relationship marketing: your “secret weapon” to dramatically increase membership and retention
TRANSCRIPT
Relationship Marketing:Your “Secret Weapon” to Dramatically Increase
Membership and Retention
@RonRosenbergTwitter:
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 CommunicationsDear 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 9-30-04. 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 CommunicationsThank 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 CommunicationsDear 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!
Apps for Everything!
Apps for Everything!
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 ValueAverage Plane Ticket: = $500Trips per Month: x 2 = $1,000Months per Year: x 10 = $10,000Number of Years: x 20 = $200,000
Lifetime Customer Value = $200,000
Lifetime Customer ValueAverage Amount of a Transaction
x Times Number of Transactions Per Year
= Subtotal: Annual Customer Revenuex Number of Years as a Customer
= Lifetime Customer Value
Why Is Lifetime Value Important?Lifetime Customer Value: = $200,000# People You Tell: x 10 = $2,000,000Months per Year: x 25 = $50,000,000
Why Is Lifetime Value Important?
1. Treat Me Very Well2. 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 ExperiencesGood 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 Communications2. First Impressions3. Interest and Empathy
Why Is Rapport So Important?1. People do business with people they like2. People do business with people who are like them
Three Ways to Build Rapport
1. Common Experience2. Matching, Pacing, Leading3. 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 senses2. 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
Loyalty Programs
Loyalty Programs
Loyalty Programs
Mailing Lists & Special Offers
Personal Relationships
Personal Relationships
Personal Relationships
Personal Relationships
Additional Tools You Can Use
• Video E-Mail Messages• Personal Cards
Video E-Mail Messages
Personal Cards
Personal Cards
Personal Cards
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!!