View 360 Marketing

Bart Davis – CEO View 360 Marketing, INC.

Have you ever wondered how your favorite local cafe seems to have psychic powers, knowing exactly what you want before you even walk through the door? Or how that online retailer you can’t resist always suggests products that match your interests perfectly? It’s like they have a direct line to your desires, right? Well, my friend, it’s not magic. It’s all about customer lifetime value (CLV), and these businesses have cracked the code to boost their customer retention and loyalty.

So, what’s this customer lifetime value all about, you ask? Let me break it down for you. Picture Bart Davis, a devoted customer who faithfully visits your store every month, dropping about 50 bucks each time. Bart has been a loyal shopper for a solid 5 years now. Crunching the numbers, her CLV adds up to a cool $3,000. Not too shabby, huh? Well at least for the store owner right…

But hold your horses, my friend. CLV is more than just some fancy math equation. Increasing your CLV directly impacts your business’s profitability. And get this: “it costs a whopping five times more to snag a new customer than to keep an existing one.” So, by focusing on CLV, you’re not only boosting your profits but also saving a pretty penny on customer acquisition costs. It’s a win-win!

Now, let’s revisit our pal Bart from earlier. Picture this: you discover that Bart is a coffee aficionado who lives for trying out new blends. So, what if you started giving him sneak peeks of the latest arrivals before anyone else? Or throw in a little discount on her all-time favorite coffee blend every now and then? You’d be doing more than just making a sale—you’d be building a genuine relationship with Bart. It’s like saying, “Hey Bart, you’re special to us, and we want to treat you right.” And let me tell you, that kind of customer appreciation goes a long way in building loyalty. Trust me I’ve been Bart and I’ve also been the business owner. I’m not telling you stuff that I have not witnessed or used myself.

But how do you craft such a customer-centric approach, you ask?

Fear not, my friend. Here’s a step-by-step guide to get you on the right track:

Step #1: Understand your customers. To cater to their needs, you’ve gotta know ’em. Segment your customers into different groups based on their buying behavior, preferences, and demographics. It’s like creating little squads for the coffee adventurers, the routine sticklers, and so on. With this intel, you can tailor your marketing and sales strategies to suit each group’s fancy.

Step #2: Personalize your interactions. Once you’ve got your customer squads, it’s time to give ’em the VIP treatment. Remember, customers love a brand that sees them as individuals, not just faceless dollar signs. In our cafe scenario, this means greeting Mary by name when she waltzes in or tempting her with that fresh new coffee blend. You can even use nifty email marketing software to send her personalized product recommendations based on her past purchases. It’s like having a personal coffee sommelier at her service! Studies show that personalization boosts engagement, improves the customer experience, and, cha-ching, drives sales.

Step #3: Provide kickass customer service. Here’s a no-brainer: lousy customer service sends folks running to your competitors faster than you can say “double espresso.” On the flip side, stellar customer service can turn a grumpy customer into a devoted fan. So, let’s say Mary wasn’t thrilled with the coffee blend she bought. Addressing her concern pronto and offering a replacement or refund will keep her trust in your business intact. It’s all about showing that you care, my friend.

Step #4: Cultivate customer loyalty. Ah, the holy grail of CLV. You gotta nurture that loyalty like a pro

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