marketingprofs march 28, 2013 marketingprofs bill lee how to use a customer advocacy program to tap...
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MarketingProfsMarch 28, 2013
Bill Lee
How to Use a Customer Advocacy Program to Tap Into Your Customer’s Hidden Budget
[email protected]©Copyright 2013 by Bill Lee
[email protected]©Copyright 2013 by Bill Lee
Disrupt Your Marketing
• Re-invent your Customer Value Proposition (Finally!)• Marketing should use (rather than fight with) human
nature! (Finally!)• Customer Advocacy need NOT be a favor.– (Corollary) You don’t need to bribe reward
advocates.• Relying on your products and services to deliver
superior Customer Experience: so 20th century!
[email protected]©Copyright 2013 by Bill Lee
3
Provide Products &
Services
Value to Customer Value to Firm
Pay $
WhatCustomer Does
Our 5,000 Year-Old Customer Value Proposition
WhatWe Do
[email protected]©Copyright 2013 by Bill Lee
Value to Customer
Valu
e to
Firm
Com
mod
ity
Reinvent Your Customer Value Prop (CVP)
Out
com
eTransaction
Loyalty
Growth
Growth
Accele
ration
Level 2 CVP
Level 4 CVP
?
?
??
[email protected]©Copyright 2013 by Bill Lee
Value to Customer
Valu
e to
Firm
Com
mod
ity
Out
com
eTransaction
Loyalty
Growth
Accele
ration
Level 4 CVP?
?
Reinvent Your Customer Value Prop (CVP)
[email protected]©Copyright 2013 by Bill Lee
[email protected]©Copyright 2013 by Bill Lee
Value to Customer
Valu
e to
Firm
Com
mod
ity
Out
com
eTransaction
Loyalty
Growth
Accele
ration
Level 4 CVPPeer Influence
Advocacy
Reinvent Your Customer Value Prop (CVP)
[email protected]©Copyright 2013 by Bill Lee
8
Activity Leads Customers Revenue ProfitsProfit
ImpactPurchasing $6,000 $2,400 $2,400
Costs to Support Catie’s Efforts <$5,000>TOTAL $50,321
Social Media(Blog, Tweets, Forums)
12 3 $24,000 $4,320$7,200Advocacy & Influence
Co-Market(Webinar, Video)
22 9 $61,680 $19,752$24,504
Advocacy & Influence
Company Events 16 9 $54,800 $11,000$24,400
Advocacy & Influence
Catie’s Prof. Assn. 15 8 $41,250 $13,200$16,500
Advocacy & Influence
Direct Referrals 11 8 $43,410 $12,049$16,623
Advocacy & Influence
21x her Impact as a Buyer
“Rockstar Advocate”
Reinvent Your Customer Value Prop (CVP)
Illustrative example
[email protected]©Copyright 2013 by Bill Lee
Value to Customer
Valu
e to
Firm
Com
mod
ity
Out
com
eTransaction
Loyalty
Growth
Accele
ration
Level 4 CVPPeer Influence
Advocacy
Reinvent Your Customer Value Prop (CVP)
? ?
[email protected]©Copyright 2013 by Bill Lee
A Dream Customer Reference/ Advocate
Patty Morrison, CIO, Cardinal Health
[email protected]©Copyright 2013 by Bill Lee
“I WANT a relationship with you.”
Then the fun begins:
• Help me LEARN
• Build my REPUTATION
• Expand my AFFILIATIONS
• Give me a SAY.
Here’s how it looks:
• First get P&S right.
[email protected]©Copyright 2013 by Bill Lee
Best use of “Facebook”
[email protected]©Copyright 2013 by Bill Lee
Value to Customer
Valu
e to
Firm
Com
mod
ity
Out
com
eTransaction
Loyalty
Growth
Accele
ration
Level 4 CVPPeer Influence
Advocacy
Reinvent Your Customer Value Prop (CVP)
Emoti
on
Soci
al C
apita
l
[email protected]©Copyright 2013 by Bill Lee
Next Steps
• Identify Major Growth Challenge.• Put a Powerful Executive in Charge.• Reinvent Your Customer Value Proposition.– Find Your Rockstars
– Build their Social Capital
– Create Peer Influence (Positive Peer Pressure)
[email protected]©Copyright 2013 by Bill Lee
Resources
Go to www.customerreferenceforum.com/m-profs.php/
for additional resources:
• Deck for this presontation
• Article: “Marketing is Dead”
• Article: “5 Things Customers Can Do Better
Than You”
• Article: “Turn Your C-Level Customers Into Your Most Valuable Reference”
• Transcript: Conversation with Patty Morrison
• Video: “Creating Customer Defenders”
[email protected]©Copyright 2013 by Bill Lee
About Bill Lee
Bill Lee, President, Customer Reference Forum• Bill is the author of The Hidden Wealth of Customers,, published by
Harvard Business Review Press.
• Bill provides consulting, educational and research services to many of the world's top firms. His industry-leading conferences on customer engagement—including Customer Reference Forum and the Summit on Customer Engagement—attract leading firms such as Microsoft, Apple, Wells Fargo, Salesforce.com, Dell, EMC, McKesson, SAP, Red Hat, Oracle, SAS Institute, AmerisourceBergen ($70 billion health services), AT&T, Alcatel-Lucent, IBM and many others.
• Bill has written for a number of publications, including The Wall Street Journal, the Harvard Business Review Blog, Management Review, Organizational Dynamics, Executive Excellence and others.