Show Notes for Diary of a Shameless Self-Promoter #75: Customer Retention
Coming up on this week's show: an interview with Susan Baushke of Marketing Sonar about customer retention and finding out how to keep the ones you have.
Direct download is here.
00:00 Introduction
Welcome to DSSP! Send comments to heidim@heidimillerpresents.com or call the listener comment line at 206-309-SELF, and be sure to check the Talk It Up! blog during the week! Sounders are graciously provided by BuzzCutzAudio.com.
1:25 Our sponsor: GoToMeeting
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2:35 Intro to interview
Just a brief warning that we recorded in a restaurant, so you will occasionally hear Christmas carols blaring in the background; please forgive those and enjoy the interview!
3:30 Interview: Customer Retention
Susan Baushke of Marketing Sonar explains about how she helps you keep B2B customers; it’s five times more expensive to acquire a new customer than to keep an old one; difference in management/marketing/salespeople’s approaches to growth; 10-40% attrition is natural and not figured into new sales goals
10:00 positive thinking and “the hopeful strategy” and why it isn’t enough; customer attrition vs. customer defection; 80% of customers will tell a colleague or a complete stranger about their problems with you before they will tell you
17:00 culture of customer retention; clients must be willing to invest time and energy in acting on the results of the interviews over years; why online surveys don’t work; why 30-minute interviews often go 60 minutes; if you ask customers what they think, they are more likely to become your advocates, even if they have left you, Susan reveals some of the things that customers revealed they didn’t like during interviews
24:30 nonverbal communication; “it’s not you; it’s me;” polygamous client relationships; figuring out why sales pitches aren’t working
31:15 tactical and strategic levels and retention as a culture; dealing with complaints from customers
40:20 Wrap-up
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