The Customer Loyalty Ladder
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Sebuah konsep tentang Customer Loyalty Ladder yang membagi tingkatan loyalitas konsumen sehingga pemasar bisa mengalokasikan sumber daya yang ada secara efektif di setiap tingkatan tersebut. A concept about Customer Loyalty Ladder which divide the consumer's loyalty level so in the end, marketers can allocated their resources effectively for each of that level.
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The Customer Loyalty Ladder
- 1. Customer Loyalty Ladder Teguh Prayogo Twitter : @teguh_trainer
- 2. Advocate CUSTOMER LOYALTY LADDER Client • • • • • Suspect Prospect Customer Client Advocate Teguh Prayogo Twitter : @teguh_trainer Customer Prospect Suspect
- 3. Advocate CUSTOMER LOYALTY LADDER Client • Suspect Anyone who reads or hears an ad, looks at a brochure or encounters some other type of promotion is a suspect Customer Prospect Suspect • Prospect Someone who pays attention to your promotion Teguh Prayogo Twitter : @teguh_trainer
- 4. Advocate CUSTOMER LOYALTY LADDER Client • Customers Customer Those who buy your product or service • Client A Customer who buys a second time • Advocate A Customer who gives unpaid advertising for the products / services of a business Teguh Prayogo Twitter : @teguh_trainer Prospect Suspect
- 5. Teguh Prayogo Twitter : @teguh_trainer
- 6. FACTS : It takes a least 3 times as much money to attract a new customer via traditional forms of advertising as to re-attract a repeat customer Teguh Prayogo Twitter : @teguh_trainer
- 7. FACTS : It takes at least 30 times as much marketing money to attract a new customer via traditional forms of advertising as to have a satisfied customer find new customers for you Teguh Prayogo Twitter : @teguh_trainer
- 8. FACTS : Teguh Prayogo Twitter : @teguh_trainer Most business owners spend less than 5% of their marketing dollars on their customers and spend 95% of their marketing dollars trying to find new customers
- 9. Advocate Client 5% Marketing Rp TRADITIONAL INVESTMENT Customer Prospect Suspect Teguh Prayogo Twitter : @teguh_trainer 95% Marketing Rp
- 10. Advocate Client ADVERTISING INVESTMENT Non Traditional Advertising A great marketing company spends money here Customer Prospect Suspect Teguh Prayogo Twitter : @teguh_trainer Traditional Advertising Most marketing company spends money here
- 11. Invest in Keeping Customers Advocate To Keep Customers: 30% Marketing Rp Client Customer Prospect Suspect To Find Customers: 70% Marketing Rp
- 12. Recommendation 30% of your marketing Rp should be spent on keeping customers. Keeping them happy. Not 5 %
- 13. CUSTOMER LOYALTY LADDER Goal : Invest in developing satisfied customers Teguh Prayogo Twitter : @teguh_trainer
- 14. How can You Accomplish This? • Know who your customers are • Know that your best customer is your most recent satisfied customer • Know that your best word-of-mouth advertising comes from your most recent satisfied customer • Act in a way that moves people up the ladder Teguh Prayogo Twitter : @teguh_trainer
- 15. Lessons Learned The most recent satisfied customer who has purchased products from you is the least expensive marketing way to find new customers. People love to tell if they are happy. Your worst customer, will rip you apart to all their friends Is your most recent unhappy customer Teguh Prayogo Twitter : @teguh_trainer
- 16. Lessons Learned To climb the loyalty ladder, business owners must exceed customer expectations Teguh Prayogo Twitter : @teguh_trainer
- 17. How to make Loyal customer ? • • • • Play Make Their Day Be Present Choose Your Attitude Teguh Prayogo Twitter : @teguh_trainer
- 18. 1. PLAY Benefits of “Play” : • • • • • Happy people treat others well Fun leads to creativity The time passes quickly Having a good time is healthy Work becomes a reward not just a way to rewards Teguh Prayogo Twitter : @teguh_trainer
- 19. Implementing Play • Start a joke of the month contest with its own bulletin board • Add more color and make the environment more interesting • Add more life with plants and an aquarium Teguh Prayogo Twitter : @teguh_trainer
- 20. 2. Make Their Day Benefits of “Make Their Day” It is good for business Serving our customers well will give satisfaction It will focus our attention away from our problems It is healthy, it feels good and will unleash more energy Teguh Prayogo Twitter : @teguh_trainer
- 21. Implementing Make Their Day • Pull together focus groups to study ways we can be of service to customers • Have a monthly and annual award for service based on customer recommendations • Appoint a special task force dedicated to surprising and delighting our customers Teguh Prayogo Twitter : @teguh_trainer
- 22. 3. Be Present Benefits of “Be Present” : • Important opportunities do not escape • Customers know if you are listening • Customers feel important Teguh Prayogo Twitter : @teguh_trainer
- 23. Implementing Be Present • Encourage one another to be present. Ask: “Is this a good time? Are you present?” • Establish a code phrase: “You seem distracted” to signal a present moment issue Teguh Prayogo Twitter : @teguh_trainer
- 24. 4. Choose Your Attitude • By accepting that you choose your attitude, you demonstrate personal accountability and proactivity • While we may not be able to do what we love, if we choose to love what we do, our work area will become an oasis of energy, flexibility and creativity Teguh Prayogo Twitter : @teguh_trainer
- 25. Implementing Choose Your Attitude • Purchase copies of Personal Accountability: The Road to a Rewarding Work Life for Everyone. Organize discussion groups around the book - follow with similar topics • Prepare an attitude menu to post in the office Teguh Prayogo Twitter : @teguh_trainer
- 26. Conclusion • Increasing the quality of service can increase both customer loyalty and employee retention significantly • People may “job hop” because they haven’t found acceptable work environments Teguh Prayogo Twitter : @teguh_trainer