Jun 1, 2021
On today’s episode of Aligned, we’re entering part three of our
five and fifteen series about revenue operations. Specifically,
this episode focuses on customer
- Why does it matter? 61% of SMB businesses report that more than
half of their revenue is coming from repeat customers, and research
shows 89% of customers switch to a competitor if they have a poor
- Even more important is that a customer, no matter how long
they’ve been a customer of your business, can and will retreat all
the way back to stage two of a customer journey after a bad
customer service experience (where they decide if you matter to
- Moral of the story? Everything can be linked to cognitive
marketing defines six stages in the change from unaware that
something exists or unaware of how something might help you that
could be a product or service.
- A few questions to ask yourself when starting the cognitive
marketing process: What intention do you have? What plans do you
have? How have you mapped out that part of the journey?
- Cognitive marketing is fundamental to a good customer success
program. But how does it help the bottom line? People will refer
others, leading to net new customers. These people who attract
others provide huge value, we’re talking 600% to 1,400% more value,
than typical lead generation.
- That's a reference to Net Promoter Score methodology, which is
a simple way for a company to understand where it
What are some of the negative methods people attract new
or repeat customers?
- People are taught to leverage their personal networks to try to
gain new business. What’s the downside? When a sales member leaves,
they take that business because it was built on their
- That's the issue that we see a lot in customer success is that
it's just a one-off loyalty program (think BOGO coupons.) And what
you're really missing are metrics, in terms of what you should be
reporting on and what should you be held accountable for?
The recommended methods to evolve customer
- Pay attention to the onboarding and handoff from marketing to
- But shift the point of focus from your product or service and
talk about the customer
- Ask regularly - ask a lot of customer feedback and have a
structure to listen