hold on to your customers...two reasons to hold onto your customers 1. it makes good business sense...
TRANSCRIPT
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Hold on to your customers
Samantha Hillion-Burnswww.BrillianceCX.com
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What is the purpose of business?
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The purpose of business is to create and keep a customer.
Peter Drucker
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What do we mean: Hold onto your customers?
Creating positive behavioural and emotional bonds
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Two reasons to hold onto your customers
1. It makes good business sense
Customers with strong positive affiliations with a brand / company:
• Spend more
• Cost less to serve over time
• Cost less to keep than to replace
• Are much more willing to recommend that brand / company to others
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Two reasons to hold onto your customers
Customers with strong positive affiliations with a brand / company:
• Are the most effective marketing agents
Because
✓ People give twice as much attention to recommendations from friends than from any other source
✓ People trust recommendations from people they know
Once a referral becomes a customer, they are less likely to leave
And they bring on average a 25% higher profit margin
1. It makes good business sense
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Two reasons to hold onto your customers
2. Your customers need your support
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Companies reacting in one of two ways during COVID-19 lockdown:
Reaching out to get more support from
their customers
Reaching out to give more support to their customers
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2. Your customers need your support
With the emotional and financial strain of COVID and lockdown…
• Remember your customers are human beings
• Need to feel more connected
• Need to feel a less vulnerable
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2. Your customers need your support
Reach out to your customers
• New appreciation of human connection
• Time to listen between the lines
• Time to be more empathic
• Time to show more compassion
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2. Your customers need your support
Employees also need to feel needed
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2. Your customers need your support
Work more fulfilling when meaningfully meeting the needs of others
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Two reasons to hold onto your customers
2. Your customers need your support
1. It makes good business sense
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Hold on to your customers
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Hold onto your customers
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Hold onto your customers
Reach out
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Reach out to your customers
• Call them – no selling
• Listen extra carefully
• Keep healthy, stay strong cards
• Share tips or insights
• Invite their stories
Hold onto your customers
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Hold onto your customers
Reach out to your customers
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Hold onto your customers
Reach out
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RespondR
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Hold onto your customers
Respond to your customers
• Respond to needs with special deals or new offerings
• Be super-available, high energy
• Effective knowledge
• Superior complaint management
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Hold onto your customers
Reach out
Respond ReviewR
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Hold onto your customers
Review all processes with your customers in mind
• Strategy and governance
• Each function in every division
• Policies, processes, systems
• Evidence of good customer outcomes
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Hold onto your customers
Reach out
Respond Review
Pro-actP
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Hold onto your customers
• Design
• Communicate
• Budget
• Care for employees
Proactively look after customers’ best interests
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Hold on to your customers
Samantha Hillion-Burnswww.BrillianceCX.com
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• Founder and Director of Brilliance
• Samantha Hillion-Burns is dedicated to helping companies around the world create more value for and through their customers.
• Samantha has over 25 years’ executive experience in the field of customer success, including customer experience management; customer trust and loyalty; customer ethics; customer communication; service design and complaints management.
• She has an international MBA cum laude mastering customer loyalty, and a degree in psychology and communications.
• Sam has over 150 firms using her custom-designed subscription systems to successfully implement, monitor and measure business practices to meet both customer experience and regulatory requirements.
About Samantha Hillion-Burns
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