Home Future-Proof Business Repeat Customer Business: Managing the Connected Consumer (videos+article)

Repeat Customer Business: Managing the Connected Consumer (videos+article)

One of the pillars of any successful company lies in repeat customers.

A great customer experience has become the key determinant of success when standing out against your competitors. Yet, providing a consistent and interactive online experience is an ongoing challenge for many organizations.

One of the pillars of any successful company lies in repeat customers.

However, according to Fred Caballero, in his article: ‘The Art Of Multiplying Your Business Gone Wrong’ the truth is that many companies barely make money since they are in the quantity game, offering their products/services with a 70% off, so not too much room for a margin.

Many companies that succeeded in making a deal irresistible and got people buying it, don’t have a plan to deal with customer overflow, and don’t pay attention to the customer experience.

How could this be easily fixed to multiply your business?

First of all, when you have a strategic approach that aims at a very low price in order to get a high volume of potential customers, what’s going to make all the difference is that you treat those hundreds of people as if they where already loyal customers. Give them your best, delight them, enchant them.
If you only focus on winning the heart of those hundreds of new people that decided to try your product or service, chances are that they’ll stick with you and the magic that started this post, “repeat customers/business” will naturally follow.

  • Know your limitations: It’s tempting to take 4 times the amount of bookings that you can handle. Set an expectation!
  • Train your staff: They must share your passion for customer satisfaction and understand that without it, nobody has a job. If you need to hire temps, you would need to take more time to ensure everybody executes well.
  • Talk to people onsite: ask them how they like your product/service, look for stories, ask them if they came with friends, if they spread the word, if they were already into your service. Finally, smile (genuinely) and ask them to come back! They’ll always remember.
  • Ask them to share their experience through their own social networks
  • Excel: These sort of experiences should be a great exercise for you and your staff. If customer service is in your company’s DNA, you’ll be ahead of the game. Execution and people’s perception mean everything.
  • Thank people publicly: Those that spoke about you, thank them openly through the same social network. Make them a connection and start a proper relationship. Self promotion should be under 10% of all your posts in the different social media streams.

MANAGING THE CONNECTED CONSUMER

 

Companies have often grappled with the “ownership” of their brands.

Ultimately, the brand is simply what it represents in the minds of consumers.

Strong brands generate strong emotions and consumers can have a real sense of ownership – and an equal willingness to criticize decisions that affect that brand in ways that they do not like.

Learn more >

Beyond the Familiar | Long-Term Growth Through Customer Focus and Innovation

Seán Meehan

By Professor Seán Meehan with Patrick Barwise
Strong customer-focused companies have a clear, relevant promise which they obsessively deliver day-in, day-out. At the same time, they relentlessly drive the market by evolving the offer in the face of market developments and opportunities. Because they meet customer needs better than the competition, again and again, they are able to generate sustainable, profitable, market-leading organic growth. The problem the book addresses is how to achieve this.The authors identify five key steps using their framework for success:

  • Offer a clear, relevant customer promise;

  • Build customer trust by reliably delivering that promise;

  • Continuously improve the promise, while still reliably delivering it;

  • Drive the market by innovating beyond the familiar;

  • Support all this with an open organization that promotes frank discussion based on clear facts and market feedback.

Above all the book runs counter to the fashionable claim that the starting-point for business success should be to find a ‘blue-sky’, ‘out-of-the-box’ breakthrough innovation. Barwise and Meehan use many compelling cases to illustrate how managers can find ways within their existing network and organization to achieve long term growth.


J. Wiley and Sons, 2011 ● Hardback ● ISBN 9780133407303

Buy hard copy or Kindle eBook