Comments on: Dance with the One Who Brought You

By: Mandy Maas

Mandy Maas — Tue, 20 Jan 2009 02:06:29 +0000

Drew,
This is a great blog and something that relates completely to an aspect of our business. Could i repost it on our blog – customerid.buxtonco.com with a linkback to yours?
Thanks

By: Heather Rast

Heather Rast — Fri, 09 Jan 2009 03:32:53 +0000

I support your message here and offer the addition of another truth: maintenance.
We have to perform preventative maintenance on all types of equipment and vital machinery to keep them running smooth and ensure the longest performance possible. We practice (sometimes) preventative healthcare measures to stave off deterioration. And we spend 18 years of daily nurturing to build the best adults out of our kids. Add in that we know it cost less to maintain a positive client-agency/business relationship than it does to replace said client, and it’s just plain simple math: take care of what you have.
Besides, you never know what type of power THEIR network has

By: Kelly

Kelly — Thu, 08 Jan 2009 16:41:38 +0000

Affiliate programs can help you stay connected and on good terms with customers because users want to promote a product that they love too.

By: Gareth Cutter (eMailCampaigner)

Gareth Cutter (eMailCampaigner) — Thu, 08 Jan 2009 09:43:15 +0000

My take on this is: if customer retention isn’t ’sexy’ now, how can it be made to be more attractive? Yes, the chase is more exciting but there are a lot of things you can’t expect to get from a new prospect; they’re not as invested in the brand.
I think it’s easier to start a meaningful dialogue with a long-term client. By this point it’s a mutually beneficial relationship.
For instance, by introducing a ‘letters to the editor’ section in your newsletters, you could enjoy:
a) increased engagement from contacts because they have a chance to have their opinions read
b) feedback you can use to improve your mailouts and make them more relevant
This is just an idea off the top of my head – one that might not apply to every business and would probably need a little refining but it should get the ball rolling.

By: courtney benson

courtney benson — Wed, 07 Jan 2009 20:11:45 +0000

I think as long as the loyalty programs add value, it’s great but if they have been full of hot air until now, I’d see about cleaning up your act.
If you’ve been a great vendor all along, you’ll have no problem keeping your existing customers and generating additional revenue in both good and bad times.

By: Lewis Green

Lewis Green — Wed, 07 Jan 2009 19:25:22 +0000

Drew,
I love loyalty programs and am personally a big fan of the one’s I belong to. For my retail and travel & leisure clients I urge them to initiate them. It’s a lot tougher for B2B to come up with ones that have value. Although I am thinking about one for my consultancy.

By: James Hipkin

James Hipkin — Wed, 07 Jan 2009 18:17:40 +0000

Drew,
Thanks for the shout out.
At risk of getting all Lion King here, another benefit of keeping your focus on current customers is more efficient prospecting. For example:
- Raving fans are the best and least expensive sales force you can hope for.
- Understanding who your best customers are, and what they are looking for, means your prospecting efforts can be focused on finding more customers just like them.

By: Drew McLellan

Drew McLellan — Wed, 07 Jan 2009 18:09:40 +0000

Lew,
Well, then you’re on the money! As I am sure you advise your own clients — there has to be some steak to go with that sizzle. And the most important ingredient is that you actually make the effort to stay in touch.
What’s your take on loyalty programs, either for yourself or your clients?
Drew

By: Lewis Green

Lewis Green — Wed, 07 Jan 2009 13:55:29 +0000

Drew,
I don’t do anything sexy with my clients: I stay in touch with a monthly e-newsletter, cards celebrating special days and successes, and the occasional e-mail saying hi and asking for feedback.