23: The one about the customer life cycle

Today we're banging on about the whole customer journey thing - you know, from that first "hey girl!" to keeping them coming back for more. We dive into all the bits and pieces that make up solid customer relationships (including our own stuff-ups along the way). There's a heap of chat about automation (because who has time to manually send every damn email?), and we share some real talk about keeping both customers and team members happy without losing your mind. Em gets passionate about her color-coded systems, Rah drops some truth bombs about client communication, and Chris confesses to a particularly cringe-worthy early business moment involving a customer database and a bottle of wine. Fair warning: this episode may cause an urgent need to review your customer touchpoints.

Number of fucks given in this episode: 7

Transcript

Christine: Welcome to the Fuck Around and Find Out podcast, where your hosts Rah, Emily and Chris. We're three women who have built and run our own businesses and are here to shoot the shit on everything about women in business and running your own business. Hello everyone. So we thought we'd have a little bit of chat about the, uh, the customer life cycle.

So this is part

Emily: two to our previous episode, um, which was about two weeks ago on the systems and processes. And it leads beautifully into the customer life cycle. Oh, certainly. Um, what is a customer life cycle you might ask? Is it

Rah: like a caterpillar's life cycle? I don't know what that

Emily: is, so maybe No, I think it's like It becomes a butterfly, yeah.

Sorry, it took me, I was like, what? Dude, you've got kids at school.

Christine: They're not there yet. [00:01:00] I don't know. Tell us. Tell us what their customer journey is. It's from the

Emily: moment someone approaches you for anything, in any shape or form, service, product, whatever it is, to the moment that they Or comes across you?

Yeah, yeah, yeah. Like when they first become aware of you? Yep. To the moment they, uh, walk away or finish transaction or even, um, times after that as well. Yep. Um, it's that entire experience end to end. With a potential client, potential customer, whatever you want to call it in your industry. It's also, um, pieces that I think some of us focus on beautifully in business and some of us don't focus on so well.

And there's elements of it that I think people tend to forget sometimes too. I know in our service based industries that we're in, there are elements of it. I think all of us in general could say we don't pay as much attention to as we should. And there's elements, well, exactly right. And it's just being, paying attention to.

What it is and how to do it properly. Yes, and then also leads back into what automations and systems have you got that can [00:02:00] help help? Absolutely, you know, you need to cycle, you know,

Christine: what are the touch points along that? Yeah timeline and what are we going to do for every one of those touch? That touch points.

Exactly right.

Emily: And I think it's, you know, we are focused, like you can say, we're focused at the moment, not really exactly focused, but we've got a lot of stuff coming in right now. So our onboarding process is becoming really, really, really important to us and making sure that we've really got that kind of fine tune.

So that's really where our work is. But then it goes on from there. Once they're onboarded, once they're good to go, once they're chugging along, what comes next? Yeah. It's not just leaving everyone out in the cold, it's making sure, again, what's the touch point? Where, how often do you connect with them to make sure everything's going all right?

Especially if in a business like Chris's and mine that we have team members doing the work, you know, we can't just be like on your way. Good luck. See you later. When the bill's due. Yeah. That's not how this works.

Christine: And also when you've got a client and you would like this thing, you do the client work for them, but [00:03:00] they're your client.

So there's two, you know, it's, it's a different thing. You don't got to have touch points because you need to massage that relationship that keeps them with you, which is, it's the same as with, The client work, but it's separate to doing the actual client work, isn't it? And this is

Emily: where loyalty and longevity come into play.

Like it's, you know, let's use a hairdresser as an example. Ra's got a badass one that she goes to constantly for a purple. Chris and I both have our own hairdressers as well. But we, like, I drive all the way an hour and a bit to get to my hairdresser every time I go, as does Chris. Ironically, both of ours are on one side of the city to wear on the same place, but I walk two blocks.

Well, that's convenient. Very, very convenient, but we go because of the experience that we get in those places in a hairdresser and they're, they're huge, their life cycle is, is really, really important to them. It's how you feel. It's the quality of the hair that you have walking out. It's, you know, pricing comes into it to an extent, but if it's a good experience, you pay anything.

Yep. [00:04:00] And thinking

Rah: back to the apps where we have had your hairdressers on. We have, we have. The um, I feel like we

Emily: need to round yours out.

Rah: I've talked to her about it. Um, where they were reaching out to the customers during lockdowns. Yes. You know, it's, it's those touch points. Yeah. Which was actually more of a mental health thing, probably on both parts by the sounds of both of them.

Like they, They benefited from having those conversations.

Emily: Hairdressers are so embedded into the community. Oh yeah, they're therapists. Yeah, community is really important for them. So they, I think that's a huge part of it too. But that also creates loyalty. You know, my friend Mel, who's my beautiful hairdresser, has had people coming to her for years and years and years.

And she's got generational fans. She has got generational. She's got bloody my half my family going to see her still. And, you know, They just know that she's fucking good at it, and she's also one of my good mates, and that she'll look after them. You know, my grandmother loves to go see her. And Mel will literally walk her in and sit her down and just really look after her and give her a beautiful experience.

And that's what I do. [00:05:00] You know, the same token, different, different industry, different area. We need to make sure that we've got really strong relationships and you have that touch, that constant checking, constant touch point. And it's my biggest bugbear in businesses that do have staff or subcontracting.

We've all been there as a subcontractor who have just had a client. Basically, I'm going to use the word dumped, but given to us, dumped with us, and then the actual person whose client it is has disappeared. And then you form the relationship and it's like, well, hang on, this isn't how this is supposed to go.

And if things don't end up working out, why do you think that's the case? Because you haven't checked in or chased up or followed up or actually done anything but invoice. Communication. Communication is so key. But it's part of that, that cycle, right? Like it's that constant checking in. And it's also, you know, for us in the service industry as well, we need reviews.

We need word of mouth. We need referrals. So it becomes really important. That's stronger than anything we can do, marketing wise. So being able to have, you know, That relationship really solid [00:06:00] to actually then leverage off the ability to get reviews, Google reviews, big thing.

Christine: Yeah, yeah, because that's, you know, that's all the part of social proofing, um, a business or a service.

Um, when you are looking to engage them is that, yes, what are their reviews? We do it in TripAdvisor if we're looking for a restaurant or a hotel It's no different to going and finding a Google, a Google review or even, you know, the, on the socials as well, um, for a business. A hundred years ago, there was this thing that floated around and it was relating to like a, a somebody like having had a bad experience in a restaurant.

And it was talking about a letter. to the proprietor and, um, and saying, it's very old fashioned. Um, but you know, it was essentially the concept of, you know, you sending me all these specials and you're giving me a 10 percent discount and contacting me and all of this, but you know, I was here in the first place.

You didn't give me good service when I was here. And now you're trying to do so much to get me back. So the thing is, it costs a lot to build. [00:07:00] Onboard a client, even before they've signed on the dotted line, the amount of time and thought processes and everything. So you need to make sure once you've got them,

Emily: don't just abandon them.

No! But it's the same concept of actually employment, right? Literally where I was going with this. It's looking after your employees. Um, we're going to get a beautiful, wonderful HR guru on very shortly to this lovely, lovely podcast and she can confirm or deny what I'm about to say. But, um, age recruitment is like at least, I think it's about a third of an annual salary.

That's how much it costs to recruit. Yep. Fucking look after your people. And then it's, I'm not

Rah: hemorrhaging money. And to get them to be working at full capacity, it's, it ends up being six months.

Emily: Yep. And it's like, and that was 10 years the

Rah: last time I was involved. I know, but it's like,

Emily: why is this so hard?

To not have, like to foster a proper work environment and work culture, to keep staff, if it costs you this much money, and then you're starting to hire willy nilly, which a lot of companies do, they don't properly vet people, or you know, oh there's a red flag or two [00:08:00] but we'll just ignore it because we wanted to get this over with quickly, and then you've got someone terrible who's not a right fit, who's not going to do the job, you know, it's very similar to that whole concept of it's the employee life cycle as well.

Rah: How important those people are in the customer life cycle because they can

Emily: detriment your brand. Yeah. And that's exactly right. You know, one of the things, fuck everything, absolutely don't even know it exactly. And that's one of the things I think Chris and I have done very well with the team that we've got is it wasn't about having work for the team.

It was more about finding the right people, people who we can just naturally feel comfortable with that are on the same wavelength with us that we can trust who will not fuck with our business. Bye. Bye. When it went, especially client view, you know, so when it comes to clients, they will do everything and protect it as if it's their own baby as well.

And that's so important. And also a bit of a precarious piece for what we do. It's a bit of a risk. It's like one of the risk factors of what we do, but it's, It's not that hard to look after your staff and it's also not that hard to look after your [00:09:00] clients. You know, we've got clients who are so grateful for just the, Oh, can I just, can you just help me with this?

It's like, yeah, of course. Of course you can. I have that all the time. Oh, sorry. No, we can't do it. It's not in your record. It's not in your contract. Yes. Um, you know, we reach out all the time to be like, how's it going? What's happening? You know, Chris and I will give up our time to make sure we met with these guys to make sure everyone's happy.

Yes. You know, it does so much wonders to it as well. But we'll also be straight up honest as well about what we can and can't do. I'm not going to sugarcoat it. We'll tell you straight. And we'll also admit when it's not in our wheelhouse. Yeah, we're not going to be like, Oh, of course I can do that. You want me to build an HTML site from scratch and post it through Dreamweaver?

Yeah, I'll just Google that later. Oh, no, I'll Google that. Yeah, exactly. I'll do it. Yeah, that's fine. Yeah. You know, it's just that, that honest, transparent authenticity that also is your brand integrity, but it's also really not hard to foster and look after your clients. It's interesting because

Rah: I had that conversation last month with a longstanding client where she [00:10:00] was like, I want X.

And I'm like, go to this person because even though I can do it, I'm not going to do it as well as I would want you to deserve better. Exactly. A month later, we've revised the conversation and it's back on me. Happily, like my tune has changed as well. And I'm like, well, no, actually there's ways that we can make this work.

Yeah. And you know. And if you're the right

Emily: person, then people will, like they, the patients that people will show you. Oh yeah. Is so much more. I have such patient clients. Yeah. It's the same though with employment. Because if you've got a good boss who understands that you are a benefit to them and will make sure that you're being treated correctly and have a nice work environment, of course you're going to do everything for them.

But if they're a massive piece of shit and just horrible to you, then it's like, nah mate, you're getting the fucking dotted line on what my contract says you

Rah: need

Emily: me to

Rah: do. No different to a shitty customer talking to someone in retail and they treat them like shit and do you think you're going to get special service?

Absolutely not. Any. Why not? Why

Emily: not? But yeah, you know, back in the day when [00:11:00] I used to work in hotels a million years ago when I was still a young spring chicken, um, The amount of times that there'd be customers come in and fucking scream at the front office staff and the managers would be like, Oh, well, let me just see if I can give you an upgrade.

Christine: Yeah. Yeah. That's right. Please abuse my stuff. But here I'll reward you for doing that. Cause

Emily: it works with dogs. Exactly. And I used to get the shits and I would literally, if I had a really nice client, I would deliberately, I would have a customer come in who was just so lovely. I'd be like, You are someone I'm going to try and upgrade because you are worth it.

You've been lovely. Um, but it would piss me off to no end that they do that, but it's, it's the whole cycle. And it also goes to the city off boarding side, which is something we're also working on trying to really kind of get that when it does come time to part. ways, whether it's whatever shape, form that is, what is your process in place?

Make sure you're capturing any reviews if you feel like you want to, whether or not that's a thing. Depends on the terms in which you're cutting, but you know, you need to have that whole process. You don't want to burn bridges and you don't want people left feeling with a bit of taste in your mouth [00:12:00] because your reputation is key.

I work harder with the people

Rah: I'm off boarding.

Emily: Yeah. You want to leave it in a really good stead. Yeah.

Christine: And because like anything, you don't know who these people will talk to. Um, and the word of mouth goes either way. It's powerful, positively and negatively. So it goes either way. Yeah. And, and really that thing about if someone has a great experience, they'll tell three people.

And if someone has a bad experience, they'll tell 20 or something. Yeah. Yeah. So yeah, you're so totally want to do everything good. Yep.

Emily: So thanks for listening, everybody. Thank you so much. Love, love it when you listen to our rambles and jambles.

Rah: Yes. Do you have any questions about the customer life cycle and all the bits and bobs that fit into it?

Yeah. Let us know. We can turn it into a webinar. So be sure

Emily: to like, and subscribe. Please do, please do follow our community if you haven't done it already. Do you want it for the gram?

Rah: Totally for the gram. One stop shop. I feel like I'm now just churning out all the cash raises. Do you know how often

Emily: people are saying one stop shop to me now?

And I don't know if it's because they've been [00:13:00] listening to me say this in the podcast or not. It's coming up a lot. Yes. We'll talk to you guys soon. Peace out, homies.