Let us create a 3D eBook for you!
Let us create a 3d Digital eBook for you! DigyCat.com

Can Three Words In Websters Dictionary Be The Key To Customer Loyalty?


Are you concerned about customer loyalty? Are your customers so loyal that they will stick with you through hell and high water? And if not, you really need to question how you can create a customer relationship that's so gluey, that you never go bluey in the face. Funnily you don't have to go far. Reach for your Webster's dictionary and you'll discover a hidden secret to customer loyalty.

Do you find it amusing? Giggle if you must, but stick with me and I will show you the simplicity and longevity of this sane advice that will change your marketing strategies and tactics forever.

But First, Let's Look At Nasty Hurricane Andrew

In August 1992, Hurricane Andrew went bananas. Like a drunk on one too many Tequilas, he tore into South Florida with wind gusts of 175mph, redrawing the landscape as he stomped onwards. Approximately 600,000 homes and businesses bore the brunt of his menace.

By the time Andrew left, he had run up a tab of $26 billion dollars and the curses of some very, very angry insurance companies. Andrew had single handedly run up the highest insurance recorded payout in history - if you don't count September 11.

Many an insurance company looked gloomily into their crystal balls and decided the future was too dicey. So while they grudgingly forked out the costs required to cover the claims, they refused to renew customer policies.

State Farm Insurance Had a Different Opinion

The biggest reason Hurricane Andrew blew the roofs off the houses was because contractors had not anchored them to the frames. State Farm not only happily forked out the policy claims but also paid its customers more to bring the houses up to code.

Amazingly, this insurance company was willing to overpay just to make sure their customers have peace of mind should Andrew or one of his family come visiting.

State Farm Wasn't Too Far From the Leo Burnett Advertising Agency

Agencies are like turnstiles. Clients come, clients go and it's the same mantra for employees. Not if you look at the Chicago-based agency called Leo Burnett. At Leo Burnett, over a four-year period from 1986 to 1989, 98 per cent of business came bounding back from repeat clients. No other agency even came close.

Furthermore, this Houdini of advertising has had an almost zero client defection rate for decades. In an almost boring, old fashioned way, they adopt a loyalty based management that keeps clients superglued to them. And it continues to amaze and fascinate the roller coaster advertising industry that can only watch in awe and extreme fascination.

Which Brings Us Back to Webster's, Doesn't It?

Now let's look at how Webster's Dictionary defines the word Client. It says: A client is one who comes under your care, guidance and protection.

See those words?

It doesn't say someone you need to get money or make profits from. It asks, even beseeches you to care, protect and guide your clients, like you would with your own child. Everything you do, you do unselfishly for that child. You put your heart and soul into creating a safe, educated environment. You become the guide and the protector. You create a bubble as secure as you can to make absolutely sure they get the very best.

Scary, isn't it? Especially when you look out there at so many companies, whose single motive is to simply get the sale and move on.

Hurricane Andrew Moved On, State Farm Moved Up

As soon as the brouhaha of Andrew's visit died down, up came the vultures from other insurance companies. They tried to woo State Farm policy holders with discounts and other incentives. Most of them found doors slammed in their face. Their customers were staying loyal no matter what bait was being dangled in front of them. When the chips were down, State Farm pitched in to help like family. There was no way the customers were going to let down their own family.

Adhering strictly to Webster's, State Farm had cared, guided and protected its clients. And the clients were repaying that with rock solid loyalty.

Leo Burnett Did The Same With This Hidden Clause?

The same principles apply to Leo Burnett. Like mother hens, they fuss over their clients, doing acts of guiding and protecting that other agencies would never even consider. Its first client, Green Giant, is still a customer some sixty years later. Even back then, founder, Leo Burnett, put in an additional clause that enlarged the standard vendor agreement of buying space, producing ads and maintaining confidentiality.

It read: Counselling with you in regard to your advertising and sales efforts, seeking new ways to improve your advertising, make it more productive, and in every way within our power, working with you to advance your business.

Founder Leo has been dead for over 30 years, but the tradition of caring, protecting and guiding doggedly lives on. Their policy is simple. If a customer runs into a bad year and has to cut back on its advertising - let's say by 50 percent - Burnett doesn't automatically cut back on its services by 50 percent and pull half of its management off the account. The company is willing to lose money on an account over the short term.

The inevitable result? Of its 33 clients, 12 have been with the company for over twenty years, and 10 for over thirty years.

Paying Attention to Webster's Is Not Enough

It needs more. And that more is called sacrifice. Just like with children, you can't deal with fifty all at once. Each child needs its own time, space and guidance. This requires huge resources, and if you chase every possible client, you're soon going to run yourself pretty ragged.

The Leo Burnett Agency chooses carefully. It selects its potential clients, as you no doubt will. In 1994, 54 companies invited the agency to talk about a business relationship. Burnett pursued only five.

If your selection of customers isn't deliberate and systematic, you will run yourself ragged trying to service customers that share neither your dreams nor standards. Invariably, you will find discord and the desire to care, protect and guide will evaporate like moisture on a hot summer's day.

Care, Protect and Guide - Even If You Have To Send Clients To Your Competition!

If you're scared, back out now, because I'm going to ask you to do something no seemingly rational business does. That is, you care about your client so much, that you take pains to send them to your competition if you cannot help them.

Hang on. This isn't as bizarre as it sounds. If you really do care for your clients, you should want them to get the best advice possible. However, no one said you shouldn't make money off this.

If you sell high end BMWs and you know your client needs a more economical Toyota, you should logically send them over to your competition. However, if you set up a deal with the Toyota dealer, you can not only generate a commission, but also give your potential client a bonus or discount if they go specifically through you.

Hey, those customers are going to walk anyway, once they find their exact needs aren't being met. And if they get stuck with something they don't really need, they're going to be mighty mad once they find out. You aren't doing yourself or them a favour by making them stick to what you have to offer. Sending them to a competitor that you know will treat them well, endears you to the customer and ensures a tidy profit as well.

Welcome To The Land Of Endless Loyalty

Loyalty at its very roots is exceedingly simple. It's exactly like a parent-child relationship. While no doubt you will come to depend on technology as your client base grows, the enduring thread that binds it all is the underlying psychology.

Inevitably, you won't always have a trouble-free course, and both Leo Burnett and State Farm have had stormy days. The only way out of the driving rain is to heartily embrace the care, guidance and protection concept. Let it be your guiding light, far superior to any mumbo jumbo mission statement, leading to exponential profits and devoted clients.

All you have to do to succeed is play Mother Hen.

And say a silent thank you to a certain Mr.Webster.

* Source: The Loyalty Factor by Frederick Reichheld. **Secondary Source: Me. I worked at Leo Burnett in the 90's.

ęPsychotactics Ltd. All Rights Reserved.Wouldn't you love to stumble upon a secret library of small business ideas? Find simple, yet electrifying ideas, on copywriting, public speaking, sales conversion, marketing strategy,psychological tactics and branding. Head down to http://www.psychotactics.com today and judge for yourself.


MORE RESOURCES:

Customer Service - Google News

This RSS feed URL is deprecated

This RSS feed URL is deprecated, please update. New URLs can be found in the footers at https://news.google.com/news

Tsunami warning canceled after massive earthquake strikes off Alaska - News & Observer


Tsunami warning canceled after massive earthquake strikes off Alaska
News & Observer
An earthquake with a preliminary magnitude of 8.2 struck off Alaska's Kodiak Island early Tuesday, initially prompting a tsunami warning for a large swath of coastal Alaska and Canada's British Columbia while the remainder of the U.S. West Coast was ...

and more ┬╗

Be careful when searching online for customer service help numbe ... - AZFamily


AZFamily

Be careful when searching online for customer service help numbe ...
AZFamily
A woman got a fake customer service number when she tried to Google search for one and she wants other people to be careful online.
Scammers target customer service numbers in Google searches ... WWBT NBC12 News

all 2 news articles ┬╗

A Secret Of Customer Service Success And Job Satisfaction: Help Even When You Can't Help - Forbes


Forbes

A Secret Of Customer Service Success And Job Satisfaction: Help Even When You Can't Help
Forbes
Customer service can be frustrating work, because of the limiting parameters. You're interacting with customers briefly and in a closely-defined role, where there's a ceiling on how much you can do for them. You're handling a product return, but the ...

What Amazon Go's cashier-less grocery means for customer service - WSB Atlanta


WSB Atlanta

What Amazon Go's cashier-less grocery means for customer service
WSB Atlanta
On Monday, Amazon debuted its first cashier-less grocery store in Seattle, Washington, ushering in a decidedly new era in customer service. Amazon Go, as the venture is called, works by streamlining the shopping experience, allowing the customer to ...
Amazon's New Checkout-Free Grocery Store Doesn't Take Food Stamps Slate Magazine
Amazon Go draws crowds: How does it work? Answers to questions on the new retail store Seattle Times

all 604 news articles ┬╗

InsureMyTrip Named Finalist in 12th Annual Stevie├é┬ę Awards for ... - PR Newswire (press release)


InsureMyTrip Named Finalist in 12th Annual Stevie├é┬ę Awards for ...
PR Newswire (press release)
WARWICK, R.I., Jan. 22, 2018 /PRNewswire/ -- InsureMyTrip, the travel insurance authority, is pleased to announce it has been named a finalist in the 12th annual prestigious Stevie Awards for Sales & Customer Service. InsureMyTrip will ultimately be a ...

and more ┬╗

Coinbase hires a new VP of Operations to lead its customer service ... - TechCrunch


TechCrunch

Coinbase hires a new VP of Operations to lead its customer service ...
TechCrunch
Coinbase just announced they're hiring Tina Bhatnagar as VP of Operations and Technology to lead all operational teams at Coinbase and GDAX. But perhaps most relevant right now is the fact that her responsibilities will include overseeing the fast ...
Coinbase taps Twitter for much-needed customer service expertise Financial Times
Finally, Coinbase Is Addressing Its Customer Service Issues Hacked
Coinbase hires former Twitter exec to lead customer service efforts Finextra (press release)
CoinDesk  - Fortune  - Business Insider
all 9 news articles ┬╗

CES Showcases Robots (Again) And Demonstrates How They Can ... - Forbes


Forbes

CES Showcases Robots (Again) And Demonstrates How They Can ...
Forbes
LAS VEGAS, NV - JANUARY 09: LG's CLOi personal assistant robot is displayed during CES 2018 at the Las Vegas Convention Center on January 9, 2018 in Las Vegas, Nevada. (Photo by David Becker/Getty Images). You check into a hotel. You get into your room ...

and more ┬╗

T-Mobile's customer service is its biggest success story – BGR - BGR


BGR

T-Mobile's customer service is its biggest success story – BGR
BGR
Since John Legere took control of T-Mobile in 2012, the carrier has orchestrated a remarkable turn-around. Through launching the Un-Carrier initiative, T-Mobile turned its scrappy underdog status into a marketing plug, and by adding the iPhone to its ...

and more ┬╗

Money Can Ruin Everything In Customer Service And The Customer Experience (Here's How To Fix This) - Forbes


Forbes

Money Can Ruin Everything In Customer Service And The Customer Experience (Here's How To Fix This)
Forbes
I often make the argument (when I'm designing or redesigning a client company's customer experience or customer service approach) that the best way to conceptualize the customer experience is as a movie you're producing for your customer to star in ...

LargeFriends.com - the best dating site for plus-sized singles!
SuccessfulMatchCentral.com - the best dating site for plus-sized singles!

PreLaunchX

AusTrade Domain Is For Sale - $15,000 For Enquiries eMail Us

© www.AusTrade.biz - 2012

home | site map | links