A Little Love

My friend recently started dating a wonderful guy, and she thought she was one of the luckiest people alive.   He was smart, funny, and charming, and when things got serious really fast, she was ready to get married to him.  But then she realized there was a caveat, the guy was expecting her to be the primary investor in his business.   My friend neither had the money nor the fortitude to take on this type of responsibility or risk.  So after having a series of difficult conversations, she came home to a good-bye note from her guy. She hasn’t seen him since.

Relationships.  They’re so important, but they’re not always easy – whether they are personal or professional.  I recently had a software client who did surveys of new and lost clients.  They learned that their new clients had very strong relationships with their sales people.  They also learned that their lost clients only needed “a little love” to renew their subscriptions, but without the love,  there was no renewal.  And by the way, the emails the customers received from my client were important for information, but they did not  replace the need for personal contact – whether that was a call  or a visit.  This was great news for my client,  which has used these results to put in a place a new account renewal program with the intent of increasing renewal  rates and winning back lost clients.  In addition to revenue targets, sales people will also be compensated on the number of client visits and calls.  To supplement  that, marketing is also being measured on client engagement with a new micro-marketing program, meaning that monthly email blasts must include company-specific information – the usage trends, the popular information, regional interests, etc – in hopes of further increasing interaction with clients.

Are you in touch with your customers?  Do you know what they like about your services and what they would like to see improved?  Do you know what trends are important to your customers, and how you can support them?  Do you know that on a macro level?   If not, you should.

Companies are getting smarter about outsourcing, and they have a lot of choices.  You want to make sure that you have enough customer insight  to be the preferred provider for your target clients through regular feedback from both your sales  and marketing  channels.  If you need help doing that, reach out to us.  We’re happy to give you and your customers “a little love”.

All  my best, Aruna

“The way to a customer’s heart is much more than a loyalty program. Making customer evangelists is about creating experiences worth talking about.”
~ Valeria Maltoni ~



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