Ep 09: The Biggest Energy Suck in Your Online Business

Apr 19

The Biggest Waste Of Time and Energy In Your Online Program

I work with clients to help them increase retention by creating a thriving community. Often, they express concerns about having time for outreach and intentional connection. What I've noticed is that there's an energy drain that consumes team resources and offers a lower return on investment than expected.

Where Are You Spending Your Time and Energy

When we consider our online programs and businesses, where does most of our time and energy go in relation to our members or customers? Does it go to satisfied customers or those who aren't happy? Typically, it goes to the unhappy ones who would rate us low on a scale of zero to 10. They might rate us with a one, two, three, or even a four on a good day.

These individuals constantly demand attention, seek changes, and expect us to meet their needs. They struggle to make progress, encounter various issues, and don't feel a sense of belonging. Consequently, we end up channeling significant energy into trying to make them happy and address their concerns.

However, it's crucial to recognize that this approach neglects the majority of satisfied members who are making progress and positively engaging with our program. By focusing primarily on the dissatisfied few, we tend to ignore those who appreciate and benefit from our offerings.

To optimize our time and energy, we should shift our focus to members who genuinely value our program. Let's celebrate their progress, cultivate a sense of belonging, and invest in creating a positive and engaging community. This reallocation will result in a more fulfilling and successful online program for the majority, instead of constantly trying to appease the dissatisfied few.

By prioritizing the satisfaction and growth of our engaged members, we can create a stronger and more impactful online community. This shift in focus will not only benefit our members but also contribute to the overall success of our program.

Operating Reactively In Our Businesses

Often, we find ourselves operating reactively in our businesses, attempting to fix relationships and satisfy unhappy customers. Here's the reality: investing significant time and energy into these individuals who rate us low on the satisfaction scale won't yield the positive ROI we desire.

Let's consider the possible outcomes. The best we can hope for is to move these dissatisfied customers from a rating of 0-4 to a 5-7 on the satisfaction scale, at most. But even then, they remain neutral or slightly satisfied, not becoming our raving fans. They continue to drain our resources, and eventually, they may leave our program for alternatives, returning to a state of dissatisfaction.

Now, imagine if we shifted our focus. What if we redirected the time and energy we invest in these bottom-ranked individuals and instead concentrated on those in the middle? These are the customers who have the greatest potential for growth and satisfaction. By nurturing and elevating their experience, we have the opportunity to move them from a 6-8 to a 9-10 rating.

The Importance Of A Solid Rating From Customers

Customers who rate us a 9 or 10 become devoted supporters who will eagerly engage with any offering we present. They are loyal and will share their positive experiences, attracting others to our program. They become advocates, countering the complaints and negativity of those at the lower end of the satisfaction scale.

Consider the impact if we shifted our focus to these enthusiastic customers. What if we invested just as much energy into helping them reach a 9 or 10 rating? The results would be astounding. However, it's crucial to note that this shift doesn't mean completely disregarding the dissatisfied individuals. There is a possibility that some may eventually transform into satisfied customers.

What I'm emphasizing is being mindful of the energy we allocate to different customer segments. Avoid making program changes solely based on the complaints and demands of those who are consistently dissatisfied. I frequently hear about businesses reshaping their programs to appease these individuals, inadvertently jeopardizing the satisfaction of their most loyal customers.

Striking A Balance

To maximize our return on investment, it's essential to strike a balance. Acknowledge the feedback from dissatisfied customers, but ensure that their needs don't overshadow the experiences and growth of our most engaged members. By prioritizing the satisfaction of our middle-ranked customers and nurturing them towards becoming loyal advocates, we can create a thriving community and achieve long-term success.

Shaping our program to accommodate individuals who may not have been a good fit but were drawn in by our marketing is a significant drain on energy and time. It's crucial to be mindful of this and prevent it from derailing our company's progress.

Pay close attention to where your energy and time are focused. While it's important to support customers at the bottom end of the satisfaction scale, be cautious about the amount of energy you invest in them. Establish healthy boundaries and prioritize your own reserves of energy.

Instead, proactively channel your energy towards the customers in the middle—those who are at the sixes, sevens, and eights on the satisfaction scale. Your goal is to transform them into enthusiastic nines and tens, the kind of raving fans you want in your program. I’d love to help you make that shift which will allow you to create more space for yourself and your team, ensuring a positive direction for your company.