1. Customer Service

2. Customer Loyalty Ladder
Suspect
Prospect
Customer
Client
Advocate
*One Stop Marketing by Jonathan Trivers
Advocate
Client
Customer
Prospect
Suspect

3. Customer Loyalty Ladder
Suspect
Anyone who reads or hears an ad, looks at a brochure or
encounters some other type of promotion is a suspect

4. Customer Loyalty Ladder
Prospect
Someone who pays attention to your promotion

5. Customer Loyalty Ladder
Customers
Those who buy your product or service

6. Customer Loyalty Ladder
Client
A customer who buys a second time

7. Customer Loyalty Ladder
Advocate
A customer who gives unpaid advertising for the
products or services of a business

8. It takes a least 3 times as much money to attract a
new customer via traditional forms of advertising as
to re-attract a repeat customer

9. It takes at least 30 times as much marketing money to
attract a new customer via traditional forms of
advertising as to have a satisfied customer find new
customers for you
Traditional Advertising
Satisfied Customer Referral

10. Most business owners spend less than 5% of their
marketing dollars on their customers and spend 95%
of their marketing dollars trying to find new customers

11. Traditional Investment
Advocate
Client
Customer
Prospect
Suspect
5% Marketing $
95% Marketing $

12. Customer Loyalty Ladder
Goal:
Invest in developing satisfied customers

13. Remember: It takes at least 30 times as much marketing money to
attract a new customer via traditional forms of
advertising as to have a satisfied customer find new
customers for you
Traditional Advertising
Satisfied Customer Referral

14. How Can You Accomplish This?

15. How? Know who your customers are
Know that your best customer is your most recent satisfied customer
Know that your best word-of-mouth advertising comes from your most recent satisfied customer
Act in a way that moves people up the ladder

16. Lesson Learned The most recent satisfied customer who has purchased
products from you is the least expensive marketing
way to find new customers. People love to tell if they
are happy.

17. Lesson Learned Your worst customer, who will rip you apart to all
their friends, is your most recent unhappy customer.

18. Nontraditional Advertising
A great marketing company spends money here
Advocate
Client
Customer
Prospect
Suspect
Traditional Advertising

19. Recommendation 30% of your marketing dollars should be spent on
keeping customers…..keeping them happy.
Not 5%…..30%.

20. Invest in Keeping Customers
Advocate
Client
Customer
Prospect
Suspect
To Keep Customers:
30% Marketing $
To Find Customers:
70% Marketing $

21. Lessons Learned To climb the loyalty ladder, business owners must
exceed customer expectations

22. FISH
Choose Your Attitude
Play
Make Their Day
Be Present

23. First Guarantee Financial
Sample Company
First Guarantee Financial

24. Play Benefits of Play Happy people treat others well
Fun leads to creativity
The time passes quickly
Having a good time is healthy
Work becomes a reward not just a way to rewards

25. Implementing Play
Post signs saying, This is an Adult Playground. Watch out for Adult Children
Start a joke of the month contest with its own bulletin board
Add more color and make the environment more interesting
Add more life with plants and an aquarium
Special events such as a lunchtime comedian
Form an ongoing play committee to keep ideas flowing

26. Make Their Day Survey results Customers dread working with us
Quality of work is adequate but you never extend yourself
You treat customers like they are interrupting
You pass customers around
Your department is the subject of jokes
Customers believe the department should be replaced with an outside contractor

27. Make Their Day Benefits It is good for business
Serving our customers well will give satisfaction
It will focus our attention away from our problems
It is healthy, it feels good and will unleash more energy

28. Implementing Make Their Day
Stagger hours so there is coverage from 7 am until 6 pm. This will be good for customers and some of us
Pull together focus groups to study ways we can be of service to customers
Have a monthly and annual award for service based on customer recommendations
Appoint a special task force dedicated to surprising and delighting our customers
Ask key customers to “come out & play” once a month

30. Be Present Benefits Customers know if you are listening
Customers feel important
Important opportunities do not escape

31. Be Present
Encourage one another to be present. Ask: “Is this a good time? Are you present?”
Establish a code phrase: “You seem distracted” to signal a present moment issue

32. Choose Your Attitude Benefits
By accepting that you choose your attitude, you demonstrate personal accountability and proactivity
Choosing your attitude and acting like a victim are mutually exclusive
While we may not be able to do what we love, if we choose to love what we do, our work area will become an oasis of energy, flexibility and creativity

33. Implementing Choose Your Attitude
Purchase copies of Personal Accountability: The Road to a Rewarding Work Life for Everyone. Organize discussion groups around the book - follow with similar topics
Prepare an attitude menu to post in the office

34. FISH By: Stephen C. Lundin, Ph.D. Harry Paul John Christensen

35. Tired of Smile-Free Service?
Article - Newsweek – March 6, 2000
Employers having difficulty finding good people
Managers have no control over workers who give poor service – pointing out deficiencies leads to high turnover

36. Research
Turnover is higher in companies where employees have a poor view of customer service
Employees are good predictors of customers’
perceptions

37. Conclusion
Increasing the quality of service can increase both customer loyalty and employee retention significantly
People may “job hop” because they haven’t found acceptable work environments