How to keep customers happy is a hard lesson to learn. At least it was for me. When was the last time a customer fired you? Have you ever been surprised by a customer leaving you? It’s never a good situation, but it’s worse when you realize there was something you could have done. And if a customer left you for a competitor, there most likely was something you could’ve and should’ve done. If the relationship with the lost client cannot be salvaged, at least you can take a hard look at why you lost your customer and work towards avoiding the same with other customers.

How to Keep Customers Happy

Timely Communication

Customers want updates, and most don’t want to have to initiate the contact. Customers have communication preferences, and it’s up to you, the provider, to determine if they prefer an email, call, or visit. They don’t want to be put off or ignored; when a client asks for information—they wanted it an hour ago.

Tell the Truth

The surest way to begin down the path to losing a customer is to over-promise; when a company under-delivers, the customer starts to doubt and suspect every action and correspondence. It’s not a fun path to be on. Don’t surprise customers with invoice add-ons or undisclosed exceptions. Be upfront.

Make it Personal

Treating your customers like friends makes it difficult for them to leave you. Of course, you must deliver a good product at a fair price, but knowing your customers’ preferences goes a long way. How would you treat a friend who bought your product?

Be on Time

No, be early to the meeting for a conference call and deliver the product. None of us have enough hours in the day in this hustle-bustle world we live in, and if you make your customers wait—you may be waiting a long time.

Show Your Professionalism

Be professional in appearance, demeanor, and presentation. Don’t present an idea to a customer on a napkin. Create outstanding collateral material; use PowerPoint presentations, and product mock-ups. If not, someone who is more professional will steal your customer away. Take the time to research their industry and get to know your customer’s niche. Send a thank you card through the mail, and occasionally send a promotional gift.

Solve Problems

Listen to your customer. Ask questions. Learn what their needs are and find solutions.


Send a customer satisfaction survey, call or visit, and ask for criticism. Learn what you and your company could do better, what else you should offer, and where you fail to meet your client’s expectations.

What Makes Customers Unhappy

Over-promising and Under-delivering 

Overselling delivery time, quality, or function is the fastest way to lose a customer.

Lack of Timely Information and Follow-up

When a customer calls—answer your phone. When they email, respond when you open the email; if you have time to open it, you have time to reply.

Not Listening 

If you spend your client time pitching your customers rather than determining and fulfilling their needs, they’ll pitch you out the door.

Forgetting Their name 

People don’t want to be a number. They want to matter. They want you to make them feel important, and aren’t they?


Not only out-and-out lies but lies by omission. Is it a lie to omit important product information because it may not be favorable to your customer’s needs? So, is it a lie to not thoroughly explain pricing, invoicing, and payment? Is it a lie to sell an inferior product to hold the price down when a superior product is better suited to the customer’s needs? Would your customer consider these lies? Would you if you were in their shoes?

Unprofessional Behavior

If you’re unorganized and unprepared, you’ll be un-customer-erd. 

If You Don’t Make Them Happy, Someone Will 

Knowing how to keep customers happy takes a commitment to professionalism, your customers, and your organization to do what is needed to retain customers. However, committing the time and energy required to keep your customers happy is still less expensive and less time-consuming than trying to replace them.

How Can I Help You?

I like to help people and organizations, but I have three criteria I consider before taking an assignment – I believe in what the organization stands for, I know I can help, and it looks like fun. If you have any questions, Contact Me. 

New Age Consulting

When I was younger, I used every sales trick in the book and even invented a few. I used these tactics to sell and taught others how to dupe a customer into buying the product I wanted to sell, which was only sometimes what the consumer needed. I’m not proud of my early years in sales. I was “that” Salesperson.

Eventually, I learned that helping customers rather than “selling” them built lasting relationships. It not only made good business sense, but it also felt good. It was the right thing to do. Are you ready to do the right thing? Do you want to learn how not to be a compassionate sales consultant and increase sales while building your customer base? If so, read this book. How to Sell Without Becoming “that” Salesperson

If you like this post you might also appreciate, 5 Things Top Consultants Do. 

Photo by Blake Wisz on Unsplash