Great customer experiences…. help to build your bottom line
John Pastorelli
Advocates are those customers who help to build your bottom line by:
• returning to your business – increasing the number of transactions
• telling their friends and referring your business – increasing leads to your business
• increasing their spend – and increasing your revenue
Creating loyal customers – John Pastorelli – www.ochrelearning.com.au
Behaviour Value to business
Advocates ramped up energy Value Generators
Supporters energy in favour Engaged
Transactional neutral energy Going through the motions
Adversaries energy against Sabotaging
Creating loyal customers – John Pastorelli – www.ochrelearning.com.au
But to be advocates in the first place they need
to receive great customer service experiences
Creating loyal customers – John Pastorelli – www.ochrelearning.com.au
Why advocates are important?
Advocates help you succeed in this period of the digital revolution
Advocates have an amplified customer voice
Advocates influence other people to make decisions in your favour
Advocates help you cut through the rising volume of sounds and offers within the marketplace
AND
Advocates help build your bottom line as per the following slides
Creating loyal customers – John Pastorelli – www.ochrelearning.com.au
Advocates improve your bottom line
1. Increase the number of ‘new’ customers who know you exist
Creating loyal customers – John Pastorelli – www.ochrelearning.com.au
1. Increase the number of ‘new’ customers who know
you exist
2. Increase the number of new customers who do business with you - - i.e. increase in your conversion rate
Advocates improve your bottom line
Creating loyal customers – John Pastorelli – www.ochrelearning.com.au
1. Increase the number of ‘new’ customers who know
you exist
2. Increase the number of new customers who do
business with you
3. Increase the number of transactions for each of your customers
Advocates improve your bottom line
Creating loyal customers – John Pastorelli – www.ochrelearning.com.au
1. Increase the number of ‘new’ customers who know
you exist
2. Increase the number of new customers who do
business with you
3. Increase the number of transaction for each of your
customers
4. Increase the ‘sales’ per customer
Advocates improve your bottom line
Creating loyal customers – John Pastorelli – www.ochrelearning.com.au
With just a 10% increase...
Number of LeadsX
Conversion Rate=
Customersx
# of Transactionsx
Avg. $$$ Sale=
Revenue
4,000X
25%=
1,000x
2X
$100=
$200,000
4,400X
27.5%=
1,210x
2.2X
$110=
$292,820
Data: The Loyalty Zone
“One customer, well taken care of, could be
more valuable than $10,000 worth of
advertising.” – Jim Rohn, Motivational Speaker
Creating loyal customers – John Pastorelli – www.ochrelearning.com.au
2015 TICT conference - John Pastorelli
The Net Promoter Score (NPS) is a popular
measure of customer loyalty and advocacy
<6
7
8
9
10
0% 20% 40% 60% 80% 100%
5%
33%
44%
53%
93%
KEY INSIGHTIf you want to maximise customers recommend-
ing you, you must provide 10 out of 10
experiences.
Data: The Loyalty Zone
Percentage of customers who recommended a business to a friend or colleague?(using NPS measures against their experience rating out of 10)
Percentage of customers who’d definitely return in the future(using NPS measures against their experience rating out of 10)
6<
7
8
9
10
0% 20% 40% 60% 80% 100%
23%
33%
44%
64%
89%
KEY INSIGHTIf you want to
maximise repeat business, you must
provide 10 out of 10 experiences.
Data: The Loyalty Zone
Shared Value
Engagement
Consistency
Framework to help your customers become advocates for your business
Creating loyal customers – John Pastorelli – www.ochrelearning.com.au
Shared Value
Engagement
Consistency
Consistency across touch points and over time
Creating loyal customers – John Pastorelli – www.ochrelearning.com.au
Shared Value
Engagement
Consistency
Consistency across touch points and over time
Value to
customer
H Servancy Shared Value
L Push Back Indulgence
L H
Value to you
Creating loyal customers – John Pastorelli – www.ochrelearning.com.au
Shared Value
Engagement
Consistency
Consistency across touch points and over
time
Value to
customer
H Servancy Shared Value
L Push Back Indulgence
L H
Value to you
The GREAT framework
G – Greet all customers
R –Rapport … strike up a conversation
E – Enrich the customer experience … what’s a little thing you can do
A – Advocate your story / message
T – Track how you are facilitating customer experiences
Creating loyal customers – John Pastorelli – www.ochrelearning.com.au
Creating loyal customers – John Pastorelli – www.ochrelearning.com.au
Take a leaf from the book of Kevin Roberts (Saatchi & Saatchi) and treat customer service within the framework of a Lovemark
If you’d like more information and / or to get in [email protected]
0422 314318
Top Related