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A strategy to turn customers into Raving Fans

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A strategy to turn customers into Raving Fans

  1. 1. A Strategy To Turn Customers Into <br />Raving Fans <br />
  2. 2. A Raving Fan. Defined ...<br />They are not Satisfied, Soft or Irrelevant. <br />They are: <br />Irrational <br />Illogical<br />Passionate <br />Participate <br />Profitable, Highly Profitable <br />Is Your Self Appointed <br />Advocate and Representative. <br />
  3. 3. Creating A Raving Fan Is Not Difficult. There Are Few Things You Have to Do <br />
  4. 4. Get Your Marketing To Model Your Customer’s Thinking Not Process and SystemsNot Communication Channels <br />
  5. 5. Understand How the Traditional Marketing Environment Has Evolved into ...<br />The P&G Brand Management System <br />
  6. 6. Family <br />Social <br />The New Marketing Environment <br />Governance<br />Economics <br />
  7. 7. And Stop Trying To Create Desire. Its an Uphill Battle (and really expensive) <br />
  8. 8. DesireAlready Exists. <br />Rather Channel It. <br />Find the leverage <br />Points ... <br />Become More Zen <br />
  9. 9. [Forget awareness]<br />Build Loyalty <br />
  10. 10. In Other Words <br />Just <br />Think <br />Differently <br />
  11. 11. Especially Since Everything has Changed <br />Yesterdays Marketing <br />Structured stability <br />Demand > Supply <br />Excess Capacity <br />Limited Choice <br />Simpler Life <br />Product Ownership <br />Brand Control <br />Channels<br />Today's Marketing <br />Chaotic Fragmentation <br />Supply > Demand <br />Limited Capacity <br />Excess Choice [= no choice]<br />Complicated Life <br />Customer Ownership<br />Brand Influence <br />Contextual Convergence<br />
  12. 12. And know that to win the new marketing game .... <br />
  13. 13. Brand Leaders<br />Create <br />Brand Followers <br />Eliminate <br />
  14. 14. Brand Leaders<br />New Market king Approach <br />Mind Blowing Products <br />Mind Blowing Service <br />Brand Followers <br />Old Marketing Approach <br />Meet Customer Needs<br />Problems Resolved As Expected <br />Product Works As Expected <br />The Basics: Eliminating Defects <br />
  15. 15. You Begin With The Customer In Mind <br />
  16. 16. And Earn Rave Reviews... <br />
  17. 17. By Using A Simple Process ....<br />
  18. 18. Begin By Understanding The Experience <br />Operational<br />Purchase <br />Move / Change <br />Request Service <br />Use Product <br />Loyalty I Relationship I Customer Journey <br />Visit Website <br />Take Delivery <br />Lodge Complaint <br />Get Tech Support <br />Operational<br />Operational<br />
  19. 19. Learn What Drivers The Experience<br />Loyalty / Bonus Prgm<br />Staff Treatment / CompetenceCourtesy / Efficiency <br />Handling of unforeseen problems <br />Schedule Frequency <br />Hot line for Frequent Flyers <br />Transport toairport <br />Lounge / business Facilities <br />Seat Assignment <br />Seat Comfort <br />Arrival assistance <br />Baggage claim time <br />Price<br />Special parking Facilities <br />On board storage <br />Airborne experience <br />Lounge / business facilities <br />Transport from airport <br />Electronic ticketing <br />Gateway area comfort / amenities <br />Availability <br />Price<br />In flight entertain-ment<br />Complaint resolution <br />On-Line Product <br />Corporate agreements <br />Priority luggage handling <br />Directions to check in line <br />Upgrades<br />In flight Commun-ication<br />Branding <br />Location of connecting gate <br />Airport security wait time <br />Gate location <br />Travel agents <br />Toilets avalaibility / cleanliness <br />Airport security interaction <br />Airport layout <br />
  20. 20. And Where Experience Is Hurting<br />Loyalty / Bonus Prgm<br />Staff Treatment / CompetenceCourtesy / Efficiency <br />Handling of unforeseen problems <br />Schedule Frequency <br />Hot line for Frequent Flyers <br />Transport toairport <br />Lounge / business Facilities <br />Seat Assignment <br />Seat Comfort <br />Arrival assistance <br />Baggage claim time <br />Price<br />Special parking Facilities <br />On board storage <br />Airborne experience <br />Lounge / business facilities <br />Transport from airport <br />Electronic ticketing <br />Gateway area comfort / amenities <br />Availability <br />Price<br />In flight entertain-ment<br />Complaint resolution <br />On-Line Product <br />Corporate agreements <br />Priority luggage handling <br />Directions to check in line <br />Upgrades<br />In flight Commun-ication<br />Branding <br />Location of connecting gate <br />Airport security wait time <br />Gate location <br />Travel agents <br />Toilets avalaibility / cleanliness <br />Airport security interaction <br />Airport layout <br />
  21. 21. Then Get Everyone Involved <br />Overall Customer Loyalty <br />Marketing <br />Culture<br />Role & Responsibilities <br />Processes & Systems <br />Sales<br />Product Dev<br />Manufacturing<br />Communications<br />Finance<br />Credit Cards <br />Logistics <br />
  22. 22. Restructure Your Communication <br />Overall Customer Loyalty <br />Digital <br />Traditional <br />Mobile <br />Credit Cards <br />
  23. 23. WOW Experience<br />Love That Brand <br />Brilliant Service <br />My Favourite<br />Where?<br />Say I sent You <br />My Brand <br />Always Good <br />Its Me <br />Try <br />And Earn Your Communication <br />Word of Mouth <br />
  24. 24. By Being Consistent, Relevant and Different <br />Overall Customer Loyalty <br />BRAND POSITIONING<br />Credit Cards <br />
  25. 25. A Simple Process ....<br />Core Influence <br />
  26. 26. Michael Cowen <br />michael@ravingfans.co.za<br />www.ravingfans.co.za<br />NEED<br />HELP? <br />

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