AVN reaches out to the adult online community and poses an incendiary query to get their thoughts, opinions and beliefs. This month’s question:“What tactics and strategies do you use to retain customers?”
Alex Chechs, viceroy of creative and affiliates, Burning Angel:
Our approach to adult content is very unique in that we present it in a more community/social networking manner. By giving members and models tools to interact with each other, we are breaking the “glass wall” of traditional adult media and creating a place where members and models can interact, thus keeping users at our sites for longer periods of time. Lastly, we treat our niche as the lifestyle it is and not some sort of novelty content. This builds trust, customer loyalty and retention.
Bjorn Skarlen, CEO, CommerceGate:
Our customers are always looking to gain a competitive edge. CommerceGate has always made it our mission to help our clients succeed. Often, the unofficial advice we are able to offer is as valuable as any product or service we officially provide. Listening to our clients, understanding their goals and helping them to generate maximum momentum in the marketplace really is the core of the CommerceGate retention philosophy.
Dave Levine, owner, SexToy.com:
Once a customer places an order, customer service is key. We ship within one business day 90 percent of the time and are moving to same-day shipping. And we have 24/7 phone and email support. We have also found that taking care of a customer problem quickly and effectively sometimes instills more trust in the customer than doing it correctly the first time.
This article originally appeared in the September 2009 issue of AVN.
