Step 4: evolve (stewardship)
Of five main reasons people stop doing business with organisations; death, relocation, problem with a member of staff, problem with the service and indifference, which one is the most significant?
- Death – 1%
- Relocation - 2%
- Problem with member of staff – 4%
- Problem with the service – 14%
- Indifference – 68%
- Others – 11%
Is it a surprise that your network will forgive poor product or service (-14%) before they will forgive being ignored (-68%)? Why is that? Well because it is not enough to deliver on the product or service, you also have to deliver on the relationship.
Stewardship is about “the big leap” from a ‘transactional’ to a ‘relationship’ mindset and how in stewardship you not only have to perform on the transaction but on the relationship as well. Note of caution here; intention is everything - try and fake it and the 'relationship' will know.