Customer Experience

Goals are up.   Marketing and sales budgets are, for the most part, flat.  Though I haven’t seen anything that lets me know if ‘flat’ means ‘versus the budgets at the start of 2009′ or ‘versus the end of year, after the cuts and freezes that took place in 2009.’

Doesn’t really matter – 2010 is the year of do more with less.

How will you increase conversion and retention, average order sizes, order frequency, annual purchase rate….and all those key performance indicators?

Here are a few tips that can help you attract more highly qualified leads, increase conversion rates, and drive positive results on all your KPIs:

• Verify your target market needs, expectations, buying process:  Things  changed in 2009 – and your target market probably has modified its needs, wants, expectations, motivations, buying process…  Get back out there, talk to them and make sure you are reaching them with the right messages and offers through the right channels.
• Stronger messages and offers:  Forget about “10% off” or “Buy 1, Get 1″ – you have to make an offer that no one can refuse.  Think of it this way, you don’t turn a profit on the first purchase of a new customer so  go all in, get them in your house and then focus on turning them into a repeat buyer – that’s where the money really is!
• Invest in repeat business:  Once that first purchase has started, make sure you have some strategic communications in place that makes the buyer feel good about their decision.  Call them and make sure they are happy with the order.  Offer a few suggestions on how to get more value out of the purchase.  Remind them of how they can get help and extra value now that they are your customer.  A few weeks later, get back in touch and see how they are doing – and ask about other needs so you can identify ways to sell them other products and services.  Don’t push them – inquire and remind them of the benefits of buying a broader selection of products and services from your business.
• Develop an effective strategy to up-sell and cross-sell: If you’re like me, Holiday Shopping moved online a long time ago.  Have you noticed how some sites are really good at suggesting additional purchases, while others don’t even try?  Do you have a strategy to up-sell and cross-sell?  Have you trained your sales staff on how to use this  tool?  Is it incorporated in your messaging and offers across the right communications over the course of the buyers relationship with you?
• Act quickly, effectively when a customer looks like they are getting ready to leave: Do you have a process in place for identifying customers that are acting like they are taking their business to the competition?  Once identified, what’s your process for reaching out and attempting to retain the business?  (Hint: It’s going to take more than a card that reads “We really appreciate your business – take 10% off your next order of more than $ by Date”)

These are just a few ideas – I will have more over the coming days, weeks and months.  But what about you?  What are you planning to do to make your goals in 2010?  Especially with fewer resources!