The Hidden Power of Your Customers: Four Keys to Growing Your Business Through Existing Customers

BUILD ON THE “ROCK”: THE FOUR KEYS TO GROWTH

This book takes the principles that make “Customers Rock!” companies successful and divides them into four sections, described here. These principles are the keys to unlocking the hidden power of your customers. Throughout the chapters that follow, you will be challenged to take a fresh look at your business. Armed with these keys, you will learn how to turn your company into a “Customers Rock!” company, one centered on the customer. You will also learn specific steps to take to grow your business from your existing customer base.

The four keys to unlocking the hidden power of your customers spell out “R-O-C-K” and are as follows:

Key One: R—Relevant Marketing

Marketing the way a customer wants to see it.

Customers are tired of being bombarded with messages. Their expectations are high—even more so for existing customers. In this day and age of rapidly advancing, readily accessible technology, customers assume companies not only know who they are but also remember enough information about them to communicate in a way that is relevant to them—at every interaction.

This section will help you look at your approach to marketing through your customers' eyes:

• Learn about your customers by listening to them.
• Understand the customer life cycle from the customer point of view.
• Utilize marketing channels properly:
  • Find out which channels your customers prefer (e.g., e-mail, social media, phone, in-person, snail-mail).
  • Create conversational marketing ...