On this episode of the Sales Gravy Podcast, Jeb Blount, the author of People Love You: The Real Secret to Delivering a Legendary Customer Experience, sits down with Talroo’s Vice President of Success and Enablement Barry Klein to discuss why a focus on customer retention is crucial for revenue growth.

Jeb and Barry explore and focus on the strategic importance of customer success, the value of human interaction, and the role of company culture in shaping customer experiences and relationships.

  • Customer Success as a Priority: Emphasizing the importance of customer success in maintaining and expanding business relationships.
  • Retention Over Acquisition: Highlighting the significance of retaining existing customers as a more sustainable and profitable strategy compared to acquiring new ones, especially in challenging economic times.
  • Human Interaction: Despite advancements in technology, the conversation underscores the irreplaceable value of human touch in customer relationships.
  • Proactive Engagement: The need for businesses to proactively engage with customers to understand and adapt to their evolving needs.
  • Impact of Company Culture: A company’s culture, particularly one that values ethical behavior and respect, can significantly influence customer success strategies and outcomes.
  • Adaptability and Responsiveness: The importance of being adaptable and responsive to customer needs as a way to ensure customer satisfaction and loyalty.
  • Long-term Relationships: The focus on building long-term relationships with customers rather than short-term transactions.

Customer Retention is at The Heart of Business Growth

When it comes to growing a business, the real magic happens long after the sale is made. Think about your own experiences: every time you buy something, that’s just the beginning of your journey with that brand. And if they treat you right, you’re not just going to come back—you’re going to become a loyal fan, maybe even spend more over time.

That’s the secret ingredient to business growth. It’s not about constantly chasing new customers; it’s about keeping the ones you already have coming back for more.

The Power of Customer Retention

Finding new customers is hard work and expensive. It’s like throwing a party and hoping people you’ve never met will show up.

Now, think about the friends who already love your parties. You don’t need to convince them to come; they’re already on board. They might even bring along a few friends of their own.

That’s the beauty of focusing on your existing customers. You’ve already won them over once; now it’s about making sure they feel valued and continue to enjoy what you offer.

A satisfied customer is your best advocate. They become ambassadors for your brand, sharing their positive experiences with others. This word-of-mouth is invaluable. It’s authentic, powerful, and best of all, it’s free. Every happy customer is a potential win, not just for another sale, but for bringing in new customers who’ve already heard good things about you.

Building a Community

At its core, keeping customers happy is about more than just good business sense; it’s about building a community around your brand. It’s about creating a space where people feel valued, heard, and connected. This community isn’t just loyal; they’re engaged. They’re not just buying a product or a service; they’re buying into an experience, a relationship.

One of the keys to keeping customers close is listening to them. It’s about being open to feedback, even when it’s tough to hear. Every piece of feedback is a gift, an opportunity to improve and to show your customers that you’re invested in their satisfaction. It’s about continually adapting and evolving to meet their needs.

The Long-Term View

The relationship with a customer doesn’t end at the sale; that’s where it begins. It’s about the follow-up, the check-in, the unexpected delight that shows them they’re more than just a transaction. It’s about creating moments that surprise and delight, that make your customers feel special and appreciated.

In the rush to grow, it’s easy to get caught up in the numbers game, focusing on metrics like new customer acquisition. But true growth is a marathon, not a sprint. It’s about looking at the long-term health of your business. Retaining customers means lower marketing costs, higher sales, and, ultimately, a more sustainable business model.

Learn the keys to delivering a legendary customer experience in Jeb Blount’s on-demand Customer Experience Workshop on Sales Gravy University

About the author

Jeb Blount

Jeb Blount is one of the most sought-after and transformative speakers in the world…

Online Courses

Learn anywhere, any time, on any device.


Learn Online

Self-paced courses from the
world's top sales experts

Virtual Training

Live, interactive instruction in small
groups with master trainers


One-to-one personalized coaching
focused on your unique situation