The document discusses the importance of customer retention and focusing on the customer experience. It notes that 90% of dissatisfied customers will not return or buy again, and that they will tell an average of 9 other people about their negative experience. It advocates developing a "make or break" aspect of the customer experience that must be executed extraordinarily well in order to keep customers. Successful customer-focused companies have vision, use data to drive decisions, continuously innovate the customer experience, and ensure their customer vision is focused on the identified "make or break" factor. The presentation provides examples and questions to help identify a company's "make or break" experience and develop strategies to focus on customer retention.

1. Why Spend Time Acquiring New
Customers to Lose Them?
March 6th, 2014
Presented by Jeri Meola, President SMS

2. What music do sales and
marketing team members
love?
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3. Happy Days Are Here Again
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4. 4

5. Technology Had Leveled Our Playing Field
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6. So What Is The Solution?
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7. 90% - 9
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8. ^ 90% of dissatisfied customers won’t come back or
buy again
^ Unhappy customers tell their story to at least
others
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9. 9

10. Who in Your Organization is Responsible For The Customer?
If you don’t take care of your
customers…
someone
else will.
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12. Successful Customer-Focused Companies
Have a vision
Data-driven
Ongoing innovation
Customer vision is driven by your
“Make or Break.”
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13. “Make or Break”
The one thing that has to be
done EXTRAORDINARILY
well to keep your
customer.
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14. “Make or Break” Example
• When Shopping For Fish, What Do You Prefer?
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15. “Make or Breaks?”
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16. “Make or Breaks?”
Little Things.
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17. Disciplined Execution
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19. How do I create a “Make or Break” customer experience?
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20. “Make Or Break” Questions
When purchasing our __________, what could make
us different?
How do we provide value?
What frustrates you? What aren’t you getting?
How are we most likely to lose your business?
What ONE thing must we excel at?
Focus on behaviors and attitudes.
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21. VOC Listen and Learn Sessions
Qualitative understanding to hear and
understand needs, expectations
and requirements.
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22. Customer Segmentation
Which customers are most important?
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23. Brand Experience Contracts
Show
commitment.
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24. Customer Advocacy Panel
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25. No Excuse Culture
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26. Reward staff for
taking care of
your customer.
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27. Customer Experience Assessments
Know
your risk.
“If you’re not keeping score,
you’re only practicing.”
Vince Lombardi
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28. Customer Effort Score
Most customers don't want to be dazzled; they want an effortless experience.
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29. Sense of Urgency
It’s about
retention of
your base.
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31. THE END
THE END
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32. SMS Relationship Contact
^
^
^
Voice of the Customer (VOC) Coach
Avid golfer
Community Advocate:
 Performance Excellence Network (formerly Minnesota Council For Quality)
 WomenVenture
 United Way Women’s Leadership Council
 Executive Women’s Golf Association
 Sales and Marketing Executive International
 American Heart Association Go For Red Executive Council
 Performance Development Management Association (PDMA)
 Women’s Presidents Organization
^
Recent Awards:
 2011 Women in Finance and Commerce Top Women In Finance

2010 Red Cross Humanitarian

2009 National Association of Women Business Owner Lifetime Achievement
952.939.4310 (Direct)
612.840.0766 (Mobile)
jmeola@smsresearch.com
LinkedIn: www.linkedin.com/pub/jeri-meola
Facebook: profile.to/jeri meola/
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