Today, I’ve asked Robert Skrob to do a guest blog for my site. I thought it was fitting because Robert was recently a guest at my home to work on a new book that we are writing (the working title is: The Connector Effect). Robert is also the author of “Retention Point“, which I highly recommend. I should also note that he was a great guest at our home. That statement has nothing to do with the incredible Cabernet Sauvignon that he gave us as a gift for staying with us. Today, he is sharing the topic of “The New Customers Experience”. Read closely – he is truly an expert.
Imagine yourself walking into a restaurant at 3:32 p.m. It’s three hours past your regular lunchtime, and you are starving because you were in a hurry and skipped breakfast earlier, as well as your normal lunch. You have a headache from not eating. Just from feeling so hungry, you are grumpy and all-around sick. You finally get the attention of the hostess who was busy with table work as the lunch rush has long passed. The hostess walks you to a table where you are immediately greeted by your server. Your server takes one look at you and says, “You look hungry. I’m here to help you get the food you need, as quickly as possible. These are the three items that come out of the kitchen the fastest this time of day. They are 1. Salads 2. Soups and 3. Sandwiches. Would you like one of these three options, or would you like to see the entire menu?
How would you feel about that experience? A lot more confident, right? I know I’d be excited to have a server who recognized what I needed and dedicated herself to getting it to me as quickly as possible.
What if, instead, the server showed up with a tray full of desserts saying, “Darling, we’ve got a bunch of desserts left over from lunch. Here are some key lime pie, cheesecake, and a bowl of ice cream. Enjoy.”
I don’t know about you, but I’d be frustrated. Dessert may be fine later, but right now, I’m starving. I’d like to eat something before dessert. You’d likely feel the same way. You’d begin to wonder if you were in the right place or if you should find some other restaurant where the people working understand their job is to give real food (rather than desserts) to hungry people.
Too many businesses make a similar error with their customers. I’ve come across many who welcome their new customers with friendly conversations, follow-up calls from customer service reps. and/or gifts of cookies, coffee cups, and T-shirts. This is similar to delivering desserts to a hungry, grumpy, in-a-hurry guest in a restaurant.
Chances are, your customer didn’t join because he wanted to speak with someone from your support department. So when she receives the call, she’s thinking, “That’s nice, but this doesn’t solve my problem.” To you, it’s another contact to demonstrate you care. To your new customer, it feels like pestering.
If I buy your product to get a tool or to learn how to relieve some pain in my life, that’s what I’m going to be looking for. And anything I get that’s inconsistent with that solution is going to make me wonder if I can really trust you to deliver the solution you promised. So think: How can you craft the first thing your customer receives to be your version of the “Here are the three items we have that come out of the kitchen the fastest …” solution to your customer’s greatest hunger? After all, in order to make the sale, you did all you could to point out your customer’s pain points, irritate that pain, and make him so uncomfortable he couldn’t do anything but buy immediately. He’s ready, so why are you making him wait? And it’s not just friendly calls and gifts.
There’s a place for dessert at lunch. Let’s go back to our restaurant story. What if, after you enjoyed a hearty lunch, served promptly, the waitress came by with some free desserts? At that point, dessert would be awesome. Those desserts would have a tremendous impact. To have a positive impact on customer retention, you can deliver those bonus “desserts” after you’ve delivered on your core promises and have built trust with your new member. When your customer chooses to buy from you, you have a short window of time to solve the problems you promised to solve, or you will quickly lose their trust. This is your opportunity to deliver your very best solutions, quickly and concisely, so you can establish yourself as someone your customer can rely on.
Robert Skrob is the #1 expert in membership and customer retention and the author of the book, Retention Point The Single Biggest Secret to Membership and Subscription Growth. He has helped hundreds of membership programs launch and then grow from start-ups to become some of the largest membership and subscription companies in the world.