…Customer Loyalty is Priceless.
This often quoted title from Jeffrey Gitomer’s book sets the stage for the fourth and final component of the Total Leadership Model. In a previous edition (11/09) of this newsletter, I introduced some general differences between satisfied customers and loyal customers. However, the real question becomes “How is Customer Loyalty a competitive advantage?”
Customers generate revenue, loyal customers generate profit. When I was leading corporate organizations, our customer and sales support teams worked closely alongside our sales teams. It was a relationship not always obvious or easy to manage, but one I always insisted on nonetheless. You see, while I was interested in the initial sale to a new client, I was even more interested in the second, third, fourth, nth sales. Why? Because I knew how important the follow-on sales were to profitability and creating emotional relationships with our customers. In industries where the core products and services are commodities, it was the power of points of connection, or “Moments of Truth” that drove ongoing loyalty within our customer base. Studies show as little as a 5% increase in customer loyalty can drive an increase in profits from 25% to over 80%. To highlight the power of moments of truth, another study showed that if an organization’s employees were 100% engaged, they would see a 70% increase in customer loyalty. Why is this significant? A recent Gallup Poll showed an average employee engagement level of 30%. Said differently, 70% of employees are disengaged creating an untenable gap in the ability to create powerful points of connection with their customer base and causing a direct drain on profits!
But who or what are we loyal to? We know when we engage in the Buying/Selling process, buyers look to buy you first before they look at your company or your products. They are looking to establish the first of the three components necessary to developing customer loyalty – trust. Whether it is you, the entrepreneur, you the corporate leader or you the member of a non-profit team, prospective customers and donors are first and foremost looking to see if they trust you! What is their first impression of you, your brand, your office or your website? What are others saying about you? These moments of truth become the catalyst to creating a consistent experience creating the second component of loyalty – a strong emotional tie with the customer. The third component of customer loyalty is the use of empathy to continuously and consistently meet or exceed an ever-increasing level of expectation in today’s business environment and strengthen the overall customer relationship.
It is the customer’s experience with you that counts. Peter Drucker once said “Quality in a Service or Product is not what you put into it. It is what the Client or Customer gets out of it.” Is what your customers are getting out of your products or services worthless or priceless?
Lead Well!
Showing posts with label Sales. Show all posts
Showing posts with label Sales. Show all posts
Tuesday, July 6, 2010
Wednesday, November 4, 2009
Does anybody really know...
-what time it is? Does anybody really care?
Many of you might recall these lyrics from the band Chicago from their hit song by the same name. As we work our way into the last few months of 2009 we and those in our organizations might be asking "Where did the time go?" or saying "2009 went by so fast!".
As leaders, time management is a crucial element of our success, especially at the rate of change in today's business environment. Many of us rely on a myriad of technology to keep us organized. Smart phones that sync to our email systems and integrate with our web or PC-based calendar systems are the norm these days. In spite of this technology as many as 75% of people do not have an effective system to manage their time. Technology, like any tool is only as effective as the people who use them. Success lies in how we think about our time as none of these tools actually manage our time. We manage our own time and it is our attitude toward time management that ultimately determines our success in doing so.
Consider, for example, a situation we all run into as leaders - meeting obligations and commitments. When we give our word to another person, we create the potential to succeed. When we keep our word to that person, we increase our own personal power as someone who is reliable and can be trusted on his or her word. This combination of potential and personal power leads to being a highly effective leader using the same 24 hours in a day that everyone else around them has available to them. Also consider what commitments and obligations your organization is making to your customers, suppliers and strategic partners. Is everyone in your organization realizing their personal power whenever they commit your organization? Does your organizational alignment promote that personal power by creating an accountable culture that respects the value of time? What are the most common excuses and how tolerant is your culture to being late for meetings or deadlines? How respectful are your sales teams for customers, suppliers and/or company time?
So what is the difference between these highly effective leaders and those who are not? Successful leaders do not manage their time for the sake of filling out their day. Successful leaders understand that time management is really goal management and they invest their time in the pursuit of achieving their goals. Without goals we end up using time, or in the more common vernacular, wasting time because the time we have has no immediate purpose. With goals we have a mechanism to prioritize our time and to ensure the right resources are doing the right tasks during a given amount of time. Time management is goal management and effective goal management gets to the heart of what makes a leader successful - setting goals and achieving desired results!
What time is it in your organization?
Lead Well
Rick Lochner
Many of you might recall these lyrics from the band Chicago from their hit song by the same name. As we work our way into the last few months of 2009 we and those in our organizations might be asking "Where did the time go?" or saying "2009 went by so fast!".
As leaders, time management is a crucial element of our success, especially at the rate of change in today's business environment. Many of us rely on a myriad of technology to keep us organized. Smart phones that sync to our email systems and integrate with our web or PC-based calendar systems are the norm these days. In spite of this technology as many as 75% of people do not have an effective system to manage their time. Technology, like any tool is only as effective as the people who use them. Success lies in how we think about our time as none of these tools actually manage our time. We manage our own time and it is our attitude toward time management that ultimately determines our success in doing so.
Consider, for example, a situation we all run into as leaders - meeting obligations and commitments. When we give our word to another person, we create the potential to succeed. When we keep our word to that person, we increase our own personal power as someone who is reliable and can be trusted on his or her word. This combination of potential and personal power leads to being a highly effective leader using the same 24 hours in a day that everyone else around them has available to them. Also consider what commitments and obligations your organization is making to your customers, suppliers and strategic partners. Is everyone in your organization realizing their personal power whenever they commit your organization? Does your organizational alignment promote that personal power by creating an accountable culture that respects the value of time? What are the most common excuses and how tolerant is your culture to being late for meetings or deadlines? How respectful are your sales teams for customers, suppliers and/or company time?
So what is the difference between these highly effective leaders and those who are not? Successful leaders do not manage their time for the sake of filling out their day. Successful leaders understand that time management is really goal management and they invest their time in the pursuit of achieving their goals. Without goals we end up using time, or in the more common vernacular, wasting time because the time we have has no immediate purpose. With goals we have a mechanism to prioritize our time and to ensure the right resources are doing the right tasks during a given amount of time. Time management is goal management and effective goal management gets to the heart of what makes a leader successful - setting goals and achieving desired results!
What time is it in your organization?
Lead Well
Rick Lochner
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