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So far, so good!
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As we put our 12th edition of BRIGHTideas
to bed and we put a year of publishing it behind
us, we realize how
fortunate we are to be able to spend our days
doing what we love (and getting paid for it!).
The feedback has been very positive and we
thank you for that. If there is anything
else we can do to help you move people to
action, just let us know.
Adams Jette Marketing
+
Communications
100 Argyle Avenue
Suite
202
Ottawa, ON K2P 1B6 Tel:
613.235.5445
FAX: 613.235.5514
info@adamsjette.com
www.adamsjette.com
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I'm taking my wallet...
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When your customers defect, they take
thousands--if not tens or
hundreds of thousands--of dollars with
them. Even if all you sell are pizzas.
Harvard Business Review reports that
the lifetime revenue stream from a loyal
pizza buyer is $8,000. A loyal Cadillac
buyer? $332,000. A corporate purchaser of
commercial aircraft? Billions.
Now you may not sell Boeing 787 Dreamliners
(average cost: $162 million), but customer
defections could still be costing your
business big bucks.
First, let's look at why your customers are
not coming back. According to a major
U.S.-based research firm, here is the typical
breakdown:
- 3% move away
- 5% follow a friend or relative's advice
and switch
- 9% find a better product or service
- 14% switch due to product
dissatisfaction
- 68% leave because of indifference
Bad enough 28 percent never come back because
they were convinced to switch, they found a
better product or service or were
dissatisfied. But indifference? Two
out of three people simply felt unloved,
unwanted, ignored or otherwise not valued.
Two things about that. First, if 68 percent
of people feel unloved by your competition,
what an opportunity! But more to the point,
those lost customers are far more valuable
that you might think. Let's explore this a
little.
Here is what happens when you lose a
customer. You get no repeat business (money
down the drain) and fewer, if any, referrals
(more money down the drain). On top of that,
there is the cost of replacing that customer
(even more money down the drain).
Want to improve revenues? Want to do it at a
much lower cost per customer? Take some of
that money you currently spend looking for
new customers and use it to keep the ones you
have. They'll love you for it.
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Featured client:
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The Financial Consumer Agency of Canada
(FCAC) provides consumers with accurate and
objective information about financial
products and services, and informs Canadians
of their rights and responsibilities when
dealing with financial institutions. FCAC
also ensures compliance with the federal
consumer protection laws that apply to banks
and federally incorporated trust, loan and
insurance companies.
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What our clients are saying...
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"Their editors and writers ensure that our
newsletters are not just grammatically
correct, but that they have a sense of style
that make them easy to read. The reality of
tourism economics is that we often have to
talk about numbers. Your writer makes sure
the numbers are both meaningful and
interesting to read."
Marta
Stelmaschuk
Canadian Tourism Research
Institute
The Conference Board of Canada
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QuikTip
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truncated words -- While phone,
TV, Net and lab might be
easier to write than telephone,
television, Internet and
laboratory, using truncated words or
too-casual phrasing can make for an
unpleasant read.
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