No Customer Left Behind

Quietly, over the last few months, we rolled out something in my company that has been a startling success.

It’s something you can easily duplicate at zero cost.

It’s an idea that came to me in a moment of inspiration, and which I implemented without hesitation.

What was it? Some new marketing method? A sneaky ninja plug-in that increases sales? Some sort of “covert persuasion” tactic?

None of the above.

It’s what we are calling our “No Customer Left Behind” program.

You see, I was reviewing our customer records one day, and realized we had over 1,000 paying customers in our database. And those are just people who have bought products and services online; that does not include all of the customers who bought products from me at a seminar or workshop.

As I was looking through the names, it occurred to me that I had not heard from many of these folks in quite some time. And then, it occurred to me that they had not heard from me, either. Whoops.

Right then and there, the idea struck me for our new program. It’s really simple: each week, we now host a “customer Q&A” phone call. I get on the phone, and any of our existing customers are free to call into the conference line, and ask any question they have.

I thought this would be something good to do for our customers and clients. I knew that many of them would appreciate it. What I did not realize was how much it would mean to so many.

Has it resulted in new business for my company? Absolutely. But that was an unexpected benefit. A surprise. In retrospect, I understand how it happened, but it wasn’t part of the original plan.

The lesson: if you take care of your customers above and beyond what they expect, they will take care of you in like manner.

Question for you: how do you stay in contact with, and take care of, your existing and previous customers?

Ray Edwards is a world-renowned copywriter and communications strategist, writing for some of the most powerful voices in leadership and business including New York Times bestselling authors Jack Canfield and Mark Victor Hansen (Chicken Soup for the Soul) and Tony Robbins. Ray is a sought-after speaker and author, hosts a popular weekly podcast, and blogs at RayEdwards.com.

Please note: I reserve the right to delete comments that are offensive or off-topic.

  • DanMiller1

    Ray – wow, I love this idea.  I too have lots of customers who have not heard from me.  Not sure I’m up for once a week but they sure need to hear from me with some regularity.  Thanks for the great reminder.

    • http://writingriches.com/ RayEdwards

       @DanMiller1 Dan, you do a great job for your customers as far as I can see. But I think something like this can help anyone’s business. It doesn’t have to be once a week, as you pointed out, I think the point is just letting people know that you care. And not just saying it,But demonstrating it through actions. And thank you for stopping by!

  • http://PersuasionTheory.com/ Matt Fox @ PersuasionTheory.com

    Ray, I love this idea and have considered it. One of my past teachers did this and it was immensely helpful and allowed him the opportunity to (softly) sell other products. It was never an overt pitch but when other students would mention another course and he would answer questions you could hear the cash register ringing from someone on the call.
    I know that’s not your intention, it’s a benefit. I’m eager to hear more on it. I think you’ll receive some of the best feedback you’ve ever had on what your customers want, need, and struggle with.

  • http://maxkazen.com Max Kazen

    Ray, one of the things I see you doing very well is communicating. If I don’t hear from you for a week or more, I wonder what’s wrong. Communication builds relationship, so there is no doubt this post is on target.

    • http://rayedwards.com Ray Edwards

      Thank you, Max.

  • http://www.DennisBauer.com Dennis Bauer

    I’m at first base, building my list, starting the journey, which is a “no customer left out” process. Not to leave them behind is a hit that will help me get to home plate.

    • http://rayedwards.com Ray Edwards

      Amen!

  • http://www.AnmariMedia.com Marshall Bone

    This is one of my favorite things about being a very satisfied Ray Edwards student. So many other marketers sell you a product and then vanish, not Ray Edwards. The Q&A with Ray is so incredibly valuable. I regularly have the opportunity to ask any question, listen to others, and learn directly from a great mind. If its true that you can determine your future by the books you read and the people you hang around, then thanks to these weekly calls my future looks bright.

    • http://rayedwards.com Ray Edwards

      Thanks Marshall – kind words!

  • Ray Eickhoff

    Seriously cool idea. Going to meet with a newly formed team at our company on this.

  • Ruth Chapman

    Ray, As a suggestion, would you consider having your weekly Q & A call in the evening sometime? I am always busy during the day at my day job. Yes, I do get a break for lunch, but I can’t always control when I get my break.

  • http://Overallbeauty.com/shop/ Kim Snyder

    I am looking for ways to stay connected with my customer base. Do you have any other ideas that could be helpful?
    Right now it seems that doing stuff on Facebook helps remind customers what I offer.. BUT I find Facebook a brain sucker too so I am really looking for other ways that are affordable.. :(