10 ways to over deliver

10 Ways To Over-deliver---------------------------------Exceed Customer’s Expectations

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10 Ways Exceed Customer’s Expectations

Acquiring new customers is the “show biz” side of direct marketing. The marketing budgets are much larger, you get to be more creative and perhaps use a broader variety of media.

There’s this problem, though: It costs 5 times as much to find a new customer as it does to keep an existing one.

That’s why, in the Age of Accountability, smart organizations are focusing more of their resources on keeping and growing current customers. The key:Exceed customers’expectations.

Here are 10 ways toaccomplish that.

1. Say thank you.

You’ll be surprised how much this matters.

Say “thank you” to new customers within days (or if it’s online, within hours) of receiving your first order.

If it doesn’t make sense tooffer thanks for everyOrder, make sure youdo it at least once a year.



2. Make it easy to be a customer.

Remove some of the necessary barriers you set up for suspects

and prospects (e.g. automated email and voice response, long

login forms).

Think about a dedicated

phone line for repeat

customers. Some companies

Have different web sites

for customers than for

prospects.


3. Reward and recognize longevity.

You can afford to give long-time customers discounts,special services, and red carpet treatment. Don’t think so? Do the math. In many cases, it’s not even necessary to invest in a

formal “loyalty” program.

Recognition can go as far inexceeding customers’ expectations as rewards.Stage and invite bestcustomers to “inner circle”events, even if thecustomer has to payfor the trip.


4. Personalize and customize.

Think about how good it feels when the waiter at your favorite restaurant greets you by name and knows exactly where you want

to sit. You return again and again and always tip more than usual.

The same thing works even with hardened enterprise IT buyers.Give them advice, counsel And Content specific to their needs.

Most direct marketers havethe content and technologyto deliver one-to-oneexperiences.


5. Ask them what they want.

Most people want their opinions heard. And they’ll like being asked for their point of view. The act of surveying your customers communicates the meta-message that you care what they think and what they want.

When you report the results of the survey back to them, that’s a double confirmation of your

Concern. While you don’t want to do format surveys too often,you can get feedback afterparticular transactions whichcan inform your more expensive customer acquisition efforts.


6. Divide and conquer.

Score your customers as you would prospects and leads.You can do this in many ways – everything from the old standard

RFM (recency, frequency, monetary value) to share-of-wallet.Once your customer files are scored, break customers up into

distinct groups and build mini-marketing plans based on the segments’ unique needs, previous behaviors, established

predispositions and potentialto grow. Be sure to establishControl groups within eachSegment so you can see the Incremental value of yourNew marketing efforts.


7. Market to the life cycle stage.

New customers have different needs and expectations than those you’ve had for years.

What’s even trickier is that new customers acquired today will probably have different needs than the new customers you acquired three, five or ten years ago

did.

Do the research(see reason #5) to understand and respondto these differences.


8. Friends and family (and colleagues too).

Happy customers will, for the most part, be more than happy to refer you to people like themselves.

Identify “Apostles” among your customers and empower them to crusade for your

product or service.


9. Turn customers into stakeholders.

Build a customer panel and/or an advisory board and invite customers to join.

You’ll be surprised by how many will join, share, refer and buy more as a result of their

participation.

If you listen and act on whatThey have to say, that not only builds their loyalty but makes them more willingto reach out to prospects.


10.Manage the relationship enterprise-wide

Make sure everyone knows how important the customer is, and

develop foolproof communications that reflect the knowledge.

You don’t want to have one of your representatives

thanking a customer one day,

and then having the customer

being treated like a prospect

the next day


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10 ways to over deliver