creating customer evangelists

Creating Customer Evangelists

How Loyal Customers Become a Volunteer Sales Force

By Ben McConnell and Jackie Huba

Javier AvellánSchipul - The Web Marketing Company

www.schipul.com

Jackie Huba and Ben Martin at the ASAE Conference 2007

Flickr Photo by Schipulites

What we’ll cover

‣ How do people get information about…

‣ Do we have customer evangelists?... the 7 clues

‣ Six Tenets of Customer Evangelism

‣ Discuss what we are doing right and what we can improve

How do people get info about…

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Word of Mouth

Advertising

SOURCE: Roper Reports

Do we currently have any customers evangelists? (7 clues)

1. Passionately recommend us to friends, neighbors, colleagues?

2. Believe in our company and us?

3. Purchase our services as gifts?

4. Provide unsolicited praise or suggestions for improvements?

Do our customers…

Do we currently have any customers evangelists? (7 clues

continued)

5. Forgive occasional sub par seasons or dips in customer service?

6. Refer clients without expecting a reward?

7. Feel part of something bigger than themselves?

Do our customers…

Your turn:

What companies do you evangelize for?

Your turn:

Who are our Evangelists?

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Six Tenets of Customer Evangelism

1. Customer plus-delta

2. Napsterize knowledge

3. Build the buzz

Six Tenets of Customer Evangelism (continued)

4. Create community

5. Make bite-size chunks

6. Create a cause

To Re-Cap

‣The importance of Word of Mouth advertising

‣7 clues to customer evangelism

‣6 Tenets

‣Open Discussion

‣What are we are currently doing right?

‣What we can improve?

Javier AvellánSchipul - The Web Marketing Company

www.schipul.com