The Customer Loyalty Ladder

Sebuah konsep tentang Customer Loyalty Ladder yang membagi tingkatan loyalitas konsumen sehingga pemasar bisa mengalokasikan sumber daya yang ada secara efektif di setiap tingkatan tersebut.

A concept about Customer Loyalty Ladder which divide the consumer's loyalty level so in the end, marketers can allocated their resources effectively for each of that level.

1. Customer Loyalty
Ladder
Teguh Prayogo
Twitter : @teguh_trainer

2. •Suspect
•Prospect
•Customer
•Client
•Advocate
CUSTOMER LOYALTY LADDER
Suspect
Prospect
Customer
Client
Advocate
Teguh Prayogo
Twitter : @teguh_trainer

3. Suspect
Prospect
Customer
Client
Advocate
CUSTOMER LOYALTY LADDER
•Suspect
Anyone who reads or hears an ad, looks
at a brochure or encounters some
other type of promotion is a suspect
•Prospect
Someone who pays attention to your
promotion
Teguh Prayogo
Twitter : @teguh_trainer

4. Suspect
Prospect
Customer
Client
Advocate
CUSTOMER LOYALTY LADDER
•Customers
Those who buy your product or service
•Client
A Customer who buys a second time
•Advocate
A Customer who gives unpaid advertising for the
products / services of a business
Teguh Prayogo
Twitter : @teguh_trainer

5. Teguh Prayogo
Twitter : @teguh_trainer

6. It takes a least 3 times as much money to attract a
new customer via traditional forms of advertising as
to re-attract a repeat customer
FACTS :
Teguh Prayogo
Twitter : @teguh_trainer

7. It takes at least 30 times
as much marketing
money to attract a new
customer via
traditional forms of
advertising as to have
a satisfied customer
find new customers for
you
FACTS :
Teguh Prayogo
Twitter : @teguh_trainer

8. FACTS :
Most business owners spend
less than 5% of their
marketing dollars on their
customers and spend
95% of their marketing
dollars trying to find new
customers
Teguh Prayogo
Twitter : @teguh_trainer

9. 5% Marketing
Rp
95% Marketing
Rp
Suspect
Prospect
Customer
Client
Advocate
TRADITIONAL
INVESTMENT
Teguh Prayogo
Twitter : @teguh_trainer

10. A great
marketing
company
spends
money here
Suspect
Prospect
Customer
Client
Advocate
ADVERTISING
INVESTMENT
Non Traditional
Advertising
Most
marketing
company
spends
money here
Traditional
Advertising
Teguh Prayogo
Twitter : @teguh_trainer

11. To Keep Customers:
30% Marketing Rp
To Find Customers:
70% Marketing Rp
Invest in Keeping Customers
Suspect
Prospect
Customer
Client
Advocate

12. Recommendation
30% of your marketing Rp should be
spent on keeping customers.
Keeping them happy.
Not5 %

13. Goal :
Invest in developing
satisfied customers
CUSTOMER LOYALTY LADDER
Teguh Prayogo
Twitter : @teguh_trainer

14. How can You Accomplish This?
•Know who your customers are
•Know that your best customer is your
most recent satisfied customer
•Know that your best word-of-mouth
advertising comes from your most
recent satisfied customer
•Act in a way that moves people up
the ladder
Teguh Prayogo
Twitter : @teguh_trainer

15. Lessons Learned
The most recent satisfied
customer who has
purchased products from
you is the least expensive
marketing way to find new
customers. People love to
tell if they are happy.
Your worst customer, will rip
you apart to all their friends
Is your most recent unhappy
customer
Teguh Prayogo
Twitter : @teguh_trainer

16. Lessons Learned
To climb the loyalty ladder,
business owners must
exceed customer expectations
Teguh Prayogo
Twitter : @teguh_trainer

17. How to make Loyal
customer ?
•Play
•Make Their Day
•Be Present
•Choose Your Attitude
Teguh Prayogo
Twitter : @teguh_trainer

18. Benefits of “Play” :
•Happy people treat others well
•Fun leads to creativity
•The time passes quickly
•Having a good time is healthy
•Work becomes a reward not just a way to rewards
1.
PLAY
Teguh Prayogo
Twitter : @teguh_trainer

19. •Start a joke of the month contest with its own bulletin
board
•Add more color and make the environment more
interesting
•Add more life with plants and an aquarium
Implementing
Play
Teguh Prayogo
Twitter : @teguh_trainer

20. Benefits of “Make Their Day”
It is good for business
Serving our customers well will give
satisfaction
It will focus our attention away from our
problems
It is healthy, it feels good and will unleash
more energy
2. Make
Their
Day
Teguh Prayogo
Twitter : @teguh_trainer

21. •Pull together focus groups to study
ways we can be of service to
customers
•Have a monthly and annual award
for service based on customer
recommendations
•Appoint a special task force
dedicated to surprising and
delighting our customers
Implementing
Make
Their Day
Teguh Prayogo
Twitter : @teguh_trainer

22. Benefits of “Be Present” :
•Important opportunities do
not escape
•Customers know if you are
listening
•Customers feel important
3. Be
Present
Teguh Prayogo
Twitter : @teguh_trainer

23. •Encourage one another to be
present. Ask: “Is this a good
time? Are you present?”
•Establish a code phrase: “You
seem distracted” to signal a
present moment issue
Implementing
Be
Present
Teguh Prayogo
Twitter : @teguh_trainer

24. •By accepting that you choose your
attitude, you demonstrate personal
accountability and proactivity
•While we may not be able to do what
we love, if we choose to love what we
do, our work area will become an oasis
of energy, flexibility and creativity
4. Choose
Your
Attitude
Teguh Prayogo
Twitter : @teguh_trainer

25. •Purchase copies of Personal
Accountability: The Road to a
Rewarding Work Life for Everyone.
Organize discussion groups around
the book -follow with similar topics
•Prepare an attitude menu to post in
the office
Implementing
Choose
Your
Attitude
Teguh Prayogo
Twitter : @teguh_trainer

26. Conclusion
•Increasing the quality of
service can increase both
customer loyalty and
employee retention
significantly
•People may “job hop” because
they haven’t found acceptable
work environments
Teguh Prayogo
Twitter : @teguh_trainer