Vance Morris, President and Chief Experience Officer at Deliver Service Now institute, shares his unique insights on client retention derived from his Disney experience. He reveals that the secret to growth lies in delighting existing clients rather than constantly searching for new ones. Vance advocates for using tangible touchpoints like personalized gifts and newsletters to forge emotional connections. He also highlights a fascinating case study of a dentist who revitalized her practice by embracing a distinctive identity, demonstrating how exceptional client experiences can drive referrals.
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insights INSIGHT
Retention Is Where The Money Is
Retention is the highest-leverage growth lever because acquisition is expensive and volatile.
Vance positions customer experience and retention as the foundation for premium pricing and business freedom.
question_answer ANECDOTE
From Disney Lessons To Premium Home Services
Vance built three home-service businesses and applied Disney experience principles to position them as premium.
He started coaching peers after they asked how he ran those businesses successfully.
volunteer_activism ADVICE
Make Experience The Priority
Ensure the customer's core experience is extraordinary before investing in retention tactics.
Start retention slightly before the service ends and make it part of the customer journey.
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What if the key to explosive growth isn't finding new clients, but delighting the ones you've already got? This week, Michael is joined by Vance Morris, President and Chief Experience Officer at Deliver Service Now institute, who has reverse-engineered the magic of Disney to create what he calls a "Loyalty Profit Engine." Vance shares his unconventional journey from working at Disney to building a portfolio of highly profitable (and seemingly "boring") home service businesses. He reveals how the success of these companies, built on a foundation of unforgettable customer experience, led him to his true calling: teaching other business owners how to master the art of client retention.
Vance gets into the nuts and bolts of his retention system, revealing why he believes a tangible, print newsletter is far more powerful than any email campaign. He details the specific, intentional touchpoints he uses to create deep emotional connections - from sending curated articles via FedEx to giving meaningful gifts that keep him top-of-mind long after a project is complete. He argues that the key is to be systematic and personal, creating "tellable" moments that not only retain clients but also turn them into a powerful source of word-of-mouth referrals. Vance also shares a powerful case study of a dentist who transformed her practice by niching down and creating a "pirate" persona, proving that a remarkable client experience is the ultimate competitive advantage.
In this episode, you will learn about:
The single most important mindset shift for client retention.
How to build your own "Loyalty Profit Engine" with tangible touchpoints.
Why a print newsletter can be your most powerful marketing tool.
The surprising power of sharing personal stories to build client loyalty.
How niching down unlocks premium pricing and higher retention.
How to create meaningful client gifts that reinforce your value.
The steps to systematize your business so you can remove yourself from daily operations.
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