keeping repeat customers. tonight 1.figure out why customers repeat learn from each other examples...
TRANSCRIPT
Keeping Repeat Customers
Tonight
1. figure out why customers repeat learn from
• each other
• examples
• experts
2. look at a few tools old-(cheap)-tech
1. unaddressed admail
2. loyalty cards
new-(cheap)-tech3. email
4. online surveys
no-tech5. events
6. subscriptions
7. systems & training
1. Why do customers repeat?
your experiences
1. Why do customers repeat?
examples you know about
1. Why do customers repeat?
what the experts say
Reasons for Loyalty
What causes repeat business? 79% - skilled & polite staff
What causes switching? 77% - problems not resolved quickly 76% - delivery different than what promised 72% - staff unable to answer questions
Brave New World of Consumer DynamicsLucy Handley, Marketing Week
How to get customers to repeat
know what your customers want
5 Things You Should Know to Attract, Influence & Keep CustomersDoris Daif SmallBiz
What 3 things do your customers care about most
when buyingwhat you sell?
Guests value experience over location and priceBarsky & Waite Hotel Management
How to get customers to repeat
know what your customers want make feedback method easy & obvious collect email
• for many, its more personal than a phone call
• connect within 48 hours of providing service
• connect consistently
5 Things You Should Know to Attract, Influence & Keep CustomersDoris Daif SmallBiz
How to get customers to repeat
increase customer comfort in your space customer time in your space customer knowledge of your product
Dealer Uses Service Clinics to Build LoyaltyJaimie LaReau Automotive News
Connecting with Service CustomersAmy Wilson Automotive News
Why care?
48% changed because of poor service• 85% could have been retained
78% - 92% will tell friends
retail is most volatile sector
Brave New World of Consumer DynamicsLucy Handley, Marketing Week
Why care?
The True Value of Repeat CustomersMarisa Peacock, CMS Wire
More Experts…if you want them
Providence library Sewell & Brown Customers for Life
• Systems, not smiles pg. 23
Canine & Caplan Keeping Customers for Life• Step 9: Empowering employees to solve and prevent problems
pg. 173
Bhote Beyond Customer Satisfaction to Customer Loyalty• Measuring customer satisfaction & customer loyalty pg. 102
Cross & Smith Customer Bonding• A quick review pg. 187
Svilolka & Shapiro Keeping Customers• How to manage customer service pg. 91
Szwarc Researching Customer Satisfaction & Loyalty
Break!
2. A Few Tools
What tools do you use?
old-(cheap)-tech1. unaddressed admail
2. loyalty cards
new-(cheap)-tech3. email
4. online surveys
no-tech5. events
6. subscriptions
7. systems & training
1. Unaddressed Admail
google “Canada Post Unaddressed Admail”• http://www.canadapost.ca/cpo/mc/business/
productsservices/marketing/unaddressedadmail.jsf
2. Loyalty Cards
3. Email
4. Online Surveys
5. Events
Dealer Uses Service Clinics to Build LoyaltyJaimie LaReau Automotive News
6. Subscriptions
Subscriptions aren’t just for opera any more.
7. Systems & Training
the 7 key daily events opening
greeting selling check-out
documentation follow-up
closing
Did we do it?
1. figure out why customers repeat learn from
• each other
• examples
• experts
2. look at a few tools What tools do you use?
old-(cheap)-tech1. unaddressed admail
2. loyalty cards
new-(cheap)-tech3. email
4. online surveys
no-tech5. events
6. subscriptions
7. systems & training
Keeping Repeat Customers