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A plea for happy customersAnd why you should forget everything your teacher saidPolle de Maagt for Sint Lucas Ghent
Hello. I am Polle de Maagt.I create impact throughconversations at a pretty coolcompany called InSites Consulting.We work mostly because we’recommitted to take researchforward, but brands likeBen&Jerry’s, Telenet, Danone andPhilips agreed to pay us for it.
“Advertising is the fee for being unremarkable. “ Robert Stephens (GeekSquad)
Simple question:When was the last time you were ahappy customer?
Simple question:When was the last time you talkedpositively about a brand?
Honestly, sentences like the world has changed,power has shifted to the consumer, increase yourshare of conversation, consumers trust each othermost, shifting power from marketers to consumers,marketers are no longer in control, social mediastrategy and learn to lose control make me puke inmy mouth a bit.While it is really really simple.
People talk. A lot.Internet made it pretty easy to talk. Butstill: 80% of the talking is done offline.You might not be surprised that talkinginfluences others. Especially when theconversations are searchable andretweetable.Consumers talk better, more and moregenuine than brands.So you better be ready.
Kindness, happiness and cool things are talkable.KLM surprised random passengers in their effort to discover how happinessspreads. Advertising campaigns make great conversation starters.
“Consumers out-conversate brands. “Create stuff worth sharing. Tom de Bruyne (Boondoggle)
It isn’t about remarkable talks, it is about acts.Put your money where your mouth is.Start doing things that proof your commitment to help consumers.
“Focus on what really matters: making usershappy with your product as quickly as youcan, and helping them as much as you canafter that. If you do those better than anyone “else out there you’ll win. Marc Hedlund (Wesabe)
A remarkable company culture works.Every company has it’s stories and ambassadors, like Nike’s Ekins. Capitalize onthese stories and turn your employees in an army of ambassadors.
Your product might have fans who’d love to help.Facilitate them in sharing.Oh, by the way: the guy on the left is Joost de Leij. He is pretty awesome.
Buying new consumers is expensive.Keeping your customers is less expensive than acquiring new ones.And happy customers spread the words. Customers who are fed up … well … not.
Helping people helps.Exceeding customer expectations builds loyalty (81% repeats, 63% recommends)and falling below customer expectations erodes loyalty (5%/71%).* Forrester, Build Loyalty By Exceeding Expectations When Resolving Customer Problems, 2010
When you understand your customers, you’ll do better.66% of marketers is disconnected from their target audience. Ouch.* InSites Consulting, Meet The Joneses Research, 2010
If someone asks you a question, answer politely.Zappos invites every employee to WOW their customers. By the way: 11% oforganizations doesn’t reply to customer emails.* InSites Consulting, Meet The Joneses Research, 2010
Recap.People talk. A lot. And offline too.Kindness, happiness and cool things aretalkable.It isn’t about remarkable talks, it is about acts.A remarkable company culture works.Buying new consumers is expensive.Helping people helps.When you understand your customers, you’lldo better.If someone asks you a question, answerpolitely.
It’s really about being human.It is about asking yourself ‘What shouldconsumers be saying to each other afterthey’ve seen my ad or contacted me andmy brand?’It is about integrating conversations inall thinking and acting.
Not convinced yet?We asked 500 European marketers what they do withword-of-mouth.And we asked them about how they compared to theircompetitors in terms of return on investment,turnover growth, profitability, market share andcustomer satisfaction.Guess what.
Product improvement Offline WoM Road map WoMThe best performing marketers do three thingsthat make them stand out.* Conversation Readiness research amongst 500 European marketers
Product improvement Offline WoM Road map WoM1) They start to implement Word-of-Mouth rightaway, applying it to their current products.* Conversation Readiness research amongst 500 European marketers
Product improvement Offline WoM Road map WoM2) They realize Word-of-Mouth isn’t only online.* Conversation Readiness research amongst 500 European marketers
You can forget most of the silly things I said. But, please:Remember these fivethings.
1) The world is a conversation network and customers out- conversate brands. It is about integrating conversations in all thinking and acting. It is about managing the conversation.
2) It is about changing the way you treat your consumers. About acting human. About being talkable. It is about doing what you say you do, it is about listening and acting. About observing, facilitating and joining the conversation.
3) It isn’t rocket science. Kindness, happiness and cool things are talkable. Great products create happy customers. Helping people helps. When you understand your customers, you’ll do better. If someone asks you a question, answer politely.
Product improvement Offline WoM Road map WoMThe best performing marketers do three thingsthat make them stand out.* ConversationReadinessresearchamongst500Europeanmarketers