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Great Strategies To Keep Customers Coming Back (2) |
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7. Know your trophy customers and treat them best of all. If the
Pareto Principle runs true at your company, you will find that the top
20% of your customers contribute 80% of sales. Japan's Oura Oil turns
its trophy customers into service station royalty. Customers who purchase
over 5,000 gallons a gas per year get a special club card entitling them
to plenty of extra services, such as free windshield wiper fluid, whenever
they gas up.
8. Make it easier to buy from you than your competitor. UPS knows
convenience is king in a busy world, so it created an elegant overnight
package for customers, like mortgage lenders, who send lots of documents
that require signatures and return shipping. The company made a reusable
envelope, so the recipient can simply sign the papers and ship them back
in the same package. Via UPS, of course.
9. Go and get 'em. The Country Christmas Tree Farm in Sebastopol,
CA knows that it's tough to earn the loyalty of customers who only come
in once per year, so it sends a thank you note with a twist. Buy your
Xmas tree from them and a thank you note arrives the following Thanksgiving
¡Kalong with directions back for this year's tree.
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10. Find out what your customers want and give it to them. LISTEN!
Worcester, MA's Fallon Clinic began listening to its customers' complaints
and found out that many of them centered on one department's doctors.
Some fast interpersonal skills training for the staff and patient complaint
levels were reduced by almost two-thirds.
11. Become a customer service champion. What do Nordstrom, Southwest
Airlines, and Ritz-Carleton Hotels have in common? They are famous for
building their businesses by putting customers first. Consumers flock
to them because of it. These companies are led by CEOs who are customer
service champs; they recognize and reward employees that cater to customers;
and, they brag about their accomplishments. You should too.
12. Read 1,001 Ways to Keep Customers Coming Back (Prima, $16,
ISBN 0-7615-2029-5). Theodore Kinni and Donna Greiner spent a half-decade
searching out 1,001 ways to achieve world-class levels of customer retention.
They are collected in a single book -- an idea-a-minute toolbox of customer
retention tactics, techniques, and tips.
For strategy
1-6, click here
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Written by by Donna Greiner & Theodore B. Kinni
1,001 Ways To Keep Customers Coming Back is available in bookstores. Copies
signed by the authors are available direct from The Business Reader at
a 25% discount from the cover price. Please e-mail your request to bizbooks@gte.net
or phone The Business Reader at 757-258-4746.
Endorsed by Jimsun, from www.addto.com:
your e-commerce directory!
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