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Business Development - It All Starts With Your Existing Customers
Yes, you can profitably focus on serving your existing customers instead of chasing new ones. Far too many organizations forget about their existing customers. Assuming you have a good product that is competitively priced, it is essential to focus on current customers and what matters most to them.
Start by creating conditions in which your people choose to deliver an experience that customers enjoy. The starting point is in understanding the customers’ present situation and satisfying their initial need.
Listen to the customer, even if it means listening in on customer contact sessions. It is amazing what senior executives find out when they listen into customer contact. Try it! And while listening to customers, you should look at the process the customer is put through. Is it a process you would enjoy yourself?
Believe it or not, your customer contact agents know more about the customers than anyone in the organization, even more than the marketers do. At the end of each customer contact, train your people to ask themselves why the call came in and what has gone wrong that could be improved. Involving the agents in the improvement effort is essential if organizations are to improve the customer experience.
Of course, once you have the basics right and the customers trust you, you can offer advice and guidance about new products that might meet their need. When organizations get the customer service right, customers return for more and are emotionally committed to the product or service. You make money, and who doesn’t enjoy that?
Want to market more effectively to your current customers? Call or email O’Neil: 866–659–0824 or sales@oneildata.com.
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