Please don't ignore me
Nearly 70% of business lost in America is lost due to post-sales apathy.
Amazing isn't it? We spend all this time and effort luring them to our business. We seduce them on the sales floor. We listen attentively to their problem and help them find a solution. We gave them a fair price. We smile and wave as they leave.
And then, we ignore them.
There is no hotter prospect than your current client. They know you. They liked you enough to try you once. Hopefully, they had a reasonable or even good experience the first go around. So why aren't you talking to them? Why aren't you telling them more about you? Why aren't you asking them more about them?
If you don't have a customer retention program - one that turns your clients into raving fans...you need one. Make it simple, easy to implement and something you will actually do. Consistently. More important than the program, build the attitude throughout your company. Your customers deserve to be treated as well, if not better after they reward you with their business.
Start on it today. It's that important.
This is so true. I cannot count how many times I have heard that the reason for an agency review or for work going out to RFP is that the current partner was unresponsive or had deplorable client service. Any professional services firm... Any company should have this nailed as the first piece of their customer retention plan. Seems obvious, but it is great to be reminded of the what is at stake here.
Posted by: John Schneider | June 25, 2007 at 01:52 PM
Spot on, Drew! And well-written too!
The statistics of 70% customer loss due to perceived indifference hold true world-wide.
Posted by: Eliezer Gonzalez | June 25, 2007 at 07:05 PM
John,
I often find that the most obvious of marketing realities to us -- are ones that most clients miss every time. Or they understand the concept but not how to implement.
But you're right...this is critical to any business' success.
Drew
Posted by: Drew McLellan | June 25, 2007 at 10:14 PM
Eliezer,
Hmm, you bring up an interesting point. I wonder how this varies or how it manifests itself differently in different cultures.
Although it may look a little different -- wanting and needing respect is a universal reality for consumers.
It would be fascinating to explore how different cultures communicate care for their customers.
Drew
Posted by: Drew McLellan | June 25, 2007 at 10:17 PM