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Building Enviable Customer Relationships



"Moving the Bar" – Getting Started

The theme of this professional development series is Building Enviable Customer Relationships. We encourage you to find ways to participate in this series either individually or with a group at your office. It is designed so that you can jump in at any time, and dive as deeply into the series as your time and interest allows. The resources below are for your use in your development of your skills in this area, whether you are an employee who wants to improve performance in a current job or a manager who is striving to get the best out of her team. 

Why focus on building enviable customer relationships?

  • The
    probability of selling to an existing customer is 60 – 70%. The probability of
    selling to a new prospect is 5-20% – Marketing Metrics
  • A
    2% increase in customer retention has the same effect as decreasing costs by
    10% – Leading on the Edge of Chaos, Emmet Murphy & Mark Murphy

  • An
    average company loses between 10 – 30% of its customers annually – McKinsey
  • 70%
    of buying experiences are based on how the customer feels they are being
    treated – McKinsey

  • 96% of unhappy customers don’t complain, however 91% of
    those will simply leave and never come back – 1Financial Training services

  • 55%
    of customers would pay extra to guarantee a better service – Defaqto

  • Customers
    who rate you 5 on a scale from 1 to 5 are six times more likely to buy from you
    again, compared to ‘only’ giving you a score of 4.8. – TeleFaction data

  • It
    takes 12 positive experiences to make up for one unresolved negative experience
    "Understanding Customers" by Ruby Newell-Legner

Building enviable customer relationships is easy to say…but very difficult to do. Most business owners and CEOs would tell you that this is a key objective and an important aspect of their company strategy, but they don’t do what it takes to actually achieve it. That’s because it can require significant time, resources, money, processes, technology, etc. as well as a passion for customer satisfaction that, quite honestly, many executives don’t possess. Nonetheless, customer loyalty is a critical element of building a sustainable company.

We look forward to you participating with us in this professional development series, and please contact us with your comments and questions – we’d love to hear from you. 





Recommended Reading

Practical Tools

 Practical Tools

How do you create loyal customers? We believe that by consistently providing positive emotional
experiences for your customers, you will impact customer loyalty and generate
repeat business. In this resource, we introduce Points of Connection as a
means to build emotional ties with your customers.

What is the Net Promoter System? How
many companies do you know that announce ambitious growth targets, but then
fail to achieve them? What is the difference between good profits and bad
profits? Bad profits boost short-term earnings, but burn out employees and
alienate customers. Ouch! What if you could instead turn customers into
promoters who generate good profits and sustainable growth?

  • In The Ultimate Question, author Fred Reichheld shows us how
    to do just that – by asking the simple question, "Would you recommend us to a