Building Customer Loyalty
Capturing Customer Referral Value
Your best customers are worth a great deal more than the margin dollars they pay you every year. Your best customers really are those who advocate you and your services with enthusiasm. Testimonials and referrals from your advocate customers can add substantial growth value for your organization.
I'm Scott Trunkett, co-founding partner of Sales RaceHorses. I know that organizations invest a great deal of resources in building customer loyalty...But do they really know who their best customers are? Are they capitalizing on the value of their best customers as strong references? Are they protecting this customer value? Do they really know how satisfied their best customers really are, or whether they may be at risk of leaving?
I help suppliers to develop and implement systematic programs to help them to build customer loyalty and to identify their best reference customers, measure their reference value, and to recognize those customers at risk before its too late. I also help them to capture, catalog, and document high-impact testimonials that enable suppliers to capitalize on the reference value of their best customers.
How This Can Benefit You
- Identify at-risk customers before they defect
- Competitor-proof your best customers
- Make sure your successes are communicated throughout the customer organization
- Proactively collect customer testimonials
- Specific and relevant measure of customer satisfaction enables employees to proactively improve service
- Explicitly quantify the loyalty of your customers
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What Scott Does
I work with sales and marketing organizations to develop a simple customer service oriented approach for following up with their customers after delivery of services. I help to develop the appropriate non-invasive measurement system and criteria to rate their customers' overal satisfaction with their experience with the organization.
Some of the key areas I address to help organization build customer loyalty:
- Non-invasive service-oriented after-service follow up processes
- Scoring criteria and rating scales
- Diagnosis, resolution, and recovery process for 'dissatisfied' customers
- Collecting testimonial information from high-rating advocate customers
- Obtaining permission to use testimonial information
- Getting prospect referrals
- Effectively publishing results
- Empowering employees to drive customer referral ratings
Whether they are actively seeking to expand business through customer referrals, identify the customers that are at risk of going to the competition, or simply interested in launching an initiative for building customer loyalty, I develop and implement programs that deliver results.
PERIOD.
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