Most customers will leave you (about 60%) due to a lack of connection. They don't have any problems, so they never call in. The only time they see you is when they write you a check or see your name as a line item on their credit card statement. This reduces you to a commodity. A line item to be reduced.
You need to touch your customers. At least send out a Thank You card or a Holiday card twice a year.
Yet those lost customers, what to do about them? Be a Shepherd - go and collect your flock of lost sheep. They already know you and paid you. Contact them to come back. What could it hurt?
I wrote this post last year about WOW-ing your customers. Many of the books about WOW-ing (like this one and this one and this one and of course Tony's book) explain that you have to WOW your employees first and empower them to WOW your customers. That is true.
With social media and electronic gifts, it is so easy to do something special for people - customers, employees, family and friends. It just takes a little bit of effort. The bar is so low!
I'm sure you have all read the story about Joshua Bell playing a Stradivarius in a DC train station - and how very few noticed. That's why you need to put forth just a little bit of extra effort for your customers. And to win the lost ones back would require just a little bit of effort as well.
"In order to be remarkable, YOU MUST CREATE REMARKABLE EXPERIENCES FOR OTHERS. You must have passion and a point of view. You must elevate people, invite them to the table and empower them to share your story – by making your story their story, too."
Next week, Thursday, March 8, 2012 at Noon Eastern, join the webinar: WOW-ing Your Customers to learn more about the steps you can take to WOW your customers and prospects.
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