Retention Strategies…Go to Dewey’s

Posted: November 24, 2009 in Culture, Retention, Value

Had lunch with a local here in Destin Florida today.  When we walked in the restaurant owner knew his name, asked about his family and the plans for Thanksgiving.  She made eye contact the entire time and asked questions like how many were coming and other plans for the week.  She set a fine example for retention.

Whether you’re a non-profit, fitness center, corner market, mega super store, or network marketer a key metric is donor, member, customer, subscriber, or team member RETENTION.

Honestly ask yourself how many of your customers would say “they would miss me if I were gone.”

Are we applying the same amount of energy in serving, training, leading each individual as we did in the sale or recruitment process?  Or do we simply react at the point of cancellation — when it is likely far too late.  If you are counting “saves” at the point of cancellation you destined to failure or hard work on a constant path of continuous recovery.

Build a culture.

My irreverent nature is not applied to my members or team — it is fully directed at what I refer as to the status-quo/that’s how we have always done it/let’s schedule a meeting to show how smart we are/knock down any ideas/blame detectives/weakness of others’ highlighters crowd.  They are process purists that find full comfort in conducting autopsies of blame rather than creatively developing and enacting solutions for the greater good.

Imagine a member coming in for an exercise class that was removed from the schedule.  Disappointed, she (or he) inquires at the Welcome Center.  Choose the answer that would make her a fan — “oh, guess we don’t offer it anymore, sorry” OR “I am so sorry, we tried so hard to get the word out on that change — can I check your e-mail, and then would you like me to have one of our trainers lead you through a workout for 15-30 minutes?”  Not exactly the moving of mountains, however I’d think it’d be a fan in the making.  The culture YOU create leads to the better answer — not a script or a checklist.

Too often I see some in industries that serve customers work far too hard at finding the customer’s (or a subordinate’s or downline member’s) error rather than leading solutions.  It is rarely asked if our policies and procedures lead to dismal retention — when in doubt, blame the front line.

Build a culture — at a small restaurant called Dewey’s of Destin, I met a woman who would have hopped on a boat to get shrimp if they were out and we wanted to order some for lunch.  There was shrimp and it was awesome by the way.

What culture are you building with your leadership actions?

Ask yourself another question — would they miss you if you were gone?


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