The Customer Loyalty Ladder
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Transcript of The Customer Loyalty Ladder
Customer Loyalty Ladder
Teguh PrayogoTwitter : @teguh_trainer
• Suspect
• Prospect
• Customer
• Client
• Advocate
CUSTOMER LOYALTY LADDER
Suspect
Prospect
Customer
Client
Advocate
Teguh PrayogoTwitter : @teguh_trainer
Suspect
Prospect
Customer
Client
Advocate
CUSTOMER LOYALTY LADDER
• Suspect
Anyone who reads or hears an ad, looks at a brochure or encounters some other type of promotion is a suspect
• Prospect Someone who pays attention to your
promotion
Teguh PrayogoTwitter : @teguh_trainer
Suspect
Prospect
Customer
Client
Advocate
CUSTOMER LOYALTY LADDER
• Customers
Those who buy your product or service
• Client
A Customer who buys a second time
• AdvocateA Customer who gives unpaid advertising for the products / services of a business
Teguh PrayogoTwitter : @teguh_trainer
Teguh PrayogoTwitter : @teguh_trainer
It takes a least 3 times as much money to attract a
new customer via traditional forms of advertising as
to re-attract a repeat customer
FACTS :
Teguh PrayogoTwitter : @teguh_trainer
It takes at least 30 times as much marketing
money to attract a new customer via
traditional forms of advertising as to have a satisfied customer
find new customers for you
FACTS :
Teguh PrayogoTwitter : @teguh_trainer
FACTS :
Most business owners spend less than 5% of their
marketing dollars on their customers and spend
95% of their marketing dollars trying to find new
customersTeguh PrayogoTwitter : @teguh_trainer
5% Marketing Rp
95% Marketing Rp
Suspect
Prospect
Customer
Client
Advocate
TRADITIONAL INVESTMENT
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A great marketing company spends
money here
Suspect
Prospect
Customer
Client
Advocate
ADVERTISING INVESTMENT
Non Traditional Advertising
Most marketing company spends
money here
Traditional
Advertising
Teguh PrayogoTwitter : @teguh_trainer
To Keep Customers:30% Marketing Rp
To Find Customers:70% Marketing Rp
Invest in Keeping Customers
Suspect
Prospect
Customer
Client
Advocate
Recommendation
30% of your marketing Rp should be
spent on keeping customers.
Keeping them happy.
Not 5 %
Goal :
Invest in developing
satisfied customers
CUSTOMER LOYALTY LADDER
Teguh PrayogoTwitter : @teguh_trainer
How can You Accomplish This?
• Know who your customers are
• Know that your best customer is your most recent satisfied customer
• Know that your best word-of-mouth advertising comes from your most
recent satisfied customer
• Act in a way that moves people up the ladder
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Lessons Learned
The most recent satisfied customer who has
purchased products from you is the least expensive
marketing way to find new customers. People love to
tell if they are happy.
Your worst customer, will rip you apart to all their friends
Is your most recent unhappy customer
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Lessons Learned
To climb the loyalty ladder, business owners must
exceed customer expectationsTeguh PrayogoTwitter : @teguh_trainer
How to make Loyal customer ?
• Play
• Make Their Day
• Be Present
• Choose Your Attitude
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Benefits of “Play” :
• Happy people treat others well
• Fun leads to creativity
• The time passes quickly
• Having a good time is healthy
• Work becomes a reward not just a way to rewards
1. PLAY
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• Start a joke of the month contest with its own bulletin board
• Add more color and make the environment more interesting
• Add more life with plants and an aquarium
Implementing
Play
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Benefits of “Make Their Day”
It is good for business
Serving our customers well will give satisfaction
It will focus our attention away from our problems
It is healthy, it feels good and will unleash more energy
2. Make Their Day
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• Pull together focus groups to study ways we can be of service to customers
• Have a monthly and annual award for service based on customer recommendations
• Appoint a special task force dedicated to surprising and delighting our customers
Implementing
Make Their Day
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Benefits of “Be Present” :
• Important opportunities do not escape
• Customers know if you are listening
• Customers feel important
3. Be Present
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• Encourage one another to be present. Ask: “Is this a good time? Are you present?”
• Establish a code phrase: “You seem distracted” to signal a present moment issue
Implementing
Be Present
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• By accepting that you choose your attitude, you demonstrate personal
accountability and proactivity
• While we may not be able to do what we love, if we choose to love what we
do, our work area will become an oasis of energy, flexibility and creativity
4. Choose Your
Attitude
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• Purchase copies of Personal Accountability: The Road to a Rewarding Work Life for Everyone. Organize discussion groups around the book - follow with similar topics
• Prepare an attitude menu to post in the office
Implementing
Choose Your
Attitude
Teguh PrayogoTwitter : @teguh_trainer
Conclusion
• Increasing the quality of service can increase both
customer loyalty and employee retention
significantly
• People may “job hop” because they haven’t found acceptable
work environments
Teguh PrayogoTwitter : @teguh_trainer