Future of CX

What to do about your company's leaky bucket

Dan Gingiss
.
last edited on
.
May 29, 2023
5-6 mins

Table of contents

Automate your business at $5/day with Engati

REQUEST A DEMO
Switch to Engati: Smarter choice for WhatsApp Campaigns 🚀
TRY NOW
Company's leaky bucket

So much of marketing today is hit or miss. Imagine an archery target, with tons of holes all over the surface along each of the rings. A few hit the bullseye, but most don’t. This is often the “going viral” strategy — try a whole bunch of stuff and hope something clicks. Have you ever had an executive come to you and say, “can’t you just make us a viral video?” If only it were that easy.

We’re also competing against innumerable pieces of content bombarding our prospects and customers every single day. Consider:

  • There are 6 million blog posts written every single day, which equates to about 2.2 billion each year.
  • There are 500 million Tweets sent every day, equating to 182.6 billion each year.
  • There are 2.9 million emails sent every second, equating to 91.5 trillion each year.

Source: www.internetlivestats.com

In other words, it is awfully difficult to stand out with content.

The answer, believe it or not, is not to throw more money at marketing or advertising. And that statement comes from someone who spent more than 20 years in Corporate America leading marketing teams at three Fortune 300 companies and two B2B (business-to-business) companies.

There is a better way, and that is to focus on your existing customers rather than constantly trying to acquire new ones. Listen to your customers, engage with your customers, and they will become your best marketers. That’s right, your existing customers will actually help you acquire new customers, so stop constantly saddling your sales teams with unreasonably increasing sales goals every year, and start paying attention to your “leaky bucket.”

leaky bucket cartoon
Leaky Bucket

You see, almost every business has a leaky bucket. Most businesses are so focused on sales and bringing in new customers that they’re forgetting about the fact that the existing customers are the ones that fund their paychecks. Without our existing customers, we’re out of business. So why do companies spend so much money and time focused on higher and higher sales goals and new customer goals and yet not nearly as much time with the people they already have?

My friend and fellow speaker Ryan Foland drew one of his famous stick-figure drawings for me to illustrate the “leaky bucket” concept. That’s clearly me there in the cartoon because as you can see, it’s a handsome bald guy. There’s that leaky bucket, full of customers that are dropping out of the bottom. But wait! Handsome Bald Guy has a net and is catching those customers before they fall to the ground! Hooray for our hero, Handsome Bald Guy!

You don’t have to be bald (or even handsome) to keep your customers from falling. You just have to pay more attention them and provide them some remarkable customer experiences. Do that, and they’ll never even think about going to your competitor.

This article originally appeared on his blog.

Get Started With Engati

Pay attention to your customers, listen to them and engage them with Engati's powerful conversational intelligence tools. Understand them better with our advanced analytics and insights.

Schedule your chatbot demo now!

Dan Gingiss

Dan Gingiss is the Chief Experience Officer of The Experience Maker.

He coaches companies on how great CX can be their best marketing.

Dan is also a keynote speaker and an experience coach and with more than 20 years of professional experience at companies like McDonald’s, Discover, and Humana.

Close Icon
Request a Demo!
Get started on Engati with the help of a personalised demo.
This is some text inside of a div block.
This is some text inside of a div block.
This is some text inside of a div block.
This is some text inside of a div block.
*only for sharing demo link on WhatsApp
Thanks for the information.
We will be shortly getting in touch with you.
Oops! something went wrong!
For any query reach out to us on contact@engati.com
Close Icon
Congratulations! Your demo is recorded.

Select an option on how Engati can help you.

I am looking for a conversational AI engagement solution for the web and other channels.

I would like for a conversational AI engagement solution for WhatsApp as the primary channel

I am an e-commerce store with Shopify. I am looking for a conversational AI engagement solution for my business

I am looking to partner with Engati to build conversational AI solutions for other businesses

continue
Finish
Close Icon
You're a step away from building your Al chatbot

How many customers do you expect to engage in a month?

Less Than 2000

2000-5000

More than 5000

Finish
Close Icon
Thanks for the information.

We will be shortly getting in touch with you.

Close Icon

Contact Us

Please fill in your details and we will contact you shortly.

This is some text inside of a div block.
This is some text inside of a div block.
This is some text inside of a div block.
This is some text inside of a div block.
This is some text inside of a div block.
Thanks for the information.
We will be shortly getting in touch with you.
Oops! Looks like there is a problem.
Never mind, drop us a mail at contact@engati.com