Building Customer Loyalty Platform
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Building a Customer Loyalty Platform, Not Another Program.
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Building Customer Loyalty Platform
- 1. Building a Customer Loyalty Platform Not another program! #WomenInAuto16 @SusanLLane
- 2. What creates loyalty? Do you make my life #WomenInAuto16 @SusanLLane Safer, Easier, Better?
- 3. Satisfaction does NOT equal Loyalty Dogs are loyal #WomenInAuto16 @SusanLLane Cats are satisfied
- 4. All customers fall into one of four categories. #WomenInAuto16 @SusanLLane Loyal Predisposed Transactional Hostile
- 5. Some customers are … Loyal #WomenInAuto16 @SusanLLane “Loyal customers, they don’t just come back, they don’t simply recommend you. They insist that their friends do business with you.” – Chip Bell
- 6. Some customers are … Predisposed #WomenInAuto16 @SusanLLane
- 7. Some customers are … Transactional #WomenInAuto16 @SusanLLane
- 8. Some customers are … Hostile #WomenInAuto16 @SusanLLane
- 9. Creating a Culture for Loyalty #WomenInAuto16 @SusanLLane
- 10. Establishing and Building Trust #WomenInAuto16 @SusanLLane Competency Integrity Consistency Capacity
- 11. Establishing and Building Trust Competency #WomenInAuto16 @SusanLLane
- 12. Establishing and Building Trust Integrity #WomenInAuto16 @SusanLLane
- 13. Establishing and Building Trust Consistency #WomenInAuto16 @SusanLLane
- 14. Establishing and Building Trust Capacity #WomenInAuto16 @SusanLLane
- 15. Building a Sense of Connection #WomenInAuto16 @SusanLLane Remember me Know me Include me Align with me
- 16. Building a Sense of Connection Remember me! #WomenInAuto16 @SusanLLane “When you put yourself in the customer’s shoes and begin your dialog from there, an immediate connection develops that stems beyond basic commerce and encourages loyalty.” – Steve Maraboli
- 17. Building a Sense of Connection Know me! #WomenInAuto16 @SusanLLane “Get closer than ever to your customers. So close that you’ll tell them what they need well before they realize it themselves.” – Steve Jobs
- 18. Building a Sense of Connection Include me! #WomenInAuto16 @SusanLLane “What it is really all about is putting the customer at the center of all decisions.” – Peter Sachse, CMO, Macy’s
- 19. Building a Sense of Connection Align with me! #WomenInAuto16 @SusanLLane
- 20. Building a Sense of Purpose #WomenInAuto16 @SusanLLane Our WHY Our WHO Our PROMISE
- 21. Building a Sense of Purpose Our WHY #WomenInAuto16 @SusanLLane
- 22. Building a Sense of Purpose Our WHO #WomenInAuto16 @SusanLLane #HoffmanOutreach “If people believe they share values with a company, they will stay loyal to the brand.” – Howard Schultz
- 23. Building a Sense of Purpose Our PROMISE #WomenInAuto16 @SusanLLane
- 24. Building a Sense of Purpose Our PROMISE #WomenInAuto16 @SusanLLane Outstanding experience! By Hoffman Audi rocks!! from New London, CT | June 5, 2016 I couldn't be more excited about my new Audi! From the minute we walked into the dealership, Chris, Bob, Robert and everyone we met provided us with the best car buying experience ever! They were patient, professional, knowledgeable, respectful, helpful and a lot of fun! Chris' follow-up with me was far beyond what I expected as he spent almost two hours setting up my Audi profile and reviewing all of the feature of my new car. The next day he called just to check in and see if I had any questions. I feel like I made new friends and will definitely recommend them to my friends and family. Rating from Hoffman Audi rocks!!
- 25. It all happens because of ... #WomenInAuto16 “You can’t expect your employees to exceed the expectations of your customers if you don’t exceed the employees’ expectations of management.” – Howard Schultz
- 26. Q&A Susan L Lane Twitter: @SusanLLane Facebook: @SusanLane.68 Instagram: @SusanLLane LinkedIn: @SusanLLane #WomenInAuto16
Editor's Notes
- We measure satisfaction - CSI, Online reviews, focus groups Satisfaction is a mood Loyalty is a behavior Satisfaction is about the past Loyalty is about the future Satisfaction is about what you do for them Loyalty is about what they do for you
- Loyal: Nearly unbreakable. One that is never measured on price or ability. They matter but not as much as the other factors that create more emotional bonds. We are loyal to those who are indispensable in our lives and who always have our best interest at heart. Those who make our lives safer, easier and better. We trust unconditionally and view as partners and trusted advisors.
- Predisposed – I like you, but … they are content and satisfied. They will probably stay with you until something better comes along. Satisfied relationships are never an indicator of long-term loyalty.
- Transactional: equal exchanges with no further obligations. You provide a service or product, they pay for it and you are even. Neither feel indebted.
- Hostile: antagonistic relationship. You don’t just dislike that person, product or service, you hate it and tell everyone you can.
- Competency: Can you do what you say you can do and what your customers expect you to do? Although being competent isn’t something you may get credit for, but if you don't have it you won’t earn their trust. Do you try to get credit for things that you are expected to do? Do you have the competency either as an organization or individual to do the job that your relationships expect?
- Integrity: Are you fair honest moral and ethical? Having strong character is necessary but you don’t get credit for it. All of your customer expect you to be fair, honest, moral and ethical. They expect you to return their phone calls, They expect you to tell them the truth. Review the messages you put out to your customers in advertising and promotions on your website and literature, in your evaluations and reviews and daily interactions to see how often you try to get credit for being fair honest and ethical.
- Consistency: Are your actions predictable and unwavering? Can your customers count on you to behave consistently and in a dependable manner? Your relationships expect your behavior to be consistent. They assume that you will give them the same attention, respect, courtesy and service all of the time, not only when it is easy, when it benefits you or when you want something from them.
- Capacity. Do you have enough resources (time, money, people, locations, influence, etc) to adequately address the needs of your relationships? If you do not have the capacity to help solve their problems they will not be loyal. You can’t give what you don’t have. While your relationships may understand that they will still have to look elsewhere if you aren’t able to satisfy all of their needs The limits of your capacity will determine how many loyal customers you will have.
- Do you see your relationships as unique individuals or are they just a number, just a job, title or another group?
- Recognition: We are in the automotive business to make money of course, but when we look only from that side of the equation we run the risk of making our customers feel as though they are a means to an end instead of the reason we are in business. Making the mind shift that puts the customer first and helps them feel a sense of belonging in your company will ensure they think of YOU when they need a vehicle or require maintenance. Before anyone is loyal to you they must feel that you recognize them and truly know who they are. This takes time and effort. It requires effort but even the smallest effort will bring about gains.
- Insight: Do you know what they care about? What are their concerns and greatest challenges? This may be related to their vehicle or it could be their personal life. You don’t have to cover it all and some people don’t want you to know anything more than their needs for their vehicles. Do you know what motivated them to seek out your service or your dealership? This requires that you ignore the obvious and dig deep to find out what they ultimately want. In order to gain a deep level of insight you must have established trust to uncover the needs and desires of the customer. Proactivity: Do you know what your customer wants and needs before they tell you? Insight gives you the understanding of what the customer wants and needs but being proactive will result in the customer relying on you exclusively to help them manage their needs. They see you as someone who truly cares, understands them, has their best interest and is concerned about them now and in the future. You become their indespensible trusted advisor.
- Inclusion: Do they feel like they are part of a team or just ”the customer”. Transactional relationships have sides, yours and theirs. Loyal relationships are inclusive. Do you offer recommendations with options that your customer can see they are involved in the decision making rather than just being told what they must do? Making a person feel included means they are not only invited to participate but encouraged. Their suggestions are acted upon. Their involvement is not only appreciated, but valued.
- Identity: Do your customers enjoy the experience of working with you? When they identify with and have aligned interests the loyalty is stronger. They see themselves as being like you and maintain the connection because it feels comfortable and familiar.
- Do your customers believe you stand for something? Loyal relationships are built on the “why” of an organization and not the what. It is about how and why you do what you do. This doesn’t have to be a social cause. It may be innovation, education, style, emotion or humor. It must be what motivates every aspect of your organization.
- Who we are and who we serve: Having and exhibiting an intended purpose and sharing it through fellowship creates the loyalty. Purpose only matters when your customers share it and feel like an integral partner. (talk about our community involvement) When our customers are fully aligned with a greater purpose they will be loyal.
- Promise: Do people see you are deeply committed to your purpose? This brings a sense of safety and assurance. You’re not artificial, temporary, or manipulative but genuine to the core. They must sense that you will remain through every challenge or circumstance.
- Promise: Do people see you are deeply committed to your purpose? This brings a sense of safety and assurance. You’re not artificial, temporary, or manipulative but genuine to the core. They must sense that you will remain through every challenge or circumstance.