Why do your customers 'really' leave

Why do customers really leave? 
Dan Kennedy - the "Sovereign of Sales Letters" thinks it not as obvious as we might think.  I'd tend to agree.
Customer leave for one of the following reasons:
  • 1% die. There’s not much we can do about this one.
  • 3% move. Offline, this is due to geography; online, it’s due to shifting interests. You must do all you can to hold the attention of your audience. Some loss is acceptable over time, but stay remarkable and you will minimize the losses.
  • 5% switch to something else due to a friend’s recommendation. There is no more valuable referral than that from a friend. Yet, if your customer is truly happy with your product or services, the odds of them leaving are slim.
  • 9% switch to a better product or service. The best way to fight this is to make sure your products, services, and offers are simply the best around.
  • 14% leave for general dissatisfaction. Again, it’s a good idea to trim the tribe, as you’re never going to please everyone. However, if a customer leaves, make sure you did everything within reason to keep them.

All together, those five reasons only add up to 32%. A staggering 68% of customer loss is due to indifference.

If I don't like a service, I don't argue, I don't make a scene, I don't tell them how to fix it.  I just don't go back.

Indifference kills loyalty.

Here are 3 simply ways to stay relevant.


  1. Don't wait for complaints, or compliments to act.
  2. Change it up - change the interaction in simple ways.  Give the customer small surprises (eg occasionally upgrade a frequent flyer to business class).
  3. Keep it the same  - Don't underestimate constant delivery.  Delivering exactly what the customer wants, every time, will help you stand out.



Service Distribution - Be 'the' Bridge, not a Car

Would you rather be a car or a bridge?

I recently had the good fortune of connecting a client with a supplier.  The connection was valuable to both parties, and I took a margin along the way.  All of a sudden I became a Services Wholesaler.  No work, just connections.

Value is created by connecting customers with producers.  You can do this directly - by opening a store and being a car, or by being the Shopping Mall.  We see many examples everyday.  Blogger, airports, franchise systems, real estate agents, and brokers.  The distributor builds the bridge, for other businesses (cars) to drive over.

Sometimes you may not even have to refer business.  You can simply be the Bridge between ideas.  If you supply services to a client, it may simply be to provide the gift of insight.  If you supply goods, it might be an insightful gift to demonstrate other uses of the product.

Just like a bridge, becoming a distributor requires the following:
  1. Vision
  2. Investment - big up front investment - in time and/or money
  3. Skill - in building the connections, but also the subject matter
  4. Time - and patience
  5. Maintenance
If one of the thousands of daily delivery vans didn't make it's journey across the Sydney Harbour bridge, no-one would miss it.  If the bridge disappeared, it would be dramatic, and catastrophic.

The bridge is a monopoly, and not quickly replaceable.

Are you a bridge or a car?

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How to Save $10 and Lose $100

Everyone in the office has been working hard. We decide to buy lunch
for 10 people.

There aren't many take-out Chinese restaurants in the area but find
one and call to order.

The order is placed but can't go through. They don't take credit
cards. Cash only!

What? Cash only? Who does that anymore.

The order is cancelled and we spend an hour finding another, less
convenient store which takes Cards.

Turns out the food was excellent, and they have a new loyal customer.

The original store lost the $100 order. Why? Because they wanted to
save the 10% GST (like Sales tax in Australia).

With repeat business the loss will quickly add to $1,000.

If they want to push cash transactions, then fine, but give all other
options (even if they are more expensive).

We would have gladly paid a 2-5% credit card processing fee. But give
me the option.

How bloody minded are you with customer interactions?

How easy is it for people to pay?

Are you thinking about yourself or the customer?

(Another mobile post - as I'm travelling to a speaking engagement)

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The Myth of Teamwork

Do your job, do what the team expects, and the team will work at its best. Work at you relationships and the team will perform even better. That's the theory. But it encourages mediocrity. If you do your specific job, that's fine and average (but only average). Many people in teams refuse to stick their heads up and shine. Why? Because they don't want to stand out, or because they know the team will cover for them. After all - didn't someone say there is no 'I' in team? And that 1+1=3? Having played team sports all my life (including work), I know that team output is superior when each 'individual' is at their peak.

If you perform at your peak (and dig in), others will follow. If you perform average, team mates follow. Even if they don't follow, the opposition will ruthlessly exploit you as the weakness, or the hole created by the person covering you. A team is first and foremost a collection of individuals, and you have a responsibility to yourself, and to your team, every single moment. Don't expect the team to carry you. Take responsibility for yourself first. (From my blackberry - no video)

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How to be Independent 'with' Your Customer/Prospect


In Customer Service and Sales, I believe there are 4 distinct Types of Personalities.  In previous Posts we have talked about being yourself, or more correctly, being your many selves.  We also know that customers can present themselves in many different personas, and that you also have many different personas.  It is now time to talk about the fourth and last personality type is the Independent.

• As an independent, you are a person led by gut feel, by first impressions.  If you are an independent, you show some of the following characteristics.

• You cannot recall dates or details

• You hate forms, and never write lists

• You depend on others (or the system) to fix your mistakes

• You have high expectations as a customer – to cover your own laziness

• Do not like rules

• You know best

• Try to impress people

• You’re comfortable in chaos and flexibility

• You depend on intuition

• Will be convinced after easy options are extinguished

• Don’t go out of your way to nurture – if you get along, then fine, if you don’t then also fine

 Key – Transactions are built on feelings and impressions

Example – Artist

 In a customer Service, or Sales environment, if you are one of these people – as the server, then be careful of someone who likes a more organised approach - a Follower.  You will seem like an air head, and … well.. unstructured.  The look at you as someone who doesn’t know what they are talking about – though you do.  If however, as the server/salesperson, you are dealing with another Independent, then stay independent.

It is the servers responsibility to match the customer, not the other way around.

 Also See Post on Pounders

Also See Post on Nurturers

Also See Post on Followers

Also see Post called Always be Yourself? What BS


How to be Independent 'with' your customer/prospect from Steven Di Pietro on Vimeo.

Posted via email from Service with Purpose