how to create raving fans ~ tips and tools

How To Create Raving Fans

Wednesday Lunch & Learn – October 1, 2014My Business Community

Slide Share: http://www.slideshare.net/josephruiz/how-to-create-raving-fans

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What is a Raving Fan?

•Creating Raving Fans Instead of Satisfied Customers

Ken Blanchard

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What’s Your Goal?

Is the goal to get people to notice what we make?

OrAre we setting out to make something

people choose to talk about?Seth Godin

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Principle #1 – Mindset

• Product or Service parity must be a given• Customer-centric perspective• Help vs Sell• Pursuit of excellence – always improve:– Process– Product/Service

• Embrace Feedback

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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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Principle #2 – Know Your Customer

• Who is your ideal customer?• What makes them ideal?• Can you describe them?• Create Personae• Never stop learning about customer

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But How?

Ann Ruckstuhl, SVP & CMO at LiveOps

By extracting interactional data and feedback, small businesses can determine the current level of customer satisfaction, identify unfulfilled needs, and boost revenue gain in the process.

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Principle #3 - Insight

• Ask questions, lots of them• Collect data across all touch points• Know all about your customer– Buying behavior– Pain points

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What kind of experience do customers want?

• Seamless – Omnichannel • Relevant• Utility– Right product or service

• Convenience– Saves time– Little friction

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Here are a few Raving Fan Questions

• Who are the top 10% of your customers?• Would you like more like these?• Why do they buy from you?• Can you articulate their pain points in THEIR words?• How long do they stay with you?• What communication channels do they use?• How do they feel about dealing with your organization?• Would they recommend you to friends or colleagues?

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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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What Do Consumers Want?

• Proximity (geography) • Product details that are clear• Ease of navigation• Company information• Consistent experience wherever, whenever

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Raving Fan Ingredients

Raving Fan

Good Customer

Service

Excellent Product/S

ervice

Engaged Associates

• Add plenty of feedback from all stakeholders

• Learn from and implement feedback

• Stir with insight from data

• Identify and resolve service/experience gaps

• Remove internal and external friction make it easier to do business

Best Practices

Wednesday Lunch & Learn – October 1, 2014My Business Community

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Trader Joe’s

• Be aware ~ – How can we help?– Are you finding everything?

• Be helpful– Let me check in the back and see if we have more?

• Would you like to try this? Here let me open it for you to sample

• Let me in at 8:59PM when you close at 9:00PM

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Amazon

• Remove friction ~ 1-Click buying• Make informed helpful suggestions ~– Customer’s who bought also bought suggestions

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Southwest Airlines

• Know your personality• Know your mission/vision• Create your culture

Resources

Wednesday Lunch & Learn – October 1, 2014My Business Community

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Conduct a Customer Experience Audit

• Experience your brand from mobile • Identify gaps• Get Feedback from:– Staff– Customers– Suppliers

• Begin to build a 360° customer view• Map the buying journey

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Create a Customer Journey Map

• Here is Howhttp://maximizesocialbusiness.com/7-ways-customer-journey-map-can-improve-solomo-experience-9915/

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Improve Service

• Here are 5 ways– 5 Ways Businesses Can Improve Service via the 2014 Custo

mer Service Report

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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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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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Claim Your Space

• Claiming your local identity is important• List of Directories

http://www.cinchlocal.com/blog/2013-best-local-business-directories-for-seo

– Free Resources (includes major sites but not necessarily all)– http

://www.searchenginejournal.com/how-to-claim-set-up-local-profiles-from-google-to-yelp/64633/

– http://www.businessknowhow.com/internet/claimlisting.htm

– Paid Services• Local Moz https://moz.com/local

• Go Daddy https://www.godaddy.com/products/business-marketing.aspx?isc=gofd2103hi&ci=86225

• Yext http://www.yext.com/pl/google-claim-5/index.html

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Other Resources

• The Moz Local Learning Center - http://moz.com/learn/local

– Online Marketing Strategy– Local Listings– Reviews and Ratings– Website– Social Media– Local Search Ranking Factors

• Google Maps http://www.google.com/business/

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The Mustard Seed Approach

• Start small be consistent do the hard work– Plant and Water

• Over time a little effort consistently applied can yield some impressive fruit

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Thank YouJoe 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.comPhone: 804.690.4486Connect on Linked In: www.linkedin.com/in/josephruizjr/