1. by Jim S Miller, President, Prime Performance Inc.
50 Tips to Keep a Customer
50 reinforcement tools for developing enduring client experiences
This collection of tips is a free gift from Prime and proactively educate our clients on how to
Performance. It is an insightful tool that helps use them to the best possible benefit of their
to reinforce positive behaviors that contribute to organization. In our 20 plus years of experience,
an exceptional client experience. We believe so we have seen the direct relationship that these
much in the impact of these behaviors, that we behaviors have on sales results. Yes, creating
measure each one when surveying customers a great client experience drives sales!
50 Tips to Keep a Customer | 2012

2. Dear Reader
Please feel free to use these tips as a
handout with your employees or send
to friends via e-mail. It is meant to be
shared.
I wish you great success in the future,
and I know that your clients will
benefit from your interest in creating
an experience that will help keep
them around. If you would like to get
a significant lift in both retention and
sales, please contact me via any of the
links below. I’d be more than happy to
tell you how Prime Performance can
help you do just that.
If not, congratulations on being a top
achiever who constantly strives to
improve. Here’s to creating great client
experiences!
Jim S Miller
50 tips that reinforce
exceptional client
experience behaviors
primeperformance.net
TIPS

3. PASSION COURTESY FOCUS THINK : -)
1
The best companies
2
Treat colleagues
3
Stay focused on the
4
Speak with a smile.
have a clear passion for politely. Remember that customer relationship. Your customer, your
serving their customers. customers watch the You can’t know the colleagues, and the
Before you meet your interaction in your branch details of every product person on the phone
first customer each day, or even call center. If you you offer, but you can will have a positive
remind yourself that this enjoy your colleagues, know that customer association with your
is an ongoing relationship the customer will trust better than your branch if they hear you
that should deepen with the environment. competitors. Uncover smile. A good attitude
every interaction. at least one new detail is as contagious as a
about your customer in bad one.
every interaction.
ADD VALUE DON’T PUSH BALANCE RESPECT TIME
5
Understand that all
6
Stay focused on what
7
Be professional and
8
Do everything you can
buying decisions are first is important to your friendly at the same to prevent wait time.
emotional ones. Speak customer. Don’t product time. If you’re friendly but Customers have busy
in benefit language that push if it doesn’t fit your don’t meet their needs, lives, and they need to
acknowledges what is customer’s needs. they won’t deepen their know you value their time.
valuable to that customer. relationship with you. If there is a wait, let them
know (honestly) how long
it is and offer them water
or coffee.
50 Tips to Keep a Customer | 2012

4. PROACTIVE “HI MARTHA” TICK TICK TICK CURIOUSITY
9
Offer solutions, not just
10Use the customer’s
11
Welcome customers
12
Be a detective.
order-taking. When a name. Nobody wants to immediately. Don’t let Have an insatiable
customer needs help, feel like a number, and them stand for even curiosity about a
really listen. Take care of the use of their name 20 seconds without customer’s needs.
their request, but think reminds them that to somebody calling out a Do they own a small
about better ways to your company they greeting or making eye business? Have small
serve them. Proactively are Sue or Joe or Mark contact. children? Do they
offer those solutions, or Linda. They’re not have accounts at other
and they‘ll start to trust number 24. institutions?
your expertise.
LOOK SMART BE FAIR CULTIVATE EXCELLENCE THE RIGHT SPIRIT
13
Dress professionally.
14Treat customers fairly.
15
Don’t ever stop
16
Greet the customer with
The first impression If you made a mistake improving your skills. energy, not obligation.
is made in a matter of that cost them money, Any person that interacts An energized, positive
seconds. Most people then fix it. Don’t defend with customers should tone makes all the
don’t feel comfortable yourself; do what‘s fair. constantly improve their difference in a customer
having someone in conversation, service, interaction. If you smile,
shorts managing their and sales skills. Seek make eye contact, shake
money. Let customers out training that can hands, find something to
know you value them help you better serve the laugh about, you’re going
enough to dress nicely customer. to have a customer for as
each day. long as you’re around.
primeperformance.net

5. INTERACT FOLLOW-UP OWN IT PRIORITY #1
17
Ask customers how they
18
Follow-up when you
19
Hold yourself
20
Make happy customers
feel about your company. promise to, and some- accountable for getting your number one
The only way to know times even when you customer satisfaction goal. Outstanding
how you’re really doing don’t. If you tell a numbers higher. customer experience,
when it comes to serving customer you’re going to If you measure, then not free giveaways, is
and retaining customers follow-up with informa- you should use the what results in happy
is to ask them. tion, do it, sooner than information to help the customers.
expected, if possible. customer and ultimately,
The follow-up alone will raise your sales results.
blow them away.
ENGAGE EVALUATE ACCOMODATE REPEAT
21
Don’t try to ignore
22
Ask yourself how a
23
Make pleasing customers
24
Improve constantly.
problems, handle them. customer might answer: a daily habit. Gauge your Understand that
Customers don’t like What could we have done daily success based upon customer satisfaction
problems any more than to improve our service? the number of happy is always reliant on the
you do. If you will do Then do it. customers you create, last interaction. Creating
everything in your power rather than the number of customer loyalty isn’t
to find a solution, they’ll products you sell. You’ll a one-time marketing
stay with you. find that the two are effort; it must involve
directly related. daily action.
UNDERSTAND UP-BEAT LISTEN TAKE NOTES
25
Try a little empathy.
26
Start your day by
27
Listen to every word
28
Unless you’re a teller,
If you’re really frustrated listening to something the customer says. you should take notes
with a customer, put positive. To create a Try to block out other any time a customer talks
yourself in their shoes positive tone for your distractions, and listen to you. Their problem
for a moment. Take a customer, you need to as if this is the most or request needs to be
deep breath, and try to create your own attitude important customer noted, so that the next
understand that they’re by listening to things that question in the entire time they come in, you
busy and tired and need make you feel good first. world. Don’t assume you can reference it and show
your help. know their problem, and your knowledge of their
don’t interrupt them. needs.
50 Tips to Keep a Customer | 5

6. RELATE TRUTHINESS ANTICIPATE NO JARGON
29
Be positive in your
30
The customers’ percep-
31
Don’t just meet needs;
32
Use language the
comments. Say things tion is the only truth that anticipate them. You customer understands.
like “I really appreciate matters. It doesn’t mat- should always be in Slipping into jargon
your business,” or “Drive ter if you remembered a hurry to help the means leaving the
safely,” or “Take good an interaction differently customer. Think about customer out of the
care of that hurt ankle!” than the customer. If the why they might be in conversational loop.
Those comments let the customer believed the your place of business, They won’t ask you to
customer know that you interaction was not posi- and proactively offer explain what an NSF is,
care about the personal tive, then you need to help they might be they will simply leave
things. understand why, so you hoping to receive. and go somewhere else.
can correct.
ATTENTIVENESS RESPECT
33
Provide laser-like
34
Never let the customer
attention. Avoid watching lose face. Even if a
others around you when situation has occurred
waiting on a customer; because of an incorrect
if you have to answer action by the customer,
a phone, explain why stay focused on the
and get off the call as solution and let them
quickly as possible. Your know that you are there
undivided attention lets to help and appreciate
the customer know you their business.
are focused on them.
ASSIST “I’M SORRY” TIME MANAGEMENT “HELLO, I’M ”
35
Provide unsolicited
36
Apologize. If a customer
37
Prioritize your time.
38
Introduce yourself by
help. If a customer is upset, an apology is Don’t let forms and name. While you should
mentions they’re going always appropriate. Let processes take away time use the customer’s
to an appointment but them know you’re sorry from your customers. name, they should also
aren’t sure how to get so you can move on to a There’s enough time to get know your name. That
there, offer directions or solution. that done when a cus- sets up a more intimate
Mapquest™ the route tomer is not at your desk. conversation that will
for them. Extras are Make sure you know that create a longer term
remembered. customers get priority. relationship.
primeperformance.net

7. PROBLEM-SOLVE SERVE A to Z APPRECIATE
39
Handle objections with
40
Always ask how you can
41
Make sure you’ve taken
42
Thank customers for their
an eye on solutions. help. By starting every care of every need. business. Even if they’ve
Don’t perceive an conversation with “How Before a customer leaves, been your customer for
objection as a personal may I help you?” you always ask “Is there ten years, they need to
attack; instead, look at let the customer know anything else I can do for know that you appreciate
it as an opportunity to that they are not an you?” Most customers the fact they’ve chosen
impress the customer interruption to your day. will say no, but it lets you from thousands of
with your solution. Instead, you are there to them know you are not competitors. Thank them
serve them. rushing them out the every time you interact
door. with them.
SINCERITY POSITIVE ENERGY PRECISION USER FRIENDLY
43
Be friendly. There’s a
44
Enjoy your job. If your
45
Process transactions
46
Make sure your products
difference between being goal each day is to help quickly and accurately. are easy to use. If a
polite and being friendly. your customers to the Customers might not customer walks away and
Politeness can still be best of your ability, you’ll discuss accuracy but they then doesn’t understand
cold. Friendliness is enjoy your job. If you will always expect it. A lack how to use your products,
couched in the warmth enjoy your job, customers of accuracy, or taking too they’re going to quietly
of a smile and a desire to will enjoy coming into long to take care of a cus- leave. If a product is com-
truly help the customer. your place of business. tomer, can cause them to plicated, ensure that there
walk out your door and into is training before the cus-
the door of a competitor. tomer walks out the door.
BE INFORMED INQUIRE BENEFIT DRIVEN IT’S SHOWTIME
47
Be knowledgeable.
48
Ask, ask, and ask again.
49
Understand benefit
50
Recharge every day. Start
Even if you’re friendly and Most sales people language. We often talk every day with a curtain-up
charming, a customer aren’t curious enough in features, giving the mentality. Each day is a
trusts that you are an about their customer’s facts of a product. Talk performance, a chance to
expert in your field. Make needs. Determine three in language that means take care of people who
sure that you know questions you want to ask something to your need your help.
about the most common of every customer, and customer. If they’re busy,
products, and can then ask more. talk about “saving time.”
suggest them confidently.
50 Tips to Keep a Customer | 7

8. About the author About Prime Performance
Jim S Miller is the President of Prime Performance. Jim has Prime Performance works exclusively with financial
worked for some of the nation’s largest financial institutions, institutions to help reduce customer attrition, increase share
including SunTrust Bank, Bank One and NationsBank. of wallet, grow market share and improve profitability by
Through senior roles in marketing, finance, market research, developing and implementing a superior client experience.
customer analytics, incentive management and retail Since 1989, we’ve been pioneers in measuring client
administration, Jim has acquired a broad understanding of satisfaction and converting that data into comprehensive,
the many challenges faced by financial institutions. actionable plans for improving client experience.
During Jim’s 20+ years in the financial services industry, Jim We know that service creates loyal clients. We also know
has had a unique view into how the actions of front-line that loyal clients are more profitable clients. How do we
employees affects the behavior of clients which ultimately know this? Because we’ve spent over 20 years talking
drives an organization’s bottom line. It is his personal to millions of people about what they want from their
mission to empower financial institutions to realize their full financial institution and what keeps them coming back. If
potential by improving their client experience. you’re looking to improve your firm’s bottom line, let Prime
Performance put this knowledge to work for you.
Jim majored in Finance at The College of William and Mary
and earned his MBA from The University of Virginia’s Darden
Graduate School of Business Administration. Jim now calls
Boulder, CO home.
12340 W. Alameda Pkwy
Suite 100
Denver, CO 80228
primeperformance.net 50 Tips to Keep a Customer | 8