Customers For Customers For LifeLifeTurn the one-time buyer into a Turn the one-time buyer into a lifelong customerlifelong customer

©2006 JG Consulting ©2006 JG Consulting www.jgconsults.comwww.jgconsults.com jgroden@jgconsults.comjgroden@jgconsults.com

Why it is Important/Starts Why it is Important/Starts Where?Where?

How valuable is the new customer?How valuable is the new customer? Creating the right atmosphere starts at Creating the right atmosphere starts at

the topthe top Every employee is criticalEvery employee is critical Remember, your referral sources are Remember, your referral sources are

also your customersalso your customers

Customer Service (1)Customer Service (1)

Start with the right employee:Start with the right employee:Interviewing….. Five things to look forInterviewing….. Five things to look for::

1.1. History of successHistory of success

2.2. Intelligence and communication skillsIntelligence and communication skills

3.3. Energy (ask about hobbies and outside Energy (ask about hobbies and outside interests)interests)

4.4. Character (reference checks)Character (reference checks)

5.5. Will they fit?Will they fit?

Customer Service (2)Customer Service (2)

Three parts for exceptional customer serviceThree parts for exceptional customer service1.1. Being nice to the customer and smiling alwaysBeing nice to the customer and smiling always2.2. Doing the job rightDoing the job right3.3. Correcting quickly when things go wrongCorrecting quickly when things go wrong

Never say no…find a solution…stretchNever say no…find a solution…stretch

Handling complaintsHandling complaints1.1. ApologizeApologize2.2. Make it easy for a customer to complainMake it easy for a customer to complain3.3. Remember, they still want to do business with youRemember, they still want to do business with you4.4. Find a solutionFind a solution

Employee TrainingEmployee Training

Consistent and Consistent and ongoingongoing

Organized and plannedOrganized and planned Include all employeesInclude all employees

““Remember..the products Remember..the products we provide are the we provide are the same, the teller is the same, the teller is the difference”difference”

Continue to ImproveContinue to Improve

Review all of your operation at least Review all of your operation at least annuallyannually

Set yearly goals for the company and for Set yearly goals for the company and for employeesemployees

Don’t be afraid to borrow ideas from Don’t be afraid to borrow ideas from othersothers

Find Out What Your Find Out What Your Customers WantCustomers Want

Don’t guessDon’t guess Satisfaction surveysSatisfaction surveys Focus groupsFocus groups

Quality Quality improvement improvement processprocess

1.1. Must be ongoingMust be ongoing

2.2. Must use collected dataMust use collected data

3.3. Must include data from Must include data from all parts of the businessall parts of the business

4.4. Should involve both Should involve both management and staffmanagement and staff

Other ConsiderationsOther Considerations

The impression you present to The impression you present to customers…showroom, vehicles, offices, customers…showroom, vehicles, offices, vehicles, employees, appearancevehicles, employees, appearance

Under promise and over deliverUnder promise and over deliver Always doing extra for the customerAlways doing extra for the customer

How Employees are How Employees are ValuedValued

Question “Who is more important? A Question “Who is more important? A customer or an employeecustomer or an employee

Answer: BOTHAnswer: BOTH

How employees are treated determines how How employees are treated determines how customers are treatedcustomers are treated

Consider an employee recognition programConsider an employee recognition program

Recognition RewardsRecognition Rewards

Make employees Make employees feel importantfeel important

Two kinds of thank Two kinds of thank you’s work wellyou’s work well

(1)(1) Personal thank youPersonal thank you

(2)(2) A thank you publiclyA thank you publicly

Some, not all do not Some, not all do not have to be monetaryhave to be monetary

Examples include:Examples include:

1.1. Employee of the Employee of the monthmonth

2.2. Suggestion rewardsSuggestion rewards

3.3. Workspace Workspace improvementimprovement

4.4. Flowers, candy etc.Flowers, candy etc.

Marketing Your Marketing Your CustomersCustomers

It is less expensive to market to an existing It is less expensive to market to an existing customer than obtaining a new onecustomer than obtaining a new one

A “Customer For Life” means they A “Customer For Life” means they remember you positively either for more of remember you positively either for more of their own needs or as a referral source to their own needs or as a referral source to friends and familyfriends and family

The goal is to keep your company in The goal is to keep your company in contact with your customercontact with your customer

WHERE TO STARTWHERE TO START

Develop data baseDevelop data base Determine marketing optionsDetermine marketing options Determine timetableDetermine timetable DO ITDO IT

“ “ Opportunities are never lost. Someone will take the Opportunities are never lost. Someone will take the ones you missed.”ones you missed.”

MARKETING OPTIONSMARKETING OPTIONS

NewsletterNewsletter Statement insertStatement insert Bag stuffersBag stuffers Customer only Customer only

eventsevents

Media advertisingMedia advertising Delivery techniciansDelivery technicians All employeesAll employees

In SummaryIn Summary

All of these ideas developed together will All of these ideas developed together will maintain your relationship with your maintain your relationship with your customerscustomers

What you do well should be marketed to What you do well should be marketed to your customers, however the best your customers, however the best marketing will only work if employees are marketing will only work if employees are trained well and treat customers “beyond trained well and treat customers “beyond the call”the call”

Joe Groden JG Consulting (585)388-8824 Joe Groden JG Consulting (585)388-8824 www.jgconsults.comwww.jgconsults.com