Customer Experience, Inactivity, Complaints
Three customer topics. Five ideas for seeing them differently.
Over the last month, we’ve covered a lot of ground on why good customer experience ideas get ignored, how to manage customer inactivity strategically and why customer complaints are the best customer feedback you can get to improve your business.
Today’s newsletter issue briefly touches on each of these topics and it contains five ideas from myself, two quotes from others and one question for you to reflect on.
In case you missed these previous articles or want to go back to them, you will find the full content in the archive of this publication.
Ideas from me
They say new sales are the lifeblood of a business. In that case, existing customers are the heart. Take good care of it.
There is strength in numbers. A group of people who are together advocating for the voice of customer will be stronger than an individual acting alone. Find these people in your organisation and start collaborating.
Because the customer lifecycle stages are interconnected, what happens in one lifecycle stage will have a downstream impact. Actions taken at one stage will cause a chain reaction that affects later stages. Get things right from the start.
The right approach to tackling customer inactivity boils down to understanding the customer’s issue and perspective. Create a relevant offer and customer communication that is closely linked to the root cause behind all this.
Invite the customer who complained to dinner at the finest restaurant in town to discuss the matter in person (not joking). You’ll leave with a happy customer and new opportunities.
Quotes from others
“When the customer comes first, the customer will last.”
— Robert Half
“It is not your customer’s job to remember you, it is your obligation and responsibility to make sure they don’t have the chance to forget you.”
— Patricia Fripp
A question for you
Usage is the number one value driver in existing customer management.
An active customer with regular and frequent usage will generate significantly higher income than a customer who is inactive or using the product sporadically.
Realistically, even if just a fraction of these customers reactivated and started using your product/services again, how much is the revenue upside for your business?
MUSICAL CODA
I love the idea of partnering with other folks in your organisation who feel strongly about the issue. I think I was already doing this a bit subconsciously, but now I’ll be more deliberate about it.