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Episode Info: Shep Hyken interviews Brian Sprinkle. They discuss his company, Big Ass Fans, and their approach to providing high quality customer service to support their industry-leading products. In Shep’s Opening Monologue…He compares the profitability of customer acquisition versus customer retention.The Interview with Brian Sprinkle:It costs 5 to 7 times more (on average) to acquire a new customer than to retain an existing customer. You can grow your business, in part, by creating repeat customers.If you focus on making the customer want to come back next time every time, that will turn into a lifetime of business.The company makes great use of surveys to assess its customer service. Short surveys are sent out after the initial sale, 90 days after the sale, and after a support ticket is closed.There is a Customer Advocate position at Big Ass Fans whose sole job is to be the voice of the customer within the company. They go through and read every survey and communicate with other departments and employees to make changes and reinforce behavior.Companies need to train and support their customer service agents for those agents to provide exceptional service to their customers.About:Brian Sprinkle is the Global Customer Service Manager at Big Ass Fans, the world’s leading manufacturer of high-volume, low-speed fans.Shep Hyken is a customer service and experience expert, New York Times bestselling author, award-winning keynote speaker, and your host of Amazing Business Radio.Quote:“If you can keep your employees happy, they’re extremely likely to make customers happy.” – Brian Sprinkle
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