Keep Your Customers by Unknown

Author:Unknown
Language: eng
Format: epub
ISBN: 0000000000000
Published: 2020-07-19T14:59:31+00:00

Then, map a timeline of those key moments and create an internal process to engage appropriately in those moments. Notice that triggering inflection points is your responsibility, not your customer’s. Cultivating loyalty means meeting your customers where they are rather than hoping they come to you. Putting information on your website or sending a blog post is unlikely to generate the outcomes you want. Customers are busy, so it’s your responsibility to reach out when you want them to take action.

Similarly, you have an opportunity to understand your customer’s business to engage their loyalty. Sometimes inflection points are triggered by activity in your customer’s world. If a B2B customer experiences a hiring surge, firing spree, or acquisition, it’s likely to shift usage patterns in ways that can affect the customer’s need for your products or services. A B2C customer might move, change jobs, or shift lifestyle habits in ways that affect their need for what you offer. These moments are also inflection points, but they can be harder to capture.

For example, Target famously identified a “pregnancy prediction” by looking at patterns of customers’ purchases. The company’s predictive models have been honed to the point that they can narrow a woman’s due date to a short window, which helps them identify that customer’s needs for specific products. This type of technology-driven algorithm is one way to track inflection points for customers.

You might also create a less technology-driven process for checking in with customers according to a set timeline. By making these check-ins consistent, you create inflection points to capture important shifts in customers’ needs.

Being specific about your expectations for inflection points helps everyone on your team. You provide prompts and measurable goals for team members to reach out to customers. You give team members a structured way to make sure they follow up about important elements of the customer’s experience.

When team members have clear instructions for the information you want them to capture, it’s easier for them to be successful. Sometimes the idea of regular connection sounds great, but companies fail to execute according to their good intentions. By making inflection points measurable, you can hold team members accountable. Unless these points are built into employee objectives, it’s just too easy for them to get buried under the day-to-day activities of work.

Even a small slowdown in customer outreach can have a big impact on customer relationships and revenue. By creating clear expectations, you also rightsize your expectations for employees. Set expectations on a timeline to stress-test whether your requirements are realistic. Aim for everyone to be successful. If you’re asking too much of employees, eventually they’ll stop complying with your expectations. Maybe they’ll feel frustrated, get burned out, or quit. Either way, that’s a loss for your company and your customer.

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