WHO AM I?
GUESS
IN 1945, I BORROWED
$20,000 FROM MY IN-LAWS
AND OPENED MY FIRST
RETAIL STORE IN A SMALL
COMMUNITY IN NEWPORT,
ARKANSAS.
IN 1950, THE LANDLORD
REFUSED TO EXTEND THE
LEASE AND KICKED ME OUT
OF MY BUSINESS.
IN 1962, I OPENED THE FIRST WAL-MART.
IN 1992 WHEN I DIED I WAS THE RICHEST
PERSON ON THE EARTH

WHO AM I?
GUSS
I WAS 33 YEAR OLD, IMMIGRANT.
MY TWO PREVIOUS BUSINESSES FAILED
MISERABLY.
I HAVE NO MONEY LEFT AND I WANTED TO
OPEN A TEA SHOP IN A 650 SQFT SHOP AT A
WORST LOCATION POSSIBLE.
CITY REFUSED TO GIVE ME LICENSE AND
NEIGHBORS DIDN’T LET ME OPEN A PATIO.
MY FIRST MONTH SALE WAS $70
IN ONE MONTH MY CUSTOMERS INCURRED
ABOUT $175,000 IN PARKING TICKETS
I AM
SHELLY HWANG AND
THIS IS THE STORY OF

MAKE
GROWTH STRATEGY
EVOLUTIONARY
MOVES INSIDE THE
BUSINESS THAT HAVE
New
REVOLUTIONARY
Existing
 IMPACT ON
THE MARKET
Renewal
 
New

Existing
Leverage Build Transfer

PROTECT & RENEW
What did your dad tell you?
Home Runs, or Singles & Doubles?
“While home runs provide the
opportunity for a quantum increase in
the growth trajectory, they are
unpredictable and don't happen all the
time. Singles and doubles, however,
can happen every day of the year. They
result from a determined, day-in and
day-out improvement in the activities
and social processes of a company;
they form the drivers of profitable
revenue growth.”
The Things Dad Gave Us by: H. Pants
- Ram Charan, Man of Mystery

YOU‟VE GOT
CUSTOMER EQUITY
CUSTOMERS,
NOW WHAT?
A COMPANY IS ONLY AS GOOD
AS ITS CUSTOMERS THINK IT
WILL BE THE NEXT TIME THEY
DO BUSINESS WITH IT.
ACQUIRING NEW CUSTOMERS IS NOT
THE END GAME: THE FUN STARTS ONCE
YOU HAVE A CAPTIVE AUDIENCE.

IS CUSTOMER
CUSTOMER
SATISFACTION TRULY
THE KEY?
The only way you can afford to grow in tough times is through referrals.
SATISFACTION
Word-of-mouth has always been the Holy Grail and is
trusted 78% of the time.
75% of a company’s business comes from repeat customers.
Take the money you would have spent on marketing, put it
into the customer experience, and let them market FOR you!
Retention is the new Acquisition!

NET PROMOTER SCORE
THE ULTIMATE QUESTION:
How likely is it that you would
recommend our offering to a
friend or colleague?
NET PROMOTER SCORE

NET PROMOTER SCORE:
HOW TO CALCULATE NPS
NET
How likely it is that you would PROMOTER
recommend us to your friends SCORE
or colleagues?
Please rate us on the scale of 0 to 10. Where 0 = Extremely Unlikely and 10 = Most Likely
79
PASSIVE
46
0 1 2 3 4 5 6
} 7 8 9 10
73
20
}
10
PROMOTERS
47
DETRACTORS
NET PROMOTER SCORE = % PROMOTERS - % DETRACTORS

“COMPANIES BECOME CUSTOMER-OBSESSED
CUSTOMER PROFITABILITY
RATHER THAN CUSTOMER-FOCUSED. WHEN
THE CUSTOMER SAYS „JUMP,‟ THEY ASK „HOW
HIGH?‟ ” – ROBERT S. KAPLAN
Only 20% percent of
customers are
responsible for 80% of
the profit!

FINDING THE TREASURE
Profitable You shouldn’t have WOW them with
any customers special offers, and
here; if you do, your charm is loyalty programs. Make them part
not working on them: change of your family.
your tactics.
Provide them
with tools to
promote your
products.
Offer new and
Understand exciting
Breakeven
customers’ Understand products.
pain and find customers’
ways to win hesitations and
them over. offer additional
incentives.
Be cautious
and selective in
promotions
Be cautious and
Unprofitable
selective in You shouldn’t have
promotions. any customers
Seriously here; if you do, you are
consider firing winning loyalty at a steep
these price.
customers.
Detractor Passive Promoter

A CUSTOMER‟S LIFETIME VALUE IS THE
CUSTOMER LIFETIME VALUE
AVERAGE PROFIT THEY WILL GENERATE FOR
YOU DURING THE TIME THEY ARE YOUR
CUSTOMERS.

CUSTOMER LIFETIME VALUE
Profitable
Market Market
Segment E Segment A
Breakeven
Market
Segment C
Market
Segment B
Market
Segment
D
Unprofitable
Bubble Size is the function of market
segment size, and customer lifetime value
Detractor Passive Promoter

START THE CONVERSATION & UNCOVER MANY REAL OPPORTUNITIES
THAT MAY HAVE BEEN PREVIOUSLY HIDDEN IN PLAIN SIGHT.
CPSPHERE IS AN INNOVATIVE MANAGEMENT CONSULTING FIRM, FOCUSED ON STRATEGIC SALES AND
MARKETING AND ITS HANDS-ON EXECUTION. RESULTING IN INCREASED SALES AND IMPROVED PROFITS.
WWW.CPSPHERE.COM | 310.645.0707 | GROWTH@CPSPHERE.COM
5777 W. CENTURY BLVD. SUITE 1250, LOS ANGELES, CA 90045