week 14: relationship marketing
DESCRIPTION
TRANSCRIPT
Social Tools
1. Digg2. Delicious 3. StumbleUpon4. Hootsuite5. Bit.ly6. Ping.fm7. Klout8. Wefollow9. Socialmention10.Facebook Timeline
11.Google+ Business Pages
12.Foursquare13.Scribd14.Slideshare15.Twitter Brand
Pages!1. What’s it used for?2. How does it work?3. How can businesses use
it?4. Who’s doing it well?
1. What’s it used for?2. How does it work?3. How can businesses use
it?4. Who’s doing it well?
TOOLS FOR CULTIVATING & MANAGING RELATIONSHIPS
Relationship Marketing
The Marketing System
AUDIENCE
need
PROVIDER
value
convince
cultivate
connect
clutterclutter
Some Stats about Customers
Attracting a new customer costs 5 times as much as keeping an existing one
A dissatisfied consumer will tell between 9 and 15 people about their experience. About 13% of dissatisfied customers tell more than 20 people.
In 2011, 86% of consumers quit doing business with a company because of a bad customer experience, up from 59% 4 years agoMore stats at: http://www.customer1.com/blog/customer-service-statistics
Good service is important for every business –not just fast food and retail chains!
Good service is important for every business –not just fast food and retail chains!
Managing Client Relationships
Relationship Building
Moments of Truth – points of contact between the business and client/customer. These form the basis for the client’s feelings toward the company (your brand).
Meeting and exceeding expectations on a functional, social, and emotional level
It is the emotional reactions that solidify the relationship
Customer Relationship Management (CRM)
Tailoring interactions and communications to the individual customer, often data-driven
Primary purpose should be to enhance relationships, not make sales Identify the best-fit & most active customers Coordinate your internal efforts to make their
experience seamless Manage inquiries and requests
Social CRM: The customer owns the relationship
Customer Feedback
Where it comes in: Social Media Networks Website Frontline Staff
Seeking it out: Surveys Suggestion Boxes
1. Use a centralized system
Get Satisfaction UserVoice OpinionLab
2. Respond rapidly3. Give it priority
Happy customers who get their issue resolved tell about 4 to 6 people about their experience.
Happy customers who get their issue resolved tell about 4 to 6 people about their experience.
Loyalty & Referral Programs
80% of your customers are willing to switchFewer than 20% are willing to referLoyalty can’t be bought, must be earnedHow are you being loyal to your customers?
Can you think of examples of brands that have differentiated themselves mainly on managing customer relationships better than their competition?
WHO YOU KNOW WILL ALWAYS MATTER
Networking
Relationship Profiles
You don’t network to get a jobConnections are important for multiple
reasons Advice/Inspiration Endorsement/Support Introductions Opportunities
Next week, we learn how to get more out of your network through personal branding...
Good Motto:
“Surround yourself with people that are smarter than you.”
Choose your events strategically
Be genuine. Ask questions about them & always seek to be helpful.
Set out to help peopleHave (nice) business cards!Don’t get sales-y, you can
always follow up laterHow do you find common
ground?Never burn bridges
Networking Opportunities
Meeting in “real life” is always easiest:Volunteering (volunteerottawa.ca)Recreational sports & activitiesExpand in your workplaceBut there are great ways to get out and mingle,
too:Meetups.comEventbrite.comChamber of CommerceTweet-ups
LET ME KNOW IF YOU’RE COMING
TAKE THE MYERS-BRIGGS TEST
IF YOU HAVE ONE, BRING YOUR FAVOURITE PHOTO OF YOURSELF (PRINT OR DIGITAL)
For Next Week: