2. 1. Customer retention is #1
 3 ways of growing your
business – acquisition,
penetration, retention
 Focus on retaining the
customers you have
 Acquisition is expensive –
high marketing costs, low
margins
 When customers leave,
ask why?

3. 2. Create the right culture
 It is a privilege to have a
customer cross your
threshold
 Ask yourself: how would
this look to a customer?
 Create a safe culture
where mistakes can be
made and learnt from
 Up to 90% of mistakes are
made due to poor
processes

4. 3. Sell what your customers are buying
 Customers don’t care
about features, service
or product
 You must create superior
value – again and again
 Value = Benefits - Costs
 What is it that you have
they want so badly they
are happy to pay for it?

5. 4. Enter your customer’s world
 Make your customers
successful
 Always make it easier,
faster and less
stressful for your
customer to do
business with you
 Complaints are gifts –
listen, act, integrate
 Help your customer get
to know you!

6. 5. Operate efficient processes
 Get the basics right
 Price is second to
reliability
 No worker can
outperform a poor
process
 Map out workflow,
document issues,
continually audit

7. 6. Hire the right people & create business units
 People are not your
most important asset,
they are your
organisation
 Your staff are your
customers – treat them
like it
 Hire for attitude, train
for skill
 What sort of qualities
should you be hiring
for?

8. 7. Create an AWESOME customer experience
Your customers want 7
things:
 Access – be quick,
efficient and responsive
 Welcome – give them a
warm welcome
 Explain – let them tell you
what they need from you
 Show – show you care
and have the expertise to
help
 Options – provide options
so they can be in control
 Make – help them make
the decision
 Execution – pull it off!

9. 8. Develop relationships with your key customers
 All your customers
are thinking “what
have they done for
me lately?”
 Four types of
customers:
1. Transactional
2. Niche
3. Major use
4. Partners
 Do not treat them all
the same – allocate
your resources and
time accordingly

10. 9. Always find a better way
 “Get better or get dead”
 Set up an improvement
plan and assign a team
 Investigate the problem
based on data and logic
 Costs of process
improvement are high,
but benefits are higher

11. 10. Change!
 “If you do what you did
yesterday – expect the
same result”
 Change is necessary
for growth and
development, both
staff and business
 Five steps to
encouraging change