Welcome to chapter 13, we’re talking about customer centricity. This is always so fascinating for us to understand why so many organizations forget about their customer. They don’t focus on repeat business from customers who already trusted us. It’s such a simple concept, right?
Here’s an example. I always wonder why this happens like with cell phone companies, when they say, um, You know, uh, fit $49 for the first three months, but only for new customers only, I never understood that. Like I hold on. I mean, I’m a customer, like why don’t I get the $49 deal? Why, why only NewCo? Like, why don’t you reward me the existing customer? And that’s the concept of this chapter is customer centricity.
How do we be very focused, centered on getting more business from our existing customers instead of always chasing new business from perfect strangers And the data point on this Is it costs five times as much to try to attract business from a new customer than to keep an existing one. That means your Salesforce will have to try five times harder to get new business than to simply get repeat business. Focusing on our customers, the people who have already trusted us, the people who have already experienced how we do our products and our services is vital, but we don’t do it enough. So a key strategy is to do the following tips on how you can become more customer centric, Right? More customer focused.
Treat Their Money As If It’s Your Own
Number one, Treat their time and money as if it was your own. Don’t waste their time. Hey, I’m calling you back because the last deal went so well. We want to do another one for you. That last vehicle we towed for you. That last construction job we did for you that last, um, uh, shipment that we hauled for you, it went so smooth. Let’s do more or right Over communicate, text The customer.
When you pick the freight up, text the customer with your estimated time of delivery, texts, the customer. When the, when the, uh, shipment or the vehicle or the construction job is done, um, stay in contact with the customer. Don’t make the customer guests as to where you are, be proactive in your communication. Create some feedback. Loops. Feedback loops are our reviews. Feedback loops are surveys. Feedback loops are follow-up after the sale, right? I just wanted to see how it went and be open to get the negative results. If there are any so that you can become better, you can change. You can adjust, become a customer every quarter secret shop your company is the suggestion here. Literally have somebody, your cousin, your brother, your friend, call your company and say, I’m interested in doing business with you guys and see how it goes. How did sales handle the call? How many rings did it take before we answered the phone call? How long before we sent the contact form off our website? Did someone get back to that person and then use that secret shopper to make your company better?
Over Promise And Over Deliver
And the last is over promise and over deliver. It’s Not under promise and over deliver it’s over promise and over deliver it. Say we’re going to do it better than anybody else. And then you do it better than anybody else, right? It say, I’ll have it done by noon. And then you do it by 11:00 AM. Instead of noon, this under promise and over deliver is the wrong message. It doesn’t work anymore because if you under promise, the customer might feel under promised. They may not give you the chance to over-deliver so over promise and over deliver. Now the last piece of this is interesting.
Here’s a wild suggestion. What if you put someone in your office in charge of being the customer love agent, where they literally called the customer and their sole job was to just touch base. They weren’t, the job wasn’t a sell their job was Just to say, Mr. Jones, Mrs. Jones, How are things going?
Well Know they’re pretty good. I mean, we’re having a driver shortage problem right now. It’s hard. And bam, you have some market leader content that top blog posts that you wrote that talks about how you can improve your driver shortage problem. And now your customer love agent goes ahead and sends that to them, right? Or as I hope you will find something that our salespeople should be talking to you about is what’s going on in your business. And when you tell us a problem such as, um, I can’t get new business, maybe our sales department will send you, um, a chapter from CFF university that gets you acclimated to CFF university, and maybe helps you get better at that problem.
Customer Love Agent – Recap
You need market leader content to help solve the problems, but you need a customer love agent who isn’t interested in a sales commission or growing your business. They’re just calling to check. Yeah, man, how you doing anything? We can help you with any problem that you have that maybe our experience can help you solve. Okay. Okay. So important. The next chapter is going To really drill this point home.
We’ll see you in chapter 14.