Ep.96 Maria Lloyd | How to Increase Customer Retention Using "PIE"

In this episode, podcast host, Maria, concludes her deep-dive series into the AI-CAR growth funnel. This time the focus is on the Retention stage—the final part of her five-stage AI-CAR model—where customers are kept in your ecosystem to increase the likelihood of returning business. She emphasises that loyalty is something companies earn by putting customers first rather than expecting it as an entitlement.

The conversation explores practical ways to maintain connections with former customers and prevent them from drifting away. Maria highlights content strategies like the "PIE" framework, which focuses on Promotion, Information, Inspiration, Education, and Entertainment (alongside "edutainment"). She also points to the power of regular newsletters, like James Clear's, for keeping an audience engaged.

Finally, the discussion concludes with Maria's actionable advice for the week: thinking carefully about what your customers need or like next, asking for their thoughts, and building a solid support base to fuel your growth goals.

If you'd like to listen to the other episodes they are 80 (Introduction to AI-CAR series), 83 (Awareness), 85 (Interest), 87 (Consideration) and 92 (Action).

KEY TAKEAWAYS

Shift from Loyalty to Retention: The final stage of the AI-CAR model was renamed from "Loyalty" to "Retention" to highlight that loyalty is earned by putting customers first, rather than something a business is inherently entitled to.

The "PIE" Content Framework: To keep customers engaged in your ecosystem, use content built around Promotion, Information, Inspiration, Entertainment, and Education (plus "edutainment").

TIME CODES

00:26 Retention Stage Definition

01:54 Types of content to retain customers: "PIE"

03:17 Example of a good business newsletter | James Clear's 1-2-3 newsletter

04:43 Action for you