What causes chargebacks? Simply put, customers aren’t happy. They don’t feel good about their service and they aren’t getting the kind of performance they expect. This is caused by a combination of any or all of:
(a) shock! the first bill arrives and they cannot understand the charges
(b) poor coverage in their area
(c) an awareness that they can’t afford service

According to industry averages, out of 100 new customers, 2.5 cancel their service within their first six months. But you can improve this with your customers by contacting them on a regular basis. We call these types of programs Anti-Churn and CRP, Cus¬tomer Retention Programs. They remind your customer who sold them their wireless products and where they may go for additional service. You can also use this opportunity to reconnect with your customers, especially when their contracts are about to expire. At this point, you can offer them a new agreement and possibly up¬grade their handset.
 
What is the payoff if your salespeople practice these activities? In the eyes of your carriers the sun will rise and set in your stores. They will recognize your contributions and you may earn the opportunity to service vertical channels in the future. Using a disciplined process of reaching out to your customers, you’ll build your reputation and secure additional referral business.

Yet many wireless carriers and wireless retailers communicate with their customers for only three reasons :
1. 1. They want to sell something
2. 2. They want to collect money
3. 3. They have to settle a claim

Repeated and relentless contact like this reinforces an impression of indifference. Customers get the point : ‘Companies appreciate us when we’re about to buy something, or make a payment, or com¬plain. Except for these times, we’re ignored and forgotten.’

How might you change this perception? Consider The 1•5•30 follow-up alternative :

1st day after sale Handwrite a postcard or thank you note to your customers. Thank them for the sale and for placing confidence in you. Reassure them that they made the right decision. 5th day after make a personal telephone call to your customers thanking them again and verifying that service is performing up to their expectations. Now that they have had the opportunity to use your service, do they have any questions that you can help them with? In a nice way, remind your customer about how much you would appreciate referrals. 30th day after Your relationship is beginning to mature. Confirm calling activity and review their first bill. Discover any problems, and ask how the phone and service is helping them. In a nice way, remind your customer about how much you would appreciate referrals.
continuing contact Use your time management system to prompt you to give a courtesy call to each of your customers at least once every three months. In a nice way, remind your customers about how much you would appreciate referrals.

For more insight into "New Profits in Wireless Retailing"  visit www.hownet.com
 ©2005 by The Edmond-Howard Network