Customer retention: Do your processes attract or repel customers?

Getting customers is among the major aims of most businesses. Maybe you are lucky enough to have all you need or you can choose those you want. But you still need to keep them. Have you ever thought about your business processes and how these contribute to your success?

If customer retention matters to you, it could be valuable to do so.

The initial contact, this is where a lot of mistakes are made.  If you try to use ‘clever’ tricks to get in touch with me, I won’t trust you. I’ll be constantly on guard for your next little trick. Even if you get away with it, dishonesty is a bad way to begin a customer relationship.

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Use of customer service as a marketing tool

It always amazes me when companies spend time, effort and resources seeking customers and then seemingly forget about them the moment the first deal is signed.

The real responsibility of a marketer extends from conceiving and developing products / services right through to whatever happens after these are delivered AND the ongoing relationship with the same customers.

All of the above is standard and uncontroversial I would expect … So why do so many companies behave as customer service isn’t part of it?

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