Customer 101

Acquisition, experience, onboarding, service, retention, feedback, lifetime value and the relationship systems that keep customers coming back.

Win customers, deliver value and build lasting relationships.

• Customer acquisition – How a small business finds and wins new customers on purpose: defining who you want, choosing channels you can actually work, and knowing what each new customer costs you.
• Customer experience – Customer experience is the sum of every interaction a customer has with your business. Learn to map the journey, find the moments that matter and fix the friction that quietly costs you repeat business.
• Customer onboarding – The first weeks after a customer says yes decide whether they stay. A simple onboarding process sets expectations, delivers an early win and prevents the quiet cancellations that follow a messy start.
• Customer service – How to help customers well when they have a question or a problem: channels, response standards, complaint handling and your obligations under the Australian Consumer Law, sized for a small team.
• Customer retention – Keeping the customers you already have is the cheapest growth available. Learn to measure churn, spot the customers about to leave and build the habits that keep them coming back.
• Customer feedback – How to ask customers what they think in a way they will answer, make sense of what comes back, act on it and close the loop, without drowning in surveys or chasing a score.
• Customer lifetime value – Customer lifetime value tells you what a customer is really worth over the whole relationship. Learn to calculate it simply, compare it with acquisition cost and use it to decide where to spend.
• Customer relationship management – Customer relationship management is a discipline before it is software: one shared record of every customer, what they bought, what they asked and what happens next. Learn how to set it up without overbuying.