Section III the four part Fixing The Leaks Workshop covers the major customer touch in both for-profit and not-for-profit organizations, and identifies typical problem areas that often cause customer an donor attrition. The presentation also reviews briefly best practices for addressing these issues.

1. Section III
“You Can Observe A Lot Just By Watching.”
- Yogi Berra

2. Online Sales Process
Online
Sales
Process
Sales
Center or
Retail Store
Fulfillment
& Service
Repeat
Purchase
Where
Are the Leaks?
Copyright @ 2013, Ronald D. Ryan 2

3. Online Sales Process
Online
Sales
Process
Sales
Center or
Retail Store
Fulfillment
& Service
Repeat
Purchase
Copyright @ 2013, Ronald D. Ryan 3
Common
Problem
Areas:
Where
Are the Leaks?

4. Online Sales Process
Online
Sales
Process
Sales
Center or
Retail Store
Fulfillment
& Service
Repeat
Purchase
• Right Traffic But Wrong Products/Services (or Vice Versa)
• Difficult Customer Info Requirements For Purchase
• Inconsistent Look & Feel At Order Processing Page
• Confusing Interface With Poorly Articulated Funnel
• Incomplete, Missing, Or Hard To Understand Call(s) To Action
• Poor Follow-up To Non-buyers
Copyright @ 2013, Ronald D. Ryan 4
Common
Problem
Areas:
Where
Are the Leaks?

5. In-Store Sales Process
Online
Sales
Process
Sales
Center or
Retail Store
Fulfillment
& Service
Repeat
Purchase
• Poor Outdoor Signage and Lack of Curb Appeal
• Right Traffic and Location But Wrong Products/Services (or
Vice Versa)
• Inappropriate In-store Merchandising and Product Placement
• Inadequate Sales Staff Knowledge, Training and Monitoring
• Confusing or Unappealing Store Layout & Organization
• Long Checkout Lines
• Non-existent Follow-up To Non-buyers
Copyright @ 2013, Ronald D. Ryan 5
Common
Problem
Areas:
Where
Are the Leaks?

6. Telephone Order Process
Online
Sales
Process
Sales
Center or
Retail Store
Fulfillment
& Service
Repeat
Purchase
• Confusing And Inconsistent Value Proposition from CSRs
• Inadequate Scripting, Training, & Monitoring
• Poor Sales Systems And Support
• CSR Compensation Not Aligned with Company Profit Model
• Inadequate Customer Information About After -Sales Process
• No Systematic Follow-up To Non-buyers
Copyright @ 2013, Ronald D. Ryan 6
Common
Problem
Areas:
Where
Are the Leaks?

7. Repeat Purchase Process
Online Sales
Process
Sales Center
or Retail
Store
Fulfillment &
Service
Repeat
Purchase
• No Customer Level Tracking of Purchases, Preferences or Needs
• No Easy or Automatic Means of Repeat Purchase
• Incomplete or Inadequate Reseller Follow-up
• Wrong Channel Follow-up
• No Satisfaction Monitoring or Feedback System
• Inability to Adapt Offer To Changing Customer Needs
Copyright @ 2013, Ronald D. Ryan 7
Common
Problem
Areas:
Where
Are the Leaks?

8. Repeat Purchase Process
Online Sales
Process
Sales Center
or Retail
Store
Fulfillment &
Service
Repeat
Purchase
• No Customer Level Tracking of Purchases, Preferences or Needs
• No Easy or Automatic Means of Repeat Purchase
• Incomplete or Inadequate Reseller Follow-up
• Wrong Channel Follow-up
• No Satisfaction Monitoring or Feedback System
• Inability to Adapt Offer To Changing Customer Needs
• Lack of support for repeat purchase process within
company culture.
Copyright @ 2013, Ronald D. Ryan 8
Common
Problem
Areas:
Where
Are the Leaks?

9. It’s All Connected
Online Sales
Process
Sales Center
or Retail
Store
Fulfillment
& Service
Repeat
Purchase
Copyright @ 2013, Ronald D. Ryan
9
What You
Do Here
Affects What
Happens Here
Where
Are the Leaks?

10. It’s All Connected
Online Sales
Process
Sales Center
or Retail
Store
Fulfillment
& Service
Repeat
Purchase
Copyright @ 2013, Ronald D. Ryan
10
What You
Do Here
Affects What
Happens Here
• Clear Value Proposition On Web Site
• Product Descriptions, Educational Content on Web Site
• Call Me Buttons In Sales Sequence
• Pick up Merchandise At Store
…All Result In Lower Costs And More Sales In Sales Center or
Retail Outlet
Where
Are the Leaks?

11. It’s All Connected
Online
Sales
Process
Sales
Center or
Retail Store
Fulfillment
& Service
Repeat
Purchase
Copyright @ 2013, Ronald D. Ryan 11
And What
You Do
Here
And
Here
Where
Are the Leaks?

12. It’s All Connected
And What
You Do Here
Online
Sales
Process
And
Here
Sales
Center or
Retail Store
Affect What
Happens Here
Fulfillment
& Service
Repeat
Purchase
• Properly Set Customer Expectations Regarding Product/ Service
• Info on Contractual Post-Sale Requirements (e.g., Signatures, Returned Forms)
• Defaulted (Profitable) Product Choices
• Defaulted (Profitable) Payment Methods and Billing
…All Result In Higher Customer Survivorship
Where
Are the Leaks?
Copyright @ 2013, Ronald D. Ryan 12

13. It’s All Connected
Online
Sales
Process
Sales
Center
Fulfillment
& Service
Repeat
Purchase
Copyright @ 2013, Ronald D. Ryan 13
What
You Do
Here
And Here And Here
Where
Are the Leaks?

14. It’s All Connected
Online
Sales
Process
Sales
Center
Fulfillment
& Service
Affect What
Happens Here
Repeat
Purchase
Copyright @ 2013, Ronald D. Ryan 14
What
You Do
Here
And Here And Here
• Great Overall Customer Experience
• Value Proposition And Brand Promises Fulfilled
• On-going Sense of Community
• Easy Repurchase Process
• Easy Referral Process
…All Result In Higher Repurchase and Referral Purchase Rates
Where
Are the Leaks?

15. Summary – Where To Find The
Leaks – 5 Steps
1. Identify Your Major Customer Touch
Points
2. Observe And Measure Customer
Behaviors At Each Touch Point
3. Correlate Data On Customer Attrition
4. Develop And Test Hypotheses
5. Start Fixing The Leaks!
Copyright @ 2013, Ronald D. Ryan 15

16. Visit Our Deep Dive
Presentations
Where
Are the Leaks?
Copyright @ 2013, Ronald D. Ryan 16
Online Sales
Process
Sales
Center or
Retail Store
Fulfillment
& Service
Repeat
Purchase