that can immediately impact customer satisfaction. Empowered employees can resolve issues faster and often in ways that are more satisfying to the customer.

Over-deliver on promises — If you promise a service within a certain timeframe, aim to complete it sooner. Over-delivering on your promises can pleasantly surprise customers and build strong loyalty.

Build a community — Engage with your customers beyond the transactional relationship. This can include creating online forums, hosting webinars on safety tips, or organizing community safety events. Building a community around your brand can increase customer engagement and loyalty.

Offer surprises — Small gestures can make a big impact. This could be as simple as sending a thank you note after a service call, a small gift on the anniversary of their system installation, or a discount for a referral. These surprises can turn ordinary interactions into memorable experiences.

Ask for and act on feedback — Regularly solicit feedback from your customers on how you can improve. Show that you take their input seriously by implementing changes based on their suggestions. Customers will appreciate seeing their feedback lead to real improvements.

Provide continuous education — Keep customers informed about the latest security risks and technologies through newsletters, blogs, or social media. Educating your customers can help them feel more secure and demonstrates your expertise and commitment to their safety.

Remember, every touch-point is an opportunity to create an outstanding customer experience that ultimately boosts your security industry business.