ForumsAdvertising, Sales and Marketing

That's a great question as most businesses focus their efforts on getting new customers. Some establishments that I frequent offer rewards cards (e.g. order 10 sandwiches, get one free). Or if there is a mailing list that they sign up for you may want to include coupons, etc.

In answer to the question, "How to RETAIN customers . . ." (not necessarily "reward" them as indicated in the subject line), NEVER get complacent. Never let any part of your operation go on "autopilot" just because it has a history of success.

I conduct a management development seminar for my clients and my own firms where the participants (usually 6 - 8 at a table with 10 - 12 tables) must decide as a group on "The Best Restaurant in Town." The purpose is to teach group facilitation and consensus-building techniques, and the process involves each table generating a "short list" and a set of criteria for determining their final choice (they can't merely "vote" -- they must discuss and agree).

I've done this program a couple of times a year in eight different cities for nine years, and I've seen a consistent trend -- restaurants climb their way to the short list, stay there for a couple of years, and then quickly drop off altogether. When they drop off, there is always one key criterium to blame (service, cleanliness, quality of food, etc.). They are suddenly receiving low scores from every table in an aspect of the business where they were once superior. And the low rating is always accompanied by participant comments like, "They used to be really good, but . . ."

Know what you're good at, and keep trying to get better. Check with customers frequently to ensure that you ARE getting better -- that nothing is slipping. On that subject, don't ask the customer a general question like, "How is everything?" or "Is everything all right?" General questions get general (and generally useless) replies. Be specific: "It's our goal to have the cleanest dining room in town. How did we do today?" or "I'm trying to make sure each one of our steaks is cooked to perfection. How was yours tonight?"

Finally, from my perspective as a customer, if you stay consistently good -- if I know I can bring a client or date there and have a great meal with great service every time -- that's "reward" enough for me!

I hope this was helpful.

Good question. We issue Member Rebates based on their spending amount with us EVERY MONTH. We send out a gift vouchers to them every month in the amount of their rebates for in store or online purchases. Maybe you can develop a mailing list and email them a gift voucher as well?