exact target steve yastrow 9 23 08
DESCRIPTION
Steve Yastrow's slides backing up his talk to the Agency Summit at Exact Target's Connections '08 conference.TRANSCRIPT
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© Steve Yastrow, 2008
Steve YastrowSeptember 23, 2008
Agency Summit
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Consider the potential …
Client #1’s name
% %
Client #2’s name
Client #3’s name
Your business name
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Mr. Drucker’s cosmological constant
“There is only one valid definition of a business purpose: to create a customer.”
Peter Drucker, The Practice of Management (1954)
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How do we develop our customer relationships to benefit our businesses?
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The Traditional Way …
“Brute Force Branding”
Power
ful M
essa
ge Many Exposures
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The average American is exposed to
5000 branding messages each day
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Communication is not just telling your story …
Communication is being understood.
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There are three poems in every poem …
The poem the poet intended to write …
The poem that ends up on paper
The poem that the reader understands
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Brand Harmony – Key Themes
Your brand is not what you say you are …
Your brand is what your customers think you are …
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Brand Harmony – Key Themes
“Integrated marketing”
Marketers don’t do the integrating.Customers do.
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Brand Harmony – Key Themes180 degree flip:
You don’t brand your customers …
They brand you
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Georges Seurat, A Sunday Afternoon on La Grande Jatte, 1884-1886Brand Harmony
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CustomerBeliefs $$$$Customer
Action
Brand Harmony and business results
Brand = what customers believe
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CustomerBeliefs $$$$Customer
Action
What beliefs will encourage customers to think “I can’t get it anywhere else”
Brand = what customers believe
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What is it that your customers can’t get anywhere else?
Products?
Services?
Experiences?
Relationship?
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“Customer Relationship”
An ongoing conversation …
In which your customer never thinks of you, without thinking of both of you.
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“Not two”
“We”
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Being invited into the 1st person
“We”
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We is the strongest brand impression
“We”
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Would you rather buy from a business that …
89%
11%
Relationships are powerful differentiators
You have a relationship with
Simply provides the best product or
service when you need it
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Which are you more likely to buy from …
Businesses that have the best prices
Businesses you have a relationship with
21%
79%
Relationships are powerful differentiators
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Which are you more likely to recommend to others …
Businesses that have the best prices
Businesses you have a relationship with
14%
86%
Relationships are powerful differentiators
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Q: Are you in a relationship with this company?
Do you give them more business because of that relationship?
Kimpton Hotels: “Yes” = 92%
Cold Stone Creamery: “Yes” = 84%
Kimpton Hotels: 74%
Cold Stone Creamery: 40%
Relationships are powerful differentiators
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The building blocks of customer relationships
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Your relationship gets better
Your relationship stays the same
Your relationship gets worse
Every time you interact with a customer, three things can happen …
“Encounter”
“Transaction”
Customer interaction
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Encounters vs. TransactionsEngagement in the moment
Conversation
Uniqueness
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After the encounter …
A feeling of “with”
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Let’s start talking about email/electronic communication
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Typical question I get from middle-aged executives:
“With all of this emailing, and text messaging, at all that other stuff the younger generation does, isn’t communication becoming less personal?
Aren’t people having fewer encounters?”
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Electronic communication: Aim for encounter
Engagement in the moment
Conversation
Uniqueness
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From Encounter to Relationship
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We
today future
Relationship Value
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“Customer Relationship”
An ongoing conversation …
In which your customer never thinks of you, without thinking of both of you.
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“Customer Relationship”
An ongoing conversation …
A continuity of encounters
Continual vs. continuous conversations
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Memory - The connection between encounters
Remember!
Be memorable!
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“When” - The rhythm of relationship
Manage the ‘when’ … don’t let the ‘when’ manage you
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The Ongoing Conversation :The role of email and other electronic communications
Brand Harmony
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“Customer Relationship”
An ongoing conversation …
In which your customer never thinks of you, without thinking of both of you.
“We”
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© Steve Yastrow, 2008
Steve YastrowSeptember 23, 2008
Agency Summit