Developing loyal customers – not just satisfying your customers’ needs – is the critical difference in creating sustainable organizational success. Research tells us that the only way to create customer loyalty is through an emotional connection. Creating unique points of connection for every customer should be the goal.
The value of loyal customers is: they always return, they brag about your organization providing word of mouth advertising, they are willing to pay more for your product or service based on perceived value, and when there is a mistake loyal Customers are more forgiving.
“There is only one boss – the CUSTOMER. He can fire everybody in the company from the Chairman on down simply by spending his money somewhere else.” Sam Walton
Anybody in the organization that interfaces with the customer directly (e.g., face-to-face, over the phone, via email, printed correspondence, invoices, etc.).
Employees that have an impact on shaping the customer experience indirectly (e.g., operations, product engineering, quality, and office staff).
Leaders/managers responsible for customer service and those departments/functions that directly influence the customer experience.
- Shifting the organization’s mindset from customer satisfaction to loyalty: This entails changing the way you design and measure the customer experience. “Loyalty” is a better predictor of future buying behavior than “satisfaction” is.
- Keeping current with your customers’ perceived value of your products/services: Competitors, new offerings and technology constantly shift customers’ expectations. How does your organization measure up when your current and prospective customers compare you to the competition?
- Cumbersome and frustrating processes that negatively impact the customer experience: Clearly identifying critical “Points of Connection” (POC) involving the customer, understanding the customers’ expectations associated with the POC, and streamlining the processes leading up to the POC go a long way in creating loyalty (and perceived value).
- Managing the emotional connection with your customers: We’ve all heard that buying decisions are based largely on emotion - how the product/service makes us feel. What is your organization doing (or not) to establish and maintain a positive emotional connection with your customers?
- Practical ways to measure customer and employee loyalty.
- A greater understanding for your customers’ perceived value of your products and services.
- The ability to quantify the impact of loyal customers on your organization’s revenue and profitability.
- Improved processes that are driven by customer expectations.
- Create a system for measuring and tracking the outputs of customer processes.
Length: ½ Day or Full Day
Materials Provided: Workbooks
Methods Used: Presentations; individual and interactive group exercises: large and small group discussions; PowerPoint and video clips.