How to become

Customer-Driv

en

in 10 Easy Steps

RA C

HE L S H

I

1. Customer retention is #1

3 ways of growing your business – acquisition, penetration, retention

Focus on retaining the customers you have

Acquisition is expensive – high marketing costs, low margins

When customers leave,ask why?

2. Create the right culture

It is a privilege to have a customer cross your threshold

Ask yourself: how would this look to a customer?

Create a safe culture where mistakes can be made and learnt from

Up to 90% of mistakes are made due to poor processes

3. Sell what your customers are buying

Customers don’t care about features, serviceor product

You must create superior value – again and again

Value = Benefits - Costs What is it that you have

they want so badly they are happy to pay for it?

4. Enter your customer’s world

Make your customers successful

Always make it easier, faster and less stressful for your customer to do business with you

Complaints are gifts – listen, act, integrate

Help your customer get to know you!

5. Operate efficient processes

Get the basics right Price is second to

reliability No worker can

outperform a poor process

Map out workflow, document issues, continually audit

6. Hire the right people & create business units

People are not your most important asset, they are your organisation

Your staff are your customers – treat themlike it

Hire for attitude, trainfor skill

What sort of qualities should you be hiring for?

7. Create an AWESOME customer experience

Your customers want 7 things: Access – be quick,

efficient and responsive Welcome – give them a

warm welcome Explain – let them tell you

what they need from you Show – show you care and

have the expertise to help Options – provide options

so they can be in control Make – help them make

the decision Execution – pull it off!

8. Develop relationships with your key customers

All your customersare thinking “what have they done forme lately?”

Four types of customers:

1. Transactional

2. Niche

3. Major use

4. Partners Do not treat them all

the same – allocate your resources and time accordingly

9. Always find a better way

“Get better or get dead” Set up an improvement

plan and assign a team Investigate the problem

based on data and logic Costs of process

improvement are high, but benefits are higher

10. Change!

“If you do what you did yesterday – expect the same result”

Change is necessary for growth and development, both staff and business

Five steps to encouraging change