Develop Loyal Customers for a Lifetime - part 1 (1 - 10)

In today's competitive world of business it is more important than ever to aim for more interaction with existing customers. This article part one of two and shows the first 10 steps that will help you turn your existing customers into walking billboards for your business and help keep them as customers for a lifetime.

Keywords:

business, marketing, customer service, marketing, strategies, philosophy, follow-up, accessibility

Article Body:

Traditional marketing strategies encourage business owners to continually grow their businesses by adding new customers. In today's competitive world of business, it is more important than ever to aim for more transactions with existing customers by using the power of customer follow-up and attention to good service.

These first ten tips will help you in turning your existing customers into walking billboards for your business and loyal customers for a lifetime. While we aren't advocating that you do all of them, choosing your favorite five and making sure they become a part of your marketing efforts will pay off handsomely.

1. Call your clients every Monday morning just to say “Good Morning,” and to check in on how things are going. This extra ounce of attention will keep you forefront in the minds of your clients, and they will greatly appreciate your extended care and concern.

2. Keep a list of birthdays, special days of celebration, and upcoming special events in the life of your clients and their families. On these special days, send a card or small gift to let your clients know you are thinking of them. On the same note, keep a detailed list of hobbies, interests, favorite foods, preferred music, and the like. As you travel or are out and about, and you see a small token which you know your client would appreciate, buy the item, and ship it with a note that says "I thought of you when I saw this! Enjoy!" One of the most desirable "client perks" is tickets to a favorite sporting event or concert. Many companies purchase packages of sporting event tickets strictly for the purpose of entertaining champion clients and for building a long lasting relationship with the individual.

3. Be "Newsy" and a Trend Setter. One of the best ways to develop loyal clients is to become a trendsetter, continue your own education and training, and to become a forward thinker. By attending training events and reading cutting edge magazines such as Dwell, Futurist Magazine, FAST Company, Gourmet, Architectural Digest, and even Cosmopolitan Magazine, you will be able to follow trends which are current, allowing your clients to receive the newest and best information available on a variety of topics from business to fashion to design to travel to new foods on the market.

4. Attend conferences for your clients. For clients who are too busy to attend a conference, you can offer to attend a conference in their place. The best approach is to choose a conference that will benefit both you and your clients, and you pick up the tab (you will be able to deduct your cost as a business expense, so keep records and receipts for all expenses). While attending the event, collect a "goody bag" for each of your clients, that will include samples from the conference exhibit and any written materials, which you feel may be of benefit to your clients. When you return from the event, host a one-hour conference call or teleclass to update your clients on the latest/greatest in their industry.

5. Feature your clients or referral partners on your website or in your newsletter as your honored man or woman of the month/week. Contact your clients or people you often refer others to one month prior to publication, and invite them to be interviewed as your "guest expert" for the month/week. Record the interview, transcribe the interview, and post the recorded interview and transcription, along the client's photograph, biography, and contact information on your website or in your newsletter. The enhanced visibility will speak volumes to your clients about your support for their lives, and will show others that you are committed to the personal and professional improvement of others.

6. Invite your clients for a “sneak peek” to test a new product, service, or teleclass before the general public is invited to participate. Make this "sneak peek” unforgettable. If you are offering the preview in a live setting, provide wonderful food and drink. If this is an online event, teleclass, or virtual offering, make the sneak preview say "WOW" with fabulous graphics, distinct digital audios or videos, a dynamic power point presentation, and a copy of a 15-20 page document which will add value to the life of your clients.

7. One day each week, send your clients a special quote or a brief story of inspiration. A wonderful online free resource for quotes and stories of inspiration can be obtained through the www.cybernation.com . Cyber Nation is one of the largest online quote libraries celebrating the famous words of men and women from history, both past and present.

8. Adopt the philosophy of Fed-Ex. Do you know what Fed Ex says? "When it's a matter of hours, it's a matter for FedEx. We can pick up and deliver door-to-door 24/7/365 including weekends and holidays and give you immediate confirmation. Just pick a service and pick up the phone." Quick service, 24/7/365 is the number one reason that the majority of consumers in the United States choose Fed Ex over other parcel delivery companies. As a coach, you will develop loyal customers by being highly responsive and by delivering answers with lightning speed. When your customers expect a response, they usually expect it within 24 hours, so give them what they want, and you will develop a long list of "raving fans."

9. Be highly accessible. Provide your clients with multiple ways to contact you, including e-mail, fax, mobile phone, business phone, and home phone. If you travel, contact your clients in advance to let them know you will be away from the office for a few days and let them know how they can reach you in the event of an emergency. Simply letting your clients know that you are always available is very reassuring and will send the client the message that you care enough to be there for them at any time.

10. Open a private page on your website "For Clients Only." This special page on your website will be a private area which will include valuable resources not made available to the public at large. This page may include a free e-book, free audio course, free articles authored by you, or a growing list of resources you make available at no charge to those men and women who do business with you. The key to a successful private resource page is to continually update the page, adding new resources that are fresh and "cutting edge."

© Copyright 2004 by Alicia Smith

Permission to reproduce granted if all attribution & contact information is included.

CRM: Keeping Customers Loyal

Customers are now in charge. Thanks to the growth of the Web, it is easier than ever to comparison shop and switch from one business to another with the click of a mouse. However, research has found that in the online market, customers yearn for trustworthiness more than ever.

Customer relationships are a company’s most valuable asset - worth more everything else combined as no customers = no business. Getting and keeping more customers who stay with you longer is crucial...

Keywords:

customer relationship management, crm, customer loyalty

Article Body:

Customers are now in charge. Thanks to the growth of the Web, it is easier than ever to comparison shop and switch from one business to another with the click of a mouse. However, research has found that in the online market, customers yearn for trustworthiness more than ever.

Customer relationships are a company’s most valuable asset - worth more everything else combined as no customers = no business. Getting and keeping more customers who stay with you longer is crucial. If your customers are loyal to your business, they will be much more likely to choose you over your competitors. Loyal customers will be much more likely to tell their friends about you. Loyal customers spend more and bring in even more new customers. Loyalty is immensely valuable. Research has shown that a 5 percent increase in customer retention rates results in a 25 percent to 95 percent increase in profits.

It’s easy to say customers are our most important asset but turning CRM strategy into bottom-line results is hard work. It means winning the battle for customers’ hearts and minds every day, with each interaction at every customer touch point. Long-standing relationships only arise from trust gained over many transactions and by customers' belief that the company wishes to keep them around rather than drive them away.

Creating a customer-focused company starts with the definition of a CRM strategy, which must then be filled out with new work processes, organizational changes, and even a revamped corporate culture.

To create customers for life, customers who will become advocates with the perception (and don’t forget that perception is reality) they need to believe that you do what's best for your customers, not just what's best for your bottom line.

To do that you need to:

1) Find out what customers want and know what you are providing matches that. Do not start with the bottom line. Profit and cash flow are residuals of attention to the needs and preferences of your customers. Of course, profits are crucial. But long-term cash flow and profits come from regular customers.

2) Be honest and keep things simple, listen, communicate openly and keep your promises. Deliver what you say you will. Far too many businesses focus on ways to keep customers, only to lose sight of the fact that their product or service simply isn't what it should be. Make certain that the core of what you do is deserving of long-term customer loyalty, and then look for ways to nurture it. Make it simple to do business with you.

3) Practice what you preach and preach what you practice. Treat your customers like you would like to be treated and then go even further by, in that classic phrase: exceeding their expectations. Give customers reasons to stay. Great service or products are terrific, but it never hurts to lure customers into the long-term fold. How about discounts for regular customers? Customer loyalty is needs to be appropriately valued and rewarded.

4) Nurture employees. “Old-fashioned” solutions still provide the edge. Research shows that a personal relationship with your employees is the key to keeping customers loyal and that happy staff keep customers coming back. Treat your employees as you would want to be treated year after year. Not only does that encourage staff to also do their bit to entice customer loyalty, it's emphasises a supportive, responsive environment. Employee loyalty needs to be appropriately valued and rewarded.

5) Use sensible marketing practices. Not many people enjoy being inundated with telephone calls and mailings so don’t do it! Test, test, test and track the customers who come back. Once you know who your best customers are, the real work begins—convincing them to stay forevermore. Repeat purchase and retention rates capture the real financial ramifications of whether or not a company is delivering high value to its customers.

6) Know the value of your customers, segments and groups. Know who is likely to be loyal. Some customers are more trouble than they're worth. Monitor what goes into keeping a customer satisfied; if it's too costly or simply too much work - it's wrong to say that everyone should be a lifelong customer.

7) Use effective CRM systems, don't let the systems use you. Don't be driven by the vendor or consultant - use them, they're likely to know the technology far better than you. But let customers' needs and everything above drive how you use the technology. Remember it is an aid not an end.

That’s all there is to it!

Develop Loyal Customers for a Lifetime - part 2 (11 - 20)

In today's competitive world of business it is more important than ever to aim for more interaction with existing customers. This article part two of two and shows steps 11-20 that will help you turn your existing customers into walking billboards for your business and help keep them as customers for a lifetime.

Keywords:

business, marketing, customer service, marketing, strategies, philosophy, follow-up, accessibility

Article Body:

Traditional marketing strategies encourage business owners to continually grow their businesses by adding new customers. In today's competitive world of business, it is more important than ever to aim for more transactions with existing customers by using the power of customer follow-up and attention to good service.

These second ten tips will help you in turning your existing customers into walking billboards for your business and loyal customers for a lifetime. While we aren't advocating that you do all ten, choosing your favorite five and making sure they become a part of your marketing efforts will pay off handsomely.


1. Conduct surveys one time per month in order to find out what your clients want and need. Your ability to deliver solutions to current problems will position you as a coach who is solution oriented and who is willing to be flexible to deliver what it is that the client most wants and needs. An online survey tool such as www.zoomerang.com is a fantastic tool for providing online surveys to your current customers and clients.

2. Support your clients by attending their events and by sending them referrals. Are your clients leading a workshop or a teleclass? Are they holding a special "grand opening" or announcing a new product or service? Will your client be playing the piano for a special event or helping with a charity auction? Find out what special events are in the future for your client and attend those events with enthusiasm. This one perk will let your clients know that you are committed to them through and through. In addition, become a walking billboard for your clients, telling others about their products or services, and send them referrals on a regular basis. The building of a strong relationship and strategic alliance begins with you, so let your support be known by "showing up" and "talking your client up to others." If you cannot attend the event, contact the client on the day of their big event, wishing them well and letting them know how much you wish you could attend.

3. Set aside a 3 hour block of time each week strictly for the purpose of being "on call" for your clients. During this 3-hour block of time, you will be providing "spot coaching" for clients who want to call in for questions, a quick dose of motivation, or to get support in the area of problem solving. Limit each call to 15 minutes so that everyone who wants to talk with you will have a chance to do so.

4. Host a "Client Only" Call one time per month. As you begin to coach more and more of your ideal clients, you will begin to notice "common problems" shared by your clients. Watch closely for these common problems, and use your knowledge to build a "Client Only" call one time per month. The Client Only call will provide your clients with information and value around a particular topic which is on their minds such as how to increase profits, how to get more customers, or how to deal with negative thought patterns which block success. The Client Only Call will also support your clients in extending his or her network, which is a wonderful value add.

5. Answer each and every question asked by your clients with a positive and helpful attitude. Quite often as a coach, you will find that your clients want one thing...your help! Each time a client sends you a question by e-mail or calls you by phone to ask a question, respond with compassion and with the A to Z details which will provide the support they are seeking. Studies show that approximately 68% of all people will choose to continue doing business with you based on your attitude, so treat your clients as if you are honored to answer their questions, and as always, answer their questions as quickly as possible (within 24 hours is recommended.)

6. Update your website every day, adding new content, a new quote of the day, a new article, or a cutting edge resource. Your customers will want to know that you are savvy enough to stay ahead, updating your website frequently and that you are alive and well and devoted to details. If you have a website which is outdated and "stale," your clients will move on to a coach who is both present and future focused. On the same note, if your website will be down for repair or down for a facelift, notify your clients in advance that your website will be down and keep them updated on the status of your site.

7. Develop a collaborative partnership with your clients, and team with them one time each year on a joint venture. Clients of today want a partnership that is collaborative in nature, and they want to feel that you are a part of their "team." Invite your clients to join you in hosting a fundraising event, to co-lead a workshop or teleclass, or to co-author an article or an e-course. The relationship with your client will shift during this process, and you will develop a bond that is strong and long lasting.

8. Add new products, services, and features to your coaching business every month. In order to keep clients coming back again and again, it will be important for you to continue adding interesting features to your business. Write a new e-course, offer a new assessment, post a new audio, list a new teleclass series, add a 1-800 number to your business, or do something fun like adding a kids page to your website. Each time you add a new feature, your clients' interest will be sparked, and they will feel a surge of enthusiasm around their decision to continue working with you as their coach.

9. Provide Instant Message Coaching two nights per week. By using AOL or MSN Instant Messaging services, you can provide an amazing amount of value for folks who work during the day. Set aside two hours two nights per week to provide IM coaching for individuals or for a group. This can be a great time to communicate with your clients through the power of the written word.

10. At the end of each month, send a card to each client thanking him or her for being your client. Make this note special to each person, and let them know how much you value the relationship and how much you enjoy working with them. Remember...your clients make your coaching business possible, so thank them graciously and often!

© Copyright 2004 by Alicia Smith

Permission to reproduce granted if all attribution & contact information is included.