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From: Jared Hamilton
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Denim Simkins

Denim Simkins Director, Fixed Ops

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Focus point: Customer retention

57234563a99c05b1b9c6d3c6546c356f.jpg?t=1There are several critical performance indicators in service, however, the most critical one to measure and excel in is customer retention. Customer retention is the source for future growth. If we are able to reduce the amount of customer defections over a defined period of time while we keep our arms open welcoming new, we will continue to have a customer base that grows month after month. The main focus is to reduce the customer defection after the warranty time period expires. It is no secret within our industry that once a customer reaches the end of the warranty time period they almost simply disappear into thin air. The reality? They were looking to defect long before they vanished.

Every service visit, every customer touch point is recorded in a service experience bank deep within our customers minds. Every time a positive customer experience happens there is a deposit in the emotional bank and trust. Conversely when there is a negative experience there is a withdrawal. Here is the secret, and it's really no different than our physical bank accounts, the withdrawals are easier, quicker and even more severe than the time and energy it took to earn the deposits. For instance, during a relationship with a customer over the last three years that included several visits each year can be taken into overdraft with one negative experience. Simply put, our account is volatile and every single customer touch point should be treated as such. Walt Disney said it best “do what you do so well that they will want to see it again and bring their friends.”

Here are a few ways to ensure you are performing positive customer treatment.

  • Actively listen – Hear what your customers are saying.
  • Show genuine interest – Treat your customers right
  • Treat your customer as a managing partner – value their opinion
  • Build trust by being transparent
  • Own up to your mistakes – Take full responsibility and then some, do a little extra
  • Keep your word – Follow through on your promises
  • Always say “thank you” – show extreme gratitude
  • Communicate – building a strong relationship takes communication
  • Invite them back – Ask your customer to come back and see you.
  • Continue to over satisfy – build value and offer VIP specials.
  • Respect – respect your customer, respect their thoughts and their feedback

Keep in mind that a minor 5% increase in customer retention can equate to a 70% increase in profit. Apply these eleven trade secrets on every interaction and watch your loyal customer base grow.

mark rask
Denim these are some great ideas....I am going to share this with my service bdc reps

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