creating loyal customers

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Great customer experiences …. help to build your bottom line John Pastorelli

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Page 1: Creating loyal customers

Great customer experiences…. help to build your bottom line

John Pastorelli

Page 2: Creating loyal customers

Advocates are those customers who help to build your bottom line by:

• returning to your business – increasing the number of transactions

• telling their friends and referring your business – increasing leads to your business

• increasing their spend – and increasing your revenue

Creating loyal customers – John Pastorelli – www.ochrelearning.com.au

Page 3: Creating loyal customers

Behaviour Value to business

Advocates ramped up energy Value Generators

Supporters energy in favour Engaged

Transactional neutral energy Going through the motions

Adversaries energy against Sabotaging

Creating loyal customers – John Pastorelli – www.ochrelearning.com.au

Page 4: Creating loyal customers

But to be advocates in the first place they need

to receive great customer service experiences

Creating loyal customers – John Pastorelli – www.ochrelearning.com.au

Page 5: Creating loyal customers

Why advocates are important?

Advocates help you succeed in this period of the digital revolution

Advocates have an amplified customer voice

Advocates influence other people to make decisions in your favour

Advocates help you cut through the rising volume of sounds and offers within the marketplace

AND

Advocates help build your bottom line as per the following slides

Creating loyal customers – John Pastorelli – www.ochrelearning.com.au

Page 6: Creating loyal customers

Advocates improve your bottom line

1. Increase the number of ‘new’ customers who know you exist

Creating loyal customers – John Pastorelli – www.ochrelearning.com.au

Page 7: Creating loyal customers

1. Increase the number of ‘new’ customers who know

you exist

2. Increase the number of new customers who do business with you - - i.e. increase in your conversion rate

Advocates improve your bottom line

Creating loyal customers – John Pastorelli – www.ochrelearning.com.au

Page 8: Creating loyal customers

1. Increase the number of ‘new’ customers who know

you exist

2. Increase the number of new customers who do

business with you

3. Increase the number of transactions for each of your customers

Advocates improve your bottom line

Creating loyal customers – John Pastorelli – www.ochrelearning.com.au

Page 9: Creating loyal customers

1. Increase the number of ‘new’ customers who know

you exist

2. Increase the number of new customers who do

business with you

3. Increase the number of transaction for each of your

customers

4. Increase the ‘sales’ per customer

Advocates improve your bottom line

Creating loyal customers – John Pastorelli – www.ochrelearning.com.au

Page 10: Creating loyal customers

With just a 10% increase...

Number of LeadsX

Conversion Rate=

Customersx

# of Transactionsx

Avg. $$$ Sale=

Revenue

4,000X

25%=

1,000x

2X

$100=

$200,000

4,400X

27.5%=

1,210x

2.2X

$110=

$292,820

Data: The Loyalty Zone

Page 11: Creating loyal customers

“One customer, well taken care of, could be

more valuable than $10,000 worth of

advertising.” – Jim Rohn, Motivational Speaker

Creating loyal customers – John Pastorelli – www.ochrelearning.com.au

Page 12: Creating loyal customers

2015 TICT conference - John Pastorelli

The Net Promoter Score (NPS) is a popular

measure of customer loyalty and advocacy

Page 13: Creating loyal customers

<6

7

8

9

10

0% 20% 40% 60% 80% 100%

5%

33%

44%

53%

93%

KEY INSIGHTIf you want to maximise customers recommend-

ing you, you must provide 10 out of 10

experiences.

Data: The Loyalty Zone

Percentage of customers who recommended a business to a friend or colleague?(using NPS measures against their experience rating out of 10)

Page 14: Creating loyal customers

Percentage of customers who’d definitely return in the future(using NPS measures against their experience rating out of 10)

6<

7

8

9

10

0% 20% 40% 60% 80% 100%

23%

33%

44%

64%

89%

KEY INSIGHTIf you want to

maximise repeat business, you must

provide 10 out of 10 experiences.

Data: The Loyalty Zone

Page 15: Creating loyal customers

Shared Value

Engagement

Consistency

Framework to help your customers become advocates for your business

Creating loyal customers – John Pastorelli – www.ochrelearning.com.au

Page 16: Creating loyal customers

Shared Value

Engagement

Consistency

Consistency across touch points and over time

Creating loyal customers – John Pastorelli – www.ochrelearning.com.au

Page 17: Creating loyal customers

Shared Value

Engagement

Consistency

Consistency across touch points and over time

Value to

customer

H Servancy Shared Value

L Push Back Indulgence

L H

Value to you

Creating loyal customers – John Pastorelli – www.ochrelearning.com.au

Page 18: Creating loyal customers

Shared Value

Engagement

Consistency

Consistency across touch points and over

time

Value to

customer

H Servancy Shared Value

L Push Back Indulgence

L H

Value to you

The GREAT framework

G – Greet all customers

R –Rapport … strike up a conversation

E – Enrich the customer experience … what’s a little thing you can do

A – Advocate your story / message

T – Track how you are facilitating customer experiences

Creating loyal customers – John Pastorelli – www.ochrelearning.com.au

Page 19: Creating loyal customers

Creating loyal customers – John Pastorelli – www.ochrelearning.com.au

Take a leaf from the book of Kevin Roberts (Saatchi & Saatchi) and treat customer service within the framework of a Lovemark

Page 20: Creating loyal customers

If you’d like more information and / or to get in [email protected]

0422 314318