Week 14: Relationship Marketing

517 views
438 views

Published on

Published in: Education, Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
517
On SlideShare
0
From Embeds
0
Number of Embeds
12
Actions
Shares
0
Downloads
10
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Di Rienzo, Enterprise, Zach Braff, Saturn, Porter Airlines
  • Week 14: Relationship Marketing

    1. 1. Social Tools <ul><li>Digg </li></ul><ul><li>Delicious </li></ul><ul><li>StumbleUpon </li></ul><ul><li>Hootsuite </li></ul><ul><li>Bit.ly </li></ul><ul><li>Ping.fm </li></ul><ul><li>Klout </li></ul><ul><li>Wefollow </li></ul><ul><li>Socialmention </li></ul><ul><li>Facebook Timeline </li></ul><ul><li>Google+ Business Pages </li></ul><ul><li>Foursquare </li></ul><ul><li>Scribd </li></ul><ul><li>Slideshare </li></ul><ul><li>Twitter Brand Pages! </li></ul><ul><li>What’s it used for? </li></ul><ul><li>How does it work? </li></ul><ul><li>How can businesses use it? </li></ul><ul><li>Who’s doing it well? </li></ul>
    2. 2. <ul><li>TOOLS FOR CULTIVATING & MANAGING RELATIONSHIPS </li></ul>Relationship Marketing
    3. 3. The Marketing System convince cultivate connect clutter AUDIENCE need PROVIDER value
    4. 4. Some Stats about Customers <ul><li>Attracting a new customer costs 5 times as much as keeping an existing one </li></ul><ul><li>A dissatisfied consumer will tell between 9 and 15 people about their experience. About 13% of dissatisfied customers tell more than 20 people. </li></ul><ul><li>In 2011, 86% of consumers quit doing business with a company because of a bad customer experience, up from 59% 4 years ago </li></ul>More stats at: http://www.customer1.com/blog/customer-service-statistics Good service is important for every business –not just fast food and retail chains!
    5. 5. Managing Client Relationships
    6. 6. Relationship Building <ul><li>Moments of Truth – points of contact between the business and client/customer. These form the basis for the client’s feelings toward the company (your brand). </li></ul><ul><li>Meeting and exceeding expectations on a functional, social, and emotional level </li></ul><ul><li>It is the emotional reactions that solidify the relationship </li></ul>
    7. 7. Customer Relationship Management (CRM) <ul><li>Tailoring interactions and communications to the individual customer, often data-driven </li></ul><ul><li>Primary purpose should be to enhance relationships, not make sales </li></ul><ul><ul><li>Identify the best-fit & most active customers </li></ul></ul><ul><ul><li>Coordinate your internal efforts to make their experience seamless </li></ul></ul><ul><ul><li>Manage inquiries and requests </li></ul></ul><ul><li>Social CRM: The customer owns the relationship </li></ul>
    8. 8. Customer Feedback <ul><li>Where it comes in: </li></ul><ul><ul><li>Social Media Networks </li></ul></ul><ul><ul><li>Website </li></ul></ul><ul><ul><li>Frontline Staff </li></ul></ul><ul><li>Seeking it out: </li></ul><ul><ul><li>Surveys </li></ul></ul><ul><ul><li>Suggestion Boxes </li></ul></ul><ul><li>Use a centralized system </li></ul><ul><ul><li>Get Satisfaction </li></ul></ul><ul><ul><li>UserVoice </li></ul></ul><ul><ul><li>OpinionLab </li></ul></ul><ul><li>Respond rapidly </li></ul><ul><li>Give it priority </li></ul>Happy customers who get their issue resolved tell about 4 to 6 people about their experience.
    9. 9. Loyalty & Referral Programs <ul><li>80% of your customers are willing to switch </li></ul><ul><li>Fewer than 20% are willing to refer </li></ul><ul><li>Loyalty can’t be bought, must be earned </li></ul><ul><li>How are you being loyal to your customers? </li></ul>
    10. 10. <ul><li>Can you think of examples of brands that have differentiated themselves mainly on managing customer relationships better than their competition? </li></ul>
    11. 11. <ul><li>WHO YOU KNOW WILL ALWAYS MATTER </li></ul>Networking
    12. 12. Relationship Profiles <ul><li>You don’t network to get a job </li></ul><ul><li>Connections are important for multiple reasons </li></ul><ul><ul><li>Advice/Inspiration </li></ul></ul><ul><ul><li>Endorsement/Support </li></ul></ul><ul><ul><li>Introductions </li></ul></ul><ul><ul><li>Opportunities </li></ul></ul>Next week, we learn how to get more out of your network through personal branding...
    13. 13. Good Motto: <ul><li>“ Surround yourself with people that are smarter than you.” </li></ul><ul><li>Choose your events strategically </li></ul><ul><li>Be genuine. Ask questions about them & always seek to be helpful. </li></ul><ul><li>Set out to help people </li></ul><ul><li>Have (nice) business cards! </li></ul><ul><li>Don’t get sales-y, you can always follow up later </li></ul><ul><li>How do you find common ground? </li></ul><ul><li>Never burn bridges </li></ul>
    14. 14. Networking Opportunities <ul><li>Meeting in “real life” is always easiest: </li></ul><ul><li>Volunteering (volunteerottawa.ca) </li></ul><ul><li>Recreational sports & activities </li></ul><ul><li>Expand in your workplace </li></ul><ul><li>But there are great ways to get out and mingle, too: </li></ul><ul><li>Meetups.com </li></ul><ul><li>Eventbrite.com </li></ul><ul><li>Chamber of Commerce </li></ul><ul><li>Tweet-ups </li></ul>
    15. 15. <ul><li>LET ME KNOW IF YOU’RE COMING </li></ul><ul><li>TAKE THE MYERS-BRIGGS TEST </li></ul><ul><li>IF YOU HAVE ONE, BRING YOUR FAVOURITE PHOTO OF YOURSELF (PRINT OR DIGITAL) </li></ul>For Next Week:

    ×