Putting your customers first increases customer loyalty and, consequently, customer retention. According to Marketing Metrics, the probability of selling something to an existing customer is 60 to 70 percent, while the probability of selling something to a new prospect is only 5 to 20 percent. In addition, marketing to new customers costs more.

You might not want new or existing customers, because you are completely done with them as well as your business. Alternatively, you might feel that a “real” entrepreneur does not take the easy route and does not focus on existing customers; you want to step up your game by focusing on new customers only. Whatever the reason is you want to make life and business harder for yourself, I am here to help.

In this blog, I will show you how to ruin your customer loyalty and customer retention. Those wanting to end their business will be helped tremendously by this. However, please do not come knocking on my door when you got what you wished for! Those wanting to make life and business a bit more difficult for themselves will find some tips in here. To those recognizing things who do NOT want to end their business at all, please find a way to turn things around ASAP!

‘10 Ways How NOT to Put Your Customers First’ In this blog, I show you how to ruin your customer loyalty and customer retention. Those wanting to end their business will be helped tremendously by this. To those recognizing things who do not want to end their business at all, please find a way to turn things around ASAP. Read the blog at http://budgetvertalingonline.nl/business/10-ways-how-not-to-put-your-customers-first/

1. Do NOT offer exceptional service

Consulting firm Walker predicts that by the year 2020, customer experience will be the number one brand differentiator – ahead of price and product. The trend is already quite evident: Bain & Company report that customers are four times more likely to go to a competitor if the problem service-related than price- or product-related.

Whatever you do, focus on the service you offer: make it the worst possible. Swear, say the customer is out of one’s mind, do not respond to phone calls or emails, and do not look into their eyes.

2. Spread the word in your company about NOT wanting customer satisfaction

Have you made ruining customer service your priority across your whole company, or do you believe that only the sales staff should worry about giving bad service?

As LSRetail says: “Customer service must become an integral part of every aspect of your business – not just the marketing department or sales staff. Putting customers first across the company means many different things: for example, making information easy to find and clear to understand in your website and stores, being honest all the way, and keeping the communication channels open all the time, at all levels.”

Make sure you hide delivery costs on your website, have over-complex return policies, and charge surprise fees. Again, make sure everybody knows not to answer phone calls or emails.

3. Do NOT be available on social media

Socialbakers reports that, in average, companies respond to only around 30% of the questions they receive on Twitter. At the same time, 7 out of 10 customers expect a response from brands they reach out to on Twitter. Of those users, 53% want that response within an hour.

That means that companies in average upset and fail to satisfy at least half of the people who reach out to them on social media. Be one of them! When you do not respond to inquiries or complaints on social media, all your customers see it – not just those who inquired. This is the great effect of social media.

By the way, social media is the worst way to stay in touch with your audience, as communication is immediate, and it allows you to offer a more personalized, one-on-one brand experience. Rapid, personalized communication on social media has become a service benchmark, so leave your customers waiting or feeling ignored.

A Rosetta Consulting study shows that people are seven times more likely to respond to promotional offers after a brand interacts with them in a meaningful way. That means that you A) should not offer any promotional offers and B) should not interact with your customers in a meaningful way.

4. Do NOT listen to feedback

When your customers send you suggestions, immediately discard them. What do they know about running a business? Do not use positive or negative feedback to improve your services and products.

If you do, you can improve your services and product lines, and you can transform your detractors into your biggest fans, so please stay away from embracing customer feedback.

5. Do NOT publish valuable content

Valuable content only increases real engagement on social media, which is what you do not want. You want to stay away from social media as far as possible. Even only sharing pictures, products and ads promoting your brand is too much. The worst you could do is sharing useful content, special incentives, exclusive information, or polls to influence your decisions.

6. Make sure that the person selling your product does NOT understand your customer

You should be the only one understanding your customers, so that you can send the people selling your products in another direction. They should stay away from your target customers.

7. Do NOT train new team members

Your team members will only get one chance to make a first impression with a customer. Make it a bad one. Let new team members meet customers when they are unprepared. Within the first 60 seconds of a meeting, a customer will figure out that the salesperson is not credible.

8. Do NOT set up a customer loyalty program

Loyalty programs are growing in popularity, and today’s technology makes them fairly simple to operate. Fundbox says that customers want an easy way to accumulate points as well as reward levels that are simple to understand. As no one wants to carry around cardboard cards anymore, Fundbox suggests you make sure your program is mobile-friendly and can be accessed on any smartphone. The program could even be a win-win situation by using it to gather feedback.

Nevertheless, you do not want customers to come back, you do not want to give customers a good feeling and you do not want to use feedback. It is therefore wise not to set up any loyalty program.

9. Do NOT offer referral rewards

Rewarding customers for giving referrals is a way to spread the word about your business, gain new customers and create loyalty. As this is something you do not want, please do not ask customers to share the news about your company on their social media platforms and do not offer discounts for every referral.

10. Do NOT be personal

Do not greet your customers by name. Do not ask what is going on in their lives. Do not offer birthday or anniversary promotions. Do not ask about their family. Keep your distance, so they do not feel welcome.

I hope that I have given you ample tips on how to ruin your business, if that is your aim, by not putting your customers first. However, I would be even happier if I made you reflect on how you run your business and maybe even made you acknowledge a few things you did that you wish you did not do or did differently. If so, today is the right time for change!