Presentación de Stan Phelps en el III Congreso Internacional sobre Experiencia de Cliente, organizado por la Asocación DEC.

1. Stan Phelps
Founder of Purple Goldfish.com, TEDx speaker, Forbes contributor
and IBM futurist
@9INCHmarketing
Taking care of your most important customers and employees

2. Taking Care of Your
Most Important
Customers & Employees
Stan Phelps, JD/MBA
PurpleGoldfish.com
GOLDEN GOLDFISH

9. 80% of the land in Italy is
owned by 20% of the people

10. The vital few…
and the trivial
many
- Joseph Juran

12. Case Study:

14. Case Study: Velveeta

15. Velveeta Extensions $100 MM

16. WHY GOLD
AND WHY A
GOLDFISH?

17. WHY GOLD?

19. The “additional gift”or “to give more”
LAGNIAPPE

20. WHY GOLDFISH?

22. GIVE A LITTLE UNEXPECTED EXTRA
GUPPY LOVE

23. Average Goldfish
=
10 cm

25. Their Growth and Your
Business is Affected by Five
Factors:

26. 1. SIZE OF THE BOWL = MARKET

27. 2. AMOUNT OF OTHER GOLDFISH = COMPETITION

28. 3. QUALITY OF THE WATER = ECONOMY

29. 4. FIRST 12O DAYS = START-UP

30. 5. GENETIC MAKE-UP = DIFFERENTIATION

32. 9 Types of Golden Goldfish
1. Throw In’s
2. Added Service
3. Follow Up
4. Convenience
5. Handling Mistakes
Employees
Customers

33. FINDING YOUR BEST
CUSTOMERS
Credit: Harvard Business Review Article, Yoon, Carlotti and Moore
Highly
Involved
Heavy
Users
S
U
P
E
R
C
O
N
S
U
M
E
R
S

34. 1. Throw-ins (value)
Throw-ins

35. Added Service

36. Convenience

37. 9 Types of Golden Goldfish
1. Throw-in’s
2. Added Service
3. Follow Up
4. Convenience
5. Handling Mistakes
Customers
Employees
6. Flexibility
7. Recognition
8. Training & Development
9. Empowerment
Employees

38. Multipliers vs. Diminishers
Credit: Book, Multipliers by Liz Wizeman

39. Flexibility

40. 1. Throw-ins (value)
Recognition

41. THINK OUTSIDE THE
BOWL

42. Thank You
stan@purplegoldfis
h.com