QUESTION – how do I maximise repeat business and referral rates?THOUGHT – deliver everything that you promisedThe feeling of being ‘short-changed’ is not a good one. It is certainly not conducive to maximising the lifetime value of a customer by way of repeat sales or referrals. The fact is, ‘short-changing’ (on the product delivered rather […]

QUESTION – how do I maximise repeat business and referral rates?THOUGHT – deliver everything that you promisedThe feeling of being ‘short-changed’ is not a good one. It is certainly not conducive to maximising the lifetime value of a customer by way of repeat sales or referrals. The fact is, ‘short-changing’ (on the product delivered rather than cash) is all too common. In my experience, businesses delivering on all that they promise are the exception rather than the rule.This is perplexing given that research indicates that 67% of people have changed supplier or vendor on the basis that they felt the supplier or vendor did not deliver as promised. Delivering as promised is not just about value for money. It is also about credibility. As such, it increased the tendency to buy again and the propensity to believe future promises. A couple of years ago, Myer’s ‘Christmas slogan’ was the word…