As we approach our fifth birthday, move away from being a start-up and into an unknown phase, my attention has been turned to the notion of repeat customers.
In truth, from a public sector background, I find myself developing a lot of notions that I’ve never had to consider before. But that’s probably for another blog.
To what extent should be put our energy and limited budget into new customers? If we are to sustain and even grow (let along achieve our social mission) there’s no doubt we need more customers.
So in fact there are three options. Exactly the same customers again, new customers in the same sector and totally new customers in new sectors.
With over 90% of our customers buying again we’re doing something really right. It’s time not only to understand what that is, but to refine the messaging for new customers.
We’re not selling coffee after all. We’re selling a highly complex service that is utterly unique in its aims and delivery. The time this takes to communicate effectively is a threat to developing new customers.
Perhaps we should utilise the happy existing customers as leverage in reaching new customers and ensure the new customers become repeat customers too.
Happy birthday to us and all the new challenges our sixth birthday brings.