How to Lose a Customer in 10 Days

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It can take months and even years to build a good relationship with your customers, but on any given day, you have the opportunity to alienate them. Whether it is failing to put a human face on technology or demonstrating to your customers that you don't value their feedback, you don't get that many chances before you lose their loyalty - and their business. In this webinar, we'll share 10 common mistakes and the best practices you can put in place to avoid losing your customer in 10 days.

Webinar Speakers:
Jim Williams, VP Marketing, Influitive
Rachel Balik, Content Marketing Manager, Demandbase

Part of the Customer Engagement Zone.

Published in: Marketing
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  • Good morning and thank you for joining today’s webinar. This webinar
  • Update Agenda
  • Ignore them, treat them like jerks, not be considerate of their feelings. Benjamin is making Andie cry.
  • Do: Have regular communication, don’t ignore them. Ongoing conversations.
  • Don’t let your customers talk to each other. Here are Andie and Ben talking to their friends.
  • Let customers talk to each other. Screenshot of Hub or some sort of discussion? User Groups?
  • Early in a relationship, you don’t want to introduce your “date” (prospect) to your family.
  • Bring in the right people as part of the sales process at the right time. That includes customer references, exec team. Image???
  • Demandbase identifies the companies visiting your website in real-time and integrates with your CMS to personalize content based your segmenting strategy.Demandbase helps you personalize website experiences by:1. Segment - Drive industry verticals or other segments to content relevant to them2. Account Status - Serve renewal, upsell or support content to existing customers3. Account Personalization - Personalize to companies visiting your website by name…and many other ways that help drive engagement on your website for your target accounts.Animation:Customer (Xerox) visits your website; Account Status = Renewal; They get a personalized hero banner with upsell content.Prospect (JCPenney) visits website; Sales Cycle = In Pipeline; They’re funneled to customer stories/case studies of similar businesses (or competitors).Prospect (AT&T) visits website; Sales Cycle = Not In Pipeline; They get industry specific content demonstrating benefits.Xerox – mobile experience is very important
  • Ben thought he was going to Knicks, but Andie ended up taking him to see Celine Dion
  • Give your customers choice in how they work with you. Be flexible in what you ask for (challenges = lots of flexibility). Be flexible in your communication and frequency of communication. Image = screenshot of different challenges?
  • Andie brings ben a “Love Fern”, which is an example of a bad gift. Instead of bad gifts, you should use Advocate Hub.
  • This is an opportunity to talk about how there are different Rewards in the Hub…customers have choice in how they get recognized for their work. Status, Power, Access, Stuff (and lots of options for “stuff”).
  • How to Lose a Customer in 10 Days

    1. 1. www.customerengagementzone.comthe Customer Zone How to Lose a Customer in 10 days Presented By
    2. 2. www.customerengagementzone.comthe Customer Zone Housekeeping • Interact with us: • Send questions & comments through the questions panel • Twitter with #customerengagement • This webinar is being recorded. Recording will be emailed after the event.
    3. 3. www.customerengagementzone.comthe Customer Zone Presenters Rachel Balik Content Marketing Manager Jim Williams VP Marketing
    4. 4. www.customerengagementzone.comthe Customer Zone How is my churn rate like a rom-com?
    5. 5. www.customerengagementzone.comthe Customer Zone Take Them for Granted
    6. 6. www.customerengagementzone.comthe Customer Zone Do: Invest in Customer Engagement
    7. 7. www.customerengagementzone.comthe Customer Zone Don’t Make Them Feel Special
    8. 8. www.customerengagementzone.comthe Customer Zone Do: Personalize their experience
    9. 9. www.customerengagementzone.comthe Customer Zone Don’t Let Them Talk to Each Other
    10. 10. www.customerengagementzone.comthe Customer Zone Do: Engage your customers in conversation
    11. 11. www.customerengagementzone.comthe Customer Zone Don’t Teach Them Anything
    12. 12. www.customerengagementzone.comthe Customer Zone Do: Educate and guide them based on their needs
    13. 13. www.customerengagementzone.comthe Customer Zone Don’t Let Them Meet Your Family Too Early or Too Late
    14. 14. www.customerengagementzone.comthe Customer Zone Do: Bring in customers references and happy advocates as early as possible 75% of the buying process is complete before a B2B prospect contacts a company Forrester: Buyers talk with peers early in the process
    15. 15. www.customerengagementzone.comthe Customer Zone Don’t Make it All About You
    16. 16. www.customerengagementzone.comthe Customer Zone Do: Show that you listen and understand them Customer IT Services Status: Renewal Prospect Not In-Pipe Industry: Telecom Audience: Enterprise Employees: 241,000 Prospect In-Pipeline Industry: Retail Employees: 159,000 Status: Prospect Xerox - Find out how we help Telecoms build better relationships
    17. 17. www.customerengagementzone.comthe Customer Zone Don’t be flexible
    18. 18. www.customerengagementzone.comthe Customer Zone Do: Give your customers choice in how they engage with you. Help Desk Phone Number User Group NPS Survey Product Survey Advocate Challenges Mobile App Embeddable Widget Support Repository Twitter Customer Classes
    19. 19. www.customerengagementzone.comthe Customer Zone Don’t Ignore Their Opinion
    20. 20. www.customerengagementzone.comthe Customer Zone Do: Innovate beyond their expectations
    21. 21. www.customerengagementzone.comthe Customer Zone Don’t Just Bring Them Flowers and Chocolates
    22. 22. www.customerengagementzone.comthe Customer Zone Do: Incentivize them to engage with you Status Access Power Stuff
    23. 23. www.customerengagementzone.comthe Customer Zone 1. Guest blogging opportunities 2. Media interviews 3. Invitations to executive retreats 4. Invitations to industry conferences 5. Special status at user conferences 6. Participation in product sprints 7. Job recommendations 8. Social media love 9. Introductions & connections 10. LinkedIn skills & recommendations
    24. 24. www.customerengagementzone.comthe Customer Zone Don’t Take Whatever You Can Get
    25. 25. www.customerengagementzone.comthe Customer Zone Do: Choose companies that are a good fit SIGN UP FOR A FREE THING SIGN UP FOR A FREE THING Please provide all the information below Full name Email SUBMIT Title $35,622,000,000 Software and Technology 105,000 500 Oracle Parkway Redwood Shores CA 94065 Enterprise http://www.oracle.com Demandbase Hidden Fields: 1,600,000 Oracle Corp. Company Revenue Industry Employee s Address City State ZIP Audience Website Traffic and more… VS.
    26. 26. www.customerengagementzone.comthe Customer Zone 10 Key Takeaways 1. Invest in customer engagement 2. Personalize their experience. 3. Engage your customers in conversation. 4. Educate and guide customers based on their needs. 5. Bring in customers references and happy advocates as early as possible.
    27. 27. www.customerengagementzone.comthe Customer Zone 10 Key Takeaways 6. Show that you listen and understand your customers. 7. Give your customers choice in how they engage with you. 8. Innovate beyond their expectations. 9. Incentivize customers to engage with you. 10. Choose companies that are a good fit.
    28. 28. www.customerengagementzone.comthe Customer Zone
    29. 29. www.customerengagementzone.comthe Customer Zone The Customer Engagement Zone Best practices, solutions and technologies to take customer experience to new levels www.influitive.com info@influitive.com Join us at www.CustomerEngagementZone.com www.demandbase.com info@demandbase.com
    30. 30. www.customerengagementzone.comthe Customer Zone Please share your opinion in our post-event survey

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