The Golden Rules of Customer Retention

December 1, 2010 By admin Leave a Comment

Golden rules are the rules you should follow.

You probably know this one: “Do unto others as you would have them do unto you.” However, when it comes to customer retention, the golden rules are different.

Everyone loves a good story, especially one that makes a point as this one does.

A Tale of Unmet Expectations

You are in a restaurant. You are served the wrong entree or the food you have ordered is cold or uncooked, or your server drops your plate on the way to your table. Clearly, your expectations have not been met.

Besides bringing you a new meal, what should the restaurant do?

(a) nothing else
(b) server and manager each apologize profusely
(c) offer you an appetizer or a salad or something that can be brought out immediately while you wait and others at your table eat their entrees
(d) not charge you for your entree
(e) give you a gift card that can be redeemed on a future visit

When a customer’s expectations are not met, an opportunity is presented to turn a previously satisfied customer into a fan or a critic.

The Golden Rules

Here they are:

If your business was a restaurant following the golden rules of customer retention, you would offer at minimum offer items (b), (c), and (d).

Next Steps for Your Business

If you would prefer to gain fans instead of critics when you don’t meet expectations, remember these golden rules and empower your employees to use them.

Jay Leisner, the President of Sylvina Consulting, is a top compensation plan and direct selling expert, a trusted adviser to new and established network marketing and party plan companies. For more than 30 years, Jay has enjoyed assessing and improving network marketing, party plan and referral marketing companies across the globe.

Jay Leisner and Victoria Dohr authored the top-rated book for new and young network marketing, referral marketing, and party plan companies, "Start Here: The Guide to Building and Growing Your Direct Selling Company".

Available in English and Spanish. This startup guide contains 250 pages of wisdom that will guide you through the right steps to start and continue on your journey to build a successful direct selling company.

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In 1986, Jay began his career in direct selling by working for a major direct selling software provider. First as a software developer and later as a project leader and a business analyst, Jay worked closely with new and established network marketing and party direct selling companies to provide them with software solutions to meet their unique requirements.

Jay contributed in many ways to the success of large implementation projects for many companies. Jay also worked with dozens of smaller companies to assist each of them in various capacities to provide them with the systems they needed to help their businesses to grow faster.

Along the way while working with them, he learned the secrets of successful direct selling companies and the challenges faced by them. In true entrepreneurial spirit, Jay’s decision in 1999 to start Sylvina Consulting as a direct selling consulting company was driven by what he saw was a need for answers, advice, and solutions.

In 2004, 2006, 2009, 2014, and 2018, Jay gave presentations on compensation plans, recognition, and field leadership development at conferences held by the US Direct Selling Association.

He traveled to South Africa in 2015, 2016, and 2017 to conduct workshops on compensation plan design and recognition programs for member companies of the South African Direct Selling Association.

In 2017, Jay spoke at the Canadian Direct Sellers Association Meeting on the importance of recognition.

More than just a compensation plan expert, Jay is exceptionally skilled at advising new and established companies on business strategies. Before offering advice or solutions, he asks important questions to understand each client’s specific concerns and goals.

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