According to many studies, acquiring a new customer can cost six to seven times more than retaining an existing one. Yet most companies still invest massive resources in attracting new customers. Isn’t that a paradox?

 

So the real question is: why not take better care of the customers we already have and focus our resources on developing new markets or products?

 

Neuroscience tells us that the vast majority of our decisions are emotional. If we can connect with our clients on an emotional level, the relationship will be much stronger.

 

Every customer should feel heard, valued, and attentively served, this is how we differentiate ourselves from the competition. If we ensure that each customer walks away with a positive experience, they will be more loyal, recommend us, and be more forgiving when mistakes happen.

 

As Richard Branson, founder and CEO of Virgin Atlantic Airlines, says:

“Problems are inevitable, dissatisfied customers are not.”

 

To achieve this, the entire organization, starting with its leaders, must make the client a priority in every decision and action. This is a deep cultural shift.

 

Having a properly structured and well-trained sales organization is essential in the B2B world, but if the entire company doesn’t put the customer first, service will inevitably decline.

 

Together with Raquel Pérez Nolla, founder of CES – Culture of Excellent Service in Barcelona, we are passionate about customer experience.

 

Our proposal is based on the methodology of Chris Daffy, a global expert in Customer Service and Customer Experience projects. Author of the international bestsellers “Once a Customer, Always a Customer” and “Creating Customer Loyalty,” Daffy has worked with companies such as Hewlett Packard, TESCO, American Express, Maersk Line, Toyota/Lexus, XEROX, DHL, BBC, and Microsoft.

 

I invite you to explore the Customer Loyalty Programs through the button below: