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Creating a lasting impression: How to create loyal relationships
 

Creating a lasting impression: How to create loyal relationships

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Calling upon his psychotherapy background, our senior digital consultant, Rob Van Tol shares his insights and discusses how creating strong relationships with your clients/customers can result in them ...

Calling upon his psychotherapy background, our senior digital consultant, Rob Van Tol shares his insights and discusses how creating strong relationships with your clients/customers can result in them choosing to stick with you; how understanding their behaviours can encourage them to take the steps you strive for; and how this bond helps you to manage disappointment together with your client.

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  • Twinning – having so much in common, liking the same thingsMirroring – being attuned, walking in the same step, being in syncIdealising – “you’re so great/beautiful/clever/get me/loving/completes me” in whatever characteristic is important to the other
  • Secure – the caregiver is available and responsive to the child > so trusting, good self-esteem, comfortable sharing, seek out supportAmbivalent – the caregiver is inconsistent > clingy, over-dependent, reluctant to be really close, may cling to children, frequent breakupsAvoidant – the caregiver is unavailable and unresponsive > problems with intimacy, little emotion in social or romantic relationships, unable/unwilling to share thoughts and feelingsDisorganised – the caregiver is abusive > lack attachment – often confused or comforted/frightened, abrupt mood shifts or no mood (flat affect) – often with unprocessed trauma
  • Disorganised – the caregiver is abusive > lack attachment – often confused or conflicted/frightened, abrupt mood shifts or no mood (flat affect) – often with unprocessed traumaAvoidant – the caregiver is unavailable and unresponsive > problems with intimacy, little emotion in social or romantic relationships, unable/unwilling to share thoughts and feelingsAmbivalent – the caregiver is inconsistent > clingy, over-dependent, reluctant to be really close, may cling to children, frequent breakups
  • Secure – the caregiver is available and responsive to the child > so trusting, good self-esteem, comfortable sharing, seek out support
  • This is a great point from the writer of Designing for Emotion.Our research pointed out that your customers want to deal with people – they want to see the whites of your eyes
  • Some reasons why organisations might not feel they can let their personality shine through.

Creating a lasting impression: How to create loyal relationships Creating a lasting impression: How to create loyal relationships Presentation Transcript

  • How to build loyal relationships with your clientsPrecEdinburgh | 93to95hanoverstrCreating a lasting impressionThe web design series@precedentcomms #PrecSem
  • 08:45 Part 1: Strong Relationships- What impression do I make?- How do you relate?- What does this mean for you?09:30Coffee, cigarette, stretch etc.09:45 Part 2: Attachment & Ruptures- Attachment- Ruptures & Disappointments- Wrap up, questions10:30FinishThe order of things@precedentcomms #PrecSem
  • Draw, cartoon or badlysketchor…List, write, or evencompose a haikuor …What would it be if thesite were a:- film- car- personWhat impression does your site make?
  • TwinningMirroringIdealisingHeniz Kohut SELF PSYCHOLOGYFrom work with Narcissists, he moved the discussion awayfrom Freudian focus on instinctual drives and internalconflicts, and towards the vicissitudes of relationshipsRelating: Making an impression@precedentcomms #PrecSem
  • How to TwinImagesLanguagePersonality (eg, tone of voice)Goals, needs, wantsWhat helpsStaying aligned to your personasProfessional copywritingClearly art directed photographyWhat impression does your site make?
  • How to MirrorExpress different tones at differentsteps to reflect changes in moodRecognising when there areproblemsIntegration of digital with customerserviceClear advice on how to escalateWhat helpsEnd-to-end processesMultiple channels for customerservice (email, live chat, phone)Non-defensiveness - defensivenesscreates a distanceWhat impression does your site make?
  • How to be IdealisedBe confidentBe generousBe differentBe braveBe boldBe sexyBe cuteBe real and personableWhat helpsTelling people you’re greatImpressive offersImpressive serviceWhat impression does your site make?
  • TwinningHow to you show thatyou are interested inthe same things asyour visitorsMirroringHow do you staysmoothly attuned toyour visitors?IdealisingHow do you invite yourvisitors to think you’reamazing ?What impression does your site make?
  • Worksheet: What impression do you make?012345IdealiseTwinMirrorTop 3 ways we TwinTop 3 ways we MirrorTop 3 ways we get Idealised
  • Psychologicalconnectednesshow realistic is it forpeople to feel a realconnection to you?Relationships: Attachment@precedentcomms #PrecSemIn love?Infatuated?Quite like you?Taken for granted?No feeling at all?
  • SecureAmbivalentAvoidantDisorganisedJohn Bowlby & Mary Ainsworth ATTACHMENTFrom work with children, they found that the caregiver’sresponse to their children, especially when indistress, developed the template for how the childwould form ―lasting psychological connectedness‖ —relationshipsRelationships: Attachment@precedentcomms #PrecSem see: http://psychology.about.com/library/quiz/bl-attachment-quiz.htm
  • DisorganisedAlways difficult – quick to rage – best handled in personAvoidantBe strong – won’t ask for helpAmbivalentTeenagery – clingy, floods of tears/brave little boyRelationships: Ruptures and Repairs@precedentcomms #PrecSem
  • SecureThe reasonable customerKeep them securely attached and the relationship willgrowdeepenbecome more resilientRelationships: Ruptures and Repairs@precedentcomms #PrecSem
  • Love (Borderline process)Abandonment EngulfmentWe never talk Spamming meYou don’t care You’re never satisfiedRelationships: What people need@precedentcomms #PrecSem
  • Safety (Control) (Obsessive compulsive process)Abandonment EngulfmentControl & regulate it Control & regulate itRelationships: What people need@precedentcomms #PrecSem(Obsessive compulsive process)
  • Safety (Low Risk) (Schizoid process)Abandonment EngulfmentToo little Too muchRelationships: What people need@precedentcomms #PrecSem(Schizoid process)
  • Admiration (Narcissistic process)Humiliation AdmirationThe very worst The very greatestRelationships: What people need@precedentcomms #PrecSem
  • And so …there are real limits to what relationship you can have despite:PersonalisationBehaviour targetingPersuasion architecturesRelationships: Ruptures and Repairs@precedentcomms #PrecSem
  • Offer a range of options to suitedifferent people Email (don’t want to be engulfed) Clear Process (want predictable safety) Live Chat (want to be loved) Phone (don’t you know who I am)Relationships: Ruptures and Repairs@precedentcomms #PrecSem
  • Building brand awareness 2013low identified fanmedium identified fanhighly identified fan@precedentcomms #PrecSemThink of youusers as Fans
  • Building brand awareness 2013Consider the whole lifecycle of the relationshipSimpleBook CountDownJourney Arrive Experience LeaveInspireDream RememberExcite First AidHit the GroundRunningJournalGo withthe BreezeLatersConnectExplore@precedentcomms #PrecSem
  • Building brand awareness 2013ExploreSimpleBook CountDownJourney Arrive Experience LeaveInspireDream RememberExcite First AidHit the GroundRunningJournalGo withthe BreezeLatersConnectInspiration Looking After RetainOrganiseOrientate EngageCross SellFocus &Magnify(Co)PlanBookProblemSolveActivities (Re)BookAu Revoir Member Reunion@precedentcomms #PrecSemAnd how you respond differently across the lifecycle
  • Triggering reconnections
  • Building brand awareness 2013―Showing personality in your app, website, orbrand can be a very powerful way for youraudience to identify and empathize with you.People want to connect with real people and toooften we forget that businesses are just collectionsof people. So why not let that shine through?‖Aarron Walter, Designing for Emotion@precedentcomms #PrecSem
  • Building brand awareness 2013Highly regulated?Forces | Emergency Services | NHS | Financial Services | Education | LawBrand is expected to be dehumanised?Government (Local and Central) | Law | Financial ServicesIntrovert organisation?Science & Engineering | Government (Local and Central) | Financial ServicesSo why not let humanity shine through?Keep private & work identities separate?Government (Local and Central) | Financial Services@precedentcomms #PrecSem
  • Worksheet: What stops you from having a relationship012345RegulationIntrovertedDehumanised BrandAnon CultureNot Sure How
  • Thank you@precedentcomms #PrecSem“Edinburgh skyline”: thelittleblackbook.org
  • The web design series14 June, part 3What makes awesome design?Our creative director Mark will take youthrough the fundamental principles ofremarkable web design, exploring what it isit that makes a website memorable? Frombrand and visual hierarchy, to understandingyour audience and creating emotional andrelevant campaigns.