by Andy Million D


O YOU KNOW that 90 percent of our purchase decisions are made with our hearts, not our heads*


? Is it


not too far-fetched then to think that how we treat our customers might actually be more important than the products and services we sell?


Retaining customers is the single most


cost-effective way to grow your revenue, yet so many companies forget to think of their customers when making important business decisions.


In the Age of the Customer, successful


companies recognize that the mix of exceptional service and products has


10 SPRING 2020


shifted, without material investment in technology, manufacturing or other shiny widgets.


If it’s not with a shiny widget, then how do you maintain customer loyalty? Let’s start with the question: Do you know why your customers come back each season?


UNDERSTANDING YOUR VALUE PROPOSITION


First, you need to know your own company. For decades, many companies took an arrogant approach to customer expectation management. Not too long ago, Research In Motion (RIM) built and


sold millions of Blackberry devices that could send text messages and emails, search the internet and make phone calls. However, RIM was not listening to their customers’ changing needs or anticipating their demands.


Customers wanted features such as


a camera, music and other applications they could select themselves and customize. Tey wanted a device they could build to match their personality and lifestyle. Apple introduced the iPhone and priced it at $499 ($269 more than a Blackberry at the time). Both had phone and email capability, but Apple allowed its users to have a simplistic


*Source: Forrester


Obrve Listen


CONNECTING TO YOUR


‘GUESTS’‘GUESTS’ IS KEY TO RETENTION


Ask Qstions


Rpond


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40