Why ‘Start With Why’ by Simon Sinek is Great

From time to time, team members will share their views stimulated from a piece by an industry thought leader. Here, our CEO, Lisa Maier, discusses an Inc article by one of her favorite authors, Simon Sinek.

Simon Sinek has a great TEDx talk, Start with Why – How Great Leaders Inspire Action. The main message is that most of us have it backwards: the most loyal customers don’t buy what you do, they buy why you do it. What you do simply proves what you believe. And when they buy from you, when they interact with you, they do so for themselves, because their ‘why’ is in resonation with your ‘why.’ This creates the most loyal relationship possible because it is based on identity.

What is interesting is that this is a treatise on attraction vs promotion in many ways, as it speaks to why and how we make … Continue reading

Connecting With Your Customers: Building A Strong Brand Backstory

From time to time, team members will share their views stimulated from a piece by an industry thought leader. Here, our CEO, Lisa Maier, discusses a Brand Strategy Insider article by Mark Di Somma,“ How To Build A Strong Brand Backstory.”

In this age of social media ascendancy, it is essential to think about the personalization of your brand, and its ability to connect palpably to your target segments. The thesis of this article is that one of the underused ways to build a brand that really connects is to use a backstory approach. This approach is completely different than the usual brand-building done by companies because it looks backwards – instead of forward – and connects seemingly unrelated dots to build a coherent story of who you are.

Because it is a story of discovery, it can be a much more engaging approach, which is a real positive … Continue reading

Has Great Customer Service Become Extinct? The Need For Reputation Management

Have you noticed the unlimited amount of information regarding customer service found on the internet, through books, seminars, video and every other means you can imagine? In addition, there is a common belief that advancements in today’s technology have created a consumer-centric world where customer service alone has the ability to make or break an organization. We also live in a world where the success or failure of any business is dependent upon its ability to be efficient or do more with less.

Recently, I’ve had several experiences that have caused me to question if these two belief systems contradict each other. And wonder… is it possible to mesh the above concepts in order to create a synergistically beneficial relationship for both the consumer and business?

I believe that in order for businesses to truly succeed, exceptional customer service must encompass efficiency. Below are 5 tips on how to achieve … Continue reading

Lost Customers Are Not a Lost Cause: Why and How to Win Them Back

Building Solid Relations For Lasting SuccessAlthough dependent upon the industry, did you know that many businesses lose up to 40-percent of their customers each year? Though you’re certainly aware that you are experiencing a level of churn, I’ll bet you’re pretty shocked at how high those numbers can get.

A few years ago, The Griffin Group conducted a customer loss survey and reported these startling statistics:

  • 71% of marketing and sales executives had no process for identifying customers who have defected;
  • 46% of marketing and sales executives do not know how many customers they lose each year;
  • 68% of firms have no process for identifying customers at high risk of defection;
  • 62% of firms have no process for determining to which competitor the lost customer defected;
  • 60% of firms do not conduct interviews with lost customers; and
  • 77% of firms do not know how many lost customers they successfully win back each year.

Even if … Continue reading

How You Can Build Customer Loyalty

Keeping your current customers happy is just as – if not more – important than acquiring new customers. Focusing on your current clients will definitely set your business apart in the long run. Building customer loyalty will keep your company thriving for years to come.

You may very good at drawing new customers in, but do you know how to keep them? Below are some tips on how to build customer loyalty.


Follow up on a consistent basis

One of the best ways to retain customers and keep them happy is to follow up after the purchase is made. Meaningful follow up can be as simple as a “just checking in” email or a postcard sent in the mail a few days after the sale. And then stay in touch on a regular basis. Customers will feel more of a connection to both you and your company if you let … Continue reading