The document summarizes a presentation from a customer retention summit. The presentation discusses how customer retention requires customer engagement, which requires conversations with customers, which requires listening to customers. To truly listen to customers, companies need a supportive culture that prioritizes creativity over rigid structures and disciplines employees to do what is right for customers. When companies foster this type of culture, it leads to engaged employees and customers, as well as business success.

1. BrightTALK Customer Retention Strategies Summit

2. Conference Description: Customer retention is not only a cost effective and profitable strategy, but in today’s world it is a necessity !!! When 80% of sales come from 20% of your clients a customer retention marketing strategy becomes even more critical then campaigns designed for new customer acquisition . Customer retention marketing focused on increasing customer purchases, referrals and loyalty. The goal of customer retention marketing is to convert first time or occasional buyers into loyal, long term customers . To build a truly effective customer retention marketing program marketers must have keen customer insight that enables them to understand what propels customers to act in a desired way .

3. Presentation Title: No retention without engagement Presentation Overview: No retention without engagement No engagement without conversation No conversation without listening No listening without supportive culture No supportive culture without creativity No creativity without discipline No discipline without structure Structure. Discipline. Creativity. Freedom. Conversations. Relationships. Success. Harry Klein Customer Engagement Strategies, Inc.

4. Excerpt from program description: “ To build a truly effective customer retention marketing program marketers must have keen customer insight that enables them to understand what propels customers to act in a desired way.”

5. “… what propels customers to act in a desired way.”

6. How do you want them to act?

7. Do you set customer behavior goals?

8. How about intellectual goals for customers? Emotional?

9. think, feel, and do?

10. If not, how can you even begin to think about “retention”?

11. No engagement, no retention

12. Customer engagement defined

13. Warning – shield your eyes…

14. Customer Engagement Defined Customer “Hot Spots” are where Processes create a disconnect between Promises and Experiences Customer Engagement: The Intersection of Promises, Processes and Experiences Brand Promises Customers Experiences Business Processes

15. Sorry about that

16. Next topic – life cycle, goals in each life cycle

17. Next topic – measurement throughout life cycle New thing to measure – conversation

18. Many moons ago: Push

19. Seems like yesterday: Customer Centric

20. Today: Social media, that is, conversations.

21. Anybody out there listening?

22. Conversations require listening.

23. But everybody’s still too busy pushing content.

24. How do we (re)learn to listen?

26. Take a deep breath.

27. Can we tawk?

28. No.

29. Not until we learn to listen.

30. Do you listen to customers?

31. Really? Prove it.

32. Zappos listens.

33. Zappos ensures listening by not telling their people what to say.

34. No script means they have to listen.

35. No script means they have to hire people who want to listen.

36. No script means culture has to be so rich and tangible that it nourishes the right thing to say.

37. No script requires knowledge, passion, and willingness to care and dare.

38. Some people call that “jazz”.

39. No script doesn’t mean no structure. Culture drives structure.

40. Structure creates discipline.

41. Discipline doesn’t mean rigidity. It means doing the right thing most/all the time.

42. Discipline leads to creativity.

43. Creativity leads to freedom.

44. Freedom means fanatical employees and customers.

45. Freedom means success.

46. Freedom means you get to keep doing something that makes you happy.

47. Next topic – here’s how it all comes together – life cycle, measurement, SDCF

48. Structure. Discipline. Creativity. Freedom.

49. Conversations. Relationships. Success.

50. Review No retention without engagement No engagement without conversation No conversation without listening No listening without supportive culture No supportive culture without creativity No creativity without discipline No discipline without structure Structure. Discipline. Creativity. Freedom Conversations. Relationships. Success.

51. [email_address] Twitter: @CustEngagement Thanks.