Customer Retention ensures that whenever you move one step forward , you do not move 2 step backwards in Sales. How do you retain old customers specially on account of price and quality is one of the key deliverables of this presentation.

1. www.consult4sales.com
Customer
Retention
The Power of Customer Retention in Sales!

2. 6 Strong reasons
WHY DO CUSTOMERS COME BACK?
Luxury / Brand image
04
Cheap, Value for Money
05
Customer Experience
06
User Friendly
03
Quality
02
Fast and Convenient
01
Why?
06
01
05
02
03
04

3. Reactive & Proactive
CUSTOMER SERVICE VS CUSTOMER EXPERIENCE
Take action in advance
Forecast an impending problem
Tailormade services
Use KYC details to customise
To forecast and attend to behaviours,
attitudes and lifestyles
Use CRM software
Address a complaint within TAT
Solve a problem
Explain and clarify
Clarify a Confusion
React to a training request from a
customer
Training

4. Advantages
of Customer
Retention
It pays to retain existing customers!
It is 7 times cheaper to service an existing
customer than to acquire new one.
COST EFFECTIVE
It is always easier to service a known devil
rather than an unknown angel.
KNOWN DEVILS
Monetise the LTV through cross selling ,
upselling and reference selling.
LIFE TIME VALUE
Once retained customers become
customer advocates, they become your
brand ambassador with no fee.
WORD OF MOUTH

5. www.consult4sales.com
5 Hacks
for
Customer
Retention
Do not leave Customer Retention to chance!

6. Fight tooth and
nail before losing a
customer.
Do not leave any stone unturned when you envisage a
customer loss from the system.
Raise the RED Flag in your system
T
h
e
P
o
w
e
r
o
f
C
u
s
t
o
m
e
r
R
e
t
e
n
t
i
o
n
1

7. What is the financial advantage to
the customer in dealing with you?
The Journey
from a Supplier
to a Strategic
Ally.
What value have you delivered on customer's table other
than timely supply and competitive price?
T
h
e
P
o
w
e
r
o
f
C
u
s
t
o
m
e
r
R
e
t
e
n
t
i
o
n
2

8. Do you have testimonials from
customers which suggests that
you overdeliver.
Customers are
like family.
Do you deliver above and beyond? Overdeliver.
T
h
e
P
o
w
e
r
o
f
C
u
s
t
o
m
e
r
R
e
t
e
n
t
i
o
n
3

9. Do you have testimonials from
customers which suggests that
you overdeliver.
Be Authentic
Allow customers to see your vulnerability. You are human.
Customer is also a human.
Human to Human Interaction. H2H.
No B2B or B2C.
T
h
e
P
o
w
e
r
o
f
C
u
s
t
o
m
e
r
R
e
t
e
n
t
i
o
n
4

10. How do you build a Community?
Build a
Community
Followers, Cult, Believers.
T
h
e
P
o
w
e
r
o
f
C
u
s
t
o
m
e
r
R
e
t
e
n
t
i
o
n
5

11. Life Time Value (LTV)
NURTURING THE CUSTOMER EXPERIENCE
01 02 03 04 05 06
First Time
Customer
Welcome Letter
Stage 1
Habitual Customer
RFM Analysis
Stage 3
VIP Customers
Privilege Program
Stage 5
Satisfied Customer
Feedback Form
Stage 2
Loyal Customer
Loyalty Program
Stage 4
VIP Customers
Stage 6

12. What is your self belief on these points?
WHAT IS YOUR BELIEF SYSTEM?
My customer is not
interested in
anything other
than Price.
Price
How can Loyalty
program help if
Quality dept is not
consistent?
Quality
If competitors are ready
to reduce price, how
can I retain my
customer?
Competitor
Can loyalty be
purchased with superior
quality human to human
business?
Loyalty
What do we do if
competitors are ready to
bend backwards to churn
our VIP Customers?
Churn
Is there any
customer
relationship which
is everlasting?
Everlasting

13. PRICE
TCO
What is the Total Cost of
Ownership for the Client?
ENTRY
Is the price being offered by
competitor as an entry
strategy?
APPLE & ORANGES
Are we comparing an apple
with an orange?
CAMOUFLAGED
Price of one product is cheap
and another product or
service is high.
SERVICES
Just in Time Inventory Mgt.
Quality consistency between
lots and batches
24 hours call center
BURN
The competitor is deliberately
burning cash to acquire new
market shares.
DEOVERS: MARKETING 2020

14. QUALITY
KYC
Did you do a complete
KYC before commencing
production?
QIQO
Is there any drop in the
spirit of QIQO from the
manufacturer's end?
Quality in , Quality Out !
EVOLUTION
Is there any mechanism
to gauge the evolving
KYC of the customer?
ECOSYSTEM
What are the other
factors that spoils the
quality of your product?
Have you shared this
checklist with your
customer before the
supply?
DEOVERS: MARKETING 2020

15. WWW.CONSULT4SALES.COM
Ready to Burn
How much?
How do we hedge such players?
Trade off Analysis
Payback period of Competitor
How do we manage this time?
The 7P's of Marketing
Product, Price, Place,
Promotion, Packaging,
Positioning, People
COMPETITOR

16. WWW.CONSULT4SALES.COM
LOYALTY
H2H
Change from B2B and
B2C mode of business to
Human to Human mode
of business.
OVERDELIVER
You can overdeliver only
in terms of service.
Product supply will be as
agreed upon.
AUTHENTIC
Accept mistakes.
Learn to say "No"
Ask for your rights.
COMMUNITY
Build a community of
followers based on your
services and behaviour
EXPERIENCE
The privileges enjoyed
by your customers must
give them a superlative
experience.

17. CHURN
HISTORICAL
Share Churn records of
competitor with other
customers in the past.
MYOPIC
Show mathematically that
the competitor is burning
cash and discuss the long
term negative effects on
the customer.
EXPERIENCE
People, Process and
Programs at competitors
end will give the superlative
experience to the customer
WWW.CONSULT4SALES.COM

18. Everlasting!
Change is
Permanent!

19. 1
Customer
Satisfied
Customer
Loyal
Customer
VIP
Customer
Customer
Retention
for Life
Time Value
2
4
3
5
Let us follow this in letter and spirit!
THE CUSTOMER JOURNEY

20. Thank you!