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What Does Your Customer Retention Plan Look Like?

Let's take a quick journey and find out.

Customers are the lifeblood of any business. Without their engagement there is no cash flow.  Irrespective of your staff, your products and services, your place of business......  They determine your success or failure.  So we invite you to take a quick journey and establish what you KNOW your customers think about you right now.

Be 100% honest as this will give you a base line to ignite from.  

Enjoy!

Start

Question 1 of 10

 

I know exactly what my Customers think of my business as I engage with 100% of them one way or another within 12 hours of their engagement to buy a product or service from my business.

A

I engage with a sample of my customers (approximately 25% of them) within a few days of their engagement and ask them for feedback.

B

I do not engage with customers within 12 hours of engagement but ask every single customer for feedback and give them different options that creates a convenient and easy engagement for them.

C

I do not have a Customer Feedback system but all my staff know to report all the feedback that they get from Customers to me immediately.

Question 2 of 10

 

I know that my Customers are Raving Fans as I get at least 10% new Customers daily.  When I ask them how they found out about my business they tell me that they have been referred by a friend or colleague.

A

This is a true statement as we track every new Customer in our business and make it part of our Customer Retention Plan to ask them how they found out about us.

B

I cannot answer this. I know that we get new Customers in as we sell products that have a long period of use and we sell these regularly, but we do not have a process to check in with them.

C

This is a true statement as we have systems that notify us when new customers purchase for the first time.

Question 3 of 10

 

I believe that Customers are fickle.  If they like my business it will be for a short time and then they will move onto another brand that offers better loyalty programmes and discounts.

A

I know this to be a true statement as my customers are always comparing me to my competition and trying to negotiate further discounts.

B

This is a true statement and I know that this is because I am not responding to my Customers feedback as I do not have the capacity to build a loyalty programme or give more discount.

C

I know that this is not a true statement. I have asked the Customers that have given me the feedback to give me the reasons as to why they chose my business the first time around. I am currently working on alternative ways to create Raving Fans as cannot retain them on discounts and loyalty programmes.

Question 4 of 10

 

I have Raving Fans in my business. I know exactly what they are worth to my business long term and make sure that my entire Team is aware of their value and creates new experiences for them every time we engage. 

A

I agree that we do have Raving Fans. I am not sure what they are worth but have told my Team that these Customers are key to our success.

B

Right now I do not know what the lifetime of my business is let alone what the value of each Customer is. I just need to make sure that they leave happy.

C

We do have Raving Fans. I look at every transaction as being key so do not focus on their Lifetime Value, but rather on creating products, services and experiences for them to ensure that they do not leave us.

D

I know exactly what a loyal Customer is worth to my business. I understand that a Raving Fan is likely to spend up to 54% more in my business vs. a new Customer so every single touch point in my Customer Experience Journey clearly focuses on retaining Customers, converting them into Raving Fans and ensuring that they never leave.

Question 5 of 10

 

I have a clearly defined Customer Experience Journey and within that I have a Customer Retention Plan.  This "threads through" my Employee Engagement Strategy to ensure that my Staff are as passionate about my business as my Customers are.

A

I understand what a Customer Experience Journey is. I talk this with my staff all the time and make sure that they understand how important Customers are and what they mean to the business.

B

No to Customer Experience Journey. No to Employee Engagement Strategy. These are a waste of time. A business is simply there to provide Customer Service to Customers 100% of the time.

C

My Customer Experience Journey is driven off the back of our Customer Retention Plan. Our Employees are aligned to these and are passionate about achieving the Goals that we have set in both plans.

D

I have not idea what a Customer Experience Journey, a Customer Retention Plan or an Employee Engagement Strategy is.

Question 6 of 10

 

I know exactly how many times my Customers engage with my brand before I know that they are my Customers.  ie. Website, social media, walk ins, phone calls, emails etc.  This information is critical to creating Raving Fans, as every engagement ensures they move on to the next step in my Customer Experience Journey.

A

I track this information via technology that I do not really understand so is probably a waste of money and resources.

B

I have an amazing outsourced supplier that colates this information for me and ensures that I get a simple report each period that we agree on (Day, Week, Month) with a clear guideline on how to improve and keep my Customers in my business space.

C

My business tracks all these metrics and uses them to make decisions on how we will continue to improve by ensuring that we are ahead of our Competitors at all times as well as creating both valuable and easy experiences for our Customers.

Question 7 of 10

 

The term Customer Experience and Customer Service means exactly the same thing.  My business reflects the following response:

A

This is a true statement. People make up marketing language to make something seem new and shiny creating "the shiny object syndome". There is no difference between Customer Experience and Customer Service - everything relates back to your customer.

B

This is an untrue statement. People want service. Bottom line the best service they can get. At the end of the day - people want their problem solved and someone to do it for them.

C

This is an untrue statement. In our business we regard Customer Service as being a touch point of our Customer Experience Journey. We have to make sure that our Customers feel valued throughout each engagement in the journey and get the service that they want.

D

This is an untrue statement. In our business we regard Customer Service as being a series of touch points throughout our Customer Experience Journey. We have to make sure that our Customers feel valued and tap into their emotional engagement with each experience whilst getting the service that they want.

Question 8 of 10

 

In our business we know that we can influence what Customers think of us whilst on our website and then whilst they are buying.  This is what we have based our Customer Retention strategy on.

A

This is a true reflection of our conversion plan to make Customers into Raving Fans. We know they become and stay our Raving Fans during this time.

B

Our Customers are not interested in what happens before they come in and experience what we offer. They are very focused on what happens during the sale and we are very aware of this period to ensure we convert them to Raving Fans.

C

Our strategy encompasses everything leading up to the Customers coming in to spend money and continues through after they have left. We do not believe that you leave a Customer at any point if you hope to retain them as a Raving Fan.

Question 9 of 10

 

My Staff are employed to take care of my Customers.  The following statement would be a true reflection of how they are regarded in our culture:

A

My Staff engage specifically about Customer Feedback formally once a period (day, week, month) to ensure that there is a platform where they can present Customer Feedback along with their solutions and ideas to improve the engagement which will ultimately increase our Customer Retention.

B

My Staff can give feedback at all times to their manager who will in turn escalate what Customers feel to the relevant person. We believe that this is critical to the business.

C

My Staff are a critical part of our Customer Retention strategy as they are the ones doing most of the face to face, voice to voice or written engagement with our Customers. I recognise that this feedback channel is both critical as well as extremely valuable in creating Raving Fans behind the till (within our business) that will be empowered to create Raving Fans on the other side of the till (customers). We do this in a feedback and brainstorm session once a period (day, week, month) which includes their ideas and solutions to improve the Customer Experience.

Question 10 of 10

 

At Fresh Eyes our Goal is to deliver value in every engagement that we have.  Please will you give us a quick overview of what you think the value of this assessment was to you and your business.  Thank you!

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