In this video, learn how the first 90 days of a customer experience may determine the lifetime value of each customer.
- I once heard someone say that if you exceed someone's expectations in the first 90 days, they'll remain a friend forever. Well, the same is true of a business. If you exceed a customer's expectations in the first 90 days of them becoming a customer, they will remain loyal for a very long time. So let's drill down to a very specific component of the hourglass, and that is that experience when someone first becomes a customer.
Map out the perfect experience in the first 90 days, and you will make them a loyal customer forever. So what happens when somebody says, "I want to become a customer"? How do you orient them? How do you let them know what's going to happen next? Here's everyone in our organization that you need to speak with if you have this problem or this challenge. Here's how we're going to deliver more value and more value. Give them a process that lets them know all of that information upfront.
Continue to nurture them. In some cases, while you're doing the work that you've promised to do, you can continue to send them more value. You can continue to sell the value of the work that you're actually doing for them in those first 90 days. Overcommunicate. Tell them every time you've done something. Tell them why you've done it. Tell them what the value is in the fact that you've done that. Continue to teach. In many cases, they will need to know how to get more value.
Have you ever bought software or signed up for a service and you use about 10% of it? Well, think about the ways that you can continue to teach and continue to make them get really connected to the value that they get from your products and services. Here's one I love to do. Plan some sort of surprise. Do something they were not expecting, and you will get them talking. People love surprises. They love to tell other people about companies that exceed their expectations. And finally, make sure that you have a process to report on the progress that they are getting, the progress that you are doing.
There are many different types of engagements. Maybe somebody buys a product and you're building it. Tell 'em about it. Tell 'em how it's coming. Tell 'em what's going to happen next. Tell 'me when you're going to ship it. Report on every element. Thrill them in the first 90 days, and they will remain loyal forever.
- Establishing a lifecycle baseline
- Understanding lifecycle thinking
- Beginning with the end in mind
- The marketing hourglass method
- Mapping the journey's touchpoints
- Setting goals for the journey
- Reverse engineering your marketing hourglass
- Engaging your team in the journey
- Overview of the lifecycle stages
- Using content to guide your journey
- Customer experience in the first 90 days
- Getting customers to re-enter the journey