Chip Royce, Flywheel Advisors
Time to read: 6 minutes
In today’s business world, with so many choices and information, Covert Customers are a unique challenge.
These people, often from the Gen Z or Millennial generation, are known for being careful and doing thorough research when they shop.
Attracting the Covert Customer is difficult. Keeping them is even harder for businesses.
The Covert Customer Post-Sale
Once a Covert Customer makes a purchase, they often retreat into the shadows.
They don’t shout from the rooftops about their purchases or plaster reviews online. Instead, they quietly decide if the purchase is worth it and meets their expectations.
They’re observant, and their loyalty remains covert.
This post-sale behavior might seem puzzling, but it’s a hallmark of Covert Customers.
The Art of Customer Retention
You must nurture the delicate relationship to retain the Covert Customer.
These customers thrive on personalized interactions and a sense of exclusivity.
Businesses can use loyalty programs or offer personalized experiences to keep customers engaged. Remember, consistency in delivering value is paramount to retaining Covert Customers.
Three Keys to Retaining The Covert Customer
1) Build Trust
Trust is the key to unlocking honest feedback from Covert Customers.
Businesses must create an environment where these customers feel comfortable expressing their thoughts.
Let them know their feedback is important and won’t lead to pushy sales tactics.
If you gain trust, the Covert Customer will give honest feedback more often.
2) Gather Feedback
Obtaining feedback from Covert Customers can be challenging due to their discreet nature.
They won’t necessarily volunteer their thoughts, but their insights are invaluable.
Companies need to offer ways for people to give feedback anonymously, like surveys or chatbots.
The goal is to make them feel safe sharing their opinions.
3) Make Use of the Customer’s Feedback
Feedback from Covert Customers is a goldmine for enhancing products and services.
Companies can find ways to improve, adjust, and even create products tailored to specific preferences.
In conclusion…
In a world full of options, getting feedback from Covert Customers can be challenging but also beneficial.
To nurture these relationships, it is important to understand how they behave after a sale, build trust, and offer private ways to give feedback.
The business landscape is changing, and engaging and learning from these mysterious customers is important.
Companies that master this art will find a loyal and valuable customer base, hidden in plain sight.
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