5. What’s Your Goal?
Is the goal to get people to notice
what we make?
Or
Are we setting out to make something
people choose to talk about?
5
Seth Godin
11. Do you know who your best customers
are?
Only 38%of marketers are
capable of separating prospects
and existing customers
Razorfish Study
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12. David vs. Goliath?
“In six lab and field studies, we explored the effects of
having a large, dominant competitor and found that
highlighting a large competitor’s size and close proximity
can help small brands instead of harming them.”
“Competitive narratives should highlight the battle between
small and large competitors, and this narrative must be
made salient to consumers at the time of purchase.”
Framing-the-game effect
The Upside to Large Competitors by Neeru Paharia, Anat Keinan and Jill Avery
12
24. Building a Connection
According to Harvard Business Review, customers who
received a customer satisfaction survey after doing
business with a company were 50% less likely to
cancel their account.
They were also three times more likely to
purchase another product from that same company.
How Surveys Influence Customers by Paul M. Dholakia & Vicki G. Morwitz
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39. Find the Right Tools
• Cloud based Customer Service
– Mighty Call http://www.mightycall.com/
– LiveOps http://www.liveops.com/
• CRM software
– Below is a list of options (don’t be mislead by the title)
– http://www.forbes.com/sites/quickerbettertech/2013/07/01/11-terrible-crm-
systems-for-your-company/
– Batchbook http://batchbook.com/
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40. Survey
• Ask for feedback soon after purchase
• Keep them simple and basic like:
– Please rate your experience
– Is there anything we could do to improve?
– On a scale of 0-10 would you recommend us to a friend or
colleague
• Free Tool - https://www.surveymonkey.com/
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41. Thank You
Joe owns Strategic Marketing Solutions, an integrated marketing
consulting company. He is active in social media, co-moderates,
#SMchat (a Twitter chat) and regularly writes about Customer
Experience Marketing for Maximize Social Business.
He works with businesses to implement integrated marketing
strategies that build Raving Fans.
To learn more about capitalizing on the local advantage by creating
Raving Fans contact Joe:
Email: Joseph.Ruiz@strategicdriven.com
Phone: 804.690.4486
Connect on Linked In: www.linkedin.com/in/josephruizjr/
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Hinweis der Redaktion
New buying process, McKinsey – Ecosystem realities -
New buying process, McKinsey – Ecosystem realities -
New buying process, McKinsey – Ecosystem realities -
Customers have lots of
Options
Information
Input
Connections
Noise
Expectations
Equip and empower
Daniel Pink – Mastery, Autonomy and Purpose
Equip and empower
Daniel Pink – Mastery, Autonomy and Purpose