love your customers (17.4.2015 @mepco) antti pietilä
Post on 18-Jul-2015
220 Views
Preview:
TRANSCRIPT
NPS or Customer Satisfactiondon’t measure your attractiveness
“Sorry to break the news, but I have found someone else. We are moving together next week.”
“What?!! How come? Just few week back you just give us top NPS score, you were completely satisfied and we haven’t even had any arguments?”
“There is nothing wrong with you, but my new one is just so sexy!”
Newcustomers
Repeat customers
Social
Search
PR
Events
Visitors
LeadsSales-ready
leads Trial/Initial purchase
Full potential
Customer SuccessAcquisition
Conversion
Inside Sales (SME)Content Factory
Corporate & Enterprise Sales
Nurture NurtureNurture Nurture Nurture Nurture
Virality Loop
INBOUND SALES MODEL
Blog
Landingpages
Web SiteDownloadable Content
© 2014 Loyalistic Oy, Antti Pietilä
Recommends
Gamification & Rewards
Max
imum
Cus
tom
er
Valu
e
OnboardingRenewal
Repurchase
Up & Cross-selling
Advocate
Growth Hacking
Attracts Price Sensitive
Are Customer Selecting You for the Right Reasons?
OFFERSAttracts Brand Unloyal
Values relationship
Values substance
“One-Night-Stand” “Wife Material”
QUICK SELL
PROMO-TIONS
SLOW SELL
CONTENT
Quick to lose
don’t forget (birthdays, anything)
Love longerDon’t accidentally break it
ensure Customer’s Success
remember & reward her loyalty
communicate frequently & relevantly
be quick to save relationship
How unrelevant can you go?Case Stockmann
ManMiddle-aged
Premium statusLoyal customer for +20 years
Likes simple, basic colorsPrefers Gant, Eton, BossRuns on Asics
Buys Biotherm Homme
vs.
Be gentle: leave advanced stuff later
Love moreBy selling more often
Educate: new customer needs training
Be relevant, and have simple Call-To-Action
Have more to sell, and then some...
Communicate often & simple
LAND
Expand to premium offering
Love widerLarger bonding surface have more grip
Expand to other product categories
Expand to Enterprise offering
Expand to other departments, needs
Avoid complementary trapEXPA
ND
Share the loveViral is the marketing multiplier
Promise is not an action. Most customers say they would recommend, but never do (think Net Promoter Score survey).
Ask for action. Make it easy. Make it safe. Notice those who do. Especially when successful.
Customers recommend because the love you, not because you reward them.
Screw it, let’s do itThe road to success is a road of learning
To succeed, you need to know where a customer is in her journey (track)
To create enough data, you need to be in touch frequently (email, social)
To be in touch frequently, you need to be relevant with plenty of great content (blog, e-books)
To create enough content, publishing and promoting has to be simple and integrated.
To identify anonymous, you need to have capture them (honey pot, subscribe email)
To keep and grow customers you need to automate nurturing (nurture programs).
In B2B 80% of customers can be loved automatically most of the time. You just need to know when your personal touch is needed (sales alerts).
This is Remember to try it at http://loyalistic.com
top related