STEP 4 OF THE MARKETING FLYWHEEL BY PROJECT36 – BPAR™
Retain – We help your clients see the value you create and keep them coming back for more.
Maximising Customer Lifetime Value
At Project36 we treat Customer Lifetime Value as the single most important element of our service offering – it’s an element of our business that everyone
focuses on obsesses over.
After all, if you look after your existing customers then they’ll keep coming back. Which is why we work with you to ensure your clients keep coming back to you. Year after year.
1. We Solve Customers’ Problems
The first (and perhaps most important) thing your organisation needs to do is solve the problems your potential and current customers bring your way. Offering your customers a solution to the problem they face or a way to achieve the goal they’re working towards is, after all, why they’ve come to you in the first place – so don’t leave them hanging. Offer your customers the solutions that most align with their individual wishes, needs, and preferences.
Even though they aren’t paying customers just yet, it’s also important to solve your prospects’ problems. The reasoning here is multifold and gets back to the golden rule: help people and they’ll help you. If you can prove to your prospects that you’re trustworthy and effective when they’re not yet even paying, they’ll be much more likely to want to do business with your organisation down the road. All that goodwill generated pre-sale goes a long way towards easily transforming customers into positive promoters post-sale.
2. We are Helpful
Solving your prospects’ and customers’ problems is great in the short term, but what will happen next time they encounter a similar problem or are looking to accomplish a related goal? Going beyond just solving peoples’ problem and handing over information helps them deal with similar challenges down the road.
Empowering both potential and existing customers with education, making recommendations, and helping them succeed is essential. The benefits of enabling people to reach their goals and solve their problems instead of just arming them with facts are far-reaching for both your organisation and the individual themselves.
If your prospects and customers get a constant, positive reminder of your company each time they use your advice and recommendations, your company will become known as a helpful, remarkable organisation that customers want to do business with.
3. Help Customers Achieve Goals
We make sure you understand why people are buying your product or service so we can figure out how to help them see success and feel value from your product or service. Understanding what they need from you when things don’t go quite right, or when things are going right, can help you exceed their expectations. Building buyer personas and mapping customer journeys can help with this.
You need to be constantly innovating your products, your processes and the overall customer experience to truly delight people. Innovation can be large-scale, like a new product or a whole new way to get help with your product. It can also be on a smaller scale, like how you train new employees to handle customer questions or the content formats you ‘ re using to help people see value in your product.
The other thing you need to be focused on doing well is providing education to people and communicating with people in a way that gets them answers to questions and solutions to problems. You should also be helpful the way your customers want to achieve their goals — whether that’s through multichannel customer service options or a self-service knowledge base.
- Persona Mapping
- Lead Scoring
- Data Profiling
- Database Segmentation
- Lifecycle Planning
- Buyer Journeys
- Remarketing campaigns
- Account Based Marketing
- Inbound Marketing
- HubSpot (see: HubSpot Support Services)