Episode 139

10 Customers You’re Probably Ignoring: Simple Customer Retention Strategies

Are you so focused on finding your next new customer that you are overlooking the people who have already purchased from you, engaged with your business, or recommended you to someone else?

Finding new customers matters, but your existing customer base may hold more opportunities than you realize. The person who ordered once, the former regular who suddenly disappeared, and the customer who only buys one favourite product all have different needs. Treating them all the same, or forgetting about them entirely, can cost you repeat purchases and valuable relationships.

In Episode 139 of The Other 99%, Lisa and Susan share 10 types of customers you may already have but could be ignoring. More importantly, they explain how to reconnect without becoming pushy, spammy, or making every conversation about a sale.

What is customer retention?

Customer retention is the ability of a business to keep customers engaged and encourage them to purchase again over time. Strong customer retention comes from helpful follow-up, personalized communication, reliable service, and making customers feel valued after the original sale.

It does not mean messaging everyone every time you have a promotion. It means understanding what each customer needs and creating a reason for them to continue their relationship with your business.

Why is customer retention important for a small business?

Customer retention is important because the people who already know and trust you are often more likely to purchase again, recommend you, and respond to relevant offers. Staying connected can also show you why someone stopped buying and what kind of support would make their experience better.

This does not mean you should stop attracting new people. A healthy business needs both customer acquisition and customer retention.

The problem begins when all your attention goes toward the next customer while the people who already purchased receive little more than an order confirmation.

Here are 10 customers worth looking for in your business.

1. The one-time customer

A one-time customer may have purchased at an event, through a friend’s recommendation, or simply to support someone they know. They may not have started with a strong interest in your business, but their first order gives you an opportunity to create a useful experience.

The most common reason this person remains a one-time customer is a lack of follow-up.

Imagine someone purchases a skincare serum but does not know when or how often to use it. The unopened product may sit in a box for months. Instead of seeing results, they feel as though they wasted their money.

How to follow up with a first-time customer

• Thank them promptly for their purchase.
• Confirm that their order arrived.
• Ask whether they have questions.
• Explain how to use the product.
• Share one helpful tip instead of another sales pitch.
• Check in after they have had enough time to try it.

The sale is not the end of the customer experience. For a first-time buyer, it is the beginning.

2. The former regular customer

This is the customer who used to order frequently and then seemed to disappear.

Do not immediately assume that something went wrong. They may have more product than they can use, a different budget, changing needs, or simply a busy life.

Reconnect as a person first. A birthday message or genuine “How have you been?” can reopen the relationship without making them feel like you only noticed because their orders stopped.

If they have a large stash, help them buy differently. They may only need one favourite item instead of another large order. A smaller, less frequent purchase is still a valuable customer relationship.

3. The customer who bought a consumable product

Food, skincare, body care, supplements, candles, cleaning products, and many other products eventually run out.

If you understand approximately how long a product lasts, you can follow up when the customer may genuinely need a replacement. This is helpful service, especially when it saves them from unexpectedly running out of something they use every day.

Subscriptions and automatic replenishment programs can make reordering easier. If your business offers one, explain how it works and what the customer receives. If it does not, use a simple customer relationship management system to record the purchase and schedule an appropriate follow-up.

Remember that convenience alone is not the entire customer experience. Continue providing helpful ideas, usage tips, or personalized support after someone joins a replenishment program.

4. The customer whose purchase you can build on

Sometimes a customer begins with the simplest version of a solution. After they become comfortable with it, another product or service could help them get a better result.

For example, someone who is new to skincare may begin with a cleanser, moisturizer, and sunscreen. Once that routine becomes a habit, they may be ready to add an eye cream or serum.

This is not about adding random products to increase the order total. A good recommendation should make the original purchase easier, more useful, or more effective.

Ask yourself:

• What result is the customer trying to achieve?
• What would naturally complement their purchase?
• Is now the right time, or do they need to use what they already have first?
• Can I clearly explain why this addition would help them?

Relevant recommendations feel like customer care. Unrelated upsells feel like pressure.

5. The customer who engages but rarely buys

Some people regularly like, comment on, and share your content but rarely make a purchase.

Do not dismiss them. Their engagement helps more people see your content, and they may genuinely love what you offer. The product may simply not fit their budget right now.

Depending on the person and your business, they may be interested in earning products through a hosting opportunity, using a referral program, or learning about a flexible way to earn additional income. Do not make assumptions in either direction. Ask permission, explain the option clearly, and allow them to decline without changing the relationship.

Someone who cannot buy today may still become a future customer, referral partner, host, collaborator, or team member.

6. The seasonal customer

Some customers only purchase at specific times of the year. They may love holiday gifts, fall products, limited-edition boxes, or an annual sale.

A customer who places one significant holiday order can be just as valuable as someone who makes smaller purchases throughout the year.

Keep seasonal customers connected to your regular communication, but note what they care about. When their preferred season or event approaches, send a helpful reminder early enough for them to plan.

Do not contact them only when it is time to collect the order. Continue building the relationship during the rest of the year so they feel remembered, not targeted.

7. The customer who loves one specific product

Some customers are not interested in your entire catalogue. They love one serum, seasoning, body wash, candle scent, service, or workshop.

That is enough.

Record their favourite product so you can let them know when it is:

• Back in stock
• Available in a larger size
• Part of a relevant promotion
• Being discontinued
• Available in a seasonal variation

This is where a customer relationship management tool, often called a CRM, becomes incredibly useful. Even a small business with 10 or 20 customers benefits from recording preferences and purchase history.

With the right email system, you can also use tags and conditional content. Most subscribers receive the general email, while customers tagged with a specific interest see an extra section relevant to them. That creates a more personal experience without requiring you to write several separate emails.

8. The customer who referred someone

A referral is one of the strongest compliments a customer can give your business. They trusted you enough to recommend you to someone they care about.

Always find out who made the referral and thank them.

Your thank-you could include:

• A personal message
• A handwritten card
• A small product sample
• A referral reward
• A gift certificate
• A future-purchase credit

The reward does not need to be elaborate. Recognition matters. Show the customer that you noticed and appreciated what they did.

If you want referrals to become a regular part of your business, create a simple, clearly explained referral process rather than handling each one differently.

9. The customer who experienced a problem

When an order leaks, arrives late, goes to the wrong address, or contains the wrong item, it may feel easier to avoid the unhappy customer. That is exactly when they need you most.

You may not have caused the problem, but you can help guide the solution.

A useful response sounds like this:

“I can understand how frustrating that would be. Let’s see what we can do to make this right.”

Avoid becoming defensive or immediately blaming the company, warehouse, delivery service, or customer. Explain what you can do next, provide updates, and stay involved until the issue is resolved.

A customer who sees you handle a problem calmly and responsibly may feel more confident ordering again because they know they will not be left alone if something goes wrong.

10. The customer you have not spoken to in a while

Some customers disappear simply because there was no system reminding you to stay in touch.

A basic customer care sequence could include:

• An immediate thank-you
• An order-arrival check-in
• A product-use follow-up
• A replenishment reminder when appropriate
• A longer-term relationship check-in

Automation can help you remember, but the messages should still sound human. Not every check-in needs a product link, sale graphic, or monthly-specials flyer.

Try this instead:

“Hey, I realized we haven’t chatted in a while. How has life been treating you?”

Then have a real conversation. Do not turn their first reply into a sales pitch. If they bring up your business or ask a question, help them. If they do not, enjoy the conversation anyway.

How can a small business improve customer retention?

A small business can improve customer retention by creating a consistent follow-up process, recording customer preferences, personalizing communication, resolving problems quickly, and staying connected between purchases.

Start with these five actions:

1. Create a basic follow-up timeline. Decide when you will thank customers, confirm delivery, provide support, and check on replenishment.
2. Use a CRM or organized tracking system. Record purchase history, favourite products, important dates, referrals, and follow-up notes.
3. Segment your email list. Use tags or groups so customers receive information that matches their interests.
4. Make customer service personal. Use the customer’s name and refer to what they actually purchased or asked about.
5. Measure relationships, not only orders. A customer may engage, refer others, purchase seasonally, or return after a long break.

Customer care or customer transaction?

There is an important difference between making a customer feel valued and making them feel monitored for their next purchase.

Before contacting someone, ask:

• Am I reaching out because I can help them?
• Is this message relevant to their needs?
• Do I know anything about this customer beyond their last order?
• Am I prepared to have a conversation that does not lead to a sale?
• Would this message make them feel remembered or marketed to?

People should not feel the need to avoid you because every interaction becomes a business conversation. Be a person first and a business owner second.

Try the 10-customer challenge

Choose one person from each of the 10 customer groups and reconnect with them this week:

1. A one-time customer
2. A former regular
3. Someone who purchased a consumable product
4. Someone whose purchase you can build on
5. Someone who engages but rarely buys
6. A seasonal customer
7. Someone who loves one specific product
8. Someone who referred a new customer
9. Someone who experienced a problem
10. Someone you have not spoken to recently

Keep each message personal and relationship-focused. Look at what is happening in their life, ask a genuine question, and do not mention your business unless it is directly relevant or they bring it up.

You may receive an order, but that is not the only measure of success. Rebuilding a connection, learning what a customer needs, or simply showing that you care can be just as valuable.

The bottom line

You do not always need another new customer. You may need a better system for caring for the customers you already have.

The person who purchased once may need help using the product. The former regular may still be working through a stockpile. The person who always engages may be supporting you in the only way their budget currently allows. The customer who had a problem may be waiting to see whether you care enough to help fix it.

When you understand the person behind the purchase, follow-up becomes more helpful and less salesy.

Treat your customers like valued relationships, not transactions. That is what keeps your business connected, memorable, and worthy of another purchase or referral.

Listen to Episode 139 of The Other 99%

In this episode, Lisa and Susan share the 10 groups of customers many business owners overlook, along with practical ways to reconnect, personalize follow-up, improve customer care, and build stronger long-term relationships.

Listen or watch the full episode, then take the 10-customer challenge and reconnect with one person from each group.

Connect with Lisa: https://lisaduck.com/its-me-lisa/

Connect with Susan: https://susanlarimer.com/its-me-susan/