Building Customer Loyalty: What A Crock...
Author: Stone Payton

The reason this popular expression ("What a Crock") ends where
it does is because the balance of the phrase is commonly
understood to contain a term we all learned early in our youth
not to use unless we wanted our mouths washed out with soap. In
the Western culture at least, these 3 words are more than enough
though . . . perfect for conveying disbelief, discontent -- and
with the right tone, even disgust. The intent is rarely lost on
anyone who hears it, and I've certainly used it myself on
numerous occasions.

Today however, I submit the term "crock" as a positive one –
placing it in direct contrast with its modern rival, the
microwave . . . in hopes of describing exactly what it really
takes to Achieve & Sustain True Customer Loyalty.

In our home, the microwave gets more action than any other
modern convenience. Popcorn, nachos, hotdogs, hot chocolate, mac
& cheese, re-heated leftovers – these are the staples of our
Two-Earner, Two-Teen household during the week -- and our lives
would be severely disrupted if we were to lose our
"nuke-ability." On the weekends however . . . we make a point of
preparing higher quality fare. Dad grills, Mom bakes, Kelly
sautés, and Katie fries. Well OK, we're true Southerners – We
all fry. But my point is, given the resources (in this case,
quality ingredients and ample time) each of us much prefer
traditionally prepared foods over the "zap and slap" menu we've
allowed to creep into our busy lifestyle. Recognizing this
caloric roller coaster was surely playing havoc with our health,
last year we sought out and re-discovered a partial solution . .
. The Crock Pot.

At least once a week now -- I raid the freezer and throw just a
few simple ingredients in the crock before going to bed. By
early afternoon the next day, we have the most tender poultry,
pork, or beef gently bubbling away in a bath of broth and some
tantalizing combination of vegetables at the end of our kitchen
island. The aroma alone is enough to bring back old memories of
after church dinner at Grandmother's. (Sometimes I even walk
outside for a few minutes – for no other reason than to enjoy
that first fresh whiff upon my return.) The kids – and even
their friends -- look forward to the same experience when they
come in from school.

It's still not exactly a scene from "Ozzie & Harriet." Katie
might attend her self-appointed dinner hour in cleats and shin
guards -- while Mom is on the phone extolling the virtues of
Human Capital Management to her new clients in Shanghai, Dad
tries to squeeze in one more sales call, and Kelly refines her
latest moves at cheerleading practice. But it is a distinct and
welcome departure from the hectic norm -- and since "crock
night" has become a weekly discipline, we do enjoy some of the
benefits that only consistency and repetition can bring.

I share this experience with you for a reason . . . I see so
many organizations attempting to "microwave" their Sales &
Marketing efforts. Meaning . . . they often apply short, high
energy bursts toward lead generation, skills training, customer
service, and everything in between. More to the point, this
"hurry up and do something" practice runs rampant when it comes
to Customer Loyalty programs.

Now I'm all for FAST -- In fact, I literally wrote the book on
SPEED® a few years ago. But as I observed in that work, and try
to convey in my work today – true speed is RESULTS divided by
time . . . And so often, the results from these
program-mentality, sometimes even crisis-driven efforts are
about as appetizing as zapping yesterday's fish on High for 45
seconds, drowning it in ketchup, and calling it dinner.

The best Customer Loyalty programs aren't . . . "programs" that
is. Loyalty (from anyone) is the product of deliberate attention
and genuine service -- consistently applied, faithfully
monitored, and carefully nurtured . . . best prepared at a
moderate, even "temperature" -- over enough time to cultivate
deep relationships and draw out the richest qualities and subtle
advantages that only true allegiance can or will provide.

Anyone who simply does what they say they will do, and is
reasonably nice about it can "microwave" a few repeat sales --
but this is a far cry from True Customer Loyalty, and the
tremendous long term benefits you could be realizing. Truly
loyal customers don't simply respond to %-off deals, remembered
birthdays, and diligent follow-up with an additional purchase or
two. They have a steadfast devotion to your success -- a level
of emotional commitment and a feeling of attachment that compels
them to go well beyond "repeat customer" and apply discretionary
effort on your behalf and in your interest – again, and again.

I'm not suggesting you abandon your current incentives -- and
you should certainly engage in most, if not all of those
activities recommended in that nifty Customer Service
presentation from last year's meeting. What I am suggesting is
that you don't confuse this standard fare with what it really
takes to achieve and sustain the genuine article – True Customer
Loyalty – or worse yet, employ these strategies and tactics
solely in response to crisis or that inspiring book your Manager
gave you at the office Christmas party. Most efforts borne of
crisis or inspiration are ill-conceived, short lived, and rarely
produce sustainable results. And in so many cases – just like
the long term negative effects of crash diets on the body, these
"microwave" efforts actually do more harm than good in the long
run.

What It Really Takes:

Crock vs. Microwave mentality

Much like financial rewards for the diligent investor, True
Customer Loyalty compounds in value 24/7 – even while you sleep
. . . magnifying original effort, and rewarding consistent
discipline. Provided of course, that you possess and employ
repeatable, transferable methods for creating the type of
ongoing customer experience that warrants loyalty.

The Right Ingredients (Disciplines)

Since I don't have the benefit of knowing your organization or
your market at this point, you'll have to design, refine and
execute the specific methods that make sense for your unique
situation on your own – but I can share with you the core
ingredients . . . the non-negotiable "must haves" for any
practical Customer Loyalty recipe:

The 5 Most Important Loyal "T"s

1. Teaching

a) Teach them How to Buy

Even customers who have already purchased from you once, often
don't really know when, how, or why to buy from you again.
Because we sell "it" everyday -- whatever "it" is for you --
sometimes we forget this. (This is very prevalent in my
specialty – Solving Sales Problems for Training & Consulting
firms, but I'm learning it's not uncommon in most arenas.)

b) Teach them How to Sell

A well served customer is often more than happy to "sell" you
further into their own organization and into their extended
network – particularly when you consistently apply the other
four disciplines below . . . IF . . . they only knew how. Tell
them. Tell them exactly what to say and how to say it. (While
you're at it, ask them to do the same for you – See # 5.)

2. Tapping (their experience)

There's just no substitute for customer experience. How exactly
are they using your product / service? What has been the
greatest challenge?, the greatest benefit?. What would they
change if they could? You might be surprised at what you can
learn. The data alone is reason enough to gather this
information – vital intelligence we can apply to new product
development, and new sales opportunities . . . but beyond that,
simply engaging the customer in helping you become a better
provider is pure gold.

3. Testing

Similar to number 2 above (for the "engagement" value), but
also the most valid source of reliable feedback available. This
can range from casually bouncing a new idea off of them to
formal beta testing on a new product / service. Both – and
everything in between – are marvelous methods for deepening the
relationship and creating what client nurture guru, Don Rigby
calls a "Customer for Life."

4. Talking

Yes, talking to your customer on a regular basis (particularly
when the conversation holds some immediate value for them) is a
good idea. I suspect it's a recommendation found in virtually
every book, slide deck, article, or white paper on the topic.
And yes, it makes perfect sense to execute this communication
through a variety of media. But what I'm suggesting here is that
you and your team talk about your existing customers –
regularly. They deserve just as much presence (maybe more) in
your meetings and your sales strategy as your prospective
customers.

5. Testifying

The minute someone becomes a customer (actually before –
another topic for another day), you should be finding ways to
help them get more business. Tell your other customers, your
friends, neighbors, lovers, fishing buddies, bowling team,
Sunday school class, vendors, family . . . virtually anyone you
come in contact with about your individual customer, the
company, and how they help people. If you're not already doing
so, put some concerted effort into being the "guy who knows the
guy." Start building your reputation for getting people
connected with the resources they need – whether you provide
them or not.

Couple these five disciplines with good solid Customer Service
101 and your other post-sales Best Practices. Put the whole
effort on simmer (put it all to work in a systematic way that
doesn't blast your customer base with violent bursts of thinly
disguised "marketing radiation") -- and I assure you, you'll
enjoy True Customer Loyalty . . . while your competitors
continue to struggle with the limited utility of incentive
programs, clever promotions, and standard follow up.


About The Author: Stone Payton is a Sales & Marketing
Troubleshooter specializing in helping organizations Solve Their
Sales Problem. "The Most Candid Consultant On The Planet," and
the man who literally wrote the book on SPEED®, Stone plys his
craft at: http://www.marketmate.org and
http://stonesells.blogspot.com/