In order for brands to succeed today they need to earn customers respect and one of the best ways to do that is to get them to love your brand by listening to what they are saying.
7. 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.
8. 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
happy.
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
everyday.
6. When things go wrong apologize and do whatever it takes to earn
back your customers respect and business.
9. A good start is by listening to
customers and employees
10. Because listening drives brand
credibility
The process of of gathering
open, honest feedback
humanizes companies at a time
when most consumers distrust
big business.
Listening drives forms the
foundation of any relationship &
is the first step in loyalty building.
The process of listening shapes
external conversations
11. 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.
12. Don’t have meetings to solve all
customer problems
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”
15. If you don’t listen and respond quickly
small problems become big problems
Because consumers
want to be heard
and when they are
ignored their
dissatisfaction can
be amplified on
social media.
16. United Airlines found that out the
hard way via YouTube
http://www.youtube.com/watch?v=5YGc4zOqozo
After his song made its way across the Internet, Carroll received a call from
United offering to pay for his beloved guitar
18. Listening to customers is important
but so is listening to employees
Your front line
employees like,
customer service &
sales can alert you
to possible problems
before you hear
about it via an angry
customer.
19. 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.
20. 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
immediately.
Amazon will routinely
send gift certificates for
delayed product
deliveries even if the
delay is not their fault.
22. Wegman’s has also embraced
empowered employees
Employees are free to do whatever
it takes to satisfy customers without
checking with managers.
“No customer is allowed to leave
unhappy”
Over 40 hours of training per year for
each employee.
Result: low employee turnover
operating margins are double of
competitors sales are 50% higher per
square foot per than competitors.
24. 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.
25. Where can you listen to what people
are saying about your brand ?
26. The best places to listen
Is it
important to
our
customers?
What should
we do to
earn their
business?
28. Step1: Develop a process for listening
Develop a system
within your
organization to get
issues on the radar.
Empower employees
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
upon quickly.
29. Step 2: Prioritize issues
Identify which issues are
the most serious threat to
your brand.
If it’s important to your
customers it’s important to
you !
30. Step 3: Empower employees to solve
customer problems
Allow your employees to
solve customer
problems without having
to resort to days of
meetings or endless
approvals from senior
managers.
31. Step 4: Measure and optimize
Did we earn our customers respect and give them a reason to
continue to do business with us?
32. 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.
34. Tools for listening via social media
Google Alerts
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.
Jodange
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.
Trendrr
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
35. Tools for listening via social media
Twitalyzer
Twitalyzer is the market leading social media analytics application focusing on short-
messaging media.
Tweetriver
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
platforms.
36. Of course the best tools aren’t any
good in the hands of the unskilled
37. That’s why you need to innovate
and execute around what you hear
38. Align your marketing around
consumer touch points
Because your marketing is ALL your company/brand
touch points
43. Remember
At the end of the day how you treat customers and make decisions
will say a lot about you and your company.
44. About me
Richard Meyer
My CV http://www.richardameyer.com
My marketing BLOG http://www.richsblog.com
MY DTC BLOG http://www.worldofdtcmarketing.com
http://www.twitter.com/richmeyer
http://www.facebook.com/richardameyer
http://www.linkedin.com/in/richardameyer