Episode 061 - Interview With Ali Cudby

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Pretty much anywhere we look these days, we can find lots of different information on how to attract customers or on how to build an effective sales process. Nevertheless, there is one key element that is often unseen, and it should be taken in count, it really should.

That is precisely what we are going to talk about today. What are we doing with our customers once we have them?

I’m really excited because we have a person that has dedicated a big part of her life to this specific area, customer retention. We’ve got Ali Cudby with us. Besides being well known for her work with many companies on developing a better and more profitable relationship with their customers, she is the writer of Amazon’s number one bestselling book on bra fitting called “Busted!” which then became “Fit My Bras: How to Find Your Perfect Bra and Why It Matters”

However, Ali started her career somewhere else. She worked in Hollywood making blockbusters but after living in hotel rooms for fourteen straight months she reconsidered her career and decided to go to the Wharton School for an MBI. After business school, she landed at the New York Times’s Companies Corporate Strategy Team and that was her first taste of customer retention, it came from a project that sent her all around the United States studying best practice at companies from FedEx to L.L. Bean, and that was, at least partially, what got her hooked on really boosting customer experience as a way to improve retention and revenue.

Some time later, while working on her client’s lingerie business, Ali realised that there was a massive hole in the market and that expertise around customer attention was sorely needed. That's where Your Iconic Brand was born, to help companies develop the emotional connections and systematic processes needed to inspire customers to spend more, stay longer, and refer like crazy.

Besides helping businesses improve customer retention, Ali teaches entrepreneurship at Purdue University and her work with companies has become the basis for a brand new book, which we are going to definitely talk about today, called “Keep Your Customers: How to Stop Customer Turnover, Improve Retention and Get Lucrative Long-Term Loyalty”, published just this month.

As you can see, that is quite a background and by no means, I’ve mentioned all of it.

So, today we are going to be talking about some of the main issues around customer retention, especially because we find ourselves in a sales-driven culture where the main focus is getting and closing the sale, but if we don’t keep our eyes open, this particular interest can lead to much less attention invested into the customer’s experience and into the possibility of further, more profitable customer relationships.

That´s why Ali is going to share her view on the topic with us and, she is going to talk about the foundations that owners can put in place to give themselves the highest possibility of lowering customer turnover. She is also going to illustrate us on how to tell if we are doing a good job on customer retention or not, what can we do to improve, among other questions related directly to this matter.

If you want to find out if you are working on your customer retention correctly, if you hadn´t thought of it, or if you just want to find ways to improve, I really encourage you to listen to this week’s episode, because there are so many things around the issue that must be discussed thoroughly.

To DOUBLE your lead-to-sale CONVERSION with the leads you already have, go to http://JohnBlakeAudio.com for his exclusive, free, no-fluff, audio training and companion PDF guide.

Inside you’ll get word-for-word email followup templates, phone scripts, and more that you can put to use today.