Dear Friends,
I am heading up to Burlington this afternoon for our customer appreciation event this evening. A former Small Dog employee, Jen Mayer, once gave me a book called “Customer satisfaction is Worthless, Customer loyalty is Priceless” by Jeffrey Gitomer. While the book itself was so-so, the message was spot on. We have always prided ourselves on striving to make “customers for life” because it was clear to me that the profit we may make from a single sale to a single customer pales in comparison to the life-cycle value of a loyal customer who not only comes back, but tells his or her friends and family about the experience.
We measure NPS (Net Promoter Score), a widely accepted measurement of customer satisfaction, but in line with the title of the book, satisfaction alone is not enough especially in these days of easy access to anything on the web. A satisfied customer may still shop elsewhere for a slightly better price; a loyal customer loves you and comes back for you.
At Small Dog Electronics, we want to give you as many reasons as possible to become a loyal customer. Our motto, “Always by your Side,” is more than a catch-phase — it dominates our training for employees and our approach to business. We report on our NPS to employees every week and whenever we see even the slightest dip in those numbers, I can hear employees discussing how to get the numbers back up. We are sustained by you, our loyal customers, and we cannot thank you enough for your support and loyalty!
This week’s Kibbles & Bytes exclusive is music-oriented and a low-cost, high versatility music system. This bundle takes the Silver 2GB Apple iPod shuffle, combines it with Urbanears Pumpkin Platten over-the-ear headphones and a set of White Chill Pill portable speakers.
Normally $140, this special is only $119.99 — this week only!