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We profit from the customer loyalty process, not the tactics or the technology
Loyalty programs with incentives and CRM tools enable us to build customer loyalty, but they often get in the way. The foundation of loyalty is understanding and support of the customer. When the customer feels valued, they support us with more transactions, feedback and advocacy. In many ways, the discounts we offer them and the…
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Better ways of monitoring customer “satisfaction” lead to loyalty
I used to be co-owner of a company focused on administering customer satisfaction surveys, and I become well aware of their flaws back then. The surveys were easy to game and seldom stimulated the customers to open up or feel appreciated. That's not to say they weren't a huge improvement over the lack of interest…
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Making loyalty a sustainable advantage
Loyalty is a trick word, especially in the business world. The airlines proved that you can turn it into a ruthless game. Wireless companies specialize in 'locking up' their customers. Many companies destroy it by misunderstanding why their customers chose them in the first place. True loyalty is based on two ends of the transaction…
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In complex sales, retaining existing customers may be TOO hard
If we have complex sales and/or business relationships, our salespeople may find renewals and upgrades of the existing contracts so difficult, they prefer signing up new customers. Typically, businesses which have this problem also have many other productivity problems relating to siloed business processes, lack of digitized contracts, etc. Even in small businesses, the founder…
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Understanding how Salesforce protects data
To understand the current CRM landscape, we have to understand the capability and trends for the use and development of Salesforce. It now forms the expectations for almost all sales people. On my path to becoming a certified administrator for Salesforce, I will occasionally share exceptionally good explanations and tips. Salesforce produces phenomenal free training…
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Email can build loyalty if you’re leveraging your CRM tools
If you have email-based conversations with your customers, you are already building loyalty with email (if you're being nice, I guess). The real question is can we build loyalty with mass emails? Personalization helps, but we have to do more than just toss in a name. We have to merge individual recognition, which is impossible…
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Innovations in loyalty from Lyft and Uber
Fast-growing startups can spin out all types of innovations. Some work, some don't. For most of us, it's a matter of following along and copying what works. Fortune: Starbucks and Lyft partner to give rewards to drivers and riders, 2015-Jul-22 by Kia Kokalitcheva Retaining drivers is a critical front in the riding hailing wars. Both Lyft…
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Words customers want to hear… from Groove
One of the best ways to build customer loyalty is to recover excellently from our mistakes. Groove provides customer service software, and they've compiled a wonderful list of words that customers want to hear. I think these are phrases customers always want to hear, but they are most important when things are not going as…
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The customer experience of abandonment cuts both ways.
One of my most memorably bad experiences was in the service area of a car dealership. I was clearly not of the recognized regular customers. And I arrived in a bad mood, as a consequence of some problem with my car. The service manager punished me by overlooking me for all the other customers in…
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Our loyalty programs have to vary at least as much as our customers
Sorry to pick on Office Depot, but their loyalty program isn't reaching me. Office Depot has been my favorite office supply store for ten years. I can't even really tell you why, except I like going there. The people have always been nice. Some years I've been ramping up a small business and have spent…
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