It started with a good idea. After what seemed like a lifetime of strategy and brainstorming sessions, you came up with a way to differentiate your product. You figured out who your target market was and what value the product served. After seeing its potential, you decided to explore ecommerce. Price points, up-selling and bundles were all a part of the master plan. With a few key styling and brand strategies nailed down, your online store was up-and-running in no time. But you still had a few options about where to place your products. You researched warehousing options, distribution centers and wanted to improve order processing overall. With good movement on these fronts, you left the fun part for last – the marketing. The clever marketer within you thought of advertising campaigns, sales strategies and enticing promotions. As time went by, you garnered the attention of an attractive customer base and started to offer promotions to your most loyal customers. At this point, you realized that a product is just a product – it’s the PEOPLE that make it great.
ADDING TO THE 4Ps Focusing on people to create an army of promoters Clay Olivier, COO and CMO – Volusion Twitter: @volusion
So, why do this? Happy customers spend more and promote your brand.
CREATING LOYALTY
Building a Dream Team
WOW! your customers Spreading the word
Build your Dream Team • Hire the best • Focus on Culture • Happy employees are your best recruiters
Define your team’s mission Make Customer Experience part of your DNA
All Customer Facing Teams
Everyone else in your Organization
Executive Team
“Delivering WOW experiences!”
Make it FUN! Happy employees make happy customers
CREATING LOYALTY
Build your Dream Team
WOW! your customers Spreading the word
Give your customers a voice Integrate feedback into your day-to-day operations • Consider NPS (Net Promoter Score) to find out what your Promoters and Detractors expect from you. Then, communicate your action plan.
Detractors
Passives
Promoters
WOW! your customers Define your service • Name it, i.e., Out of this World Support ™ • Rally everyone in your company around it • Share the message with your customers How is this idea expressed in your products and services?
How does your staff execute to this concept?
How will customers interact with you? How do you interact with your customers? (web site, email, social)
WOW! your customers Practice random acts of kindness • Always do more than expected • Be proactive and accountable • Close the loop on issues • Small things go a long way • Empower your employees • Deliver WOW! experiences • Be responsive 24x7
CREATING LOYALTY
Building a Dream Team
WOW! your customers Spreading the word
Only 14% of consumers trust advertisers.
90% trust recommendations from their friends.
Get a snap shot of your brand Free tools you can start using today • SocialMention.com • GetSatisfaction.com •Technorati.com
• Google Alerts
Social Media Rules How to engage on the social web Do’s: • Be transparent & authentic • Answer questions & provide great content • Become a valued member of the community Don’ts: • Steer clear of trying to sell
• Don’t attempt to control the conversation • Don’t spam users
Spread the word Make it easy to share the story • Start a community or join in
• Allow customers to vote on ideas • Have customers submit videos • Share customer stories through tweets, case studies and PR • You’ll get what you want, if you
help enough other people get to where they want.
Spreading the word Build programs to reward your best customers Find ways to recognize and reward your most loyal customers.
Loyalty program members are 70% more likely than others to actively recommend products.*
Benefits of loyalty programs: • Incentives the right behavior • Increases profitability • Increases customer retention
Remember: Keep it Simple. *Source: Colloquy
CREATING LOYALTY
Building a Dream Team
Work to WOW! customers Spreading the word
“Your brand isn’t what you say it is. It’s what they say it is.” – Marty Neumeier, ‘The Brand Gap’
ADDING TO THE 4Ps Focusing on people to create an army of promoters Clay Olivier, COO and CMO – Volusion Twitter: @volusion