a strategy to turn customers into raving fans
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A Strategy To Turn Customers Into Raving Fans
A Raving Fan. Defined ...They are not Satisfied, Soft or Irrelevant.
They are:
Irrational
Illogical
Passionate
Participate
Profitable, Highly Profitable
Is Your Self Appointed Advocate and Representative.
Creating A Raving Fan Is Not Difficult.
There Are Few Things You Have to Do
Get Your Marketing To Model Your Customer’s Thinking
Not Process and Systems
Not Communication Channels
The P&G Brand Management System
Understand How the Traditional Marketing Environment Has Evolved into ...
Economics
Social Family
The New Marketing Environment Governance
And Stop Trying To Create Desire. Its an Uphill Battle (and really expensive)
Desire Already Exists.
Rather Channel It.
Find the leverage
Points ...
Become More Zen
[Forget awareness]
Build Loyalty
I n O t h e r
W o r d s
J u s t
T h i n k
D i ff e r e n t l y
Especially Since Everything has Changed
Yesterdays Marketing • Structured stability • Demand > Supply • Excess Capacity • Limited Choice • Simpler Life • Product Ownership • Brand Control • Channels
Today's Marketing • Chaotic Fragmentation • Supply > Demand • Limited Capacity • Excess Choice [= no choice]• Complicated Life • Customer Ownership• Brand Influence • Contextual Convergence
And know that to win the new marketing game ....
Brand Leaders
Brand Followers
Create
Eliminate
Bran
d Le
ader
sN
ew M
arke
t kin
g Ap
proa
ch
Bran
d Fo
llow
ers
Old
Mar
ketin
g Ap
proa
ch
Meet Customer
Needs
Problems Resolved As Expected
Product Works As Expected
The Basics: Eliminating Defects
Mind Blowing Service
Mind Blowing Products
You Begin With The Customer In Mind
And Earn Rave Reviews ...
By Using A Simple Process ....
Loyalty I Relationship I Customer Journey
Purchase Move / Change
Request Service Use Product
Visit Website Take Delivery Get Tech Support
Lodge Complaint
Operational
Begin By Understanding The Experience
Operational Operational
Evaluating Travel Plan Booking
Travel to Airport / Check in
Getting to Gate /
Waiting Boarding In Flight Exp Landing /
Transfer Leaving Airport
Learn What Drivers The Experience
Loyalty / Bonus Prgm
Schedule Frequency
Price
Availability
Corporate agreements
Branding
Travel agents
Hot line for Frequent Flyers
Electronic ticketing
On-Line Product
Transport toairport
Special parking Facilities Price
Directions to check in line
Airport security wait time
Airport security interaction
Lounge / business Facilities
Gateway area comfort / amenities
Upgrades
Gate location
Airport layout
Seat Assignment
On board storage
Seat Comfort
Airborne experience
In flight entertain-ment
In flight Commun-ication
Toilets avalaibility / cleanliness
Arrival assistance
Lounge / business facilities
Priority luggage handling
Location of connecting gate
Baggage claim time
Transport from airport
Complaint resolution
Staff Treatment / CompetenceCourtesy / Efficiency
Handling of unforeseen problems
Evaluating Travel Plan Booking
Travel to Airport / Check in
Getting to Gate /
Waiting Boarding In Flight Exp Landing /
Transfer Leaving Airport
Loyalty / Bonus Prgm
Schedule Frequency
Price
Availability
Corporate agreements
Branding
Travel agents
Hot line for Frequent Flyers
Electronic ticketing
On-Line Product
Transport toairport
Special parking Facilities Price
Directions to check in line
Airport security wait time
Airport security interaction
Lounge / business Facilities
Gateway area comfort / amenities
Upgrades
Gate location
Airport layout
Seat Assignment
On board storage
Seat Comfort
Airborne experience
In flight entertain-ment
In flight Commun-ication
Toilets avalaibility / cleanliness
Arrival assistance
Lounge / business facilities
Priority luggage handling
Location of connecting gate
Baggage claim time
Transport from airport
Complaint resolution
Staff Treatment / CompetenceCourtesy / Efficiency
Handling of unforeseen problems
And Where Experience Is Hurting
Credit Cards
Seek Buy Use Receive / Bill / Fin Get Help Upgrade /
Re-Pcshe
Then Get Everyone Involved
Marketing
Logistics
Finance
Communications
Manufacturing
Product Dev
Sales
Exec
Mgmt
Front LineOverall Customer Loyalty
Culture
Role & Responsibilities
Processes & Systems
Credit Cards
Seek Buy Use Receive / Bill / Fin Get Help Upgrade /
Re-Pcshe
Restructure Your Communication
Mobile
Traditional
Digital
Overall Customer Loyalty
And Earn Your Communication
Word of Mouth
Love That Brand
WOW Experience
Where?Its Me
My Favourite Say I sent
You Try
My Brand
Brilliant Service Always
Good
Credit Cards
Seek Buy Use Receive / Bill / Fin Get Help Upgrade /
Re-Pcshe
By Being Consistent, Relevant and Different
BRAND POSITIONING
Overall Customer Loyalty
ExperienceLoyalty
Engagement
PositioningIdea
Strategy
CommunicationPaid
Earned
A Simple Process ....
Core Influence
