Relationship Marketing: Your “Secret Weapon” to Dramatically Increase Membership and Retention

@RonRosenberg Twitter:

What Business Are You In? An Important Question:

Everything Seems So…Impersonal ACD / Phone Trees “Talking Head” Customer Service Merge-Field Letters Texting to Someone Next to You! One-Size-Fits-All Responses

Customer Service Communications Dear Dreft, It was great to receive a sample of your product in the hospital when I had my first baby a few weeks ago. Unfortunately, the coupon with it expired I know the coupon is not good. Is the sample still safe to use? The hospital was (name of hospital and location). Thank you, Sallie

Customer Service Communications Thank you for sharing your disappointment with our product. Our goal is to produce high quality products that consistently delight our consumers and I’m sorry this wasn’t your experience. Please be assured I’m sharing your comments with the rest of our team. Thanks again for writing. P&G Team

Customer Service Communications Dear Dreft/Proctor and Gamble, Thank you very much for your automated, prewritten reply that had absolutely nothing to do with my question. It certainly makes me feel like your company cares about its consumers when you take the time to send me an irrelevant answer to my question when I have taken the time to visit your website, find out how to contact you, write a letter and then read a reply. You can be sure I will share this experience with the 2,500 women who visit my blog each week. Sincerely, Sallie

Apps for Everything!

3 Components of Customer Service Mental Physical Spiritual

Customer Service Statistics The #1 reason businesses lose customers is…

Customer Service Statistics The #1 reason businesses lose customers is perceived indifference

Customer Service Statistics The #1 reason businesses lose customers is perceived indifference On average it costs 5 times more to get a new customer than to keep an existing one

Lifetime Customer Value Average Plane Ticket:= $500 Trips per Month:x 2= $1,000 Months per Year:x 10= $10,000 Number of Years:x 20= $200,000 Lifetime Customer Value = $200,000

Lifetime Customer Value Average Amount of a Transaction xTimes Number of Transactions Per Year =Subtotal: Annual Customer Revenue xNumber of Years as a Customer = Lifetime Customer Value

Why Is Lifetime Value Important? Lifetime Customer Value:= $200,000 # People You Tell:x 10= $2,000,000 Months per Year:x 25= $50,000,000

Why Is Lifetime Value Important? 1.Treat Me Very Well 2.Find More People Like Me

Customer Service Strategy: The key to providing outstanding service every day is to establish an emotional attachment to Customer Satisfaction This approach is not manipulative as long as it’s done with integrity

Your Customer Experiences Good Experience Respected Taken Seriously Wanted to Help Feel Good Bad Experience Frustrated Angry Boiling Over Homicidal

Two Important Rules: 1.People move towards pleasure and away from pain. 2.When people are in a heightened emotional state, their bodies make a physiological impression of how they’re feeling and link it – unconsciously – with whatever made them feel that way.

Effective Communication Skills 1.Good vs. Bad Communications 2.First Impressions 3.Interest and Empathy

Why Is Rapport So Important? 1.People do business with people they like 2.People do business with people who are like them

Three Ways to Build Rapport 1.Common Experience 2.Matching, Pacing, Leading 3.Representational Systems

Common Experience Hobbies Activities Children Music Food Home Town Schools Employers Common Friends Travel Destinations

Matching, Pacing, Leading Voice Tone Tempo Inflection Breathing Movement Rhythm Posture Acknowledgement

Representational Systems 1.We interpret the world through our senses 2.People have different ways of processing information

Representational Systems Visual Auditory Kinesthetic

Visual Representation I see what you mean That’s becoming clearer Can you draw me a map?

Auditory Representation That rings a bell Tell me how to get there I hear what you’re saying

Kinesthetic Representation That feels right Let me try it myself I have to walk this off…

Representational Systems Understand the Preference Frame the Information Communicate in the Right Language

Relationship Marketing Examples Newsletters Loyalty Programs Mailing Lists & Special Offers Personal Relationships

Newsletters

Loyalty Programs

Mailing Lists & Special Offers

Personal Relationships

Additional Tools You Can Use Video Messages Personal Cards

Video Messages

Personal Cards

Bonus Marketing Strategy: Take Action

Chinese Proverb: A hungry man can sit on his front porch for a long time waiting for a roast duck to fly into his mouth.

What’s Your “Big Aha”?

Relationship Marketing Get More Members Increase Revenue Have More Fun!!