To continue our discussion about customer retention, let’s examine why it is often neglected.
Do you suffer from Apathy-After-the-Sale Syndrome? It is a common affliction experienced by business owners and entrepreneurs. The primary symptom is a lack of interest in and focus on current customers. The cause of this ailment is due to our natural tendency of getting more satisfaction from hunting, prospecting, and farming for NEW customers than from caring for and nurturing our CURRENT customers. Essentially, you take your current customers for granted.
Don’t you think that it takes a certain level of arrogance to assume that customers will always be with you with no effort on your part?
At Clarity Coaching, we view the customer relationship as just that . . . a relationship. As with any relationship, you get out of it what you put into it. If you work at it, it can grow . . . if you don’t, it won’t!
Entrepreneurs and business owners must be reminded that marketing is not over once you make the sale. Employing a robust customer retention program is a sure-fire way of avoiding Apathy-After-the-Sale Syndrome.
In Part Three, we discuss how to maximize customer retention.