Adam Ramshaw

3 Practical Customer Retention approaches you can start today

Competition is tougher than ever before and many companies are out prospecting like mad for new customers.  However, most don’t realise that the fastest, cheapest and lowest risk way of protecting their business is not finding new customers but nurturing existing customers.  I know...

How to Match Customer Retention Initiatives with the Customer Lifecycle

The best customer retention initiative to implement for a specific customer often depends on their position in the customer life cycle.  What’s more, often the earlier in the customer life cycle that you execute a customer retention initiative the more effective and higher the...

Do Net Promoters tell us anything?

Over the past couple of weeks I have seen quite a lot of negative feedback about Net Promoter Score.  This issue seems to not be Net Promoters as such or how to calculate the score but whether it is a valid measurement at all. While...

Halo effects and Brands: being cautious when reviewing customer feedback

Customer feedback surveys are subject to halo effects so you must be careful when interpreting the results.  A good result in a specific attribute does not necessarily mean that you are performing well. Halo effects have long been known and appreciated by psychologists.  Per Wikipedia:…

Are you stuck on the delight the customer merry-go-round?

I’ve always considered that the delight the customer approach to customer loyalty and retention was a little misguided.  It’s not so much that a delighted customer is not a good thing to have.  It is.  We’ve all heard stories of the sales rep who...

Getting Started: A customer feedback survey template

Staring at a blank sheet of paper trying to write a customer survey is never fun.   However, if you break the survey down into logical sections the process is not nearly so difficult.  So here is a customer feedback survey template to make the...

Refer a friend programs: are they worth it?

Refer a friend programs: are they worth it?  Yes, as it happens they are and some very recent research gives us the numbers to back it up. Referral Programs and Customer Value was recently published by Schmitt, Skiera and Van den Boulte.  In this excellent...

Using social effects to improve customer retention

It is logical to think that a person’s social network influences their buying behaviour.  If my friend likes company X they will probably tell me about it and I too may like them enough to become a customer.  Indeed, leveraging this idea has long...

The Secrets of Great Customer Experience Organizations are not so Secret

When a new business buzz makes headlines, a new buzz of how to’s follows.  Customer Experience Management (CEM) is no different.  But, to me, Customer Experience Management is mostly a new theatre for existing skills, not a new set of skills. Forrester does good research...

New Insights: Net Promoter Score Vs Customer Satisfaction

Recently we performed some Net Promoter Score comment coding work for a successful Australian health fund called nib health insurance.  nib has recently de-mutualised and as a result is very focused on providing its customers with the best levels of service possible. Towards the end...

Net Promoter Score: Deficient or Efficient measure?

The great debate about the prediction ability of Net Promoter Score (NPS) continues apace.  With any change or new idea there are those that embrace the idea and there are those that reject the idea. While I consider myself in the embrace camp I believe...

Customer relationships: When to communicate for maximum impact

Deciding when and how to contact your customers is an ongoing task for every organisation.  Getting the delicate balance between too much contact and not enough contact is difficult and you need to focus on it every day to get it right. Right up front...

Making Changes in your Customer Experience

This article in the Australian Financial Review (Kmart reborn in program of change) was a timely follow up to my blog post of a few weeks ago when I looked at whether announcing changes in customer charters was good or bad for customer satisfaction. In...

How to retain customers who are leaving

Customers, just like products, tend to progress through a lifecycle, a customer lifecycle in this case.  If you manage this process properly then you will have customer who continues to add value to your organisation. But let’s face it, sometimes customers will still want to...

Is this the wrong way to use social media as a service channel?

It is clear that leading brands are using Twitter and other social media channels to deliver reactive service to their customers. Probably the best known of these is BestBuy with their @twelpforce Twitter account.  Staff at the computer chain use their Twitter accounts to answer...

Automating Transaction Net Promoter Score Collection

Implementing a system that will automate the data collection and reporting elements of a Transactional Net Promoter Score® (NPS) process is an important step in integrating this key measure into the business. Without effective automation of the task, it can often become too difficult to...

Are you using campaign lead or customer lead marketing?

This week I’m going to build on a recent post (“Why customer segmentation is not customer strategy”) by looking at a new approach to creating a customer strategy. We will start by examining how most marketing departments use customer segmentation.  Over the past 10-15 years...

New Net Promoter Score Benchmarks: Europe Vs Australia

Satmetrix last week released it 2010 European Net Promoter Scores and I thought it would be interesting to review them versus recent Australian data*. Banking The highest of the European banks (First Direct) received an NPS of 42% compared with the highest of the Australian…

Customer Charters: Good or bad for customer satisfaction

This post (Creating a culture of customer advocacy) by Rob Markey raises a subject that I’ve chatted to clients about a lot over the years.  Is it better to publically state that you will provide great service or let customers find out over time? I...

Comcast and Amex invest in Customer Service

Customer service is  being seen by the big players as a key growth driver according to this recent Wall Street Journal article. So important is it that the article reports on an Accenture study that shows that 25% of 1,405 companies surveyed will be investing...

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