If you plan to invest in attracting new customers, you must meet these three prerequisites

Fecha: 23 de October de 2026 Noelia Leiro

Do you want to attract new customers?

These days, in the midst of the digital age, it sometimes seems that companies forget that their customers are people. That behind the computers, tablets, and cell phones… there are people. These people are, quite simply, your customers—or “potential customers.” Yes, the ones who want their purchases to be worth it, because they know how to shop, because we all like to feel that “I’m not stupid” vibe from Mediamarkt every time we decide to spend our money on something specific.

“We all need to reinforce the feeling that we’ve made a good purchase.”

There’s no point in building a fantastic app or website with a great user experience if, when customers encounter even the slightest problem, there’s no one there on behalf of the company to listen to them. That’s why the number one rule you should keep in mind before investing in customer acquisition is to improve your service as much as possible.

1#. How Providing Excellent Service Will Help You Attract New Customers

Given the importance of customer service and its impact on the user experience, it could even be considered part of it. We’re human—we like to be heard, and if we have a problem, we want it solved; that’s what we pay for, isn’t it? Absolutely! Who hasn’t bought a service and been left feeling like a complete fool, thinking, “And on top of that, I paid to be treated like this?” Let’s take an example that’s very close to home: low-cost airlines. These companies are working hard To strengthen their marketing platforms in order to boost sales and enhance the shopping experience, they create promotions, special offers, etc. All to attract customers. Buyers which they often lose later on because of poor service. Do you see the inconsistency? If you’re investing in attracting new customers but aren’t taking care of your service, you’re literally “wasting your investment.”. All it takes is for you, as a customer, to buy a flight for €300 (even on a low-cost carrier) for it to be delayed or canceled—and on top of that, they don’t even compensate you or speak to you politely when you ask for information. That makes you feel ripped off and determined never to fly with that airline again. Raise your hand if you’ve never been through that experience. Unfortunately, I have—way too many times 🙁 That’s why, as a business decision-maker at a company, You should analyze your current service and optimize all processes as much as possible to prevent losing the customers you’ve worked so hard to acquire. On the other hand, if you’re thinking about attracting new customers, it’s even more crucial to keep this in mind in order to retain them after you’ve attracted them.

2#. Before you focus on attracting new customers, you should come up with a plan to compensate your current customers for your mistakes

We all know that no matter how hard a company tries to provide top-notch service, something unexpected can always happen that leaves customers dissatisfied. That’s when the company needs to take action. If you believe a customer is dissatisfied with your service for any reason, you must take steps to make it up to them. You need to turn their mood around and earn a second chance. There are many ways to do this, but of course , the bigger the mistake, the greater the reward should be.

Photo: Freepik

Come up with a plan to reward your users in case of unforeseen circumstances, and make sure you stick to it no matter what happens. Be smart and always have a Plan B ready! Let’s continue with the example of low-cost airlines. Has the flight been delayed by several hours due to an unforeseen event? If the company had already devised a Plan B in advance, it could decide, for example, to cheer up its customers by giving them the snacks available on board. This gesture requires minimal investment (the snacks are already on hand, so they don’t require any extra planning or add any extra weight), and customers who are frustrated by the wait would surely appreciate it with a big smile as soon as they board the plane. It’s simple: having a Plan B to make up for your mistakes sets you apart from your competition and wins over your customers’ hearts.

3#. Before attracting new customers, make sure you’re taking care of your “emotional bank account” with your current ones, just as you do with your personal relationships

I really like the term “emotional bank account,” which I discovered years ago while reading Stephen Covey’s book *The 7 Habits of Highly Effective People*. The term“emotional bank account”refers to how, through our actions toward a person, we add and subtract points from our shared emotional bank account. So, if we do something nice for that person, are there when they need us, spend time with them, etc., we add points to our account; whereas if we disappoint them at any point, we lose points. This account works both ways—both adding and subtracting points.

“When a customer buys from you, they’re adding points to your emotional bank account, and you need to rise to the occasion and add points too.”

For relationships to be satisfying, you have to try to keep the balance in the black, with as many points as possible. And if at any point you make a mistake and the balance slips into the red, you must make an effort to take actions that will help you get back into the black.

Photo:Freepik

What does this have to do with marketing and sales? A lot. Because the exact same thing happens between companies and their customers. If you treat your customers well, they’ll be happy and buy from you, and your bank account will stay in the black. But if you ever make a mistake—like canceling their flight, as we mentioned—your account will go into the red, and you’ll have to do something to make it up to them so they’ll continue to do business with you. Otherwise, you can say goodbye to their trust! Be careful, because accounts that stay in the red for too long end up getting closed. Imagine what that means for your business. Your customer shouldn’t have to pay for your mistakes. Have a plan in place to prevent that from happening, even in the event of unforeseen circumstances. Since we’re looking at examples from airlines, let’s take a look at this case involving Vueling. This company invests in driving traffic and app downloads, and in ensuring good usability and an excellent user experience, but ultimately, due to poor service at the airport, customers end up giving the app a one-star rating in the app stores.

Your marketing strength and customer satisfaction are equal to your weakest link

Do you see the direct connection? Your marketing strength and customer satisfaction are equal to your weakest link , whether it’s airport service, telephone support, incident resolution, etc. Everything is related and ultimately affects your bottom line. Even though separate departments with different objectives handle these aspects within the company, to the customer, they represent the same brand, and it’s a single decision: to buy again or not . Hence the title of this post, “Are you going to invest in acquiring new customers? These are the 3 requirements you must meet,” because if you allow your service and customer support to be the weak link in the chain, and you don’t strengthen it, it’s better not to invest in acquisition at all, since the ROI will never materialize. You should focus first on:

1. Maximize Your Customer Service
2. Compensate the customer for your mistakes and
3. Take care of your “emotional bank account”

And from there , attract new customers with the certainty that a very high percentage of them will stay with you and won’t slip out the back door. If you need advice on how to meet these three requirements in your business, don’t hesitate—contact us, and we’ll be happy to help! And if you want to learn everything about Mobile & App Marketing, don’t miss our online program, where we’ll train you to become an App Expert so you can be the one to improve your app’s results. Contact Us