Customer retention starts with leadership!

If your leaders are dynamic your staff will be happier and invested in creating a great experience for your customers!

When developing customer retention strategies some businesses focus on materialistic gestures and quick-fixes. Customers may be offered discounts, added features, or monetary compensation to stay. While these strategies are sometimes effective they?re not generally addressing the true reason behind the customers? desire to leave.

Customers want more than a simple quick-fix, they want to feel heard, they want to see that you care about them. They want to believe you?re just as invested in them as they are in you. What?s funny is this is what your employees want too!

Sir Richard Branson, an icon for customer experience, has always maintained that if you treat your employees well then your customers will be treated well. He says that ??if the person who works at your company is 100% proud of the job they’re doing, if you give them the tools to do a good job, they’re proud of the brand, if they were looked after, if they’re treated well, then they’re going to be smiling, they’re going to be happy and therefore the customer will have a nice experience.?

Instead, I see leaders who are really busy with little time to ?do? the people stuff. Focusing on how an employee is feeling in their role is at the bottom of their list of priorities?and so this happens:

  • Customers start to leave or complain.
  • Leaders react by implementing strategies to fix the customer experience.
  • They focus on how employees are performing ? quality, productivity, conversion, complaint results, etc.
  • They spend time with underperformers, giving them further training, coaching and feedback about how they should be treating the customer.
  • They ?fix? the problems as quickly as they can (e.g. exiting employees or moving them to other departments).
  • The customer experience improves?BRIEFLY?before going back to the way it was.

Taking this approach and focusing on your customers over your employees is like putting the cart before the horse, it?s a great way to disengage your workforce, lose customers and go nowhere.

In contrast, if you focus on making your employees feel heard, letting them see that someone cares and is invested, the improvements in customer experience would be a natural outcome. So how do you ?treat your employees well??

In my Creating Dynamic Teams program I equip leaders with the right tools and support. They develop a clear understanding of where to focus their attention and how to prioritise. They begin with three key areas which are:

  1. Investing in Relationships
  2. Inspiring Respect
  3. Influencing Results

Want to know more? Visit shelleyflett.com or email me at shelley@shelleyflett.com.

Shelley Flett is a passionate leader with a keen focus on creating efficient and dynamic team environments through adaptable leadership. She is a Leadership Coach, Trainer, Facilitator, Mentor and Speaker who ignites vision and purpose in those she works with.

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