customer relationship engineering
DESCRIPTION
Worried about growing too fast? Think that your growth will inhibit the quality of your relationships? Check out this deck then - it'll give you a fresh perspective so you can grow while remaining authentic. See more at http://lifeinsixth.comTRANSCRIPT
![Page 1: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/1.jpg)
Customer Relationship Engineering
how to grow fast & remain authentic
![Page 2: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/2.jpg)
What makes a happy customer?
![Page 3: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/3.jpg)
Good customer service?
![Page 4: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/4.jpg)
no.
![Page 5: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/5.jpg)
GREAT customer service.
![Page 6: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/6.jpg)
the problem is ...
![Page 7: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/7.jpg)
Most people inside companies believe customer service lies
isolated in the customer service department.
![Page 8: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/8.jpg)
It comes in a hand-written note on an invoice, a proactive phone call to make sure things are all okay, and in an extra second during a meeting to talk about weekend plans.
Great customer service means providing things that are above and beyond what the customer pays for.
GREAT customer service comes from everywhere.
![Page 9: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/9.jpg)
in other words...
![Page 10: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/10.jpg)
a happy customer is happy when they’re
taken care of in ways they don’t expect.
![Page 11: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/11.jpg)
but here’s the challenge.
![Page 12: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/12.jpg)
to grow, we need to automate a lot of
this.
![Page 13: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/13.jpg)
and if set up incorrectly, automation can come across
cold and uncaring.
![Page 14: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/14.jpg)
so let’s break it down and add some structure so we know what areas need
special attention.
and if set up incorrectly, automation can come across
cold and uncaring.
![Page 15: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/15.jpg)
These are the phases of a customer lifecycle:
1. Awareness2. Research3. Comparison4. Selection5. Purchase6. Experience7. Retention & Loyalty8. Word of Mouth
![Page 16: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/16.jpg)
so let’s start at the beginning.
![Page 17: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/17.jpg)
Awareness: how you can make it fun
Your company has a brand.
![Page 18: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/18.jpg)
Awareness: how you can make it fun
Your company has a brand.
That brand is perceived in a certain way by the public.
![Page 19: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/19.jpg)
Awareness: how you can make it fun
Your company has a brand.
That brand is perceived in a certain way by the public.
Your website, advertisements, and word of mouth control this perception.
![Page 20: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/20.jpg)
Awareness: how you can make it fun
Your company has a brand.
That brand is perceived in a certain way by the public.
Your website, advertisements, and word of mouth control this perception.
Since a prospect becomes aware of your brand through one of these 3 mediums,
controlling them is your way of controlling the Awareness stage.
![Page 21: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/21.jpg)
Website
● Have one compelling call to action
Advertisements
● Use images & selective language to reflect your benefits - this is more important than features
Word of Mouth
● Give people a reason to talk about you.
Awareness: how you can make it fun
![Page 22: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/22.jpg)
next up: Research
![Page 23: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/23.jpg)
Research: Provide value up-front
Someone coming to you is looking for a solution.
That solution solves a problem.
That problem is impacting their life negatively in some way - it creates a pain.
![Page 24: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/24.jpg)
Research: Provide value up-front
Your business provides one thing: a path away from that pain.
This is the benefit of your services.
The features of your business lead to the benefit, but guess what?
![Page 25: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/25.jpg)
the customer doesn’t care.
![Page 26: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/26.jpg)
every other search result they’re
browsing shows the same features.
![Page 27: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/27.jpg)
Contractors build houses with high-quality materials.
Oil & Gas companies have 24/7 response times.
Doctors offer insurance coverage.
etc. etc. etc.
![Page 28: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/28.jpg)
(say it with me)
the customer cares about
![Page 29: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/29.jpg)
the BENEFITS!
![Page 30: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/30.jpg)
(indulge me)
one more time.
![Page 31: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/31.jpg)
the customer cares about
![Page 32: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/32.jpg)
the BENEFITS!
![Page 33: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/33.jpg)
the BENEFITS!
![Page 34: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/34.jpg)
the BENEFITS!
![Page 35: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/35.jpg)
the BENEFITS!
![Page 36: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/36.jpg)
the BENEFITS!
![Page 37: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/37.jpg)
the BENEFITS!
![Page 38: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/38.jpg)
the BENEFITS!
![Page 39: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/39.jpg)
the BENEFITS!
![Page 40: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/40.jpg)
the BENEFITS!
![Page 41: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/41.jpg)
the BENEFITS!
![Page 42: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/42.jpg)
they care about nothing else.
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they want to know how YOUR business improves their life.
![Page 44: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/44.jpg)
that’s all they want to hear.
![Page 45: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/45.jpg)
that’s all they want to see.
![Page 46: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/46.jpg)
that’s all they want to read.
![Page 47: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/47.jpg)
that’s all they want to know.
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until…
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they decide to trust you.
![Page 50: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/50.jpg)
Most people talk about features before benefits.
They begin their website talking about themselves.
What they do.
The kinds of stuff they offer.
How great they are.
![Page 51: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/51.jpg)
Most people talk about features before benefits.
They begin their website talking about themselves.
What they do.
The kinds of stuff they offer.
How great they are.
Nowhere do they talk about how all of that improves the customer’s life.
![Page 52: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/52.jpg)
so as a customer, you’re left thinking...
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“I don’t trust them”
![Page 54: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/54.jpg)
“They don’t get me”
![Page 55: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/55.jpg)
“They’re not what I need”
![Page 56: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/56.jpg)
is this logical?
![Page 57: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/57.jpg)
Well, no.
![Page 58: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/58.jpg)
but it doesn’t matter.
![Page 59: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/59.jpg)
within seconds of coming to your site.
they’re emotionally distanced from your
brand
![Page 60: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/60.jpg)
so what can you do?
![Page 61: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/61.jpg)
control the Research phase.
![Page 62: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/62.jpg)
control the Research phase.
1. Connect with the customer by communicating benefits
2. Provide them with every piece of information needed to learn about your industry and the process they need to go through in order to solve their problem. (keep them off of other sites)
3. Introduce social proof and testimonials4. Talk about features of your product or service
![Page 63: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/63.jpg)
control the Research phase.
1. “Get through winter without the worry of losing power and sleeping in a cold home”
2. Download our free report on 7 Things You Need To Know When Buying A Generator
3. “Here are some messages from the families who continue to trust us today…”
4. “We offer the following generator brands and models…”
![Page 64: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/64.jpg)
They’re going to compare you with other companies.
once they’ve done their research...
![Page 65: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/65.jpg)
the cool thing is that if you addressed the Research phase correctly, they’ll
already be pre-sold to your company.
![Page 66: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/66.jpg)
But to ensure that you stay top of mind for them, here are 3 ways to gain an edge over your competitors:
1. Financial Incentivesa. 20% off installation
2. Time Incentivesa. Next-day installationb. 24 hour repair
3. Guaranteesa. Money-back guaranteeb. 180-day warrantee
![Page 67: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/67.jpg)
Selection & Purchase
next step…
![Page 68: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/68.jpg)
This is the buying process. It needs to be easy and what the customer would expect.
● Make it simple to purchase at any step along the way
● Go above and beyond in this step. This is the part of the process where the customer feels most vulnerable. Surprise them.
● Have a buyers-remorse-proof followup sequence.
![Page 69: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/69.jpg)
“what’s a buyers-remorse-proof followup sequence”?
![Page 70: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/70.jpg)
I’ll show you.
![Page 71: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/71.jpg)
The buyers-remorse-proof followup sequence
Step 1: Thank them. Like really.
Hey Joe! Just wanted to follow up your purchase today and thank you for your trust in us.
We at XYZ Generators are committed to each and every one of our clients in the same way we’re committed to each other. Year in and year out, we always strive to do what’s best.
If you ever have any questions, my personal cell number is (111) 222-3456. I answer it day and night, and if you ever can’t get through to the office, just give me a shout and I’ll be happy to help.
Once again, thank you for deciding to partner with us, and we’ll be in touch shortly with more details on your new generator delivery.
Thanks and have a great day!
-Bob
![Page 72: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/72.jpg)
The buyers-remorse-proof followup sequence
Step 1: Thank them. Like really.
Hey Joe! Just wanted to follow up your purchase today and thank you for your trust in us.
We at XYZ Generators are committed to each and every one of our clients in the same way we’re committed to each other. Year in and year out, we always strive to do what’s best.
If you ever have any questions, my personal cell number is (111) 222-3456. I answer it day and night, and if you ever can’t get through to the office, just give me a shout and I’ll be happy to help.
Once again, thank you for deciding to partner with us, and we’ll be in touch shortly with more details on your new generator delivery.
Thanks and have a great day!
-Bob
Acknowledge the position of power they’re in
Hammer home why they should trust you
Be humanGo above and beyond
Give them permission to do what they would really want to do in their imagined worst case scenario
Remind them of what they purchased- get them excited!
![Page 73: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/73.jpg)
The buyers-remorse-proof followup sequence
Step 2: Overdeliver
Hey Joe! I’ve got some good news!
We upgraded the delivery of your generator so it’s going to be delivered a week earlier than expected.
We can of course keep the original installation date that we scheduled, but if you’d like to get everything installed ASAP, we can come in on the 12th to set everything up. Let me know if you’d like to move forward with that.
One more thing- thought you would get a laugh from this. A big report was just released on the severity of the upcoming winter and we’re backordered for 2 months. Looks like you and Mary got in at the right time!
Hope all’s well. Let me know about the delivery date if you’d like to move it up in the calendar- have a good one!
-Bob
![Page 74: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/74.jpg)
The buyers-remorse-proof followup sequence
Step 2: Overdeliver
Hey Joe! I’ve got some good news!
We upgraded the delivery of your generator so it’s going to be delivered a week earlier than expected.
We can of course keep the original installation date that we scheduled, but if you’d like to get everything installed ASAP, we can come in on the 12th to set everything up. Let me know if you’d like to move forward with that.
One more thing- thought you would get a laugh from this. A big report was just released on the severity of the upcoming winter and we’re backordered for 2 months. Looks like you and Mary got in at the right time!
Hope all’s well. Let me know about the delivery date if you’d like to move it up in the calendar- have a good one!
-Bob
Make it purposeful on your end
Avoid any inconveniencing
Give them a next step
Reinforce their decision, make them feel relieved
![Page 75: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/75.jpg)
The buyers-remorse-proof followup sequence
Step 3: Familiarity with product/service
Hey Joe!
Looks like the time’s almost here for your generator installation! Just wanted to give you a heads up on how the process works.
Your installation will be done by Gary- he’s one of our best technicians and has been at this for over 12 years. He knows his stuff (also a huge Yankees fan, like myself)!
He’ll be swinging by your place at 1pm as planned and will install your new generator. The whole process typically takes around 3 hours. Afterward he’ll show you the ins and outs, how to turn it on/off, and where it’s hooked into your circuit breaker.
Feel free to ask Gary any questions while he’s there, and as always you can give me a call if anything arises.
Hope all’s well - have a great night!
-Bob
![Page 76: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/76.jpg)
The buyers-remorse-proof followup sequence
Step 3: Familiarity with product/service
Hey Joe!
Looks like the time’s almost here for your generator installation! Just wanted to give you a heads up on how the process works.
Your installation will be done by Gary- he’s one of our best technicians and has been at this for over 12 years. He knows his stuff (also a huge Yankees fan, like myself)!
He’ll be swinging by your place at 1pm as planned and will install your new generator. The whole process typically takes around 3 hours. Afterward he’ll show you the ins and outs, how to turn it on/off, and where it’s hooked into your circuit breaker.
Feel free to ask Gary any questions while he’s there, and as always you can give me a call if anything arises.
Hope all’s well - have a great night!
-Bob
Set an expectation
Let them know there are humans around
They’re in good hands
Humanize
Eliminate residual fear
![Page 77: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/77.jpg)
this process can be applied to any
business.
![Page 78: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/78.jpg)
generator → SaaS product
![Page 79: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/79.jpg)
shipping upgrade → new discount
![Page 80: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/80.jpg)
Gary → Support Team Member
![Page 81: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/81.jpg)
alright. on to the next step.
![Page 82: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/82.jpg)
Let’s take a look at where we are in the process:
1. Awareness2. Research3. Comparison4. Selection5. Purchase6. Experience7. Retention & Loyalty8. Word of Mouth
![Page 83: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/83.jpg)
Let’s take a look at where we are in the process:
1. Awareness2. Research3. Comparison4. Selection5. Purchase6. Experience7. Retention & Loyalty8. Word of Mouth
![Page 84: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/84.jpg)
During the delivery of the product/service itself
Experience
![Page 85: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/85.jpg)
we’ve already spoken about what kind of communication
leads up to this point.
![Page 86: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/86.jpg)
1.Thank them2.Overdeliver
3.Familiarize with the product
![Page 87: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/87.jpg)
When you deliver a product or service, you can leave no stone unturned in the customer’s mind.
They wonder about 1. When they will receive it2. How they will receive it3. If they need to do anything before receiving it4. How long it will take to receive it
![Page 88: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/88.jpg)
if you took all the steps in the buyers-remorse-proof followup sequence, these
questions will be answered already.
![Page 89: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/89.jpg)
Now it’s time to deliver.
![Page 90: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/90.jpg)
the customer’s mind goes through three stages during
delivery
![Page 91: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/91.jpg)
1.Commitment
![Page 92: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/92.jpg)
They’ve purchased your product or service and are excited to receive its
benefits
1.Commitment
![Page 93: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/93.jpg)
They’ve purchased your product or service and are excited to receive its
benefits
1."Honeymoon Phase”
![Page 94: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/94.jpg)
2.Judgment
![Page 95: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/95.jpg)
They’ve received it (or are receiving it) and are now comparing what they
expected and what is being delivered.
2.Judgment
![Page 96: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/96.jpg)
3.Use or Abuse
![Page 97: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/97.jpg)
Based on their satisfaction, they will either use the product or service or
send it back, call customer service (or you), express their anger, etc.
3.Use or Abuse
![Page 98: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/98.jpg)
this final stage is what you prepare for.
![Page 99: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/99.jpg)
the customer’s decision to either use or abuse depends
LESS on the product or service itself
![Page 100: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/100.jpg)
and MORE on how it aligns with the expectation that
they had of it.
![Page 101: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/101.jpg)
here’s an example.
![Page 102: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/102.jpg)
Jerry sells cars.
Jerry’s customer buys a Ford.
Jerry says “it will be here in a week”
It gets there in 5 days.
Customer is happy.
![Page 103: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/103.jpg)
Jerry sells cars.
Jerry’s customer buys a Ford.
Jerry says “it will be here in a week”
It gets there in 2 weeks.
Customer is MAD.
![Page 104: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/104.jpg)
Jerry sells cars.
Jerry’s customer buys a Ford.
Jerry says “it will be here in 2 weeks”
It gets there in 2 weeks.
Customer is happy.
![Page 105: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/105.jpg)
Jerry sells cars.
Jerry’s customer buys a Ford.
Jerry says “it will be here in 2 weeks”
It gets there in 2 weeks.
It’s a Subaru.
![Page 106: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/106.jpg)
Jerry sells cars.
Jerry’s customer buys a Ford.
Jerry says “it will be here in 2 weeks”
It gets there in 2 weeks.
It’s a Subaru.
Customer is REALLY MAD.
![Page 107: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/107.jpg)
expectations control the outcome.
![Page 108: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/108.jpg)
control expectations → control the outcome
expectations control the outcome.
![Page 109: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/109.jpg)
so during your delivery…
![Page 110: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/110.jpg)
● Commitmento Build a map for them to follow - no guessing on their end.o “Hey John, I wanted to let you know that your download is all
ready to go! Just click the link below and you’ll be all set!!”
Set and meet expectations at each stage of the cycle
![Page 111: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/111.jpg)
● Judgmento This is a stage that you need to be available for, but not in
their face. Include resources for them to reach out, and be able to jump in when necessary.
o “Any questions or issues? Click the button below to chat instantly”
Set and meet expectations at each stage of the cycle
![Page 112: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/112.jpg)
● Use or Abuseo Make it possible for them to immediately begin using your
product or service. The longer they have to wait, the worse.o “Installation complete! No need to restart - just click below to
open”
Set and meet expectations at each stage of the cycle
![Page 113: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/113.jpg)
by the end of the cycle, they will be satisfied and using your product or service.
![Page 114: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/114.jpg)
delivery complete!
![Page 115: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/115.jpg)
Retention & Loyalty
moving on…
![Page 116: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/116.jpg)
Once delivery is complete, you have an amazing opportunity.
Build.
![Page 117: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/117.jpg)
Once delivery is complete, you have an amazing opportunity.
Build.Referrals.
![Page 118: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/118.jpg)
It’s MUCH cheaper to get a new client through a referral
than through any other channel.
![Page 119: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/119.jpg)
Traditional● Lead generation● Nurture cycle● Conversion● Delivery & Followup
Referral● “Hey, do you know
someone else who would like this?”
![Page 120: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/120.jpg)
Traditional● Lead generation● Nurture cycle● Conversion● Delivery & Followup
Referral● “Hey, do you know
someone else who would like this?”
Win.
![Page 121: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/121.jpg)
Traditional● Lead generation● Nurture cycle● Conversion● Delivery & Followup
Don’t get me wrong - this is the foundation of your sales cycle. It works. But referrals take much less time than
this when they’re available.
Referral● “Hey, do you know
someone else who would like this?”
Win.
![Page 122: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/122.jpg)
Any type of business can have referrals
1. Onlineo Social sharingo Send an email to a friendo Affiliates
2. Brick and Mortaro Collect the name & number of a potential referralo Have the client write an email to a friend (or write it with
them)o SUPERMAN MOVE: Have the client call a friend while
they’re with you
![Page 123: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/123.jpg)
there’s another way to retain customers & build loyalty
![Page 124: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/124.jpg)
autoresponder thread
![Page 125: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/125.jpg)
successful autoresponders employ the following characteristics:
1.They’re informal letters to friends2.They leave the reader wanting more3.They deliver REAL value and insight
![Page 126: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/126.jpg)
successful autoresponders employ the following characteristics:
1.They’re informal letters to friends
“hey John, wanted to share this with you”
No fancy formatting. Should look like you wrote them an email on your phone.
![Page 127: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/127.jpg)
successful autoresponders employ the following characteristics:
2.They leave the reader wanting more
“PS - I found something cool today. I’ll share it in my next email.”
![Page 128: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/128.jpg)
successful autoresponders employ the following characteristics:
3.They deliver REAL value and insight
***Actionable & new insights***
![Page 129: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/129.jpg)
successful autoresponders employ the following characteristics:
3.They deliver REAL value and insight
How to winterize your pool
![Page 130: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/130.jpg)
successful autoresponders employ the following characteristics:
3.They deliver REAL value and insight
Get cheap traffic to your site
![Page 131: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/131.jpg)
successful autoresponders employ the following characteristics:
3.They deliver REAL value and insight
A tool to manage your time better
![Page 132: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/132.jpg)
We’re at the final step.
1. Awareness2. Research3. Comparison4. Selection5. Purchase6. Experience7. Retention & Loyalty8. Word of Mouth
![Page 133: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/133.jpg)
the “holy grail”
word of mouth
![Page 134: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/134.jpg)
your customers market FOR you!
word of mouth
![Page 135: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/135.jpg)
one thing needs to happen for someone to talk about
you.
![Page 136: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/136.jpg)
you need to give them
![Page 137: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/137.jpg)
something
![Page 138: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/138.jpg)
to
![Page 139: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/139.jpg)
TALK
![Page 140: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/140.jpg)
ABOUT!
![Page 141: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/141.jpg)
here’s the thing…
![Page 142: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/142.jpg)
you’ve already gotten a head start.
![Page 143: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/143.jpg)
Research
● 7 Things to Know Before You Buy
Selection & Purchase
● Overdeliver
Experience
● Commitment/”Honeymoon Phase”
● Use/Abuse
![Page 144: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/144.jpg)
Research
● 7 Things to Know Before You Buy
Selection & Purchase
● Overdeliver
Experience
● Commitment/”Honeymoon Phase”
● Use/Abuse
They can share this with friends. Competitors will not have created something like this, so it’s your domain entirely.
![Page 145: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/145.jpg)
Research
● 7 Things to Know Before You Buy
Selection & Purchase
● Overdeliver
Experience
● Commitment/”Honeymoon Phase”
● Use/Abuse
They can share this with friends. Competitors will not have created something like this, so it’s your domain entirely.
An above-and-beyond gesture that stands out in their mind.
![Page 146: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/146.jpg)
Research
● 7 Things to Know Before You Buy
Selection & Purchase
● Overdeliver
Experience
● Commitment/”Honeymoon Phase”
● Use/Abuse
They can share this with friends. Competitors will not have created something like this, so it’s your domain entirely.
An above-and-beyond gesture that stands out in their mind.
Tough to crack but powerful. Think of the “unboxing” phenomenon that Apple started.
![Page 147: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/147.jpg)
Research
● 7 Things to Know Before You Buy
Selection & Purchase
● Overdeliver
Experience
● Commitment/”Honeymoon Phase”
● Use/Abuse
They can share this with friends. Competitors will not have created something like this, so it’s your domain entirely.
An above-and-beyond gesture that stands out in their mind.
Tough to crack but powerful. Think of the “unboxing” phenomenon that Apple started.If you master preparation for an
Abuse situation, your customers will notice. Even though they’ll be upset about the original issue, high quality of service trumps the inconvenience.
![Page 148: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/148.jpg)
Make it your goal to be memorable.
![Page 149: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/149.jpg)
that’s all you need for people to talk
about you.
![Page 150: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/150.jpg)
We’re at the end!
1. Awareness2. Research3. Comparison4. Selection5. Purchase6. Experience7. Retention & Loyalty8. Word of Mouth
![Page 151: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/151.jpg)
We’re at the end!
1. Awareness2. Research3. Comparison4. Selection5. Purchase6. Experience7. Retention & Loyalty8. Word of Mouth
But you see that?
![Page 152: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/152.jpg)
We’re at the end!
1. Awareness2. Research3. Comparison4. Selection5. Purchase6. Experience7. Retention & Loyalty8. Word of Mouth
it’s an arrow.
![Page 153: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/153.jpg)
We’re at the end!
1. Awareness2. Research3. Comparison4. Selection5. Purchase6. Experience7. Retention & Loyalty8. Word of Mouth
this process repeats. when someone hears you through word of mouth, they become Aware of your company.
![Page 154: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/154.jpg)
We’re at the end!
1. Awareness2. Research3. Comparison4. Selection5. Purchase6. Experience7. Retention & Loyalty8. Word of Mouth
this is why it’s important to automate a lot of this process.
![Page 155: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/155.jpg)
We’re at the end!
1. Awareness2. Research3. Comparison4. Selection5. Purchase6. Experience7. Retention & Loyalty8. Word of Mouth
some of these steps are one-time setups.
Build your online presence, create an autoresponder sequence, optimize your website, etc. etc. etc…
![Page 156: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/156.jpg)
We’re at the end!
1. Awareness2. Research3. Comparison4. Selection5. Purchase6. Experience7. Retention & Loyalty8. Word of Mouth
others have to be handled on an ongoing basis and customized to the customer.
![Page 157: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/157.jpg)
We’re at the end!
1. Awareness2. Research3. Comparison4. Selection5. Purchase6. Experience7. Retention & Loyalty8. Word of Mouth
This is where you should spend your time.
Automate EVERYTHING else!
![Page 158: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/158.jpg)
here’s how you don’t lose the personal touch.
![Page 159: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/159.jpg)
Things that can be automated:● Educational email threads● Sales pipeline tracking● Buyers-remorse-proof
followup sequence● Appointment scheduling● Reactivation emails● Anniversary/Bday reminders● Retention triggers
Things that can’t be automated:● Personalized sales emails● Replies to replies● Customer service complaints● Process-specific
communications
![Page 160: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/160.jpg)
follow the autoresponder rules when writing automated emails.
![Page 161: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/161.jpg)
InfusionsoftOntraport
Mailchimp/AWeber (kind of...)
use name tokens whenever available.
![Page 162: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/162.jpg)
“you” “your”“I” “my”
“Mary” (instead of “your wife”)
use personal language patterns
![Page 163: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/163.jpg)
This reinforces the personal touch and ensures loyalty from those who
doubted the sincerity of the process
insert a manual outreach into the middle of an automated sequence
![Page 164: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/164.jpg)
I posed a question at the beginning…
![Page 165: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/165.jpg)
What makes a happy customer?
![Page 166: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/166.jpg)
GREAT customer service.
![Page 167: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/167.jpg)
GREAT customer service.freakin’
![Page 168: Customer Relationship Engineering](https://reader036.vdocuments.net/reader036/viewer/2022062405/55852009d8b42ada748b4c2f/html5/thumbnails/168.jpg)
Customer Relationship Engineering
how to grow fast & remain authentic