Gillette Flunks the Giggle Test
I've also attached a slide that I've used in presentations about the economic underpinnings of loyalty from Reichheld's book. I've circled the bars that represent the insurance industry. As you can see, a small increase in retention generates a whopping increase in net present value of the customer base.
But you obviously already know this.
So, how to increase loyalty? By providing REAL VALUE to customers. And that's the creative rub--figuring out how to deliver value on an on-going basis--the substance of loyalty building, not the form of it.
As always, thank you for your thought-provoking opinion. And a pox on the dumb bastards who insure Mrs. Jack 's Nissan …
--Robert (Bob) Blinick, with BlinickDIRECT
Could I please make a suggestion?
Your newsletter uses the "Times" font for body text, and in an email on a computer screen it is very hard to read. Could I get you to consider using a font that was designed for screen readability and is generally considered the most readable font for screen, Verdana? If not Verdana, at least a sans-serif font? If you do, I know I for one will be much more apt to read your newsletter. Thanks in advance.
--Mike Schinkel, president of Xtras Inc.
In response to "Breeze Through Airport Security! (Hopefully.), which was published 6/23/05:
You know that I haven't had a job since 1969. Here's some reflex items to your entrepreneur piece.
1. Establish multiple exit plans in the initial planning stages of a venture to include:
a. Exit plan for "failure" or "learning experience"
b. Exit plan for moderate success
c. Exit plan for major success.
2. Money is **never** the (real) problem of a business launch. NOTE: Money managers always have money to invest in "sure things." The "real problem" in business is usually something else.