RETAINING CUSTOMERS IN 2025: LEARN FROM 7-ELEVEN, DON'T JUST SELL – CREATE A SERVICE ECOSYSTEM!

Today’s customers no longer just want to buy a product and leave – they want a complete, fast, convenient experience. If your business is focused solely on selling without considering their entire buying journey, it’s highly likely that they will turn away as soon as they find a more convenient option. To retain customers in 2025, you need to understand that it's not just about selling, but about creating a comprehensive service ecosystem.

Look at 7-Eleven in Taiwan – they are not just a convenience store; they have become an integral part of the customers' daily routine. From buying coffee, paying bills, receiving online orders, booking train tickets, to even reserving hotel rooms – all of these can be done at their stores. As a result, they hold over 60% of the convenience store market share, while their competitors are still struggling to compete with lower prices.

Integrated Services: The Key to Customer Retention

SERVICE ECOSYSTEM: THE KEY TO CUSTOMER RETENTION

Sales are just the first step; retaining customers is the real goal. Customers don’t just need a good product; they also want convenience throughout the entire buying process – from payment, delivery, returns, to post-purchase support. You need to understand that integrating additional services into the customer experience is a crucial factor in retaining customers for the long term.

Can a café add an online reservation service or a workspace? Can a fashion store offer on-site tailoring services? Don’t make customers go elsewhere for services – when you meet multiple customer needs, they have fewer reasons to leave.

HOW TO IMPLEMENT A SERVICE ECOSYSTEM FOR SMALL BUSINESSES

7-Eleven doesn’t just sell products; it has created a complete service ecosystem for its customers, becoming a "one-stop service hub." Small businesses can learn from and apply this model to enhance their customer experience.

Step 1: Identify Services That Fit Your Business Model

• Assess Customer Needs: Understand what services customers might need beyond the product. They might require added services such as repairs, consultations, fast delivery, or personalized experiences.

• Choose Complementary Services: Based on your product’s characteristics, choose services that complement them. For example, if you sell handmade goods, you can offer product personalization services at the store. If you sell cosmetics, partner with a spa to offer skincare treatments on-site.

  
  

Step 2: Build a Service Integration Process

• Plan the Service Process: Clearly define the service implementation process. Ensure that the services do not interrupt the customer’s shopping experience but rather help customers quickly and conveniently.

• Train Your Staff: Ensure your staff has the necessary skills to deliver the added services. Train them on customer interaction and how to handle service requests effectively.

  
  

Step 3: Create Connections Between Products and Services

• Combine Products with Services: For instance, if you sell fashion, in addition to offering products, you can provide tailoring or resizing services right at the store.

• Offer Service Packages with Products: Provide promotional service bundles when customers purchase products. This will make the offer more appealing and encourage repeat visits.

  
  

Step 4: Optimize Customer Experience

• Ensure Convenience and Speed: Your service ecosystem should be designed to save customers time. Create simple, easy-to-understand processes that make it easy for customers to access services.

• Improve After-Sales Service: Offer post-purchase support, such as easy returns, customer care after product purchase, or instructions on how to use the product/service.

  
  

Step 5: Promote New Services

• Notify Existing Customers: Let your current customers know about the new services through channels like email, social media, or in-store promotions.

• Advertise Services Online: Use online advertising tools to introduce your additional services. Platforms like Facebook Ads, Instagram, or Google Ads can help you reach new customers.

  
  

Step 6: Collect Feedback and Improve Services

• Listen to Customer Feedback: Gather customer opinions on the quality of the services you offer. You can use surveys or collect direct feedback from customers in-store.

• Enhance Services Based on Customer Requests: Continuously improve your services based on feedback to satisfy customers, thus fostering loyalty and increasing the likelihood of their return.

  
  

Step 7: Measure and Adjust Strategy

• Measure Service Effectiveness: Use analytics tools to track the effectiveness of your service integration. Monitor customer return rates, revenue from additional services, and customer satisfaction.

• Adjust Your Service Strategy: Based on the data collected, adjust your service strategy to enhance effectiveness and reach more customers.

In an increasingly competitive landscape, relying on pricing alone is not enough to retain customers long-term. Creating a service ecosystem will not only help you retain customers but also build sustainable, long-term relationships. Looking at 7-Eleven, you’ll see that it’s not just about the products – it’s the comprehensive services that are the key to success in maintaining customers.

Apply these steps to your business model, and you’ll notice the difference. Don’t just sell products – create a service ecosystem that brings customers back again and again.

Source: advertisingvietnam.com