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10 ways to over deliver

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entice your customers for life by overdelivering while underpromising.

entice your customers for life by overdelivering while underpromising.

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10 ways to over deliver Presentation Transcript

  • 1. 10 Ways To Over-deliver---------------------------------Exceed Customer’s Expectations
    BROUGHT
    TO YOU BY:
  • 2. 10 Ways Exceed Customer’s Expectations
    Acquiring new customers is the “show biz” side of direct marketing. The marketing budgets are much larger, you get to be more creative and perhaps use a broader variety of media.
    There’s this problem, though: It costs 5 times as much to find a new customer as it does to keep an existing one.
    That’s why, in the Age of Accountability, smart organizations are focusing more of their resources on keeping and growing current customers. The key:
    Exceed customers’
    expectations.
    Here are 10 ways to
    accomplish that.
  • 3. 10 Ways Exceed Customer’s Expectations
    Say thank you.
    You’ll be surprised how much this matters.
    Say “thank you” to new customers within days (or if it’s online, within hours) of receiving your first order.
    If it doesn’t make sense to
    offer thanks for every
    Order, make sure you
    do it at least once a year.
  • 4. 10 Ways Exceed Customer’s Expectations
    Make it easy to be a customer.
    Remove some of the necessary barriers you set up for suspects and prospects (e.g. automated email and voice response, long login forms).
    Think about a dedicated
    phone line for repeat
    customers. Some companies
    Have different web sites
    for customers than for
    prospects.
  • 5. 10 Ways Exceed Customer’s Expectations
    Reward and recognize longevity.
    You can afford to give long-time customers discounts,
    special services, and red carpet treatment. Don’t think so?
    Do the math. In many cases, it’s not even necessary to invest in a formal “loyalty” program.
    Recognition can go as far in
    exceeding customers’
    expectations as rewards.
    Stage and invite best
    customers to “inner circle”
    events, even if the
    customer has to pay
    for the trip.
  • 6. 10 Ways Exceed Customer’s Expectations
    Personalize and customize.
    Think about how good it feels when the waiter at your favorite
    restaurant greets you by name and knows exactly where you want to sit. You return again and again and always tip more than usual.
    The same thing works even with hardened enterprise IT buyers.
    Give them advice, counsel And
    Content specific to their needs.
    Most direct marketers have
    the content and technology
    to deliver one-to-one
    experiences.
  • 7. 10 Ways Exceed Customer’s Expectations
    Ask them what they want.
    Most people want their opinions heard. And they’ll like being asked for their point of view. The act of surveying your customers communicates the meta-message that you care what they think and what they want.
    When you report the results of the survey back to them, that’s a double confirmation of your
    Concern. While you don’t want
    to do format surveys too often,
    you can get feedback after
    particular transactions which
    can inform your more
    expensive customer
    acquisition efforts.
  • 8. 10 Ways Exceed Customer’s Expectations
    Divide and conquer.
    Score your customers as you would prospects and leads.
    You can do this in many ways – everything from the old standard RFM (recency, frequency, monetary value) to share-of-wallet.
    Once your customer files are scored, break customers up into distinct groups and build mini-marketing plans based on the segments’ unique needs, previous behaviors, established
    predispositions and potential
    to grow. Be sure to establish
    Control groups within each
    Segment so you can see the
    Incremental value of your
    New marketing efforts.
  • 9. 10 Ways Exceed Customer’s Expectations
    Market to the life cycle stage.
    New customers have different needs and expectations than those you’ve had for years.
    What’s even trickier is that new customers acquired today will probably have different needs than the new customers you acquired three, five or ten years ago
    did.
    Do the research
    (see reason #5) to
    understand and respond
    to these differences.
  • 10. 10 Ways Exceed Customer’s Expectations
    Friends and family (and colleagues too).
    Happy customers will, for the most part, be more than happy to refer you to people like themselves.
    Identify “Apostles” among your customers and empower them to crusade for your
    product or service.
  • 11. 10 Ways Exceed Customer’s Expectations
    Turn customers into stakeholders.
    Build a customer panel and/or an advisory board and invite customers to join.
    You’ll be surprised by how many will join, share, refer and buy more as a result of their
    participation.
    If you listen and act on what
    They have to say, that not
    only builds their loyalty but
    makes them more willing
    to reach out to prospects.
  • 12. 10 Ways Exceed Customer’s Expectations
    Manage the relationship enterprise-wide
    Make sure everyone knows how important the customer is, and develop foolproof communications that reflect the knowledge.
    You don’t want to have one of your representatives
    thanking a customer one day,
    and then having the customer
    being treated like a prospect
    the next day
  • 13. 10 Ways Exceed Customer’s Expectations
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