Most organizations have a sales process, sometimes just sales people running around doing mostly their own thing. What most do not have is a retention process, a process after the first sale to bring them back. And if they do try to reconnect with customers, it’s to ask for the sale. Better is to have a defined retention process to connect with customers post-sale to develop a relationship, to understand them, to help them.
According to marketing consultant Noah Fleming, every customer touchpoint should have an appropriate reason. This process will guide when it’s time to ask for a testimonial, when to ask for a referral, when to up-sell, when to nurture, when to simply follow-up. Not enough businesses are doing this effectively — if at all. Listen to this excerpt from The Customer Loyalty Loop, a session of ExecuNet Master Class led by Noah to hear him talk about this opportunity so many businesses miss out on.
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