Not necessarily but they need to do a
better job listening
Brands need to connect more to
consumers and earn their trust
Establishing a relationship with
customers is not easy
But it’s important to get your
customers to love your brand
Why is it important to have consumers fall in love with your brand ?
Price becomes much less of a deciding factor when choosing between your
brand and competitors.
Happy customers will tell their story to others becoming ambassadors for your
brand. You can’t put a price on word of mouth advertising like that.
Today market share does not necessarily mean a profitable brand. Apple
does not have the number one market share in PC’s but they are extremely
profitable and are worth more than Dell.
Consumers want brands who listen and hold brand accountable for not
listening to their concerns/issues.
How do I get consumers to
love my brand ?
1. Trust your customers and trust those people who come in contact with
your customers everyday by empowering them to make customers
2. Listen to what consumers are saying about you, your brand, your
company and competitors.
3. Put your customers at the center of everything you do and ensure
that you communicate this promise to them in action and words.
4. Become “real” in your relationship with your customers.
5. Earn the right to have a relationship with your customers and
understand that earning this right has to be done by every employee
6. When things go wrong apologize and do whatever it takes to earn
back your customers respect and business.
A good start is by listening to
customers and employees
Because listening drives brand
The process of of gathering
open, honest feedback
humanizes companies at a time
when most consumers distrust
Listening drives forms the
foundation of any relationship &
is the first step in loyalty building.
The process of listening shapes
Find the time to listen
Juggle the clock but find time to listen to employees and customers because
nothing you do is more important right now.
Don’t have meetings to solve all
If your meeting aren’t adding value to your customers then why have
them ? Empower employees to make decisions without “having to
get on people’s calendars”
And please decide “who is the voice
of our brand to customers” ?
If you don’t listen and respond quickly
small problems become big problems
want to be heard
and when they are
be amplified on
United Airlines found that out the
hard way via YouTube
After his song made its way across the Internet, Carroll received a call from
United offering to pay for his beloved guitar
United Breaks Guitars spread to over
7 million people via social media
Listening to customers is important
but so is listening to employees
Your front line
customer service &
sales can alert you
to possible problems
before you hear
about it via an angry
The price of not listening to
employees can also cost a lot
Toyota didn’t know how to
respond to weak signals before
they became big problems.
Lower level managers within
Toyota found it hard to deliver bad
news to management.
There was no system in place to
listen to concerns of employees
because of the company culture.
Toyota managers didn’t
understand how sensitive the The reputation for quality that took
American public is to auto safety decades to build has come down
issues. in just a few months.
Amazon listens to their customers and
backs it up with quick action
If a customer has a
problem with a shipment
the customer service
people are authorized to
replace the shipment
Amazon will routinely
send gift certificates for
deliveries even if the
delay is not their fault.
By empowering employees to solve
problems on the spot
Wegman’s has also embraced
Employees are free to do whatever
it takes to satisfy customers without
checking with managers.
“No customer is allowed to leave
Over 40 hours of training per year for
Result: low employee turnover
operating margins are double of
competitors sales are 50% higher per
square foot per than competitors.
You should also make employees feel
like equal partners
As the Container Store does
One great passionate person equals
three good people.
One employee is hired they are
considered a “partner”.
Each partner has absolute trust of the
organization and sees as much
information as executives.
Two or three times a year a full-profit
and loss status is shared with every
employee along with briefing.
Only 15% turnover in workforce and
they have double digit growth.
Where can you listen to what people
are saying about your brand ?
The best places to listen
we do to
Step1: Develop a process for listening
Develop a system
organization to get
issues on the radar.
to raise their hand and
say “I think you should
know about this!”
Revise and optimize
the process to ensure
that all data is
actionable and acted
Step 2: Prioritize issues
Identify which issues are
the most serious threat to
If it’s important to your
customers it’s important to
Step 3: Empower employees to solve
Allow your employees to
problems without having
to resort to days of
meetings or endless
approvals from senior
Step 4: Measure and optimize
Did we earn our customers respect and give them a reason to
continue to do business with us?
Step 5: Remember speed is essential
On the Internet one day is like
a month in real time. Nothing
upsets a consumer more than
thinking that nobody cares or
is listening to them.
Social Media is a great channel for
listening to consumers
Tools for listening via social media
Google Alerts is the steady rock in the sometimes white-water world of monitoring. You
can easily target keywords that are important to your brand and receive streaming or
batched reports—choose your own adventure.
Tracking your brand or a product is one thing, but turning that tracking into a measure of
consumer sentiment about your brand or product is something completely different. For
that, Jodange has TOM (Top of Mind), which tracks consumer sentiment about your
brand or product across the Web.
Want to know how your brand or product is trending compared with others? Trendrr uses
comparison graphing to show relationships and discover trends in real time. Use the free
account, or bump it up to the Enterprise level for more functionality
Tools for listening via social media
Twitalyzer is the market leading social media analytics application focusing on short-
Find every tweet to and about your business, route it to the appropriate resource, and
respond or republish to the web..
Nielsen Buzz Metrics
Nielsen BuzzMetrics services and solutions uncover and integrate data-driven insights
culled from nearly 100 million blogs, social networks, groups, boards and other CGM
Of course the best tools aren’t any
good in the hands of the unskilled
That’s why you need to innovate
and execute around what you hear
Align your marketing around
consumer touch points
Because your marketing is ALL your company/brand
Reward employees who take risks to
solve customer problems
Treating customer service people to a pizza party and asking “what
do you hear from the field and customers?”
Establishing a “hot line” directly to the CEO from salespeople who
have important issues they feel need to be addressed quickly
At the end of the day how you treat customers and make decisions
will say a lot about you and your company.
My CV http://www.richardameyer.com
My marketing BLOG http://www.richsblog.com
MY DTC BLOG http://www.worldofdtcmarketing.com