WMTC17: Keep Customers Coming Back

Learn innovative techniques to ensure first-time visitors become long term customers. Tips and tactics and in-depth information on what you should know about your customers to keep them coming back. Our speaker is Elizabeth Slater from In Short Direct Marketing.

Transcript

1. Elizabeth Slater E@inshortmarketing.com
2. Keep Customers Coming Back
3. How do you keep customer coming back? By providing an individual experience for each person who visits.
4. Why are regular customers important to your business? • Increase sales (a 5% increase in customer retention can improve company profitability by 7.5%) • More word-of-mouth promotion • Regular customers bring their friends • A loyal customer is less likely to be lured away to other companies by discounts • Give you an edge over competitors
5. You provide an individual experience by investing in customes through: Customer-centric procedures Staff Training Being genuinely interested in customers as individuals
6. Use an Individual Experience Plan As a blueprint for the experience that will Design • Deliver • Manage • Measure
7. INVEST IN THE EXPERIENCE Understand that your customers need to be more than just satisfied Define your customers’ ideal experience Hire people who value customer service They are your ambassadors on and off the job Create an employee handbook Including an in-depth section on customer service standards & guidelines
8. IMPLEMENT • Customer interactions that meet and exceed expectations • Reviews of people, products, inter- face, services and how staff members interact with customers in retail spaces, over the phone or through the internet and social media
9. Train Staff Customer Expectations Why people buy Policies and Procedures Communication Customer Follow up Conduct regular and interactive customer service training sessions with staff
10. Create a shared understanding of: • Guidelines for interaction w/ customers • What customers generally want and need • Real, actionable insights about customers • The culture or shared values and behaviors
11. Interaction With Customers •Staff members always introduce themselves Customers Are • Thought of as important • Met with a warm smile • Greeted as they step in the door • Asked their names • Asked questions about needs & wants • Given time to answer • Thanked as they leave
12. Be aware of what customers are saying through all types of interaction: in person, by phone & internet Take time to learn a little about your customers’ Be fully aware of customers’ body language, facial expressions as well as what they say Show interest in your customers
13. Employees All employees (and especially hospitality staff) are expected to be: Adaptable • Attentive • Aware of customers (tone of voice, facial expressions) Cheerful • Competent • Customer-centric • Empathic • Engaging • Goal-oriented • Knowledgeable (products, story, area, competitors) Patient, Polite (even when the customer isn’t) • Positive Reliable • Skilled in Communication • Solution- oriented.
14. Create memories Engagement is more important than wine facts Each experience should be a personal and individual experience Using customers’ names is important
15. You may have a Unique Selling Proposition… What is your Unique Retention Proposition?
16. IN SHORT… How we treat people is the basis of an Individual Experience. If people feel that they are important to you the wine will taste better, they will buy more and they will return.
17. Elizabeth Slater E@inshortmarketing.com