12. THE PROBLEM IS THAT NEW
CUSTOMERS CAN PUT YOU OUT OF
BUSINESS
• Spend $300.00 a week and get 30 New
Customer
• Customer spends $5.00; $2.50 is profit and
$2.50 is hard cost.
• Has actually lost $5 on each new customer.
• If of those 30 new customers, 20 never came
back, the bakery has actually lost $100
Action International, “the cost of acquisition”.
13. THE REAL KEY IS LOYALTY. DOES
LOYALTY MATTER?
• For every 1% improvement in your
customer retention rate, operating
income will improve by 20%
• A 5% reduction in customer
defections can lead to an 85% boost in
profits.
• Customer loyalty generates operating
margins of 13%, while laggards had
margins of just 2%?
15. DO YOU KNOW WHY YOUR CUSTOMERS
LEAVE?
68% Leave because of “perceived
indifference”
14% Leave because of dissatisfaction
9% Leave because of competitive reasons
91% of customer defections can be impacted
by staying in touch! What are you doing to
“stay in touch?”
Richheld and Sasser study, Harvard Business Review
16. IT’S TIME TO PUT SOME HEAT INTO
YOUR BUSINESS!
• Rules of engagement have changed
• Less customers, changing
demographics, less money
• Building less customers but better
customers
17. 1.DO WHATEVER IT TAKES TO
BUILD A RELATIONSHIP WITH YOUR
CUSTOMERS
19. CUSTOMERS WILL PAY FOR
EXPERIENCES
• There was a hotel in California that had
free manicures and shoe shining on
Thursdays. Guests booked their stays
around these services. How about
Yoga and Pilates? (That’s what JC
Penny is doing)
• Parties, meet other guests, have fun
LOYALTY
20. CLUBS, GAMES AND EVENTS
• In order to build loyalty you must keep in
touch.
• Video or direct mail
• www. sendoutcards.com/lcalandrino
21. YOU MUST MAKE GETTING
CUSTOMER’S ADDRESSES A
PRIORITY
• “We would love to have you on our
mailing list, preferred customer list or
special offer list..”
• Keep track of points, Staples rewards,
Panera Bread, Starbuck points—reward
the loyal customers. The ones who keep
coming back.
• Get their birthdays, anniversaries, kids
birthdays—anything personal so you can
connect
22. 2. IF YOU’RE DOING B to B
TREAT
YOUR CUSTOMERS AS BUSINESS
PARTNERS
• You need to understand
their business as well
as they do
23. 3. YOU ARE IN CHARGE OF YOUR
OWN BRAND IMAGE
You don’t have to
have the most
money, you have to
have the most
knowledge and be
willing to stay on
top of it.
24. 4. THE KEY TO YOUR SUCCESS
IS CONSISTENCY
• Everyday get emails and
addresses
• Build your data base
• Follow through with your
customers
• Build your niche
25. WHERE ARE YOUR CUSTOMERS?
• The average business loses 10% of
it’s customers yearly, not because
of price.
• 85% of customers interviewed said
they will pay 10-15% higher prices if
the customer service is great.
The key? Consistency!
26. YOU DON’T NEED ALL THE
CUSTOMERS JUST THE
PROFITABLE ONES
27. 5. THESE DAYS YOU NEED TO
PARTNER UP, SHARE RESOURCES
AND DOUBLE TEAM THE
CUSTOMER!
28. GET EVERYONE EXCITED AND ON
THE SAME PAGE
• You’re heading into
your season; this is
the time to build
relationships and
find partners that
will last you through
the year.
• Get them jazzed!
29. HERE ARE THE 5 KEYS:
1. Build loyalty
2. B to B partnering
3. Take charge of your brand
4. Consistency
5. Partner up!
31. Lisbeth Calandrino
Helping businesses build loyal
relationships through customer
service and sales training
518.495.5380
www.Lisbethcalandrino.com
Redhotcustomerservice@nycap.rr.com
New York State Media Group
http://capitalbusinessreview.com/