How To Bring Customers Back (Podcast Summary)

How To Bring Customers Back (Podcast Summary)

Doing CX Right podcast show on Spotify with host Stacy Sherman
DoingCXRight-Podcast-on-Amazon-with-host-Stacy-Sherman.
Doing Customer Experience (CX) Right Podcast - Hosted by Stacy Sherman
Doing CX Right podcast show on iHeart Radio with host Stacy Sherman
DoingCXRight on Google Podcasts with host Stacy-Sherman.
Doing CX Right on Listen Notes with host Stacy Sherman

I recently featured Shep Hyken, a customer service, and customer experience expert, on my podcast about how to get and keep loyal customers. One of the most fundamental rules of business is that it is much better to have a customer come back five times than to have five one-time customers. Unfortunately, this is easier said than done. Here are a few tips on how to transform your company’s customer experience and grow a loyal customer base.

Repeat Business is Not Loyal Business

Some companies tend to confuse and equate these two terms. We’ve all heard of “loyalty” programs at places like grocery stores or dining establishments. However, it’s not a loyalty program; it is a marketing program. If you were to take away those perks associated with the loyalty program, would they come back? The answer is likely no. Shep discussed that “Repeat customers are gold. Loyal customers are sacred.” The goal is to create a loyal customer who wants to give you their business again and again while talking about your business to their friends and families, whether they are being incentivized or not.

How do you get loyal customers?

Hyken shared that companies must be “Always Friendly, Always Knowledgeable, Always Helpful.” Your customers need to be confident that they can always count on you to fix problems that may arise for them. The most important measurement in determining the success of your efforts to gain loyal customers is, “Do they come back?” Somebody that comes back is more likely to spend more, trust you more, and turn into a loyal customer. Look at the data, be the expert resource to solve their problems, and loyal customers will come.

Find Out Your Why

CX leaders agree that finding out your why regarding customers coming back or not is a vital piece of success in gaining loyal customers. You need to listen to what your customer is saying on the front line and use it to improve your customer experience processes. For a great example of this, look no further than Bill Gates himself, who decided to spend a day taking customer service calls to learn more about what his consumers were saying about Microsoft. Understanding your why as a business is a crucial step to gaining loyalty from your customers.

Get Your Employees Engaged

We’ve all heard about the importance of fostering company culture. However, so many companies struggle to succeed at doing this. First and foremost, you need to instill a clear, defined vision of what your customer experience is supposed to be. Think about the Ritz Carlton for example. Their customer experience mission statement very simply states, “We are ladies and gentlemen serving ladies and gentlemen.” The easier the customer experience statement is to understand, the easier it will be for your employees to enact it. Constantly communicate this vision and train your staff on it, and loyal customers will follow.

Acknowledge Customer Experience Accomplishments

Remember to congratulate and acknowledge customer experience accomplishments. Too many
companies fall into the trap of thinking that positive feedback from customers is the “expectation,” while pointing a magnifying glass at the negatives. The best company cultures that foster loyal customers are the ones that acknowledge and reward a good customer experience from their staff to help incentivize them to do those great things again and again. As Shep Hyken agrees, the difference between being a shipping company and being Amazon is in the ability to foster loyal customers.

Get More Tips About Bringing Customers Back

Listen to Shep Hyken and Stacy Sherman’s full discussion on DoingCXRight®‬ Podcast HERE. Also available on Apple, Spotify, Amazon, GoogleiHeart Radio +

 

Check out Stacy Sherman’s Two Episodes on Shep Hyken’s Amazing Business Radio Show

Creating Wow Moments By Simply Being Human 

Diversity and Inclusion within CX

How To Create A Frictionless Experience To Get & Keep Customers

How To Create A Frictionless Experience To Get & Keep Customers

Doing CX Right podcast show on Spotify with host Stacy Sherman
DoingCXRight-Podcast-on-Amazon-with-host-Stacy-Sherman.
Doing Customer Experience (CX) Right Podcast - Hosted by Stacy Sherman
Doing CX Right podcast show on iHeart Radio with host Stacy Sherman

How do you make customers your hero? What makes them stick? My guest Adam Toporek brings us up to speed on the current reality and how to be the go-to brand that customers choose instead of competitors. We dive deep into why and how to create hassle-free and frictionless experiences in ways you likely didn’t think of.

Episode Highlights:

  • Why CX is not only for big companies
  • How we can ease friction
  • What we can do to avoid the hassle for our customers
  • How technology is changing our human connection with our customers
  • How we can convince a leader to make changes
  • Advice for entrepreneur

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    About Madalyn Sklar

    Mission: help people across the globe optimize their Twitter strategy, one tweet at a time.

    *Ranked #1 Social Media Power Influencer in Houston, TX
    *50 Must-Follow Women Entrepreneurs - Huffington Post
    *50 Incredible Women in Marketing to Follow - Search Engine Journal
    *Top 100 Digital Marketers (#21) - Brand 24
    *Speaker at Social Media Marketing World - 2016, 2017, 2018, 2019

    "I am very passionate about one thing: teaching people (entrepreneurs, marketers, etc) how to achieve rockstar results with their social media, especially Twitter. And I inspire them to take action and "Just Do It." I achieve this by developing strategies that work. My motto is "Work Smarter Not Harder." I live by this and teach it to others every day.

    In 1996 I founded GoGirlsMusic which grew into the oldest & largest online community of female musicians. I basically started a social network before we knew what that was.

    Also in 1996 I became one of the first web designers in Houston, TX, helping businesses big and small dive into the dot com world.

    I was blogging before it was cool in 2000. I live tweeted at a large conference in 2008 before most people had heard of Twitter. And today I host a large Twitter chat where each week we come together to share helpful tips and advice.

    My eagerness to share years of accumulated knowledge and insights makes me one of the most in demand speakers at conferences, panels, podcasts, webinars and colleges. I have been a guest speaker at SXSW, Social Media Marketing World, Houston Social Media Day, Houston Social Media Breakfast, Houston Community College and international TV network Al Jazeera, just to name a few.

    Despite my busy schedule, you can find me every Thursday at 1pm ET hosting the popular #TwitterSmarter Twitter chat where we connect, learn and share Twitter tips. I also co-host the All Things Audio podcast with Suze Cooper.

    The best way to connect with me is on Twitter @MadalynSklar or through my website. "

    About Stacy Sherman: Founder of Doing CX Right®‬

    An award-winning certified marketing and customer experience (CX) corporate executive, speaker, author, and podcaster, known for DoingCXRight®. She created a Heart & Science™ framework that accelerates customer loyalty, referrals, and revenue, fueled by engaged employees and customer service representatives. Stacy's been in the trenches improving experiences as a brand differentiator for 20+ years, working at companies of all sizes and industries, like Liveops, Schindler elevator, Verizon, Martha Steward Craft, AT&T++.   Stacy is on a mission to help people DOING, not just TALKING about CX, so real human connections & happiness exist. Continue reading bio >here.

    How To Measure Customer Loyalty (NPS & Beyond)

    How To Measure Customer Loyalty (NPS & Beyond)

    Doing CX Right podcast show on Spotify with host Stacy Sherman
    DoingCXRight-Podcast-on-Amazon-with-host-Stacy-Sherman.
    Doing Customer Experience (CX) Right Podcast - Hosted by Stacy Sherman
    Doing CX Right podcast show on iHeart Radio with host Stacy Sherman

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    Watch 1 minute preview

    About Rob Markey

    Has been called “the Vince Lombardi of customer loyalty.” He founded Bain & Company’s Customer Strategy & Marketing practice. Based in the firm’s New York office, and has been with Bain for over 30 years.

    Best known as the co-author of The Ultimate Question 2.0, Rob has led many of the world’s most dramatic customer experience transformations. He publishes a popular podcast about customer experience and leadership, and his articles appear regularly in the Harvard Business Review as well as other publications.

    Rob’s most recent work focuses on helping large companies measure, manage, and grow the value of their customer relationships. His January 2020 article, “Are You Undervaluing Your Customers,” has helped elevate customer lifetime value to its rightful place in the boardroom. His advocacy for stronger rules for customer metrics disclosure led to projects by FASB and other accounting governance bodies.

    He also leads the NPS Loyalty Forum, and is a regular keynote speaker at large conferences and corporate events.

    LinkedIn, Twitter

     

    About Stacy Sherman: Founder of Doing CX Right®‬

    An award-winning certified marketing and customer experience (CX) corporate executive, speaker, author, and podcaster, known for DoingCXRight®. She created a Heart & Science™ framework that accelerates customer loyalty, referrals, and revenue, fueled by engaged employees and customer service representatives. Stacy’s been in the trenches improving experiences as a brand differentiator for 20+ years, working at companies of all sizes and industries, like Liveops, Schindler elevator, Verizon, Martha Steward Craft, AT&T++.   Stacy is on a mission to help people DOING, not just TALKING about CX, so real human connections & happiness exist. Continue reading bio >here.

    Getting Customers Back To Buy Again & Again

    Getting Customers Back To Buy Again & Again

    Doing CX Right podcast show on Spotify with host Stacy Sherman
    DoingCXRight-Podcast-on-Amazon-with-host-Stacy-Sherman.
    Doing Customer Experience (CX) Right Podcast - Hosted by Stacy Sherman
    Doing CX Right podcast show on iHeart Radio with host Stacy Sherman

    Stacy Sherman interviews NY Times best-selling author, speaker, and customer service expert, Shep Hyken, in her debut podcast to discuss how brand leaders can get customers back to buy again and again and stay brand loyal.

    During the episode, you’ll learn:

    • What does customer loyalty really mean?
    • What are proven tactics to get repeat customers?
    • Which brands are doing customer experience right and how best to measure CX?
    • What are actionable tips to build a business culture where employees are committed to driving customers back?

    And so much more.

     

    Watch 1-minute preview  

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    Want to hear more from Stacy Sherman and Shep Hyken?

    Check out Shep’s Amazing Business Radio about Diversity & Inclusion within CX -> HERE

    And, how to advance CX through voice of customer best practices -> HERE.

    About Shep Hyken ~ Getting Customers Back

    Shep is the CAO (Chief Amazement Officer) of Shepard Presentations. As a customer service and experience expert and keynote speaker, Shep works with companies that want to build loyal relationships with their customers and employees. His focus is on delivering amazing customer service, customer engagement, managing the customer experience and creating customer loyalty. He is a hall of fame speaker (National Speakers Association) and a New York Times and Wall Street Journal best-selling author.

    When you hire Shep to present a customer service or customer experience speech, your audience will leave with tools, ideas and concepts that they can put to use immediately. Shep combines important information with an entertaining and engaging style to create exciting programs for his audiences. Shep promises to deliver one of the most exciting and memorable speeches you and your audience will ever experience!

    About Stacy Sherman: Founder of Doing CX Right®‬

    An award-winning certified marketing and customer experience (CX) corporate executive, speaker, author, and podcaster, known for DoingCXRight®. She created a Heart & Science™ framework that accelerates customer loyalty, referrals, and revenue, fueled by engaged employees and customer service representatives. Stacy’s been in the trenches improving experiences as a brand differentiator for 20+ years, working at companies of all sizes and industries, like Liveops, Schindler elevator, Verizon, Martha Steward Craft, AT&T++.   Stacy is on a mission to help people DOING, not just TALKING about CX, so real human connections & happiness exist. Continue reading bio >here.

    How Great Customer Service Can Turn Anger Into Happiness

    How Great Customer Service Can Turn Anger Into Happiness

    Mistakes happen all the time, because there’s a human at the other side of a business transaction. What employees (the face of your company) do when errors occur affects customer trust and loyalty. For example, do employees make excuses or take accountability? Do they ignore a problem as if it didn’t exist, or do they respond promptly and go up and beyond to provide better customer service?

    I’ve witnessed over and over again that customers are more forgiving when problems are not ignored.  Providing customer service in an empathetic manner can boost customer feelings and turn NPS detractors into promoters as in the case of Conray Weaver’s hotel visit. I’m happy to share his “Wow Moments” as they provide great brand lessons about turning bad situations into positive stories that go viral.

    Contray’s original article can be found here.

    Two years ago I had the privilege of staying at the Nemacolin Woodlands Resort in western Pennsylvania. I was on a job for a client who paid for my stay at the resort; not a bad gig, I must say.  Nemacolin is truly a 5-star facility, it’s a gorgeous place with huge rooms – mine even had a chandelier. When I arrived at the hotel, I was greeted by a professional staff of valets and bell hops, everyone I encountered was courteous, professional, and completely focused on making my experience comfortable and relaxing.

    So, I was quite perplexed the next morning when I jumped into the shower to get ready for my day and the shower head didn’t seem to be working properly. The stream of water coming out of the shower was really wimpy, so I tried adjusting the shower head but couldn’t seem to get it working the way I thought it should.  Since I had a very busy day ahead of me, I didn’t spend too much time messing with it, but after a second morning of a poor shower experience I decided to tell someone – well, actually I decided to tweet about it.

    So at 9:51AM I sent out the following tweet:

    shower

    To make a long story short, within 30 minutes of sending that tweet, I had a response from the Nemacolin staff, and by the time I got to the room that evening, the shower head was replaced and in excellent working condition!  Of course, I thanked the folks at Nemacolin with a tweet!

    Fast-forward one year later. Twelve months after my wimpy shower, I found myself once again at Nemacolin – lucky me!  When I arrived in my room – to my amazement – I found a note on the desk along with a gift package. The note mentioned the “wimpy shower” from 12 months before, and said the gift on the desk is for the trouble I had.  I was sincerely impressed!

    Nemacolin NoteBut hold on – this year I was back at Nemacolin Woodlands working for the same client, and walk into my room, and on the bed – yes, TWO YEARS after I had trouble with a wimpy shower head  – they had a huge gift basket on my desk and a note. Two years later, they remembered and gave me a gift!

    Nemacolin Gift BasketThe level of customer care that’s exhibited by the staff at Nemacolin Woodlands is beyond anything I’ve ever experienced anywhere – and I’ve stayed at some really nice places!  Why do they do this? Maybe it’s because they’re a 5-star resort? Maybe its because they really understand the power of social media? Maybe it’s because they actually care about their guests!
    I think it’s because they really understand how to treat people – their customers.

    Without customers no business can survive. Without customer service, no business will thrive. Going above and beyond expectations adds value to your business, and often earns customers for life.  For me, I will always be a huge fan of Nemacolin Woodlands Resort, and I will be a customer for life!

    Take time today to do something that goes above and beyond your customer’s wildest expectations!  Surprise them, and they may surprise you!

    Get more actionable tips about creating great customer service to drive loyal brand advocates even when mistakes happen in my other aricle. Tell me your stories as I love hearing and featuring Wow Moments.