How to build it. Protect it. And test if it’s really what you think.
A good relationship. Or is it?
When we started Mavidea, we understood that good relationships are important. But we lacked the tools to help us truly build the long-term relationships we wanted.
At the time, we thought the process of keeping customers was a lot more basic than it really is.
We thought all we had to do was do the basic things right and we would retain the client.
It didn’t take long for us to find this wasn’t the case:
- Changes in the business.
- Changes in the marketplace.
- Changes in leadership on the client side.
Any or all of these can make for loose footing — in a hurry!
We learned that just when you think you’ve got it, something changes…and you don’t.
So we went searching for answers. Eventually we read the book, Customer Satisfaction is Worthless but Customer Loyalty is Priceless by Jeffery Gitomer.
The big takeaway: “You don’t want satisfied customers, you want loyal customers.”
Satisfied customers vs. loyal customers
Satisfied customers are those who will tell you, “Yeah, things are pretty good.” But they’ll go ahead and take the call of a competitor claiming to offer better services at a lower price.
Satisfied customers might not be as engaged as you think. They might not be as trusting in the direction you’re trying to set for them.
As a result, satisfied customers can be here today and gone tomorrow.
What we desire as a business is to be an organization that serves people. We want our customers to shout from the rooftop how much they love us as a company and the service we provide.
That’s a loyal customer.
Loyalty requires you to create a value exchange.
It has to be one that is key to the customer’s business success. And, one that they understand with clarity and conviction.
What you want is when a competitor calls your customer, your customer responds: “We’re all set. We have the best solution for our business.”
You want them to say, “I have great relationship with this company’s people. They provide a great service and I trust them.”
What loyal customers do.
- Loyal customers will often share with you when they’re under your competition’s pressure. They understand that this will often help you improve your business and service to your customers.
- Loyal customers are glad to make referrals and are glad to have a hand in bringing you new customers. They’re glad to do testimonials and be on your referral sheet. They’re excited to play a role in the advancement of your business.
Going by feel isn’t what’s real.
Before we read the book, we measured our client loyalty by feel. A lot of times we were proven that this feeling was inaccurate.
So we searched for a more tangible way to determine if the feel was correct. By reading Gitomer’s book, we determined a way to get a better measure of the feedback from our clients on the service we were providing.
Solution: A simple, short survey.
The answer came in the form of a very short, two-question survey. It wasn’t at all invasive. And it only takes seconds to complete.
The first question asks them to rate our service on a scale of one to ten. The second asks if they would recommend us. If either number is less than five, we ask them to leave a comment.
We’ve always had a significant response rate to these little surveys. They’ve given us important feedback about where we’ve missed the mark. They’ve also enabled us to react quickly, often in the form of a phone call.
Listening makes a difference.
Often to a manager, asking questions about how they feel about our service really helps build a connection. It tells them we’re listening and that we care. They see the humility with which we accept constructive criticism. We build a stronger partnership by digging in to make service improvements.
Thanks to a simple, two-question survey, we now have a tool that tracks in real time how our customers feel about our service. It serves as a leading indicator about how our customers perceive us as we seek better ways to turn satisfied customers into loyal business partners.
Energy loves company.
Are you looking for a technology partner that can put innovation to work for your business? Talk to Mavidea. By understanding your goals – and your business – we can help you achieve more.
