![]() ![]() Remember, the loyalty drivers enhance the experience and also help reduce customer defection and reduction of purchase. It wouldn’t make sense if BMW offered a $30 reward voucher off the next scheduled service because $30 means little to a customer that spent $200,000 to buy their car.Ī reward voucher that was $200 off would be enough incentive for the customer, if they were considering getting a service elsewhere that may be cheaper, to possibly think again and go back to the original dealer. Loyalty plans need to address the customer’s needs and perceived value. However, if one area of the business isn’t delivering the primary need the customer has, the loyalty program you're offering that’s sent them a gift voucher, a discount or an incentive, may be the strategy you need to have them come back for repeated business. Some customers won’t snap up loyalty program as it may not be important or add value to them. If you plan and expect your customers to leave, you can create customer loyalty strategies to keep them.Ĭustomer loyalty drivers help with customer ‘stickiness’. You want to grow with your customers as they buy more, recruit their friends for you, take less of your company’s time, aren’t as sensitive to price, and don’t cost as much to acquire.Ĭoming back to understanding your customer, what’s important to them and when they are likely to leave or reduce their spending helps you keep them. You’re not necessarily only looking for skills and experience – similarly to the ideal customer, you’re looking for attitude, values and behavioural traits that suit what your customers are looking for too. How do you create this sentiment? You need to understand your employees and also have the ‘ideal employee’ in mind when recruiting. Creating a satisfied employee doesn’t mean you spoil them like your only child and they in turn hold you hostage.Ī satisfied employee thinks and feels they are supported, looked after and valued. Simply put, a satisfied and happy employee is 10 times more likely to deliver customer service that pops. ![]() Your employees are the critical factor to delivering the high level of service your customer wants. The other critical factor around service is that it involves people. You can do this in little sound bites as the customer interacts with your company at many of the ‘customer touch points’.įor example, for an IT service business, a quick online tick and flick survey at the end of the initial tech support call, three or four tick the box questions at the end of a hardware installation or on-site service call handed to them by the tech.Īs well as three or six-monthly phone calls from your end asking the decision-making customer about how the customer’s business is growing and what they anticipate the business’ needs will be as it grows. The more information you can obtain and understand, the easier it will become to better 'serve' your customers. The easiest way to work this out is to survey your existing customers. You need to understand what’s important to the customer – focus your service and delivery on that.Ĭustomer segmentation is important in this area of growth because each customer type will have different expectations of your products and services and staff delivery. It’s about what the customer thinks high-level service is. It also exposes any flaws in the sales process they went through and, if required, what you can do to recover.Ĭustomer-based service is not about you. ![]() The key here is spending time with your customers post-sale to ensure you understand them and their expectations.Ī new customer survey will help you understand them better and build customer retention. If you can get a new customer on board you reduce the risk of losing them by 50 to 80% depending on your business and industry. ![]() Get new customers on board (‘onboarding’)Ĭhurn is a big problem for businesses. Better to pay more for a faster converting lead than a cheap slow burn. Sometimes it’s appropriate to spend more for leads, especially if you know how much the lifetime value of the customers is, and also how quickly you can convert the lead into a sale. This is not ‘cheap as chips’ leads because sometimes the conversion from those leads takes months. There are two specific strategies to consider with this area:īy knowing your ideal customer you can make your marketing efforts focused, deliberate and direct. ![]()
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