Ross Jenner Regional Sales Manager, Ektron, discusses strategies to attract and retain customers through digital channels.

1. Ross Jenner
Regional Sales Manager
Ross.Jenner@Ektron.co.uk
How to Generate
Customer Loyalty

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where a person buys products from the
same manufacturer or Supplier repeatedly
rather than from other suppliers

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Psychological

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Economic

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Technical/functional

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Contractual

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Behavioural and Attitudinal
loyalty

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Here’s why we should care
• “It costs 5 to 10x more to attract a new
customer than to keep an existing one.” -
The Council on Financial Competition
• “60% to 80% of defecting customers
describe themselves as “satisfied” or
“very satisfied” just before they leave.” -
Business Week
• “70% of the reason customers leave a
company has nothing to do with the
product.” - Forum Corporation

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Companies are losing customers
at a staggering rate
without really hearing from most of them…
• “Each year the average company loses 10-
15% of its customer base.” – Bain & Company
• “84% of customers who leave, do so because
of poor service.” – Forum Corp
• “A typical business only hears from 4% of its
dissatisfied customers—the other 96% leave,
91% for good.” – Jim Barnes, “Secrets of CRM”

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2013……
More information about your customers
than ever but you are less likely to ever
meet them.

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Lets focus
on the Web?

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What About Social

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Help!
Digital provides many opportunities to
improve customer loyalty.
• Target
• Test
• Instant feedback
• Respond
• Be Agile
• Give customers a voice
• Customer Self Service
• Build Advocacy

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Target

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Instant Feedback

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Respond

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Be Agile

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Give customers a voice

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Customer Self Service

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Build Advocacy

27. Ross Jenner
Regional Sales Manager
Ross.Jenner@Ektron.co.uk
Questions

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