ASK YOURSELF: WHICH IS EASIER?

MAINTAINING CURRENT CUSTOMERS OR ACQUIRING NEW ONES?

Where would you rather spend your time, energy & resources? Do you know what makes a customer your customer? What purpose driven actions are you taking to maintain & retain those who are interested in what you provide? What is it (besides revenue) do customers provide you?

Do you have a strategy to retain your current customers while expanding to gain new ones? NOT having a strategy IS a strategy.

YOUR CUSTOMERS INVEST EMOTIONAL CAPITAL IN YOU.

DEFINED AS: Brand value or goodwill of a product or firm that motivates people to keep on buying the brand or the firm's products. (or in our case - attend and care about your organization). Does your organization understand what actions it takes or conducts that has built that capital with our customers? Are you measuring how many new customers you are bringing in versus just maintaining and growing in your customer database?

BUYING SOMETHING IS JUST ONE OF MANY FAN BEHAVIORS YOU CAN TRACK & BETTER UNDERSTAND.

FAN/CUSTOMER BEHAVIORS:

What are the customer BEHAVIORS you want to reinforce with your customer base to everyone’s benefit? What are the fan behaviors your desire to change? What is your plan to ensure your base grows? How do you know when a fan has become a supporter? What are you doing to encourage that transition? What long-term effects does that NOW have on your club? Do you what emotional groups for supporters are in based on other factors you know about them?

Investing in supporting the right BEHAVIORS over time will assist in that transition of fan to supporter mentality. That is where the work begins. By using data & your current available data, can you better understand your customer base in order to grow emotional capital, acquire those who would be interested in your product, and craft a customer experience that makes everyone who is a customer also be a promoter of your product or solutions.