1. Buying Behaviour Explained How to Keep Your Customers Coming Back for More Presented by Martin Varley President & CEO of Customer Focus With Original Research from Impact Consulting Psychologists

2. Why it’s important Retaining existing customers costs five times less than attracting new ones. Source: Lee Resource Inc.

3. Cognitive Dissonance Two (or more) opposing thoughts, e.g. I like smoking but I know it’s bad for me We are ‘wired’ to reduce this conflict (quit smoking or decide you’re not really at risk)

4. Cognitive Dissonance Dissonance occurs when things go wrong after a purchase decision: Unexpected price hikes at checkout Poor after-sales service Poor quality product / service Perceived indifference

5. What could happen The customer’s attitude could change They could research competitors They may engage in trivialization – what didn’t matter before becomes a top priority They are likely to shop around and find a good deal elsewhere

6. It doesn’t stop there… The majority of dissatisfied consumers will tell between 9 and 15 people. About 13% tell more than 20 people. Source: White House Office of Consumer Affairs, Washington, DC

7. Building trust How to ensure you deliver customer satisfaction

8. Be trustworthy Plausibility

9. Be trustworthy Credibility

10. Be trustworthy Honesty

11. Deliver a positive experience 60% of consumers will pay more for a better experience; 86% break ties following a bad customer experience. Source: Harris Interactive, Customer Experience Impact Report

12. Using cognitive dissonance When you care enough to send the very best Just do it Because you’re worth it It’s the real thing Be all that you can be

13. Ensure value It takes 12 service experiences where a consumer feels they have received value, to make up for one negative experience Source: “Understanding Customers” by Ruby Newell- Legner

14. Handle problems well Those whose issue is successfully resolved, quickly, will tell about 4 to 6 people about their experience. Source: White House Office of Consumer Affairs, Washington, DC

15. Practical applications What do you know about your customer after one purchase?

16. What info could you request? Age Gender Industry Source Opt In

17. Where can you collect data?

18. How you can use data

19. What is CRM? A company-wide business strategy designed to reduce costs and increase profitability by solidifying customer satisfaction, loyalty, and advocacy.

20. Why CRM? Helps you identify opportunities Allows easy segmentation of the database Needs to be linked to all sales channels

21. Further benefits of CRM Source: Benchmark

22. Targeted marketing Builds interest Creates brand loyalty Boosts competitive strength Maximizes return on investment

23. Importance of targeting 61% of emails received at professional email accounts are not essential. Source: Mimecast

24. What to send Email: welcome message, coupon for next purchase, newsletter, promotional material Mail: catalog / brochure Web: re- marketing

25. When to send Welcome message: Straight away! Triggered email messages get 119% higher click-through rates than “business as usual” messages. Source: Epsilon

26. When to send The average person first checks their email just after 7:00 AM Consider the nature of your message and what makes the most sense for your brand.

27. Use your database well Personalized emails improve click-through rates by 14%, and conversion rates by 10% Source: Aberdeen

28. Stay relevant The top reasons for U.S. email users to unsubscribe from a business or non-profit email subscription are too many emails (69%) and content that is no longer relevant (56%). Source: Chadwick Martin Bailey

29. Customers as advocates Ask for feedback and add it to your website Offer an incentive to ‘refer a friend’ Engage with them via social media – encourage ‘likes’ Deliver an exceptional product exceptionally well

30. We’re here to help Visit our website www.customerfocus.com www.customerfocus.com Call me on 305-639-0252 Email martin@customerfocus.commartin@customerfocus.com Connect with me on LinkedIn (search Martin Varley) Twitter: @martinvarley