As business owners and executives, we intuitively know there are significant growth opportunities through the retention of our existing customer base.
We try different strategies to engage our customers in the hopes of building loyalty and trust. We offer them discounts, access to exclusive events, even provide them with sneak previews of our new products. But it doesn’t always work. Why is that?
One of the things that many organisations fail to do is link employee engagement to their customer retention strategies, and then link that retention to the bottom line. The reason we want to retain our customers is to help grow our business.
So why don’t more organisations measure that link effectively? Of course we want customers to be happy and we want to provide quality products and services. That is just the means to an end. Ultimately we want our customers to buy more stuff from us and help to bring us new customers who will also buy more stuff from us.
There are three maxims that will help increase retention and ensure that retention directly impacts our bottom line.
Retention happens on the front lines. The most successful organisations recognise that customer retention doesn’t happen in the executive offices or on company retreats; it happens with the people who face customers every day.
This may mean a customer visiting your store, surfing your website, calling your customer service department, reading about you in the newspaper or even walking into your head office.
Empower front-line staff
The people who have the most influence over whether customers come back are the people who deal directly with those customers. What impression do you give to customers when they interact with you?
Employee empowerment fuels retention. Since retention happens on the front lines of your organisation, the best retention strategy is one that empowers your front-line employees to use good judgement that is in the best interest of the customer.
These front-line employees are the face of your organisation and need to be passionate about what they are doing and the organisation they are working for.
It’s very easy for customers to spot employees who are not passionate and engaged in their work because, more often than not, they ignore the customer and don’t ask about their needs. Few things are more frustrating for a customer than dealing with someone who is indifferent to their needs and wants.
Are you giving your employees the freedom to use their judgement in making decisions that are in the best interests of the customer?
Read Next: 4 Ways to Find More Work
Target customer retention
Measure retention, not satisfaction. When I suggest you need to measure retention, I don’t mean customer satisfaction surveys or focus groups. High customer satisfaction scores only mean that you are meeting customer expectations, but what if those expectations are too low?
We want customers to feel emotionally connected to our organisation and become an ambassador for it. We want them to tell their friends, family, peers and colleagues about the great experience they had with us.
We want customers who will keep coming back because they see the value of what our organisation can offer them. Are you measuring customer retention and linking that retention to bottom-line results, or merely reporting on how happy your customers are?
I often tell my clients the quickest way for them to grow is through their existing customer base. This might mean offering new products and services to those existing clients, or leveraging those clients for introductions to new prospective clients. Organisations that master these strategies will grow more quickly and easily and they will see customer retention increase.
Read Next: Time to Cash in On Loyal Customers
Expert tips on improving customer loyalty
Entrepreneur’s top international experts offer their insider insights.
Humanise your brand by interacting and engaging in social media channels. Behaving like a person rather than a corporation is what makes your customers feel a closer, more personal connection with your brand; and that will result in stronger brand loyalty. – Jayson DeMers, AudienceBloom
Give them a heads up. Treat your best customers like insiders. Let them know what’s going on before you tell anyone else. Include them in your decisions, ask for their feedback. Let them have the inside track and then they will feel a vested interest in staying with you. As the old adage goes, ‘Treat your company like family and your family like company.’ Apply that thinking to your most loyal customers and they will stick with you. – Jim Joseph, Cohn & Wolfe
Go above and beyond doing whatever it takes to show your customers how much you love them. Care about each person as a human, not a number. – Lewis Howes, LewisHowes.com
Show that you care about their business as much as yours. Many clients aren’t good judges of the quality of your work, but they do know, appreciate and value a smooth and thoughtful working process, no matter what service is being rendered. Also, actual contact in real time greatly enhances the bonds between people — that includes client relationships — so don’t fall back on electronic communication by default. Ask in every situation what is the best way to communicate. – Ilise Benun, Marketing-Mentor.com
Improve your customer loyalty by measuring it. By regularly and consistently reaching out to your customers for feedback on what is working and what isn’t, you can stay on top of trends and adjust as needed. Far too many companies have a ‘don’t ask them, we don’t really want to know attitude’. And if you do ask, get back to your customers about what you heard and what you plan to do about it. Nothing will destroy loyalty faster than asking but not taking any action. – Karen Leland, Sterling Marketing Group
Do something for your customers that they don’t expect. The phrase ‘be remarkable’ is often thrown around yet seldom taken to heart by businesses. Give your customers a reason to talk about you in a positive light. People don’t want to share average experiences with their friends. They want to talk about the remarkable ones. – Rick Mulready, RickMulready.com
Give customers a great experience with your brand. Period. – Adam Kleinberg, Traction
Need To Trim The Fat To Boost Profitability? Listen To Your Clients First
Jeff Bezos believed that once you win the client over by doing this, everything else will follow – not least profitability.
Finding the balance between offering the extras that set you apart from your competitors and keeping things ‘lean and mean’ to minimise wastage and maximise return on investment is a tricky balancing act.
I’ve noticed that many businesses try to attract or retain customers by offering what they think their customers want, rather than finding out what they really need, and then delivering that. That’s an expensive mistake to make – and it’s not going to achieve the business results you need.
I’ve also observed that now is the age of the new entrepreneur – the game changers who disrupt the status quo long set by big bureaucratic competitors who think that their customers will just accept an inflationary (or slightly larger) increase every year, just because they always have.
While Amazon has been around for a while now, there’s also an important lesson to be learned from its launch goal, which was to bring the price to the client. Jeff Bezos believed that once you win the client over by doing this, everything else will follow – not least profitability.
How have I applied these lessons in my business?
Firstly, we design our hotels backwards – we focus on the needs of our clients, very aware that what hotel guests wanted years ago is not what they want now. That’s why we don’t offer thing like a turn-down service with chocolates on the pillow. Nobody eats the chocolates, and nobody uses the toiletries – so why should we include the costs of these unwanted extras (and the cost of the staff required to implement them) in the final bill to our clients?
We do, however, offer free WiFi internet connectivity, free parking in our buildings, free laundry services and either bed-and-breakfast options or self-catering rooms.
Simply put, we’ve cut the fat that nobody wants anyway, and added the value that our guests have said they expect.
Our clients have said that they expect the whole hotel to be a workstation, and not just the business centre in a dark, unwanted corner. So, we’ve put a workstation in every room, with always-on access to the internet. Our hotels are designed with beautiful work spaces that cater for nomadic entrepreneurs and double up as comfortable meeting spaces, again – gone are days of boardroom only meetings, our spaces are primed for work and play in one integrated space.
Our clients have pointed out that they’re already paying for their room – so why should they pay for parking?
Many of our clients stay with us for days or weeks at a time, and have said it would be helpful if we did their laundry. So, we do that for them – and we don’t charge them for it.
It’s true that many of our old-school competitors offer a broader range of products and services than we do, but we’ve built a successful business on adding the value that our clients need, removing the costs and extras that annoy them, and keeping costs (theirs as well as ours) under control by cutting out unnecessary frills.
It’s an approach that’s worked for The Capital Hotels and Apartments as a disruptor in the hotel and long-stay accommodation industry, and I’m confident that its principles would apply to any other industry that’s ripe for disruption.
If You Want Scale, Fail Fast And Learn Quickly
Mindset, focus and an understanding of scale are essential if you want to build a highly profitable, growing business.
“The secret to scaling a business is increasing revenues without incurring a corresponding increase in operating costs,” says Tom Asacker, author of The Business of Belief, Opportunity Screams, A Little Less Conversation and A Clear Eye for Branding, all groundbreaking books that redefine business and communication for the new age of abundance. “The single most important challenge is to have a deep understanding of your value creation and customer attraction and retention process, as well as how the company will ultimately make money over time through the unique realisation of that process.”
According to Howard Sackstein, founder of Saicom Voice Services, scale used to be measured by the number of people you employed or the number of branches you opened. “Today, these questions have become irrelevant,” he says.
“When Whatsapp was sold for $19 billion the business had only 55 employees servicing 450 million users who were sending 34 billion messages a day – that’s a tiny company with enormous scale. So, today scale has come to mean something very different. In the new economy, scale is about scalable technology, how do we build software and apps that can cater for a billion users? The ideas of lots of employees and lots of offices has become old fashioned.”
The problem is that scale comes with costs and that’s why money is often the enemy of entrepreneurship. “Many of the great businesses of the new economy all began in garages, a small group of people, each with real skills each trying to bootstrap an idea to see if it worked,” continues Howard.
“Often people go looking for funding; there’s a problem there too though – they scale too fast once they receive the cash and ultimately they fail because they have too much money. Entrepreneurs need to start small and if they fail they must fail fast. They need to test the market and grow incrementally to prove their idea. Once the idea has achieved a degree of adoption and has ‘crossed the chasm’ of technology adoption, only then can you start thinking of scale. And today scale means few costs, few employees, and tech that can scale to a mass market.”
Your Mindset is Everything
Your mindset while scaling is critical. “Value creation, customer attraction and your retention process are the result of every decision you make as an entrepreneur,” says Tom. “Your mindset shapes how you make these decisions.
“Every rand spent should be to add value in the eyes of the customer, or to improve the process that delivers that value, through automation, distribution, channel partners and so on.
“If businesses aren’t hyper-focused on adding value and deepening relationships with customers, someone will come along who will. If that happens, whether or not that process produces rapid growth is beside the point.”
Howard believes that follow-through is also essential. “So many people really want to build empires,” he says. “But how do you measure your success? Is it the number of employees you have, the number of companies, your disruptive influence on the market, revenue or actual profitability?
“You really need to decide this up front and that will affect your strategy. I probably have an old school mentality, but for me profit is everything. I don’t really understand the idea of focusing on scale with no business model in the hope that on an exit someone will find value. I know that’s a common idea in the tech world and you could get lucky by following it, but I think there are few people with that degree of luck – build for profit and sustainability, build as lean as possible and keep your eye on the actual ball.”
Do You Have That 1 In 100 Business That Can Scale And Land An Investor?
Only 1% of businesses are investable, mainly because that’s how many businesses can 10x their growth. There’s an art to scaling, and it starts with you.
Only one in every 100 applications typically receive funding from venture capitalists. All 100 applicants believe their businesses are scalable and worthy of funding – and yet only 1% actually close investment deals.
“Most entrepreneurs radically overestimate their prospect of success and scalability,” agrees Jason Goldberg, founder, and CEO of 10X-e and co-founder of Edge Growth.
“If you really want to scale your business, you need to know that you are absolutely obsessed with solving a problem that hasn’t been solved before – so obsessed that you wake up at night with solutions buzzing around your head; so obsessed that your mind is always on the problem you’re trying to solve. The reality is that hunger is an incredibly important success factor – hunger, the hours you’re willing to put in and your level of intensity. How far are you willing to go and how many obstacles will you overcome?”
With this in mind, Jason and Vuyo Tofile, CEO of Entbanc Group, a fintech and digital support services firm share their top 3 secrets of scale.
1. You need to shift into a ‘scale’ mindset
Start-up entrepreneurs are focused on the hustle: More work, more energy, more sales. These are all important factors in building a business, but scaling a company requires a different focus. “Scaling up is all about architecting an enterprise and strategically putting in place the building blocks that will move you from working primarily in the business to working on the business,” says Jason.
“You need to minimise the work in the business so that you can work on the business and build a great company.”
This is easier said than done though. Often the biggest stumbling block to a company’s ability to scale is the founder. “The company founder or owner’s inability to really focus on solving an initial problem for specific target market, understanding what their business really does and is offering, and finally how to truly replicate that service or offering can be major barriers to growth, and they all lie with the entrepreneur,” says Vuyo.
The lesson is clear – you can hustle and make sales without clear structures and strategies in place, but that won’t get you to scale.
“A lot of entrepreneurs love the innovative and creative mind space of start-ups as well,” adds Jason, “which is great, but scaling is all about executing all those great ideas that you innovation and creativity helped you to come up with. If you can’t do that, you’ll never be able to scale.”
“Having the ability to execute on growth is critical,” agrees Vuyo. “Execution of the vision is far more important than having a strong vision. Vision without execution is meaningless.”
2. Get the right team in place
According to Vuyo, if you want to scale your organisation, you need the right people on board – and this too is a crucial skill the founder needs to foster. “You have to be able to build an effective team around the business,” he says. “You don’t need to be able to do everything yourself – in fact, in order to scale you mustn’t – but you do need to know who you need and where you need them.”
For Jason, the lead indicator of your ability to scale is whether or not you can build a sales organisation. “Can you shift from selling to becoming the architect of an organisation that sells for you?” he asks.
Alongside this ability is shifting from hiring who you can afford to who you need. “Start-ups hire talented ‘jack of all trade’ young high potentials (who are typically overworked and underpaid). This is an essential start-up tactic. Mature firms in scale-up mode need seasoned leaders who can take each part of your business to the next level.
“Having an awesome team is your most important ingredient of success. Every senior person needs to be pretty impressive in general, spectacular in their roles, and work well as a team.”
3. Understand if your business is scalable
Not all businesses are scalable – and that’s fine. Not all entrepreneurs want to scale their businesses either. However, if you do want to scale, it’s important to know if your business falls into the scalable or un-scalable category.
“There are three basic rules of thumb,” says Jason. “First, how big is the problem you’re solving? Is this a problem that lots of people have and are willing to spend money on the solution?
“Second, what kind of problem is it? Is your solution a vitamin pill or a headache pill? How does your client feel if you don’t exist? You’re not scalable if they don’t have a painful experience without you. In other words, do they have a headache if they haven’t seen or heard from you today?
Related: Is Your Business Ready To Be Funded?
“Finally, how different is the value you bring to your client than all their other alternatives? You need to be ten times more valuable than your competitors. If you’re not, there’s too much competition, and you’re unlikely to 10x the business.”
Vuyo agrees. “Scale is all about having a service or product that is of real, tangible value to your customer. All the resources and brand equity in the world won’t help you scale if you aren’t providing real value.”
Secrets of Scale Event #3
PART 1 – BUILDING THE AEROPLANE
This segment will be the majority of our focus and will cover practical “how to steps” for scaling your business. We’ll be revealing how to design a scale ready business and walk you through common pitfalls that all entrepreneurs will encounter as they “build the aeroplane” and how to avoid them. We’ll also reverse engineer how to design a scale ready business from a 150 strong team all the way down to a 5 person team.
PART 2 – BUILT FOR WINTER
This segment is all about how to ensure that you remain profitable as you scale. We’ll unpack how to bring different revenue streams, partnerships and products/services to together to help you weather any storm.
PART 3 – SCALE BLUEPRINT
In this segment we’ll explore the systems that can help you scale, how to automate repetitive processes and outsource non-essential tasks and how to design a business that makes more money while you sleep than when you’re awake.
Listen to the podcast here:
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