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Hold on to your customers Samantha Hillion-Burns www.BrillianceCX.com
Hold on to your customers
Samantha Hillion-Burnswww.BrillianceCX.com
What is the purpose of business?
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
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
Two reasons to hold onto your customers
2. Your customers need your support
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
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
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
2. Your customers need your support
Employees also need to feel needed
2. Your customers need your support
Work more fulfilling when meaningfully meeting the needs of others
Two reasons to hold onto your customers
2. Your customers need your support
1. It makes good business sense
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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
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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
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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Reach out
Respond Review
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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
• 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
