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Establish the different types of ‘customer’ your business attracts and why

Customer focus begins with profiling and categorising your customer base. This will enable you to divide the market into segments and spot those areas that are the most profitable, the fastest growing, the least rewarding, etc. This will allow you to focus your resources on those segments that will yield the greatest opportunities. This information is critical to the success of your company; it will help you to access customer expectations and measure how well your products and services stand up to them.

We can then select the most relevant ways to develop the ‘individual accounts’ within the different segments, tailoring your message to make it more relevant and ‘focused’ to each group.

Did you know that most companies lose half their customers every five years?

People do business with people they get on with and feel they can trust. Your customers obviously feel that they can trust you or they wouldn't be customers. However the average company loses around half of its customers every five years. The problem is often that companies are so focused upon winning new business they take their existing customers for granted. This doesn't make sense as it is far more cost effective to retain existing customers than acquire new ones.

Customer Focus is about reducing client churn and increasing their average spend

Through having a better understanding of your customer groups you will be in a position to communicate offers and benefits which are relevant to them and devise strategies to achieve the three Customer Focus goals.

1. Increase the value of each order
2. Increase the frequency of purchase
3. Reduce the number of clients you lose

Quiet Storm can help you develop a systematic approach to marketing to your client base

Your contact with every client you have should be part of a multi-faceted strategic campaign. This sounds more difficult than it is, but basically you should put together a schedule whereby every form of contact is planned throughout the year including telephone calls and visits (if required).

This should be via email, fax, letter, newsletter, making the contact as relevant as possible to their requirements. This is achieved by creating different mailings for the different segments or 'profiles' within your customer base.

For example: Quiet Storm has clients who fall into the following categories:

• Public Sector
• SMEs
• Not for profit

Any mailing sent out to all three groups couldn't possibly be as specific as one sent out to just one group. For instance when communicating to SMEs the focus would be on increasing sales, profit. etc. Where as one to Public sector could be focused on improving communication. The testimonials and case studies could then be from the specific group and be much more relevant.

The groups can be broken down even further into distribution, retail, etc. The more specific you can make the communication the more relevant it will be - and the more successful.

We can help you to increase sales with your existing customers

Quiet Storm can work with you and research the information you have and help put in systems to gather that which we need. This will help you to develop your existing customer base and profile the most rewarding new business areas.

To arrange a no obligation FREE consultation please complete our enquiry form - stating which days and times would be most convenient for us to call you for a brief and informal chat about your requirements.