The top ten elements for any organization interested in improving customer acquisition and retention.
1. Training. Do your new hires know what makes you tick? Do they know why you exist and what matters to your customers? The training I’m talking about is customer-driven training, not internally driven training. Generally, you want to answer the following questions:
- Why do people buy from us and not the other guys?
- When people buy from the other guys, why do they do it?
- What makes us unique?
- What do our customers care the most about?
- What are the primary tasks you need to know, and how do those tasks relate to the customers’ needs?
The key to the training should be focused on creating a “customer-centric” thought process – letting your new hires know how far they can go to solving a customer’s problem and when they need to ask for help.
2. Touches. Every time you come in contact with a customer, it’s a “touch” and an opportunity to shine. Every contact with the customer is important – and can have a direct impact on your customer acquisition and retention. This includes the initial phone call, credit terms, confirming email, returns – everything that your customer sees and hears from your organization. Take time to ensure that you have proof read emails, all links in your correspondence are live, that everyone in your organization is aware of the new deal you just sent out to your database. Remember, finding and keeping customers is a touchy subject.