Loyalty Countdown #4 – Serve First; Sell Second

Today’s customers are smarter, better informed and more intolerant of being “sold” than ever before. They expect doing business with you to be as hassle-free and gratifying for them as possible. When they experience good service elsewhere, they bring an if-they-can-do-it-why-can’t-you? attitude to their next transaction with you. They believe you earn their business with service that is pleasant, productive and personalized; if you don’t deliver, they’ll leave.

Action Step: Use the customer data you collect through your loyalty program to rank your customers according to lifetime value; we’ll talk more about creating these lists on our Loyalty Countdown #2 post. Using these lists, identify those high-value customers that are most demanding. Next, isolate the needs, expectations and requests that make these customers more demanding than others. Ask yourself: What can we do to upgrade our systems and processes to better provide this high level of performance? Which of our other customers would likely benefit from these upgrades? Let this thinking help guide your development priorities.

Source: Griffin, Jill. Customer Loyalty: How To Earn It How To Keep It. 2002.

More Loyalty Countdown:

#12 – Store Your Data In One Centralized Database
#11 – Collaborate With Your Channel Partners
#10 – Give Your Front Line the Skills to Perform
#9 – Use Multiple Channels to Serve the Same Customers Well
#8 – Win Back Lost Customers
#7 – Know Your Customer’s Definition of Value
#6 – Get Responsive & Stay That Way
#5 – Aggressively Seek Out Customer Complaints
#4 – Serve First; Sell Second
#3 – Know Your Loyalty Stages & Ensure Your Customers Are Moving Through Them
#2 – Practice the 80/20 Rule
#1 – Build Staff Loyalty

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