Memberspot with a new look
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Memberspot with a new look
We have just redesigned - some pages will follow.
Memberspot with a new look
We have just redesigned - some pages will follow.
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Did you know that retaining your customers is much more important than acquiring new ones? 🤔
This is because acquiring new customers is much more expensive than retaining the existing customer base. The Adobe Digital Index shows that it sometimes takes as many as seven new customers to generate the turnover of one existing customer. (Source: Hubspot)
-> Strengthening customer loyalty and consolidating the customer base is therefore much more important for your business. 🌳
First of all, you need to build up a reach in order to be able to work on customer loyalty at all. To build this up, the experience of your existing customers is important for new customers. 💬
Why is that?
You probably know the feeling you get when you browse through reviews on the internet before you go to a restaurant. You automatically feel more comfortable when customers have already told you about their experiences. It's the same with your online course or service. New customers will also build trust in you through your customers' experiences and are more likely to choose you. 🤝🏽
A large reach provides the basis for success in your business, but if you only place your own advertising, such as Google ads or posts on social networks, this is not automatically a guarantee of success. 🌐
Many service providers continue to focus on customer satisfaction. They focus exclusively on the customer's satisfaction with their product. However, this is not enough, as consumers are now much more willing to try things out and are happy to buy a different brand or book a different service if it is cheaper. It is therefore all the more important to win and retain customers for yourself and your brand. 🚀
Customer success is indispensable nowadays, because satisfied customers who benefit and profit from your product are the best advertisement for your company. They make the best advertising because they speak from experience.
Your customers are probably satisfied, but satisfied customers are usually quiet because they have nothing to complain about. Dissatisfied customers, on the other hand, usually talk to friends or leave bad reviews online and damage your image. You should definitely change that!
But how do you talk to customers about recommendations? 🤫
To give you tips on how to successfully retain your customers, we conducted an interview with Timon Leu, founder and owner of IMPACTxperience. Timon is an expert in the field of customer loyalty and customer enthusiasm. He supports coaches, online service providers and financial advisors in improving customer success and manages to get the most out of his customers. 💯
We invited him for an interview to answer important questions about customer loyalty and customer success.
Watch the interview with Timon Leu here:
You've probably heard of customer loyalty and customer success. Because every company wants new customers to stay customers. Strong customer loyalty is the key to a successful company. Customer success ensures that your customer's needs are met by your product or service, so you retain your customers and they recommend you to others. Positive word of mouth is priceless, because it gives you security. 🗝️
Therefore, take every opportunity to collect recommendations from your customers and ensure that these are also visible to other potential customers, for example via online rating portals, Google reviews, use cases or interviews on your website and social media. The challenge here is to find the ideal time to ask the customer for a recommendation. ⏰
-> Timon has answers for you.
First, let's clarify the basic terminology. You've probably already come into contact with both. But what is the connection between customer loyalty and customer success? 🔗
Put simply, customer loyalty is the relationship between the customer and the provider. The aim is to motivate customers to make repeat purchases. They need to be convinced of your quality and service, because people's buying behavior has changed. In the past, consumers tended to stick to one brand and rarely tried out new things. Today, the focus is often on price, as the market is full of countless offers. Consumers are therefore quick to switch to another provider. It is therefore all the more important to give your customers reasons to stay with you. This is where the topic of customer success comes into play. 🎳
When you get the best possible result from your customers and for your customers, this is known as customer success. 🎯
If you take a coach's online course as an example, the value here is that customers can record demonstrable success. This could be an increase in sales or an increase in reach. 📈
The success of your customer is the basis for cooperation. However, if you do not achieve your goals and the customer is dissatisfied with your product or service, you should consider the following.
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In principle, there is no right of withdrawal for business-to-business (B2B) customers. This means that the coach can demand money from his customers despite poor performance. However, this should be avoided! If you think of Jeff Bezos' Second Order Thinking at this point, the first consequence would be that the coach gets the money. The second, on the other hand, would be that the customer speaks negatively about him because the service provided is not satisfactory. 😧
From a strategic point of view, no money should be demanded in such cases. In any case, evaluate whether it will benefit or harm your company. In addition, negative word-of-mouth is quite threatening to your image. Because if customers are dissatisfied, they are much more likely to talk about you. According to various surveys on customer behavior, dissatisfied customers tell their acquaintances about their experience or the result up to 11 times, while satisfied customers only do so 3 times on average. 👄 (Source: wirtschaftswissen.de)
You should therefore urgently avoid dissatisfaction. Involve your customers right from the start, as they will think about their actions after the purchase. Be aware of what pains or hurdles the customer has at the beginning of the purchase of your product and how you can resolve them. 🚧
In the first phase of the purchase, new customers ask themselves whether they have made the right decision. With an online course, for example, the customer invests a lot of money at the beginning before they see any results for themselves or their company.
At this point, your customer asks himself the following questions:
This phase is quite dangerous, but also a great opportunity. Use it to give your customers a feeling of security. Make sure they don't want to cancel their purchase. A few days can pass between the purchase and the start of training, creating a gap in the consumer's mind that gives them time to think everything through again.
What measures can be taken to close this gap?
To avoid cancellations and dissatisfaction in the initial phase, you should involve your customers transparently immediately after their purchase. Don't keep them waiting, e.g. send welcome emails or onboarding emails. It is important to take away your customers' uncertain gut feeling and, ideally, give them a task straight away. This serves as a bridge until the first kick-off call. This motivates participants to stay tuned. 📨
Provide videos to help your customers get to know you so that they know who and what they are dealing with. Create a customized welcome module for this. To build a personal bond, you can include a personal story about yourself in the module. Explain how you came across the topic and your job, how everything developed and why you do what you do. In order to best meet the customer, you should discuss the basic process and expectations of your collaboration. Explain the course of your training and determine what expectations you have of your customer and what they expect from you. Also define the goals of the collaboration together.
A worksheet to fill out is often a good way to boost the client's motivation. This way, they don't have time to think about doubts and the coach can also prepare for the interview in detail.
Incidentally, this is the perfect time to bring up the subject of recommendations. That way, it won't seem unnatural when you ask about it later. On the other hand, motivate the customer to talk about it with others. Show your customer that you care about their results and are therefore happy to accept negative feedback in order to improve yourself and your offer.
Did you know that your customers can start training directly with Memberspot?
For example, you can create a welcome module that your customers can access right from the start. For the other training units, it is possible to activate access only after the first telephone call or video call. This means you always have control over what content the customer can work through. Worksheets can also be attached to the lesson. This means your customers have everything in one place and can find specific content quickly and easily using the search function. 📝
Many people find it very uncomfortable to mention the subject of recommendations. However, if you incorporate this into the training right from the start, it won't be an unpleasant thing later on. Satisfied customers are usually willing to make recommendations, but they often don't think of it on their own. So give them food for thought. However, recommendations are not just recommendations, because at best they are part of a holistic process. This means that you should incorporate referral marketing into your processes. 🗺️
-> Timon shows you how in 3 steps:
The basis for your entrepreneurial success is to prove to your customers that you offer the best service. This is how you make yourself and your service valuable, which in turn leads to customers seeing your service as worth recommending.
This is where the topic of customer success comes into play again. You need to be able to demonstrate to the outside world that you offer the best possible coaching and that you can help your customers achieve their desired goals. Your customer must be convinced by your training.
How do you become recommendable for customers? 🧠
Becoming recommendable through a perfect service sounds quite simple at first. But there's more to it than that. Timon shows you what else is needed to be perceived as recommendable:
Receiving honest feedback from customers is not easy. Ask your customers openly, as this is very important for you and the continuous improvement of your service. Create an anonymous and safe space for your customers. They may not want to tell you to your face what bothers them and what they would really improve. 😶
How do I give my customers a secure framework? 🪟
Timon talks about this topic from his own experience. On behalf of his customers, he talks to their end customers to gather suggestions for improvement in order to expand the existing potential. Most of the time, everything goes well, but sometimes there is still something to criticize. In this way, new insights can be gained, from which sensible strategies and measures can be derived. It is therefore a good idea for someone else to take charge of the feedback process. A neutral person looks at the processes, gives feedback and the customer feels safe. 🔒
Can I provide an anonymous framework without a third party?
It is not always possible for a company to hire an external service provider for this. Young companies usually don't have the financial resources for this. That's why we have a few other tools for you that you can use: 🧰
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It is clear that you can recognize how your customers are doing through regular feedback. You can act quickly and strengthen customer loyalty, as your customers realize that you are interested in them and their concerns. ⚓
Memberspot offers you a mood barometer that allows you to obtain regular, automated feedback from your customers. A customer is surveyed at certain intervals, and you can create the questions and the type of response (answers, emojis) individually and easily yourself. When logging into their course, the customer is then asked for feedback and cannot avoid this question. This means you can always keep an eye on the mood and ask questions if there are any discrepancies or difficulties. 🌡️
Soon there will also be pop-up surveys in the app. Similar to Moodtracker, you can ask for feedback here. You have the option of asking several questions. The admin can set the survey so that his customers cannot simply click it away. This keeps you up to date and allows you to regularly survey your customers' feelings about your service in detail.
Ask specific questions such as: "How are you getting on in training?" If the goal is clearly defined, for example higher turnover, one question could be: "What is your current turnover?". This allows the customer to compare the figures from the beginning over time and gives them an insight into whether they are on the right track and whether they will achieve their goal. 🚶
If the results are good, it is a good idea to approach the customer and place an upsell if necessary. Upsell marketing is a strategy in which the seller tries to sell higher-class or higher-priced products to the customer. The aim is to improve the existing product that has already been purchased so that the customer can derive even more added value from it. 💎
If the result is poor, you should call the customer and ask how you could support them better. For example, recommend that they take part in the live calls. However, if you have integrated pop-up surveys in your member area, are in regular contact with your customers and ask for constructive feedback, you are on the safe side. The customer cannot then claim that you as a coach are responsible for their failure or for not achieving the goals they set. After all, you have asked several times. 📉
Feedback is not just about asking your customers. You also need to approach them, as this builds up a relationship over time and gives the customer a good feeling, making it much more likely that they will remain a customer with you. You can also actively call the customer and find out whether they are satisfied. If everything is fine with the customer, you can discuss further cooperation. If things go badly, ask how you can support them. You can also send an automated email in the event of poor ratings in the chatbot or in the written surveys. Pay attention to all feedback, as this makes your customers happy. They realize that someone is dealing with it and really taking their concerns seriously. This not only promotes customer loyalty, but is also a real image booster. ️🔝
At the end of the training, you should also ask for feedback on your feedback process. This way you can make sure that your surveys are not too intrusive.
Feedback ensures...
... better customer results, which lead to more recommendations. ⛳
Feedback lets you know exactly where your customer is at any given time. This allows you to support them where necessary and ensure better results. The attention you receive will also increase your recommendations. This is because the customer notices that you are interested in them.
... Further work. 🤲🏽
Your customer only wants to continue working with you if you can offer them the best possible service. However, this is only possible through communication and with a 1A product. Build a good relationship with your customer, this will make it harder for them to switch to someone else, they will think less about it because they feel comfortable and you will also largely prevent them from dropping out of training.
... Sale of other services. ✍️
Due to the constant contact with your customer, you have the opportunity to tell them about your other products. This means that you can introduce them to products that they could benefit from even more and thus also improve your customer success.
Traditional advertising is often not enough. Your customers prefer to listen to individual recommendations rather than designed advertisements. That's why many people check reviews on Google, TrustPilot or other review portals before investing in expensive products or services.
Everyone knows it from private online orders. When we search for a product in Google and it is offered at the lowest price on an unknown website, we do some research. Fearing that the product won't even arrive, we first google the store' s reviews. We usually find what we are looking for on TrustPilot. However, if this is not the case, we often give it a miss. 🛡️
Recommendations and reviews are therefore extremely trustworthy and the prospective customer grants a certain amount of trust as a result. Customers trust the reports of their friends and acquaintances the most because they are authentic, which brings us back to referral marketing.
Do you want to generate 40-60 reviews on Google? ⭐
You won't automatically get a lot of recommendations by providing a good service, as satisfied customers are often quiet.
But how do you get recommendations?
Mention the topic of evaluation right from the start. You can include this in your welcome module, for example. Your customers enjoy reporting on their successes and, if they are satisfied, are also happy to explain what they like. Take advantage of this and try to actively and passively mention the topic of recommendations in between, of course without forcing it on your customers and overwhelming them.
Another option is to include the whole thing in the feedback process and ask for it personally. It's important to address recommendations, so don't be shy about it. Your satisfied customers will usually agree to rate you, but they often don't do this of their own accord as they are pursuing their own goals and may not even think about it. 🌟
Is that not your thing?
Then you need someone like Timon, who helps his customers to get these recommendations.
It is important to make the results and goals measurable. This allows you to understand afterwards what has changed. The result for Timon's customers is that they find it easier to sell their products because they want to present their product and optimize their processes in order to scale even more successfully. Due to the motivation that builds up, his customers automatically increase their customer satisfaction by around 200%. ⚙️
According to Timon, you can generate an average of 10 reviews per month, because by mentioning recommendations in your online course, you will automatically receive them. With these reviews, you can improve your public image and gain the trust of your new customers. This makes it easier for you to acquire new customers, as they can use the experiences of other customers as a guide and thus become aware of your offer. They realize that their challenge can also be solved with your product, which will inevitably make them more likely to choose you. 🧐
Customers often don't know how to start a review or what makes sense for other readers. After all, interested parties should gain added value from the experience and be informed transparently about the process flow. To do this, you should know how to collect feedback. Because most customers ignore an email via Trustpilot. 🚫
However, if you solve a problem over the phone, for example, you can directly refer the customer to a rating afterwards. In the chatbot, for example, you can ask the customer immediately after solving a problem whether they would like to rate you and your product. You can then redirect them to the review portal. Here you have the option of providing your customers with a few standard questions, making it easier for them to rate your product or service. 🤖
👇🏽 Click here for the full interview with Timon Leu.
Timon answers all your questions about customer success and customer loyalty. He tells you exactly what you need to consider and which steps are important. He talks about customer loyalty and the first phase after the purchase. Never make your customer wait, give them the feeling that they have made the right decision by buying YOUR product. 👆🏽
Are you looking for a coach to give you a helping hand? Then get in touch with Timon. He will help you generate twice as many referrals and show you how to improve your customer success. You can reach him via LinkedIn or via his website. You can sign up for a call directly there.
We hope you enjoyed reading it. 📚
Best regards
Your Memberspot Team