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  • How loyal are your customers


    ----- Original Message -----
    Cc: "JERRY HODGE" <JERRYMAC@UTAHWEB.COM>
    Sent: Tuesday, July 22, 2008 10:29 AM
    Subject: HOW LOYAL ARE YOUR CUSTOMERS
    > Welcome to Sydney Morning Herald Online.
    > Executive Style
    > Home » Blog Central » Innovator » How loyal are your customers?
    > Innovator
    > How loyal are your customers?
    > Any strategy that doubles your business is remarkable. But a strategy that
    > sees your business multiply by 10 times? That's phenomenal.
    >
    > David Hall, the owner of Sydney's The Clean Plumber, came up with a simple
    > strategy that did just that. Within six months his business, which was 18
    > years old, grew from a business of four employees to forty.
    >
    > His strategy? He changed the business's name, he started giving customers
    > what they want, and he created a customer loyalty program that keeps the
    > customers he already has coming back. The whole rethink took him three days
    > to brainstorm and six months to implement.
    >
    > What's in a name?
    >
    > Back in 2002, Hall's business had an image problem. Customers were calling
    > to complain that his plumbers were dirty and late. "We were typical Sydney
    > tradesmen. We didn't care when we turned up, we were flannelette-wearing,
    > dirty tradies. I demanded more from the people I did business with," Hall
    > says.
    >
    > Hall sat down with his team and asked a big question: what was it that his
    > customers actually wanted? Punctuality, respect and cleanliness were
    > lacking. It was this customer insight that inspired a dramatic shift in the
    > company: "The Clean Plumber" was born. Months later the local paper
    > announced the new business name, with David's business offering $30 cash if
    > his plumbers were late. He also promised customers homes would be left
    > fragrant and spotless.
    >
    > It's all about the reward
    >
    > With 10 times more business after the name change, Hall's confidence in
    > marketing had paid off. Six years later, he has a list of customer rewards
    > and direct marketing campaigns longer than most big businesses. Here are a
    > few:
    >
    > - he sends letters to customers with The Clean Plumber currency attached.
    > The 'dollars' can be exchanged for services (for 'wow' factor he uses actual
    > coins he had minted);
    > - each plumber leaves a bag of mints behind when they finish a job (so that
    > the house is left in "mint condition");
    > - customers who refer their friends are often awarded $50 in cash and a
    > bunch of flowers personally delivered; and,
    > - 'Priority Customers' (previous clients) are offered free home plumbing
    > inspections to ensure minor plumbing problems don't become major
    > catastrophes.
    >
    > This innovation is my favourite: because he promises to be on time or do the
    > job for free, he has bought a motorbike to make sure his employees are never
    > stuck in traffic jam.
    >
    > "I don't understand businesses who do a $2000-$3000 job and walk out the
    > door thinking they're never going to see that customer again. Why not look
    > at each customer as an opportunity to get repeat jobs?"
    >
    > "Consider customers not as dollars, but as long term friends," Hall says.
    >
    > This sounds twee but Hall is spot on. It makes sense to fight to keep the
    > customers you've already got. So how can you do this? By establishing your
    > own loyalty and referral scheme that works.
    >
    > Define your objectives
    >
    > For Hall, the first step was to decide what he wanted to achieve. He wanted
    > to retain customers and encourage customer referrals. You might decide to
    > focus on retaining the most profitable customers.
    >
    > What motivates your customer?
    >
    > Customer motivations vary enormously. Try to drill down to what motivates
    > the customers you are trying to influence. Hall, for example, has figured
    > out that a great freebie is cleaning the gutters for free (he's got
    > apprentices at each job, why not put them to work?!). It may be that you
    > also have something in your business that is easy to offer, but of high
    > value to your customers - an express service for repeat customers? A $3
    > latte for the client you're about to charge $90 for a haircut?
    >
    > Use customer insights
    >
    > Any loyalty scheme represents an opportunity to create a huge database of
    > customer information. Woolworths Rewards makes their customers register
    > online - this data will presumably be used to collate buying patterns and
    > allow for more targeted marketing. Collect as much information about your
    > customers so you can tailor your rewards and your products and services.
    >
    > Knowing why your customers came to you in the first place - or why they're
    > considering leaving you - might change your business model for the better.
    JERRYMAC
    E-MAILJERRYMAC777@GMAIL.COM
    CALIF. LIC. PLBG,HEAT,DRAINS,ELECTRIC,WATER HEATER, BOILER, POOL AND SPA HEATER
    FIRE SPRINKLER CONTRACTOR,
    SINCE JAN. 1989

  • #2
    Re: How loyal are your customers

    Very good post. I don't go as far as that guy by any means but I do try to treat every customer well. I want customers for life, not one customer(thanks JC). I've found my customers to be very loyal and I am thankful for that.
    Buy cheap, buy twice.

    Comment


    • #3
      Re: How loyal are your customers

      this is why you dont see the people that work for the company i work for have earrings , long hair [ sorry dirty hands ] tattoos that you can see ,and no #!@*^% ing . the co supplies us with uniforms and cleans them ,our trucks are white and must be kept clean just like our appearance .the service dpt must have a clean set of uniforms in the truck in case they get a service call after doing maintenance on units and get dirty .

      we see a lot of other trades that there people have holes in there pants with there boxers showing ,with there face looking like a pin cushion ,and the they talk is F ing this F ing that and spit there chew all over .

      would you have some one like that work in your office ,home or church ???????

      i would not
      Charlie

      My seek the peek fundraiser page
      http://observatory.mountwashington.o...nal&fr_id=1040


      http://www.mountwashington.org/weather/conditions.php

      new work pictures 12/09
      http://public.fotki.com/hvachawk/

      Comment


      • #4
        Re: How loyal are your customers

        I just had two more past customers call me, one yesterday and one today. So I must be doing something right. My secrets, I'll never reveal....

        Just treat your customers with the upmost respect and listen first. Always clean up and make sure the house doesn't fall apart after a build. You don't need to be their best friend, but a decent relationship is a must.
        Great Link for a Construction Owner/Tradesmen, and just say Garager sent you....

        http://www.contractorspub.com

        A good climbing rope will last you 3 to 5 years, a bad climbing rope will last you a life time !!!

        Comment


        • #5
          Re: How loyal are your customers

          Originally posted by garager View Post
          I just had two more past customers call me, one yesterday and one today. So I must be doing something right. My secrets, I'll never reveal....

          Just treat your customers with the upmost respect and listen first. Always clean up and make sure the house doesn't fall apart after a build. You don't need to be their best friend, but a decent relationship is a must.
          thats what we get about 85% repeat business
          Charlie

          My seek the peek fundraiser page
          http://observatory.mountwashington.o...nal&fr_id=1040


          http://www.mountwashington.org/weather/conditions.php

          new work pictures 12/09
          http://public.fotki.com/hvachawk/

          Comment


          • #6
            Re: How loyal are your customers

            repeat bvusiness is wherer it's at. well that and referals from loyal customers.

            and the only way is Customer Service.

            my method works for me

            steve
            In the never ending struggle to keep the water flowing.... The Poo Poo Cowboy rides again!!!

            Comment


            • #7
              Re: How loyal are your customers

              Originally posted by stxrus View Post
              repeat bvusiness is wherer it's at. well that and referals from loyal customers.

              and the only way is Customer Service.

              my method works for me

              steve
              what is that being the only one on the island that does your type of work
              Charlie

              My seek the peek fundraiser page
              http://observatory.mountwashington.o...nal&fr_id=1040


              http://www.mountwashington.org/weather/conditions.php

              new work pictures 12/09
              http://public.fotki.com/hvachawk/

              Comment

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