Take
for instance the wireless telephone companies; if you sign a new contract you
receive a large rebate or even a free cellular phone. Current customers have the privilege of
paying full price. With this type of
promotion, Sales Pro’s organizations
just push current customers and clients to seek services elsewhere.
Sales Pro’s organizations need
to re-think their marketing and sales strategies. After all, many experts will share that it's
five times more profitable to spend marketing and advertising dollars to retain
current customers than it is to acquire new customers. In years past, the importance of focusing on
customer retention was not as important because loyalty came naturally. We shopped in our neighborhood shops and our
corner grocery stores. We had a personal
connection with our service providers and the thought of shopping at another
store would have never crossed our minds.
You knew the butcher and he knew you.
Generations today laugh at this idea.
“I never knew the butcher’s name!”
Thomas Jefferson said, “When we get piled upon one another in large
cities, as in Europe, we shall become as corrupt as Europe.” Part of the corruption that Jefferson alluded
to was the loss of individuality and loyalty.
Our stores are larger and the majority of the sales personnel do
not know that you even exist. Not to
mention, today the convenience of the internet contributes to a large portion
of our shopping. Your email address
identifies you as the customer. As a
result, customer loyalty has disappeared and large corporations and virtual
storefronts are unable to ask the millions of disloyal customers what caused
them to stray.
Sophisticated
technology and database equipment has made it possible for specialized firms to
make attempts at customer retention through database marketing programs. Establishing a detailed client database allow
these companies to keep track of personal information and individual preferences
for all of their customers. This enables
them to provide better service and value.
Just like the corner grocery store owner kept information on 200
customers in his head, the large superstore can now keep track of 20,000
customers through its customer database.
A few
values-added strategies that you can use include:
·
Membership cards and programs that entitle your customers to special
offers, discounts, or preferential treatment - Southwest Airlines ties credit card services and free
trip points together very well.
·
Welcome, acknowledgement, sales recognition and thank you statements.
·
After sales satisfaction and complaint inquiries and surveys; a local
beauty salon calls every customer the next day after an appointment to get
feedback on the appointment and maintains a Facebook page for public comments.
·
Event oriented communications in which the customer is genuinely
interested. An active Social Networking
presence is maintained with blogs, postings, networking sites, Constant
Comment, the use of permission based marketing like AWEBER, Brainshark, Skype
communication, Applications on I-Phone, I-Pad, I-Touch; for example, Silhouette
Optical now allows an application in which you take a photo of yourself and
place any of their products on a picture of yourself.
·
Enhanced and empowered customer, after sales, and technical
support. ING bank allows the customer to
earn a fee of $10 for each new account referral and the person you refer
receives $25.
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