Jill Griffin’s “Loyalty Maker” Programs

1. Customer Loyalty: How to Earn It, How to Keep It
Based on Jill’s Harvard-endorsed, business best seller by the same name, this program teaches participants a proven process for turning non-buyers into loyal advocates. This high energy, information packed session will give you the tools you need to make loyalty happen. You will learn:
• How to target loyalty-prone customers
• Proven ways build buyer trust
• How to leverage and learn from a lost sale
• How to identify your best customers and why they buy
• 10 proven ways to get first time customers to return
• How to construct barriers to exit
• How to win back a lost customer: 7 step formula

2. Inside the Loyalty Laboratory: Building Customer Relationships that Last
For most firms, multi-channel dysfunction, data silos, neglected customer touch points, and disengaged employees are robbing your customer initiatives of critical momentum. This session examines the best practices of firms that have transformed their organizations into living “loyalty laboratories." This lab-like orientation enables these firms to harness their customer complexities, execute seamless company-wide customer strategies and grow loyal customers and employees in the process. You will learn:
• How to ‘grow’ your firm into a loyalty laboratory--the 4 stages of transformation
• Loyalty laboratory secrets for maximizing prospects, first time customers, repeat customers, clients and advocates
• Continental Airline’s amazing loyalty laboratory journey and the powerful lessons learned along the way
• What the laboratory mindset taught Starbucks about boosting buyer frequency and spend
• How an office supply giant use its loyalty research to convert new customers into “best customers” in record time

3. Making Loyalty Happen In a Wired (and Wireless) World
Today’s electronic world offers a multitude of fresh, new options for capturing and keeping customers. The Internet, email, cell phones, PDAs, Ipods, etc. have spawned countless new tools and techniques for touching customers. This program will help you sort through this jungle of possibility to carve out customer programs that truly anchor loyalty. You will learn:
• The six stages of customer loyalty and the wired realities that influence them
• Bloggers and citation indexing: Why both matter
• The “Just because you could, doesn’t mean you should” customer touch rule
• Fresh, new tech tools to make your customer feel ‘skillfully heard’ not ‘aggressively sold’
• Wired world loyalty lessons from Proctor & Gamble, Continental Airlines, Apple, Google and more!

4. Turning Call Center Agents Into Loyalty Makers
Call center agents are your customer loyalty makers of the future. Why? Because, for many companies, the front line has moved from the store to the customer contact center where agents interact with customers. Converged call centers that bring together multi-channel access points are here to stay. And with the increasingly sophisticated communications channels for customers---including Web collaboration, Web callback, email, live voice chat, and co-browsing---the skill level required of call center agents is rising sharply. This program examines the key success factors every manager must know to turn call center agents into “loyalty makers” who retain existing customers, cross-sell new services and help increase the company’s overall share of a customer’s budget. You will learn:
• Customer loyalty: Why and how an agent drives it
• The #1 Law of Customer Loyalty and how to put it to work in your call center
• Case Study: A call center leader’s ‘congruency’ lesson on making loyalty happen
• Why fielding phone calls isn’t enough---5 critical agent skills you can’t ignore
• Morale land mines inside your call center—4 things to watch
• The most important factor that influences every agent’s loyalty maker performance and how to manage it

5. Customer Winback: How to Recapture Lost Customers and Keep Them Loyal
Worldwide, most brick and mortar companies lose 10% to 40% of their customers each year, and the defection rate of e-commerce companies is even higher. Most companies invest the majority of their resources on customer acquisition, yet research suggests that recovered customers can be worth 10 times more than new customers. Adapted from Jill’s award-winning co-authored book by the same name, this program shows you:
• How to identify those customers most likely to defect
• How to target the right customers for winback
• How market leaders make lost customer recovery programs work
• Defection proofing your company---What you need to know

6. Escaping The Commodity Trap: How to Win Customer Loyalty in a Low-Bid World
A big threat to your firm’s success is commoditization—the process through which your product or service becomes so common place that differentiation becomes difficult and lowest price rules. No firm is safe. Why? Because today’s Internet access gives your buyers unprecedented access to real-time information about pricing and specs from all your competitors. And without a compelling competitive difference, your buyers gravitate to lowest price. The consequence? Your profits suffer, your customers roam and your employees are disheartened. This program shows you how to beat the commodity trap. You’ll learn:
• Why buyers naturally default to lowest price and what to do about it
• The three mistakes most firms make about pricing and how to avoid them
• How to pinpoint what your buyers want most and stand ready to pay for
• Commodity Busters—how to spot those “hidden differentiators” that will brand your worth in your customer’s eyes
• Proven ways to rethink your products and services to command a higher price (hint: you must think beyond features and benefits)
• Case studies of “higher-priced” commodity sellers who consistently triumph over “low price” competitors

7. Earning Customer Referrals: How to Turn Customers Into Advocates
Getting happy customers to spread the word is your best source of advertising.
Yet, most firms fall short on strategies for driving positive word-of-mouth. This program will teach you:
• Is this customer your advocate? 4 ways to tell
• How to climb Advocacy Hierarchy: Why the top step matters most
• Why complainers must be managed and how to do it
• 9 ways to minimize detractors and maximize advocates
• How to get online communities spreading your good name

8. Selling By Serving
Designed for customer care and customer service , this program teaches attendees why serving means selling and why selling means serving. Participants are challenged to rethink their selling biases and rediscover two business truths: “Nothing happens ‘til somebody buys something” and “It’s not about making a sale, it’s about growing a customer.” You will learn:
• Why cross-selling and up-selling can heighten customer satisfaction
• The Rules of Influence and how to use them to serve and sell
• Dealing with apathetic staff: How to prevent apathy and what to do when it strikes
• Hero Stories: How to use your firm’s customer stories to inspire high performance
• Stories from the front: People who sell by serving

9. Delivering the ‘Wow’ Customer Experience
Most companies cannot answer the simple question: “What is the customer experience
you are trying to deliver?” This program will show you how to distill what your customers value most about your brand and how to apply that information to design and deliver a compelling experience that turns your buyers into passionate advocates. You will learn:
• Getting real: What’s your customer experience now?
• Your customer’s Top Ten points of contact: How and why to start there
• How to define your ‘wow’ experience: Thinking through the moments of truth
• How to anchor with operational metrics

10. Heart, Hustle and Heroes: Getting Top Performance From Your Customer Team
Disengaged employees rob your customer initiatives of critical momentum. This program will show you:
• How to make employees your firm’s #1 competitive advantage
• Where does your team work: Assembly Line or Loyalty Lab? Why it matters.
• The only self-coaching tool any employee needs
• 5 employee questions to turn supervisors into superstars