When I wrote Keep Your Customers, my goal was to create a roadmap to equip business leaders with the steps to cultivate long-term customer loyalty.
So I was thrilled when Kate Elliott shared that she was using the book as a weekly book club with her team. Kate manages customer success for TitleCapture, a Software-as-a-Service estimating tool for the real estate market.
Kate says, “I am always reading books about business and especially customers. But so many books talk high-level, then never give you any way to implement. Usually I finish and think, ‘Okay, now what do I do?’ And it’s frustrating.
“With your book, I like that I can always take the ideas and put them into action. There’s always something I know we can implement, which is really great.
“When I came into the role at TitleCapture I realized, ‘This is the perfect book to kick off how I want my team to be, because the book is super digestible. There’s no crazy jargon. Even people who are new to customer success can understand your concepts and get excited about the possibilities.
“Some of my team members were hesitant at first. After being part of the book club, now they say, ‘Oh my gosh, I get why we’re doing this now.’
“Using Keep Your Customers as a guide, we are finding new ways to improve our processes. I keep going back to that quote at the beginning of the book, where you say, ‘Life is like a path that winds around a mountain from base to summit. Your journey continually brings you back to the same Vista each time from a slightly different perspective.’ Managing the customer experience is definitely like that. I can see us doing a new version of this book club every year – and especially as new team members come on board.
“Every member of my team will use this book so we’re all in sync with the way we think about and talk about customer relationships.
“Recently, we had a customer who was upset with something that wasn’t working in his app. As we worked through the problem we offered him like a month for free. He said, ‘I love the product. I don’t want a month for free.’ And because of the book, we could identify that behavior and see how he was a loyal customer. It was helpful for us to all have that shared language to discuss it – and this customer’s account.”
Taking the Next Step
As I said at the beginning, I’m thrilled to hear about Kate’s book club, and her experience guiding her team. But Kate also shared that she would love help navigating the book’s lessons. Sometimes she has questions. She wants guidance so she has the confidence that comes with expertise and professional training behind her decision making.
Keep Your Customers has been a great way to jump into the work of customer loyalty and retention. Now she wants more.
Customer retention is more cost effective than new customer acquisition. And loyal customers are MUCH more valuable. One of my clients initially thought the value of an average value was $50. After working together, she realized that a single loyal customer was actually worth over $10,000.
In fact, if you prevent just one customer from churning, this course will pay for itself.
In today’s economic reality, new customers are harder to come by (unless you’re selling something related to remote working or racial equality). It’s more important than ever to keep the customers you’ve worked so hard to win.
Now, for the first time, you can get a guided tour through the proven methodology in Keep Your Customers.
Starting July 8th, I will be leading a small cohort through the system. This live virtual experience will equip you with the tools you need to successfully boost customer loyalty and retention.
Imagine being able to ask questions as you apply each step, so you can tailor everything to your organization’s needs and unique customers.
When you’re creating a customer experience, you want to get it right. You want to get your team on board so they understand what to do and why it matters. The course will help you create clear expectations for your team and develop a system for evaluating the effectiveness of your customer relationships.
Plus, you’ll get one-on-one time to make sure your plan is set up for success, with resources to guide you and your team.
I’m thrilled to know that business leaders like Kate are getting so much value from the book. Imagine how much more you can do with expert guidance. Now more than ever, this is the time to keep your customers.