Leaders love to talk about revenue streams by showing graphs and charts with the breakdown of sales categories. It is important to know the percentage of sales generated by products or services and to monitor trends, especially growth and decline of your business revenue.
However, there is one critical component that every business has in common, which is never discussed. 100% of your sales come from one place. Your customer! When you look at it that way, it sheds a stronger light on why companies need to put more emphasis on building an incredible consistent customer experience that becomes your number one competitive advantage and helps make price irrelevant.
Another major focus of executive leaders is analyzing the company’s P&L to determine where the company is over spending, being wasteful, and how to reduce expenses to drive more profit to the bottom line. However, the company’s biggest expense does not show on your P&L. At least not directly, it is hidden. There is no line item for poor customer service but nothing may have a greater impact on your bottom line than dissatisfied customers. It can dramatically cause loss of sales, decline of company reputation, lack of new customers/referrals, an increase in returns & refunds, increased discounting, more service recovery, higher advertising expense, lower morale, higher turnover, increase in hiring, and more training, which further perpetuates a poor customer experience. It is imperative that every person in your company understands that your biggest expense is dissatisfied customers.
2016 Secret Service Summit makes history
The 2016 Secret Service Summit broke several records: highest number of attendees and highest overall speaker rating. If you were not one of the 700 people that were fortunate to attend, you can order the audio of the majority of the summit speakers and hear the amazing presentations.
2017 Secret Service Summit October 26-27
Like we do every year, we are putting together another incredible lineup for The 2017 Secret Service Summit.
John R. DiJulius is a best-selling author, consultant, keynote speaker and President of The DiJulius Group, the leading Customer experience consulting firm in the nation. He blogs on Customer experience trends and best practices.