Blog

7 Steps to Innovation

Posted by Tom Smith on Tue, Oct, 29, 2013 @ 06:10 AM

The Innovation Secrets of Steve Jobs resized 600

 

 

 

 

 

 

Thanks to Carmen Gallo, columnist for BusinessWeek.com publishing "Innovate the Steve Jobs Way: 7 Insanely Different Principles for Breakthrough Success" on SlideShare (http://slidesha.re/iLATab).

Mr. Gallo wrote the book, The Innovation Secrets of Steve Jobs, in which he shares the seven principles that are largely responsible for his breakthrough success. 

Here are the principles that guided Jobs throughout his career:

  1. Do what you love.  Luckily I'm doing it.  I love integrated multichannel marketing and all it entails as the media and consumer evolves.  I'm fortunate I figured that out while taking "The Philosophy of Voting Behavior" in college and then pursuing a curriculum and career in marketing.
     
  2. Put a dent in the universe.  This entails a compelling vision that is easily articulated and remembered.  Jobs' vision was to "put a computer in the hands of everyday people."  Mr. Gallo believes this vision was intoxicating for four reasons: 1) it was bold; 2) it was specific; 3) it was concise; and, 4) it was consistently communicated.  Too many vision statements lack any of these four characteristics.
     
  3. Kick start your brain.  Breakthrough innovation requires creativity and creativity requires you to think differently about the way you think  -- hence the Apple campaign "Think Different" in 1997.  Seek out diverse experiences.  Look outside your industry for inspiration.  Bombard the brain with new experiences.  Remove the shackles of past experiences.
     
  4. Sell dreams, not products.  Is this the same as "sell the sizzle, not the steak?"  I agree that most customers are not able to tell you what they want in a new product.  They have more trouble thinking "outside the box" than marketers, engineers, research and development.  Nonetheless, you need to know your customers' needs and wants.  I believe you get this by having in-depth conversations in which you are able to uncover their emotional link to a brand to which they are loyal.
     
  5. Say no to 1,000 things.  Focus.  Your customers want simplicity and simplicity requires you to eliminate anything that clutters the user experience.  That reminds me of the Einstein quote, "make it as simple as it can be but not simpler - that's when you get unintended consequences."
     
  6. Create insanely great experiences.  I like that Steve Jobs studied The Four Seasons prior to opening Apple Stores and the focus of the store is "enriching lives."  This is consistent with Zappos being in the customer service business.
     
  7. Master the message.  Steve Jobs was considered a great corporate storyteller because his presentations informed, educated and entertained.  Avoid bullet points and think visually about how to bring the story you are telling to life.

What do you do to "think different(ly)?"

Need More Insights From Your Analytics? Download the Free e-book "How To Get Insights From Analytics" to Accelerate Sales

Tags: consumer insights, customer experience, vision, raving fans, innovation

Connect With Customers To Accelerate Sales

Posted by Tom Smith on Thu, Oct, 10, 2013 @ 06:10 AM

As seen on TV

 

 

 

 

 

 

 

The current edition of Response Magazine (#responsemag) celebrates the 30th anniversary of TELEBrands (#telebrands) and its founder A.J. Khubani, the creator of "As Seen on TV."

Part of the discussion with Mr. Khubani is the future of direct response TV, the evolution of traditional media to online and how to keep the buisiness growing.

The answer is to develop, and nurture, a relationship with your customers.

According to the 2013 financial report by the Grocery Manufacturers Accociation (#grocerymakers), more than 40% of consumer packaged goods companies plan to sell direct to consumer in 2013. This is a 67% increase over 2012.

Just like mobile is changing the B2C and B2B landscape, DTC is changing the distribution landscape by disintermediating traditional sales channels.

Companies that:

  • Engage with customers directly through their digital channels of choice
  • Earn their trust
  • Provide information of value
  • Provide an easy way for customers to buy their products and services
  • Empower their employees to provide an outstanding customer experience
  • Evolve satisfied customers into "raving fans" who will share their feelings on social media channels
will have the greatest opportunity for growth.

Fifty-two percent of U.S. customers are already buying directly online from companies they trust. It's more convenient and, in many cases, more cost efficient.

Companies that have been selling DTC already have a great deal of information about their customers. They have the opportunity to leverage that information to build a more trusting relationship and to have a "customer for life."

The future of DTC is through digital and social media channels.

People buy from those they know, like and trust.

If they've already bought from you, you've already overcome the greatest hurdle.

Now, what are you going to do to continue, and expand, the relationship?

  • Have a dialogue, either online or in person.
  • Ask the Net Promoter Score question -- "On a scale of 1 to 10, with 10 being 'extremely' likely, how likely are you to recommend our products to your friends and family?" 
  • Follow-up with "promoters," those that gave you a 9 or 10, and especially with "detractors," those that gave you a 6 or lower.
  • People love to talk about themselves. Ask them what they like and don't like about your products.
  • Ask them what else they'd like to see from you to make their lives easier -- their responses my give you some ideas for line extensions or new products.
  • Ask them about an outstanding customer experience they've had -- this too may give you some ideas about how to more fully engage customers.
The more your get to know your customers and show them you care, the more trust you'll earn and the greater the likelihood they will:
  • Buy from you again.
  • Become a "raving fan."
  • Tell others about you.
  • Become a "customer for life."
  • Pay a premium for your product because of the service you provide and the personal and emotional connection your efforts have created.
What are you doing in your business to have "customers for life?"
Want to Accelerate Sales? Download the Free e-book  "Customer Bonding Programs:  How to Get, and Keep,Customers for Life"

Tags: customers for life, empower employees, raving fans, promoters, detractors

What Are Your Customers Telling Others About You?

Posted by Tom Smith on Thu, Oct, 03, 2013 @ 06:10 AM

Word-of-mouth

 

Even today, c-level executives are avoiding social media because they're afraid someone will say something negative about them, their company or their brand.

They will.  And they will do so whether you're on social media or not.

As such, you might as well participate and encourage your best customers, your "raving fans," to participate on your behalf as well.

Don't know who your "raving fans" are? Ask them.

I recently completed in-store interviews for a small regional retailer and 40% of those I spoke with were "raving fans" of the reatiler -- this was the only store where they shopped for these particular items and they readily told others' about the store.

Unfortunately, my client had no idea and was not doing anything to leverage this goodwill.

Are your customers telling someone else about the outstanding service they received or how well your product or service meets, and surpasses, their needs?  

If no story is being told, then nothing happened.

Albert Einstein said, "Nothing happens until something moves." Your product and service move when people have something positive to share with one another.

Also, people are far more likely to talk about experiences than products. Experiences drive emotions far more than products and services.

What kind of experiences are you, and your team, providing that are affecting your customers' and clients' emotions? Make sure they're positive and not negative.

Positive experiences results in "promoters." Negative experiences result in "detractors." You need to know who are your "promoters" and "detractors." If you can turn a "detractor" into a promoter, you'll have a more loyal customer than the customer that never complains.

Are you, and your employees, connecting with your customers emotionally? If you don't know, then you probably are not.

Start by having a dialogue with your customers to find out what they do and don't like about your product or service.

Write down what people are telling you. This shows them you really care about what they have to say.

Ask them what you need to do to provide them with a really outstanding customer experience. You'll get a lot of ideas that you can then go and execute.

Businesses have trouble differentiating themselves from their competitors.

The solution is simple because the bar is so low. Commit to having an emotional connection with your customers.

Get your customers to feel good about themselves, as well as feeling good about doing business with you and your firm.

Visible passion and enthusiasm is the most magnetically attractive thing for an individual. Share your passion and enthusiasm for your business, your products, your services with your customers.

Get your customers to tell you about themselves. People are happiest when they're talking about themselves.

The more you know about your customers, their needs and wants, the more you'll be able to have "customers for life."

The more "raving fans" you have sharing the incredible experience they had with your firm, the less you'll need to spend on marketing.

Word-of-mouth continues to be the most effective and efficient form of marketing. The Internet and social media has made it moreso.

What can you do to get your customers emotionally connected with your brand?

Want to Accelerate Sales? Download the Free e-book  "Customer Bonding Programs:  How to Get, and Keep,Customers for Life"

 

Tags: dialogue, emotional connection to the brand, customers for life, connecting emotionally with customers, raving fans

5 Ways to Nurture Relationships with Raving Fans

Posted by Tom Smith on Tue, Sep, 10, 2013 @ 06:09 AM

Nurture relationships with raving fans

 

Thanks to Vocus for the following along with my thoughts on the five suggestions they provide.

Your raving fans are your most valuable customers.

They are invaluable on social media when it comes to spreading positive word of mouth.

Prospective customers trust 90% of what their friends and family say about a brand and 80% of what a stranger says about a brand.  However, they trust less than 30% about what a company says about its brand.

Prospects search social before making a purchase decision to find what people are saying about your company, your products or your services. 

Following are five ways you can nurture relationships with your raving fans to encourage continued positive engagement:

  1. Listen to feedback
    What are your raving fans saying about your brand – positive, negative and everything in between? These are your biggest fans and biggest promoters. Take their invaluable insights into consideration and show your fans that you hear what they’re saying. When people know you’re listening, they’re more likely to talk. The more they talk, the more you and your prospective customers learn. 

  2. Respond in a meaningful way
    When fans engage with your social content, you should be prepared to continue the conversation. Canned responses like “Thanks for the RT” do nothing to further the conversation. Real and authentic responses keep the conversation going and allow you to glean valuable insight from your business’ biggest fans. Raving fans want to develop a more meaningful relationship with your brand -- the people that are your brand.

  3. Recognize loyalty
    Feature raving fans in a blog post or call them out on your social channels. You might even consider giving them access to new products and services before they are available to the general public. These types of activities not only reward brand loyalty but also generate buzz. You already know that your raving fans are positively predisposed to your products. Who better to give you some initial feedback and insights? 

  4. Involve fans in your business process
    Thinking of introducing a new product or service? Invite your raving fans to test your idea and provide feedback. This not only helps you bring a better offering to the marketplace, but also gives your best customers a sense of ownership in the process. It also empowers your raving fans to enhance their credibility among their followers. 

  5. Reward referrals
    Referrals are a powerful tool in new business development. As such, encourage raving fans to spread the good word about your business by offering them incentives to do so, such as discounts or other perks. 

With the amount and diversity of online information available at a user’s fingertips, what people say about your brand on social media becomes an increasingly important means of differentiating your business from the competition. 

The more positive mentions of your products and services by someone other than your brand, the more credibilty your brand will have with prospective customers.

Want to Accelerate Sales? Download the Free e-book  "Customer Bonding Programs:  How to Get, and Keep,Customers for Life"

Tags: dialogue, emotional connection to the brand, loyal customers, connecting emotionally with customers, raving fans

Build Extreme Trust to Accelerate Sales

Posted by Tom Smith on Mon, Aug, 12, 2013 @ 06:08 AM

build extreme trust to accelerate sales

 

Don Peppers and Martha Rogers recently published a new book, Extreme Trust: Honesty as a Competitive Advantage.

It's premise is consistent with Dr. Ralph James' book, The Integrity Chain, about which I've posted many times.

Consumers are sharing so much information about products, services and companies online that they are beginning to demand higher levels of trustworthiness and transparency.  This is what Peppers and Rogers refer to as "extreme trust."

Don Peppers provides examples of two companies who exemplify "extreme trust" -- Amazon and iTunes, which will both remind you that you've already purchased an item and ask you if you really want to purchase it again rather than go ahead and let you buy a duplicate of what you already have.

Amazon and iTunes are watching out for their customers rather than blindly taking their money.  This in-turn build a more trusting relationship.

Contrast this with an airline that won't let you get on an earlier flight, that has empty seats, without charging you a "change fee" or a cellular phone company failing to proactively tell you about a new rate package that would be more economical for you based on you past usage.

Companies that put the customer first will:

  1. Build a more trustworthy and loyal customer-base
  2. Have customers that buy more and buy more frequently
  3. Have customers that will tell others about their outstanding experience
  4. Be more profitable

As Peppers and Rogers note, "having customers who want you to succeed is a very important aspect of this strategy."

Raving fans can do amazing things for your business.

What are you doing that's in your customers' best interests?

Tags: consumer insights, accelerate sales, extreme trust, integrity chain, raving fans

Are You Providing an Outstanding Customer Experience?

Posted by Tom Smith on Fri, Aug, 09, 2013 @ 06:08 AM

provide an outstanding customer experience

 

Over the course of my career, I've worked with more than 80 clients and companies in 18 different vertical industries.

My goal in working with each was to identify their strategic positioning -- the long-term positive differentiation of their product service or brand.

I also attempted to identify the vision, mission and values of the firm; however, many clients did not share my believe of the importance of these three core fundamentals of the brand and would forego any discussion of these items.

Vision, mission, values and strategic positioning are still important underpinnings of the marketing of any product or service.  They must be inculcated into your brand, lived by leadership and understood and reinforced by every member of the team, especially, at every consumer touch point.

This is even more important today, because the customer experience is more important.

Your customer-facing employees need to understand, and enthusiastically reinforce, your vision, mission, values and strategic positioning in order to deliver a consistent and outstanding customer experience that will keep customers coming back, buying more and telling their friends about you.

That is how mom and pop retailers survive versus Wal-Mart, it's why Southwest is more profitable than any other airline, it's why Apple keeps selling products and services at premium prices.

Nordstrom's just armed their sales staff with 6,000 mobile point-of-sale devices so customers can buy what they want without standing at the register waiting for the sales person to ring them up.

If you provide a superior customer service, people won't be price shopping you.  They'll be coming to you because they know you provide the best value (a.k.a., customer experience) for the money.

Additionally, if you provide your customers with an outstanding customer experience, they're likely to go home and tell their friends about it and shre it on their social network.

What are you and your company doing to provide an outstanding customer experience?

Do you know how your customers would define an outstanding customer experience?

I can assure you there are as many different answers as you have customers.  Just ask them.

Empower Employees to Get Insights Download the Free e-book "How To Get Insights From Analytics" to Accelerate Sales

Tags: outstanding customer experience, connecting emotionally with customers, satisfied customers, raving fans, empowered employees

The Difference Between a Loyal Customer and a Raving Fan

Posted by Tom Smith on Mon, Jul, 29, 2013 @ 06:07 AM

raving fans are more valuable than loyal customers

 

Thanks to food allergies I eat Mexican food very frequently.

I'm a raving fan of Chipotle; however, my wife prefers a local full-service Mexican restaurant where we used to eat at least once a week for more than five years.

I eat at Chipotle virtually every day, I own their stock, I blog about them, I introduce my friends to them, I have online conversations with Chipotle's director of customer satisfaction, I know the regional operations and marketing managers of my local restaurants, I know the managers, I let Chipotle employees know when they do a good job and when something needs attending to in the restaurant.

While my wife and I used to be a loyal customer of the local Mexican restaurant, I wasn't a raving fan and I didn't invest the same level of "raving fan" support that I provide on a regular basis to Chipotle.

In fact, after five years, I finally convinced my wife that the quality and taste of the food at Chipotle is far superior to the local Mexican restaurant that I do not even go there any more. 

I've seen a lot of discussions about the difference between satisfied customers and loyal customers. I don't see a lot of discussion differentiating loyal customers from raving fans.

In the case of my example above, I know I used to spend 2.5 to 3-times more at Chipotle over the course of a year than I did at the local Mexican restaurant.

Now I spend 100% more.

However, I'm confident my other contributions to Chipotle far outweigh the revenue I directly generate -- especially when you consider the lifetime value of the new, now regular, customers I have introduced to Chipotle.

Do you know the difference between your raving fans and your loyal customers?

How are you leveraging your raving fans to help market your business?

Need More Insights From Your Analytics? Download the Free e-book "How To Get Insights From Analytics" to Accelerate Sales

Tags: emotional connection to the brand, loyal customers, satisfied customers, raving fans

7 Ways to Leverage Your Best Customers to Accelerate Sales

Posted by Tom Smith on Wed, Jun, 19, 2013 @ 06:06 AM

Raving fans accelerate sales

Do you know who your best customers are?

Not the ones who spend the most.

Not the ones who visit you most often.

The ones that tell others about your products and services.

The ones that rave about you on Facebook.

You have prospects, customers, satisfied customers and "raving fans" or advocates.

Your raving fans are your most valuable customers.

They are reducing your marketing budget.

They are defending your brand if anyone says something bad about you in social media.

They're letting you know when you fail to live up to their expectations because they want you to be successful.

Here are seven things you can do to have more raving fans:

  1. Provide an outstanding customer experience that your customers can't resist telling their friends about. Do something so remarkable that people feel like they have to share what you've done for them with someone else. Zappos delivers shoes ordered on Sunday by 9:00 a.m. Monday.
  2. Let customers know you value their business, their referrals and their support. Make customers feel like they're part of your team and let them know how they can help you -- providing you feedback on what's working and what's not, sharing your story with their friends.
  3. You can never say "thank you" too much. Find out what a raving fan values and give it to them in return for them helping you and your business.Hint: everyone values something different. Customize the gift based on what the person values (i.e., a chance to see "behind the scenes," an opportunity to address your staff, an hour of your time over lunch).
  4. Make it easy for raving fans to share their story. Include your social media outlet links your website, collateral and bills or receipts. Let your customers know you appreciate their referrals and positive feedback in social media. Some of your more social media savvy employees may be able to help your customers rave about you.  Social media is word-of-mouth to the 10th power.
  5. Empower employees to identify and reward your raving fans. Customer-facing employees likely have a better idea of who your raving fans are than you do. Educate your employees about the importance of raving fans and recognize those employees who do a great job of serving or converting satisfied customers into raving fans. Ask your employees to help you deliver a remarkable customer experience.
  6. Create a compelling story about your brand. Just like remarkable customer experiences, customers love sharing compelling stories with others.  The more relevant and the more emotionally compelling, the more it will be shared. What is your vision, mission, values or strategic positioning that differentiates you from your competition?
  7. Implement Net Promoter Score to measure customer satisfaction. Net Promoter Score is simply asking customers or clients, "On a scale of 0 to 10, with 10 being 'very likely,' what is the likelihood of you recommending our product (or service) to a family member, friend or colleague?" This will also enable you to identify "promoters," people who give you a 9 or 10 who are more likely to be raving fans, as well as "detractors," people who give you a 6 or lower, whom you need to address to rectify their issue before it goes public.
By addressing the concerns of a "detractor," you are increasing the probability that they will be a loyal customer than someone who never complains. You're also letting them know you're concerned about the issues they raised and you're committed to getting it right.
With the growth of the internet and social media, your customers are more important than ever to your branding, your marketing and your success.
What are you doing to leverage your best customers to accelerate sales?
Download the Free e-book  "Customer Bonding Programs:  How to Get, and Keep,Customers for Life"

Tags: accelerate sales performance, customer satisfaction, improve customer experience to accelerate sales, net promoter score, vision, mission, values, raving fans, referrals, empowered employees

Is Every Business Strategy Built Around Retaining Customers?

Posted by Tom Smith on Mon, May, 27, 2013 @ 06:05 AM

Hall of Shame resized 600

 

This is an assumption suggested by Howard Lax and Robert Schumacher in a recent article entitled, "Insight Connection" in a recent edition of Marketing News.

They state, "Every business strategy is built around retaining customers, and strong customer relationships hinge, in turn, on interactions andexperiences that meet and exceed customer expectations."

While I am a huge proponent of having "customers for life," implementing customer satisfaction measurment and improvement programs, having customer bonding programs and ensuring high levels of customer satisfaction, a number of businesses/industries come to mind for which I do not believe any of their business strategies are built around retaining customers.

Their business strategies are built around making money rather than "The Integrity Chain:" Integrity -> Trust -> Repeat Business -> Profitability.  

Four immediately come to mind:

  • Financial institutions
  • Airlines
  • Health clubs
  • Cable companies

I know that none of these industries score particularly well in customer satisfaction surveys.  In fact several were in the 2012 Customer Service Hall of Shame:

  1. Bank of America -- the largest financial institution in the country.  41% of credit card customers say the bank has poor customer service, while 39% of banking customers rate customer service as poor.
  2. Comcast -- even though their poor customer service rating has declined from 41% to 31% in the last two years.AOL -- still hard to cancel and the spokesperson had the gall to tell the reporter 75% of our users don't know they don't need to subscribe to check email.  
  3. AOL is not familiar with the concepts of transparency and having integrity and honesty with customers.
  4. Time Warner Cable -- in the "Hall of Shame" for five consecutive years with little change.  Based on my experience, TWC believes they're a utility company that treats their customers like they have no other choice.  No wonder millennials are opting out of cable.
  5. Dish Network -- perhaps their deceptive advertising and poor customer service is catching up to them.
  6. Wells Fargo -- perhaps Wachovia provided a better customer service experience?
  7. Sprint/Nextel -- spent a lot of money with Dan Hesse on TV and now more focused on mergers and acquisitions, which will raise prices for those customers they do retain.
  8. J.P. Morgan/Chase -- the number two financial service company in the country, right behind Bank of America.
  9. Citigroup -- there's a reason New Yorkers have any name for this financial institution.
  10. Capital One -- claims they've improved their call center.  I'd bet their still measuring CSR performance based on highly quickly a call is resolved very how pleased the customer is with the call.

So while companies may say they're concerned about retaining customers are they really?

Do they talk to their customers to find out what's working and what's not?  

Do they get back to customers to let them know how they've addressed their concerns?

Do they know if their customer has an emotional connection with them?  Do they care?

While I agree that all companies should be built a around a business strategy of retaining customers, and I believe there's a positive correlation between customer satisfaction and financial performance, it's obvious some companies, and industries, place more emphasis on it than others.

What do you and your firm do to ensure that you end up in the Hall of Fame and not the Hall of Shame? 

Want to know how to retain customers?  Download the free e-book on Customer Bonding Programs.

Download the Free e-book  "Customer Bonding Programs:  How to Get, and Keep,Customers for Life"

Tags: emotional connection to the brand, consumer insights, customer satisfaction, net promoter score, customer retention, raving fans, customer bonding programs

Getting Your Customers to Complain is Invaluable

Posted by Tom Smith on Tue, May, 21, 2013 @ 06:05 AM

 

Getting customers to complain is invaluable 

 

Statistics suggest that when customers complain, business owners and managers ought to get excited about it. The complaining customer represents a huge opportunity for more business. --Zig Ziglar, U.S. author and speaker

 

As much as you want your customers to be completely satisfied with your product or service, it’s rare for any business to have 100 percent client satisfaction.  The key is to have an open channel of communications with your customers so they feel comfortable talking to you, your managers or your CSRs (customer service representatives) when they are not completely satisfied.

 

These “moments of truth” are great opportunities to let your customer know how much you value their business and their feedback.  This applies to B2C and B2B businesses alike.

 

Statistics from the cellular phone industry show 30 percent “churn” per year from customers who never complain and only 17 percent “churn” from those that do complain – a 43 percent reduction!

 

Granted your industry may be more stable than the cellular telephone industry, but the fact is if you don’t know what’s bothering your customers, you don’t have an opportunity to address those things.

 

Customer interactions provide great insight on product or service improvements that are desired and that your customers may even be willing to pay more for.  You would also prefer for your customers to talk about their concerns with you versus their friends, business associates or your competitors.

 

My goal for my clients is to get their customers to be “raving fans.”  Word of mouth advertising is the most effective and cost efficient marketing communications your company can have.  Word of mouth, or “buzz,” is exactly what a raving fan can provide for your business.  In fact, the higher the purchase price, the more affluent the buyer, the more important referrals become.

 

You can monitor customer satisfaction with on-going surveys – paper, telephone or Internet.  Just make sure you leave plenty of room for comments rather than just having the customer check a box.  It’s important to know why a customer checked a particular box and give them the opportunity to expound on the problem or issue they are having.

 

A better way is to talk to customers directly – either in person or on the telephone – especially those that have taken the time to contact your company with a concern.  This enables you, or your representative, to address the concern directly, ask prudent follow-up questions and even brainstorm with the customer on how you can better meet their needs.

 

Odds are if one customer is bringing a problem to your attention, many others are having the same problem as well, they’re just not willing to raise the issue.  These are the people that are likely shopping for another solution.

 

When talking to a dissatisfied customer remember why you have two ears and one mouth.  Take notes, validate and look for mutually beneficial solutions.  Once the solution has been implemented, circle back with the customer to let them know what you’ve done and ask them if they’ve noticed a difference.  With some nurturing, this customer may become a valuable reference and even a raving fan.

 

For larger companies, with a large customer base, I recommend on-going customer satisfaction measurement and improvement programs where we identify key satisfaction drivers in the decision making process and then measure your company’s performance against those key drivers.

 

The most important design element of this quantitative customer satisfaction research is the certainty that the performance attributes measured are the key drivers of customer satisfaction.  This can be done with regression analysis following the initial quantitative surveys.

 

How often you “check in” with customers depends on the frequency with which they buy from you.  A restaurant may want to give the customer the opportunity to provide feedback after every visit while an industrial parts supplier may feel comfortable surveying their clients once a year. 

 

I recommend checking in at least once a year to let your customers know you’re thinking about them and you care about what they think about your products and the services you are providing.

 

Once you have this feedback we can create a customer bonding program that will help you keep more of your customers and more of your revenue.  I’ve implemented programs in several industries that have reduced attrition, or increased renewals, by 25 to 30 percent.

 

Regardless of your industry, or your business model, customers and clients are critical to your success.  Open the lines of communications and get them to complain.  Your business, and you, will be better off when they do.

 

Download the Free e-book  "Customer Bonding Programs:  How to Get, and Keep,Customers for Life"

Tags: consumer insights, customer satisfaction, raving fans, referrals, getting your customers to complain is invaluable