Engineering the Customer Experience
Only 12% of current marketing spend goes to customer retention. 33% goes to brand awareness and 55% goes to new customer acquisition. (Source: McKinsey) Imagine what might be possible if these companies flipped their priorities.
CLICK to ENLARGE
Consider adopting “power phrases.” These are thoughtful phrases that are designed to leave customers with a positive feeling about their experience with you. “As promised…” is one example of this, and works especially well in written communications.
CLICK to ENLARGE
“Make people feel genuinely good about themselves. That’s something the marketplace will always honor.”
CLICK to ENLARGE
Find both simple and creative ways to stay in touch with your customers and prospects. They are used to receiving “vanilla” follow-up calls like, “Hey, just checking in…” and they are also used to no follow-up at all. Don’t be that guy/girl. Demonstrate care and personalize their experience.
CLICK to ENLARGE
Asking permission to place a customer on hold (while you consult with a coworker in an effort to address their need) is more professional and more considerate than cupping your hand over the phone.
CLICK to ENLARGE
When you find yourself suddenly becoming unclear in your answers to customer questions, it’s time to slow down and get help. If you don’t know something, it’s better to say so and offer to go and find the best answer.
CLICK to ENLARGE
Don’t waste your time developing an – albeit thoughtful – customer survey with too many questions. Ask this one question instead.
CLICK to ENLARGE
“Satisfaction is a rating, loyalty is an emotion.”
-Shep Hyken
CLICK to ENLARGE
Take a close look at the customer process and any subsequent “wait times” along the way. Do what you can to shorten or eliminate those wait times. This will likely demonstrate for the customer that you care about keeping things moving along for them, that you’ve anticipated their needs, you’re masters of your process, and you’ve thought of everything.
CLICK to ENLARGE
Customer loyalty is a two-way street. Loyalty begets loyalty. Be loyal to your customers and they’re more likely to be loyal to you and your company.
CLICK to ENLARGE
