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For the programming team of every radio station, it is a matter of course to regularly analyze key figures on regular and occasional listeners, largest audience or dwell time. Media analysis, in-house program market research or the evaluation of streams provide valuable insights into listener loyalty.
But what about the sales department? Are such key figures also used strategically there?
- Does every media consultant know their "personal" percentage of repeat bookers?
- How many customers are lost each year and have to be replaced by new customers?
- Are there patterns or regularities from which valuable lessons can be learned?
Modern sales departments should ask themselves these questions regularly. Why? Because existing customers are the most important capital for tomorrow's turnover!
New customers vs. existing customers - where is the focus?
like a great success. But in highly competitive markets, acquisition is expensive and time-consuming.
The cost of acquiring a new customer is often five to seven times higher than the cost of "nurturing" an existing customer. This is due to the high investments in marketing, advertising and adjustments to the product range.
However, maintaining existing customers does not only offer cost benefits. It also has many other advantages:
✅ Trust is already there. Existing customers know your product and appreciate it. This reduces acquisition costs.
✅ Fewer price negotiations. Those who are already convinced discuss the price less.
✅ Higher closing rates. Up- and cross-selling are easier to implement.
✅ Free advertising. Satisfied customers are the best ambassadors.
Another advantage: existing customers are more forgiving of small mistakes or communication problems. Misunderstandings can be cleared up more quickly than with new customers.
What does good customer care look like?
Many sales teams are convinced: "We look after our customers well!" But when was the last time this was checked?
The following questions help to reflect on the status quo with the team:
- Are the above KPIs known and are they monitored regularly?
- Is there a defined procedure for complaints?
- What points of contact does a customer have with our company?
- What do our competitors do better - and how can we outperform them?
- Are there best practice examples from other industries that could inspire us?
- How do we measure the satisfaction of our regular customers?
- What specifically do we do for our long-standing customers? Are they taken for granted?
With these answers, the team can develop a clear strategy.
Effective measures to retain regular customers
👉 1. Personalization and appreciation
- Provide an excellent, personalized customer experience.
- Communicate regularly and individually with regular customers.
- Use special occasions such as birthdays for personal contact
👉 2. Reward systems
- Introduce loyalty programs with rewards or benefits.
- Offer exclusive access to new products or special promotions.
- Introduce loyalty discounts for long-standing customers.
👉 Create added value
- Actively use customer feedback to improve offers.
- Develop products and services with real added value.
- Build a community in which customers can exchange ideas.
👉 Reliability as the basis
- Keeping promises and delivering reliably.
- Solve problems quickly and professionally.
- Ensure transparent communication.
This is not about expensive or extraordinary measures. Rather, what counts is a consistently human and sometimes surprising service.
A small thank you, a handwritten letter or an unexpected service - all of these things will be remembered. Your team is sure to have creative ideas that are just right for your station or group of companies!
Challenges and solutions in customer retention
Although a targeted customer retention strategy has many advantages, there are typical challenges. Here are the most common stumbling blocks - and how they can be solved.
- High turnover in sales - knowledge is lost
Problem:
When experienced media consultants leave the team, valuable information about existing customers is often lost. New employees then start with little background knowledge - and this can jeopardize customer relationships.
Solution:
✔ Use a central CRM system in which all customer contacts, campaigns and preferences are documented.
✔ Optimize onboarding processes for new employees. A structured handover of the most important customers should be standard.
✔ Establish mentoring programs in which experienced colleagues pass on their knowledge.
- Customer care is neglected due to day-to-day business
Problem:
Many sales teams focus heavily on new customers. As a result, existing customer care often takes a back seat. Customers feel neglected and switch to the competition.
Solution:
✔ Schedule fixed times for regular customer care, e.g. an "existing customer Friday".
✔ Set automated reminders in the CRM to ensure regular check-ins.
✔ Define a KPI for customer care - such as the number of personal touchpoints per month.
Outlook for the future: The evolution of regular customer care in the radio market
The media landscape is changing - and so is customer loyalty. Which trends will be decisive in the future?
🚀 1.Artificial intelligence (AI) in customer care
AI can analyze customer data and identify customers at risk of churning at an early stage. CRM systems with AI support suggest personalized campaigns and automate follow-ups.
🌐 Omnichannel customer communication
Customers expect seamless support across different channels. The future lies in a combination of personal consultations, digital dashboards and live chats.
📊 3. Personalized offers through data analysis
Tailoring your offer to the needs of individual customers sets you apart from the competition. CRM-supported analyses help to identify recurring booking patterns and respond accordingly.
💡 4. Emotional marketing and community building
Customers don't just want to feel like buyers, they want to feel part of a community. Exclusive events or networking rounds with advertising customers can create a stronger bond.
Conclusion: The future belongs to companies with strategic customer loyalty
The importance of regular customers will continue to grow, but under new conditions. Those who invest in data-driven, personalized and emotionally appealing customer loyalty today will secure long-term advantages.
In future, successful sales departments will not only sell, but also build genuine relationships. Digitally and personally.
Of course, acquiring new customers remains an important part of any sales strategy. But the perfect balance between acquisition and customer retention is the key to long-term success.
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