Customer service people, those in relationship management, those in call centers, those called service reps – they all at some point or another have to deal with the new customer. In sports, we call them the “First-time Fans.” These are the customers with the highest rate of turnover, and are therefore a huge priority for retention for organizations.
Instead of addressing the retention of the new customer from a strategic perspective, let’s look at it from the perspective of a representative. The customer is Jay. What is Jay like?
If you had to generalize Jay, he’s an unknown. You know less about Jay than any other customer in your business. He bought your service – but why? Was it a low cost offer (like a ticket discount), a service he never needed before (like outpatient surgery), or simply his moving near your business that drove him to your company?
He could be friendly, he could be open, he could be a techie, or maybe he’s a family man. He could make over $100,000 per year, he could anger easily, he could love your team, he could be impatient, or he could be very analytical.
He could be all of those things – or none.
Jay is the great unknown. He’s also beginning what could be a long journey with your organization. All customers are special, but view Jay as special in a slightly different way.
View him as a fountain of information. Someone so unknown, that that makes him intriguing. Jay is really James Bond; he’s 007; he’s someone new and exciting.
When you see Jay or the new patient, or the new customer, or the First-time Fan – get intrigued. Get inquisitive. Convey excitement about his newness.
Realize that to best meet his needs today and to keep him for the long-term, you have to get to know him. Ask questions; note the answers. Learn more and more so you can keep him longer and longer.
Let the intrigue of the new customer lead you on a quest to get to know them.