Customers who buy again and again. Customers who refer others to your business. Customers who adore you. Customers who support you wholeheartedly. Customers for life. Customers who make you proud and your competitors jealous. Customers who make your profits skyrocket. Customers who make running your business feel easy. Customers whose lives are different because of the difference you’ve made in their lives. Customers who get goosebumps when they think of you.
Years ago, while working for a company that sells luxury products, I had a long conversation with one of our loyal customers. It was a rainy, serene evening. She was honest, unguarded and enthusiastic. She leaned forward as if she wanted to tell me a secret and said these words:
“It’s unbelievable how much work and preparation goes into each of your products. To me, each product is a unique work of art.”
I looked at her. She stood there proudly, dressed head to toe in our products. I’ll never forget her words. It was true that a lot of preparation went into making each of our products, but the reality was that our products were produced in as large numbers as those made by any other company in that industry. They certainly weren’t unique works of art.
But my client’s perception was different. She looked at the product she bought not as something you use or consume, but as something unique, that you hold and cherish, something that gives you as much fulfillment as a work of art would.
I realized in that moment that she wasn’t buying a product, a logo, and not even a status either. Instead, she was buying a feeling that deeply resonated with her, a feeling that added more meaning to her life.
Our products and our marketing helped her feel differently, a more grounded, more powerful and more confident version of herself. Because of the deep emotional connection she felt towards our products and our brand, she was willing to pay a premium price, buy again and again and refer other people to buy from us.
I realized in that moment that we always have a choice in business: to create a transaction or to create a relationship. Unlike a transaction, a relationship adds more meaning to our customers’ lives (and our own) and leads to higher profits.
At the heart of everything I teach when you join me inside Lifelong Customers is creating a long lasting and fulfilling relationship with your customers.
It’s rewarding beyond belief to know that your marketing transforms your customers’ lives. You don’t need to invent a product that changes the world overnight in order to make a difference.
You can make a meaningful difference by treating your customers with more care, more appreciation and more respect, and by making it your business goal to build a relationship with them, not a transaction.
To me, the purpose of marketing is to make customers feel and know that they’re appreciated, heard and seen. To make them feel differently. To create value in their lives not just through the products they buy from you, but through the way they’re greeted, talked to, listened to and celebrated as unique individuals. People don’t want to be treated as masses, because they aren’t masses. They’re individuals.
When you create marketing like this, more sales, more profit and a strong, global brand follow effortlessly and undeniably.
That’s what I’ll help you achieve when you join me inside the program - marketing that doesn’t just drive sales but that also makes your customers feel unique, beautiful and deeply appreciated.
The end result? Lifelong customers.
Why you need repeat & loyal customers
An increase of just 5% in your retention rate can boost your profit by 25-95% (source: Bain & Co)
It’s 6 to 7 times more expensive to acquire a new customer than to retain an existing one (source: White House Office of Consumer Affairs)
Emotionally connected customers are 52% more profitable than customers who aren’t emotionally connected (source: Harvard Business Review)
Repeat customers are the foundation to a profitable, long lasting and fulfilling business (source: everybody with real business experience)
Have you ever wondered...
why is it that Disney World's customer retention rate is 70% (source: Disney Institute), while other companies are lucky to get 30% of their customers return?
why is it that customer loyalty is the norm for some companies and the exception for others?
why is it that some companies struggle to make ends meet, while others thrive?
When I created Lifelong Customers, these questions were often on my mind. What is it that truly gets customers to come back and buy again and again, with joy? (No, pushing customers into a sale they regret later doesn’t lead to retention and loyalty).
Through my work and research, I found that it’s the smart combination of data driven strategies and building an emotional connection that helps you create loyal customers. The process I teach inside Lifelong Customers is based on this idea, and it's a process that every business can implement, no matter how new, old, small or big.
Loyalty is an emotion that can never be gained through data driven tactics. Rather, it’s cultivated over time through experiences that change people and through communication that breeds trust and emotional connection. However, in order to scale your efforts, you have to implement smart CRM and direct marketing strategies. You have to use your customer data, create targeted, segmented marketing campaigns, and optimize your marketing channels for maximum efficiency. I’ve seen how tactical tweaks can drive double digit growth, but the process of consistently driving long lasting relationships with customers comes from strategic, purposeful business actions.
It’s my heart’s greatest desire that you’ll prioritize customer retention & loyalty in your business as well. Whether you do it by working with me or with someone else, this is one key element that I believe shouldn’t be left to chance, and should be consciously applied in any business.
“The purpose of business is to create a customer” (Peter Drucker)
Myth: We need to bend over heels to make customers happy.
Fact: Customers only remember a fraction of the interactions they engage in with your business. In order to create loyal customers, you need to create an outstanding impression at specific points across their purchase journey.
Myth: A good product is all it takes to get loyal customers.
Fact: We live in a time when the barriers to entry in business are low. That means that for every great product out there, there are other great, similar products sold by competitors. Relying on the quality of your product is not enough to create loyal customers. You also need to implement marketing that builds a relationship and that makes your customers feel appreciated.
Myth: If we get enough sales, it doesn’t matter where they come from.
Fact: Growing a business on sales that come from one time buyers is not sustainable. To build a business that stands the test of time you need to get a good percentage of sales from returning customers. Repeat and loyal customers are much more profitable in the long term than one time buyers and lead to a self-sustaining business.
Myth: Direct marketing attracts “sleazy” customers
Fact: Did you know that even luxury brands rely heavily on direct marketing to get repeat and loyal customers? There is a way to make the most out of direct marketing, while still being perceived as elegant by your customers. Direct marketing is one to one communication. At its core, direct marketing is about building a relationship, not about tricking people into a sale.
When you create a relationship with your customers, not only do you make a meaningful difference in their lives, but you also make a meaningful difference in yours.
THE METHODOLOGY I CREATED IN THE “LIFELONG CUSTOMERS” DIGITAL PROGRAM WILL HELP YOU GET REPEAT AND LOYAL CUSTOMERS
MODULE 1: EMOTION
Loyalty is an emotion. To create loyal customers, you have to connect emotionally with them. Building an emotional connection is not just about using emotional words in your copy, but about creating experiences that consistently make your customers feel emotionally connected to your business. In this first module, I show you various ways in which you can sustainably create a long lasting emotional connection, with minimal effort and budget.
Section 1: Why connecting emotionally matters | Section 2: What & who you stand for | Section 3: How to create an experience | Section 4: Consistency & variety
MODULE 2: THE JOURNEY
The sale really does begin when the customer says yes, and in this module I show you what to say at each step of the way, in order to make your customers love you and buy from you forever. We’ll focus on the key points across their purchase journey, when what you say or do directly influences their decision to buy again from you. Your customers will feel appreciated and well taken care of after you implement the marketing strategies and tactics I share with you in this module. We explore topics such as what to say at the end of a sale, how to get your customers to buy again and how to get your VIP customers to show you even more loyalty.
Section 1: How to create an outstanding post purchase experience | Section 2: How to get your customers to buy again | Section 3: Your VIP customer appreciation program
MODULE 3: DIRECT MARKETING
The third module is about establishing direct marketing best practices in your business. Direct marketing is one-to-one communication and customer loyalty does require that you communicate directly with your customers. Plus, direct marketing helps you make more money. In this module, I share the best practices I’ve learned during more than a decade of countless direct marketing experiments. We explore topics like customer segmentation, how to use email marketing and 17 direct marketing secrets I’ve discovered in my career.
Section 1: Direct marketing basics | Section 2: Email marketing and your email newsletter | Section 3: Customer segmentation | Section 4: Direct marketing secrets
MODULE 4: INTELLIGENCE
Your customers speak to you through your customer data, so you have to know how to effectively read your customer data and how to use it in your business. By using customer intelligence, you can expand on what works and eliminate what doesn’t. You don’t need to be “analytical” in order to make the most out of your customer data, and you don’t need to obsess over every single metric. In this module, I’ll walk you through the key metrics you need to monitor in order to gain more retention and loyalty.
Section 1: Customer data and customer intelligence | Section 2: Your profit per customer | Section 3: Customer lifetime value | Section 4: Customer retention rate
THE COURSE AT A GLANCE
Learn my Lifelong Customers methodology to get repeat & loyal customers
4 modules, 15 sections with content based on experience
Real examples from the business world and from my own professional experience
24/7: learn anytime, anywhere
Self-paced: all material available as soon as you enroll
Multimedia: videos (voice over slides), audios, PDFs
Playbooks with helpful questions to guide your progress through the course
PLUS, A SPECIAL LIMITED TIME BONUS: get answers to your questions straight from me (Mihaela)
WHAT OTHERS SAY:
"Learn CRM from one of the best in the business. Working with Mihaela at Redcats USA and then at Ralph Lauren, I can say that she is one of the most knowledgeable people on the subject of CRM. Her expertise spans the entire customer lifecycle and targets areas such as connecting with the customer and creating an outstanding customer experience through personalization and data-driven marketing techniques. Mihaela is results-driven and ROI focused. The strategies she enacted at Ralph Lauren contributed millions of dollars in incremental sales to the luxury and Polo Factory businesses. She was instrumental to our success and the marketing practices she developed continue to be utilized throughout the Ralph Lauren company."
Susan Beckett, Marketing Executive and former Vice President of CRM and Insights at Ralph Lauren Corporation
"Mihaela and I worked together at Ralph Lauren for over two years. Mihaela is the real deal. She's a results driven marketer who will quickly turn customer data insights into new marketing opportunities that catapult sales and drive long-term business growth. She also has a genuine desire to share her knowledge and expertise, and is great at explaining complex concepts to people who are not as familiar with customer data, CRM and direct marketing. Plus, she’s pleasant to work with, and just a nice person in general."
Nami Choe, Platform Insights Team Lead at Google
"Mihaela is truly a special person. Not only does she have a strong business acumen, but she knows marketing inside and out. She is also analytical and creative, a balance extremely hard to come by, making her a powerful force in this field. During my tenure, Mihaela was the only person to win two consecutive awards for her work that created new marketing initiatives for Ralph Lauren. Well deserved recognition based on the results garnered including the contribution of a substantial amount of profit to the company. While generating business results is critical for success, Mihaela is also compassionate, patient and truly cares about her work and the people around her. "
Maritsa Toro, Vice President/Director of Advanced Analytics at DigitasLBI
ABOUT MIHAELA AKERS
Mihaela’s 14+ years of marketing experience includes working with Gucci, Ralph Lauren, La Redoute, KingSize Direct, MedicAlert Foundation and several other wonderful companies. Prior to starting Build Up Lab, Mihaela was a Director of Global Customer Intelligence and Experience Management at Ralph Lauren. Her marketing career includes a mix of experience working with brands built solely through direct response marketing, as well as iconic, multi-billion brands.
Mihaela holds an MBA from NYU Stern Business School, a M.S. in Direct Response Marketing from NYU and a B.A. in English from Vassar College.
Her marketing tips have been featured in NBC News, Shopify Plus, US News and World Report, Fiscal Times and others.
Mihaela is passionate about teaching and sharing her expertise through online classes, writing and in person experiences. She believes the purpose of any marketing strategy should be to create long lasting, fulfilling and profitable relationships with customers and prospects.
Enroll now. Access the entire program.
1 Payment of $399
100% RISK FREE
We offer a 7-day full refund, no questions asked policy. If you decide that Lifelong Customers is not for you, no problem. Just email us within 7 days of purchase and we’ll fully refund your payment.
Can I take the course at my own pace?
Yes. Upon purchasing the course you’ll get access to all the content, which is available online 24/7. It’s entirely self-paced, so you can go through the material whenever and wherever you want.
How is the course material delivered?
All the course material is available to you through a private portal. Upon purchasing the course, you’ll be able to log in to the private portal, with the username and password you created, and immediately access all the material.
What’s the refund policy?
We offer a 7-day, no-questions-asked refund in full. If you decide the course isn’t for you, just email us at email@example.com within 7 days of purchase for your money back.
How long is the program?
There are 4 modules and 15 sections in total. Some sections are shorter and others are longer. Each section lasts between 10 minutes and 30 minutes.
What’s inside the program?
Inside the program you’ll find 15 sections, each with its own video (voice over slides), audio, transcript and playbook with guiding questions.
What if I have other questions?
No problem, just email us at firstname.lastname@example.org and we’ll get back to you within 1-2 business days.