simongonzalezdc Win and Keep Customers
The customer layer: how people find you, choose you, pay you, and come back.
What this skill manages
Positioning
- Positioning statement (one sentence: for [who] who [need], [business] is the [category] that [differentiation])
- Competitive positioning map (where you sit vs alternatives)
- Brand voice (warm/formal/playful — consistent across all surfaces)
Local presence
- Google Business Profile setup and optimization
- Local SEO (categories, keywords, photos, hours accuracy)
- Review generation (ask at the right moment, make it easy)
- Review response (HEART: Hear, Empathize, Apologize, Respond, Thank)
Lead handling
- Lead capture (where do prospects come from? phone, walk-in, referral, online)
- Lead triage (hot/warm/cold — response time targets)
- Lead-to-customer conversion tracking
Campaigns
- Launch campaign (grand opening / announcement sequence)
- Ongoing marketing calendar (seasonal, community, promotional)
- Cross-promotion (partner businesses, community organizations)
- Email list building + newsletter cadence
Retention
- Customer lifetime value calculation
- Loyalty program design (punch card, app, membership)
- Win-back campaigns (haven't seen you in 30/60/90 days)
- Community building (events, programming, belonging)
Reputation
- Review monitoring and response
- Complaint handling (the service recovery paradox)
- Net promoter tracking (would you recommend us?)
Key outputs
- Positioning statement + brand voice guide
- Marketing calendar (90 days)
- Review response templates
- Customer acquisition cost (CAC) by channel
- Retention rate + LTV calculation