A short course on happy customers

1. Roadmap
For Success
Dave Howell
Hi Merit
President
Dave@himerit.com
210-802-8949 o

2. What’s the Missing
Piece?
• Understanding the customer life
cycle…
– Where it begins?
– Where do customers maximize value?
– When and why do customers switch?
– What is your customer lifetime value?
– What is your customers retention?
– What are your customer pain points?
– What is your customer satisfaction ratings?

3. It Begins…
• At the first touch point
• Deliver at each customer milestone
• Personalize the experience
• Never fail to stay in front of the
client
• Don’t miss the cross sell opportunity
• It never ends….

4. Maximize Value
• What segment is you target market?
• Who are your cohorts that price and
buy?
• What are the behaviors that define
buying patterns?
• When and who are the repeat or
cross sale customers?
• What factors drive their retention?

5. Why do customers leave?
• If you don’t know you need to
• Dissatisfaction
• Better offer
• More money but aggregates their
needs
• Convenience
• Experieince

6. What is the customer
lifetime value?
• If you don’t know, then…
– ROI for a single purchase
– ROI across customer lifetime
– Ability to commit ad dollars
– Ability to manage ad dollars
– Ability to measure ad dollars
– Ability to understand customer value
across life milestones…

7. What drives retention?
• Customer experience is #1 !!!
– 1 chance to make the right impression
– If you don’t stay in front of them someone else will
– 12 touch points per year
• Customer service
– Have a plan and script
– Create training and delegate
• Responsibility to match authority
– 80/20
• 80% will leave
• 20% will complain
– 80% are recoverable

8. What are the customer
pain points?
• Analyze their experience
– All channels
– All transactions
• Analyze the competition
• Ask them
– VOC
– Surveys
– Socail

9. Satisfaction ratings?
• JD Powers
• Voice of the Customer (VOC)
• Transactional surveys
• Satisfaction touch point surveys
• Focus groups
• Drive analysis through product,
services, technology & marketing

10. Roadmap
For Success
For more information contact:
Dave Howell
Hi Merit
President
210-802-8949 o
dave@himerit.com