No. It suits owners, salespeople, reception, marketing and every front-line team member, because everyone shapes how customers feel.
Customers who do the selling for you
Turn your customers into your sales force
A half-day, hands-on workshop for owners and every customer-facing team member. Find your best customers, give them more than they expect, and build the habits that bring them back and get them telling everyone about you.
Come on your own, bring your front-line team, or ask for a ServiceRICH just for your business.
Sound familiar?
They bought once. Why didn’t they come back?
You work hard and spend money to win a customer. Then they quietly disappear. Usually not because of price or a competitor, but because nobody seemed to notice them. And finding a new customer costs far more than looking after one you already have.
Customers rarely leave over one big thing. They drift away when they feel nobody cares.
- Nobody called me back.
- They didn’t even remember me.
- It was fine, I suppose.
- I’ll try somewhere else next time.
Where loyalty leaks
- Customers who buy once
- Complaints handled differently by everyone
- No idea who your best customers are
- Reviews you never asked for
- Referrals by luck, not by system
- Service that depends on who’s on shift
The ActionCOACH Ladder of Loyalty
From stranger to raving fan
Every customer is standing on a rung. Your job is to move each one up a rung at a time, until they do your selling for you. Pick a rung to see what moves people up.
Fewest people. Most loyal, most profitable.
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Move them upGive them a reason to raise their hand: an offer worth contacting you for.
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Move them upMake the first purchase easy, quick and low-risk.
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Move them upFollow up, and give them a reason to come back soon.
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Move them upMake them feel they belong: recognise them and welcome them in.
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Move them upMake sure they get real results, then ask them to tell others.
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Move them upThank and reward every referral, so they keep sending more.
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At the topKeep them close. They are your best sales force.
Most people. Least loyal.
Rung 4 of 7 3 rungs to the top
4Customer
Someone is here ifThey buy a second time.
Move them up to MemberMake them feel they belong: recognise them and welcome them in.
Ask your teamHow does a regular customer know we noticed them?
The whole ladder in half a day. And how your team moves every customer up it.
Get the next datePeople are willing to pay extra for great service. Which is why the top of the ladder is the most profitable place in your business.
Satisfied or delighted?
Customers want satisfaction. They talk about more.
Think of your last customer. Slide to how their experience compared with what they expected, and see what they’re likely to do next.
- Below what they expected Walk, squawk and balk They leave, complain to everyone who’ll listen, and never come back.
- What they expected Satisfied, and forgettable They stay until someone offers a better deal. Nobody talks about “fine”.
- More than they expected Stay, say and pay They come back, tell their friends, and happily pay for the experience.
Winning customer service has three parts
- ConsistencyThe same great experience, whoever serves them and whenever they come.
- Easy to buyNo hoops, no waiting, no confusion between “I want it” and “it’s mine”.
- The WOW factorSomething they didn’t expect, and will tell someone about.
Moments of truth
The moments when it really counts
Every business has moments where a customer decides whether you care. Good service is proactive: don’t wait for a problem to start taking care of them. In the workshop you list your own.
- First contact Did anyone answer, and sound glad they called?
- The welcome Were they noticed in the first ten seconds?
- The quote Was it clear, quick and easy to say yes to?
- The wait Did they know what was happening, and when?
- Delivery Was it on time, right first time, and a little better?
- A problem Did someone own it, and fix it fast?
- After the sale Did anyone check they were happy?
- The next visit Did you remember them?
Information is power
Not every customer is a good customer
The 80:20 rule: a small group of customers often brings in most of your profit, and a few take most of your time. Sort them, then spend your service where it pays.
- A · Awesome Love what you do, pay well and send friends. Find more like them.
- B · Basic Good, steady customers. Look after them and some will become A’s.
- C · Can’t deal with Take more time and energy than they’re worth. Change the terms, or let them go.
- D · Dead Haven’t bought in a long time. Win them back, or stop spending on them.
Who are your top 20%? Most owners guess. In the workshop you find out.
What you walk away with
Half a day. Customers for life.
Simple, practical ideas your team can use with the very next customer. Expect a few BFOs, Blinding Flashes of the Obvious.
- Why satisfaction isn’t enoughAnd what turns satisfied into delighted.
- Your very best customersAnd the ones who are more trouble than they’re worth.
- Customers who keep coming backSpending more each time they do.
- Customers who rave about youSimple ways to give them something to talk about.
- Referrals, by systemThe most effective way to ask, and to thank.
- The Ladder of LoyaltyMoving every customer up one rung at a time.
- Complaints into loyaltyOwn it, fix it, and win them back.
- Your moments of truthThe times when it really counts to impress.
And most importantly: how your team will make all of this happen, every day.
Your half day
Three to four hours. Every customer after it, delighted.
Lively and practical, with exercises on your own customers. The only failure is the failure to take part.
- 1The four customersOwners, team, suppliers and customers: everyone your business must serve.
- 2Needs, wants and relationshipsDiscover what customers want, and the emotional bank account.
- 3Your best customersA, B, C and D customers, and who your top 20% really are.
- 4Beyond satisfactionDelight, proactive service and thinking outside the box.
- 5Moments of truthYour moments that matter, and consistency, ease and WOW.
- 6The Ladder of LoyaltyFrom suspect to raving fan, and your action plan.
A typical running order. Your coach shapes it around the people in the room.
Who should come
Everyone your customers meet
Owners, sales, service, reception, marketing and every front-line team member: anyone who shapes how a customer feels.
- Business ownersWho want customers to come back without paying to find new ones.
- Sales managers and salespeopleWho’d rather sell to warm referrals than cold leads.
- Customer service and receptionThe people customers remember, for better or worse.
- Marketing and front-line teamsEveryone whose work shapes how customers feel.
Two ways to come
Open seminar
Book seats
Come with your front-line team and learn alongside other businesses, with fresh ideas for delighting customers.
Get the next dateFor your team
ServiceRICH at your business
A private workshop for your whole team, built around your customers and your moments of truth. Half a day or a full day.
Plan one for your teamYour seat
Everything in one seat
Think of one good customer you lost last year, and what they would have spent with you over the next few years. Keep just one more like them, and your seat has paid for itself.
Get the next date- The half-day ServiceRICH workshop with an ActionCOACH TNPY coach
- Your workbook, with exercises and service checklists
- A simple way to sort your customers into A, B, C and D
- Your moments of truth, mapped
- Your Ladder of Loyalty plan
- A referral system to start next week
- Your ServiceRICH action plan
- The option of a Free Business Analysis with a coach afterwards
Seat fee: On request, shared with the next date · Bringing your team? Ask about a ServiceRICH just for your business.
After ServiceRICH
Your first step, not your last
ServiceRICH keeps your customers coming back. When you want help growing the whole business around them, there’s a clear next step, and no pressure to take it.
- 1 Start here ServiceRICH Turn your customers into your sales force.
- 2 Free Business Analysis A conversation with a coach about your customers and your goals. Find out more: Free Business Analysis
- 3 12-Week Sales MasterCLASS Twelve weeks on selling, service, loyalty and referrals, measured every week. Find out more: 12-Week Sales MasterCLASS
- 4 Coaching A coach for the whole business: sales, team, systems and profit. Find out more: Coaching
More RICH seminars: SalesRICH PhoneRICH FinanceRICH TimeRICH TeamRICH
FAQ
ServiceRICH, answered
Is ServiceRICH only for customer service staff?
Our service is already good. Will we still get value?
Probably the most. Good service keeps customers satisfied; ServiceRICH is about delighting them, so they come back more often and send their friends.
Does it work for businesses that sell to other businesses?
Yes. The Ladder of Loyalty, moments of truth and referrals work the same way, whether your customers are shoppers or companies.
Will it help with complaints and reviews?
Yes. You practise turning an unhappy customer into a loyal one, and build a simple habit of asking happy customers for reviews and referrals.
How long is it?
Half a day, about three to four hours. A ServiceRICH for your own team can run to a full day.
Is it in person or online?
Each seminar states its format and venue. A ServiceRICH for your team can be at your business or online.
What should we bring?
A rough list of your customers, your last few complaints and compliments, and how people usually find you.
How much is a seat?
The seat fee is shown with each seminar date. For a ServiceRICH for your team, ask us and we’ll quote for your group.
What happens after the seminar?
You leave with your action plan and your Ladder of Loyalty. To go further, book a Free Business Analysis, or take your team through the 12-Week Sales MasterCLASS.
ServiceRICH
Satisfied customers stay. Delighted customers sell.
Next seminar
Save your place at ServiceRICH
Tell us who’s coming, or that you’d like a ServiceRICH for your team. We’ll send the next date, the venue and the seat fee, or a quote for your team, with no obligation.
- Tell us about your customersWho they are, and where they slip away.
- Get the detailsDate, venue, coach and seat fee, or a plan for your team.
- Bring your teamAnd your last few complaints and compliments.