2010 Marketing Conference Strategy Seeds
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How well
Ask yourself:
know
• What are the proud of?
stomer?
• What do they care more about today than they did five years ago?
do you know your customer?
emographics, uncover
y motivates your customers.
Beyond demographics, uncover what really motivates your customers.
• What keeps them up at night? • What does satisfaction mean to them?
Ask yourself: • What are the proud of? • What do they care more about today than they did five years ago? • What keeps them up at night? • What does satisfaction mean to them?
Ask questions that inspire change.
Whether you’re talking to a customer or a colleague, probe for answers that address immediate issues and open up new possibilities
Ask: • What does and doesn’t work today? • What should the future look like? • What can we do today to make a difference tomorrow?
Maximize touchpoints.
Turn a simple transaction into a dynamic conversation.
When you have a customer’s attention,
ask for feedback: • 1-800 numbers • Websites • Order forms • Product packaging
What can your website traffic tell you?
Website visits are more than just a number, they’re people who’ve sought your business out.
Use a web analytics tool to discover: • Where visitors live; region or country • How they arrived; direct, search, link, social network, etc. • Connection and type; broadband or dial-up, computer or mobile device • What keywords drive traffic; the results may be surprising
Discover what delights customers.
Go beyond goods and services to give your customers something the competition can’t match—delight.
Ask yourself: • What do customers expect our brand to deliver? • What would surprise them? • What is the one thing only our brand can offer?
Achieve a new outcome.
Don’t repeat what you’re dissatisfied with, expecting a different result.
Break the cycle by asking: • Where do failures and frustrations typically occur in my business? • What is one rule my team, customers or I would like to break? • How can I add flexibility to my process?
Empower your sales force.
Your sales force is the face of your business and your connection to customers.
Give them the tools to do their job: • Partnerships within the organization • Access to company resources • Permission to make decisions • Support in growing their talents and skills