{"id":18718,"date":"2017-11-03T18:50:39","date_gmt":"2017-11-03T17:50:39","guid":{"rendered":"https:\/\/actualizatec.com\/blog\/if-you-plan-to-invest-in-attracting-new-customers-you-must-meet-these-three-prerequisites\/"},"modified":"2026-10-23T18:28:36","modified_gmt":"2026-10-23T16:28:36","slug":"if-you-plan-to-invest-in-attracting-new-customers-you-must-meet-these-three-prerequisites","status":"publish","type":"post","link":"https:\/\/actualizatec.com\/en\/blog\/if-you-plan-to-invest-in-attracting-new-customers-you-must-meet-these-three-prerequisites\/","title":{"rendered":"If you plan to invest in attracting new customers, you must meet these three prerequisites"},"content":{"rendered":"

\"\"<\/p>\n

Do you want to attract new customers?<\/h2>\n

These days, in the midst of the digital age, it sometimes seems that companies forget that their customers are people<\/b>. That behind the computers, tablets, and cell phones\u2026 there are people. These people are, quite simply, your customers\u2014or \u201cpotential customers.\u201d Yes, the ones who want their purchases to be worth it, because they know how to shop, because we all like to feel that \u201cI\u2019m not stupid\u201d vibe from Mediamarkt every time we decide to spend our money on something specific.<\/p>\n

“We all need to reinforce the feeling that we’ve made a good purchase.”<\/i><\/b><\/p><\/blockquote>\n

There\u2019s no point in building a fantastic app or website<\/b> with a great user experience if, when customers encounter even the slightest problem, there\u2019s no one there on behalf of the company to listen to them<\/b>. That\u2019s why the number one rule you should keep in mind before investing in customer acquisition is to improve your service as much as possible<\/b>.<\/p>\n

1#. How Providing Excellent Service Will Help You Attract New Customers<\/b><\/h2>\n

\"Actualizatec_Good Given the importance of customer service and its impact on the user experience, it could even be considered part of it. We\u2019re human\u2014we like to be heard, and if we have a problem, we want it solved; that\u2019s what we pay for, isn\u2019t it? Absolutely! Who hasn\u2019t bought a service and been left feeling like a complete fool, thinking, \u201cAnd on top of that, I paid to be treated like this?\u201d \"Angry Let’s take an example that’s very close to home: low-cost airlines. These companies are working hard<\/b> 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<\/b>. Buyers which they often lose later on because of poor service<\/b>. 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.”<\/b>. All it takes is for you, as a customer, to buy a flight for \u20ac300 (even on a low-cost carrier) for it to be delayed or canceled\u2014and on top of that, they don\u2019t 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\u2019ve never been through that experience. Unfortunately, I have\u2014way too many times \ud83d\ude41 That\u2019s 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. <\/b> 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.<\/p>\n

2#. Before you focus on attracting new customers, you should come up with a plan to compensate your current customers for your mistakes<\/b><\/h2>\n

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<\/b>. That\u2019s when the company needs to take action<\/b>. If you believe a customer is dissatisfied with your service for any reason, you must take steps to make it up to them<\/b>. You need to turn their mood around and earn a second chance<\/b>. There are many ways to do this, but of course , the bigger the mistake, the greater the reward should be.<\/b> \"Frustrated<\/p>\n

Photo: Freepik<\/span><\/a><\/p>\n

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!<\/b> Let\u2019s 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\u2019t 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\u2019s simple: having a Plan B to make up for your mistakes sets you apart from your competition and wins over your customers\u2019 hearts<\/strong>.<\/p>\n

3#. Before attracting new customers, make sure you\u2019re taking care of your \u201cemotional bank account\u201d with your current ones, just as you do with your personal relationships <\/b><\/h2>\n

I really like the term \u201cemotional bank account,\u201d which I discovered years ago while reading Stephen Covey\u2019s book *The 7 Habits of Highly Effective People*.<\/a> The term\u201cemotional bank account\u201d<\/a>refers to how, through our actions toward a person, we add and subtract points from our shared emotional bank account<\/b>. 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\u2014both adding and subtracting points.<\/p>\n

\u201cWhen a customer buys from you, they\u2019re adding points to your emotional bank account, and you need to rise to the occasion and add points too.\u201d<\/b><\/p><\/blockquote>\n

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 <\/b>the balance slips into the red, you must make an effort to take actions that will help you get back into the black<\/b>. \"Actualizatec<\/p>\n

Photo:Freepik<\/a><\/p>\n

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\u2019ll be happy and buy from you, and your bank account will stay in the black<\/b>. But if you ever make a mistake<\/b>\u2014like canceling their flight, as we mentioned\u2014your account will go into the red, and you\u2019ll have to do something to make it up to them so they\u2019ll continue to do business with you<\/b>. 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\u2019t have to pay for your mistakes. Have a plan in place to prevent that from happening, even in the event of unforeseen circumstances.<\/b> \"Good Since we\u2019re looking at examples from airlines, let\u2019s 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<\/a>.<\/p>\n

Your marketing strength and customer satisfaction are equal to your weakest link<\/h2>\n

Do you see the direct connection? Your marketing strength and customer satisfaction are equal to your weakest link<\/b> , whether it’s airport service, telephone support, incident resolution, etc. Everything is related and ultimately affects your bottom line. Even though<\/b> separate departments with different objectives handle these aspects<\/b> within the company, to the customer, they represent the same brand, and it’s a single decision: to buy again or not<\/b> . 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.<\/b> You should focus first on:<\/p>\n

    \n
  1. Maximize Your Customer Service<\/li>\n
  2. Compensate the customer for your mistakes and<\/li>\n
  3. Take care of your \u201cemotional bank account\u201d<\/li>\n<\/ol>\n

    And from there , attract new customers with the certainty that a very high percentage of them will stay with you and won\u2019t slip out the back door<\/b>. \"New If you need advice on how to meet these three requirements in your business, don\u2019t hesitate\u2014contact us<\/a>, and we\u2019ll be happy to help! And if you want to learn everything about Mobile & App Marketing, don\u2019t miss our online program<\/a>, where we\u2019ll train you to become an App Expert so you can be the one to improve your app\u2019s results. Contact Us<\/p>\n","protected":false},"excerpt":{"rendered":"

    If you want to create an incredible user experience for your app or mobile website, you need to build it on four fundamental pillars.<\/p>\n","protected":false},"author":4,"featured_media":18719,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","_lmt_disableupdate":"","_lmt_disable":"","footnotes":""},"categories":[241],"tags":[],"class_list":["post-18718","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"acf":[],"modified_by":null,"_links":{"self":[{"href":"https:\/\/actualizatec.com\/en\/wp-json\/wp\/v2\/posts\/18718","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/actualizatec.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/actualizatec.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/actualizatec.com\/en\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/actualizatec.com\/en\/wp-json\/wp\/v2\/comments?post=18718"}],"version-history":[{"count":0,"href":"https:\/\/actualizatec.com\/en\/wp-json\/wp\/v2\/posts\/18718\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/actualizatec.com\/en\/wp-json\/wp\/v2\/media\/18719"}],"wp:attachment":[{"href":"https:\/\/actualizatec.com\/en\/wp-json\/wp\/v2\/media?parent=18718"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/actualizatec.com\/en\/wp-json\/wp\/v2\/categories?post=18718"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/actualizatec.com\/en\/wp-json\/wp\/v2\/tags?post=18718"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}