Statistic on how important customers are:
To acquire a new customer is 5-6 times more costly.
Happy customers tell others about a positive buying experience.
Unhappy customers tell many others about a bad experience.
Only one out of 25 dissatisfied customers complain directly..
An average company loses 10% of its customers annually.
Customer profitability grows over the life of a retained customer.
Since only one in 25 customers complains, each complaint is most likely shared by 24 more customers who remain silent. This will have a major impact on future business. So what does today's customers really want? What will make them loyal customers?
Credits: Rules to Live By in the Age of the Demanding Customer by Kelly Mooney.
1. Earn my trust
Earn my trust through respect, integrity, advocacy and quality. Lose the fine print, prove you're on my side - even if that means suggesting a competitor
Sense and respond Let me customize while you dynamically personalize for me. Make me feel like the artifact is alive and aware of my needs. Think of responsiveness by time, format, form and structure and quality of response.
2. Inspire me
Inspire me through immersive experiences, motivating messages and related philanthropy. Stand for something meaningful that touches me on an emotional level.
Push me Help me reveal my potential; don’t let me “get by.” Help me visualize what I want to accomplish, so I can plan what I want to do next.
3. Make it easy simple, fast & useful
Make it easy with simplicity, speed and usefulness. Give me fewer steps. Think how Pizza Hut remembers your last order when you call and knows where you live without asking for your address or directions.
Orienteer Give me a journey that I can take and tasks that I can do.
4. Put me in charge
Put me in charge of deciding how, when and where I shop, how I pay, how my personal information is collected, stored, and used and what kind of information I'll receive.
Let me do things As I move through the experience, let me do things that change the resulting display in a way that feels as though it has been designed for me personally, in my context. Move beyond mere viewing.
5. Guide me with expert advice
Guide me with expert advice, education and information. Boost my confidence, point me in the right direction, filter the noise and anticipate my needs.
Outfit me Deliver new capabilities and make it easy for this to become a part of my life while skilling me.
6. Give me 24/7 access, from anywhere
Give me 24/7 access, from anywhere, at anytime. Companies that care enough to supply their customers with ever present support, service and access do more than simply build goodwill and strengthen relationships — they prove they're in the trenches with their customers and are always ready to help, no matter the time or place.
Immerse me Plunge me into the experience in a way that makes me even less (or even un-) aware of the place or setting that I’ve come from.
7. Get to know me
Get to know me — listen, learn and study me, the real consumer, not just data. Climb out of the data mines and interact with your customers the old fashioned way: by listening to them, learning from them, and understanding them — not as demographics but as individuals.
Help me learn Combine doing with understanding. Let us learn from each other…and from the web of connection.
8. Exceed my expectations
Exceed my expectations with uncommon courtesies and surprising services. If you want to capture the hearts and minds of your customers you must exceed their expectations.
Make waves Engage me in co-discovery and co-creation and transform my life, my work, my business.
9. Reward me with points
Reward me with points programs, special privileges or other worthwhile extras. Make your customers feel exceptionally valued even after they walk out of the door with a full shopping bag.
Let me win Reward me every time I accomplish something. Make the experience transparent so that the structure, operation and purpose of the experience is comprehensible and valued.
10. Stay with me
Stay with me with follow through and meaningful follow-up. Make our relationship stand the test of time.
Connect me Help me make connections with the subject matter, or across destinations, or with other people.