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The Customer Learning Curve
 

The Customer Learning Curve

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This presentation demonstrates how your target audience isn't the same. They're all have different experience with your brand and therefore require specific communication solutions.

This presentation demonstrates how your target audience isn't the same. They're all have different experience with your brand and therefore require specific communication solutions.

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  • Full Name Full Name Comment goes here.
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  • good work. customers are absolutely always at various levels with a product or service, and the more you work with them, and share things, the easier and faster they get to promote your product and or service.
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  • Well done slide deck that shows customers at various levels of ability and engagement with a brand.
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  • Thanks guys, great to hear you like it. For more blog posts and case studies check out: http://frankvizeum.com.au/
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  • It's great, Tamir. Thanks for sharing a very useful concept.
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  • Easy way of understanding the customer's learning curve.
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    The Customer Learning Curve The Customer Learning Curve Presentation Transcript

    • Is your customer kicking ass yet?
      How to move your Customer from Novice to Superhero.
      http://images.google.com.au/imgres?imgurl=http://www.recyclingsuperguide.com/wp-content/themes/thesis/rotator/recycle-boy.jpg&imgrefurl=http://www.recyclingsuperguide.com/what-is-recycling&usg=__qy6C2bThU6NkRFAkHd2VAif405Y=&h=315&w=420&sz=28&hl=en&start=302&um=1&tbnid=VqETo9rAMvWsNM:&tbnh=94&tbnw=125&prev=/images%3Fq%3Drecycle%26ndsp%3D21%26hl%3Den%26client%3Dfirefox-a%26rls%3Dorg.mozilla:en-US:official%26sa%3DN%26start%3D294%26um%3D1
    • Is your
      target
      audience
      males 18-35
      who enjoy
      DIY?
      http://www.flickr.com/photos/cosmickitty/43431297/
    • http://www.flickr.com/photos/cosmickitty/43431297/
      They might look the same but they’re not.
    • Super user
      Power user
      Skilled
      Beginner
      Novice
      This is a customer learning curve.
      It measures the relationship your target audience has with your brand.
    • Learning curves are everywhere
      to
      University Graduate
      Grade School
      http://www.tom-brown.com/media/articleimages/rosiehero.jpg
    • to
      CEO
      Intern
      http://www.flickr.com/photos/dsifry/2773358945/
    • to
      World Fame
      Garage Band
      http://www.u2station.com/news/archives/11.15.00.jpg
    • http://www.brzjc.zenjudo.co.uk/uploads/image/Gradings/24-08-09/Agnius_24-08-09.jpg
      In martial arts practitioners are getting a colored belt for each stage
      to mark their different skills, knowledge and experience.
    • Lets imagine you're selling super powers…
      How will your target audience look like on the curve?
      http://www.flickr.com/photos/alan-light/230237708/
    • This is your customer at the start of their journey. They might not even know you. They need all the help they can get. They’re sometimes unaware , scared or embarrassed.
      You need to show them how you’ll make it easier for them and make their lives better.
    • This customer knows a bit about you. They tried you and are wiling to know more. They have a relationship with your brand. They’re experiencing some difficulties you need to solve. They have lots of questions. This is the point where customer service and social networks can help keeping them on the curve.
    • This is where things are getting interesting. Your customers lives are getting better because of your product or service. They are confident and can master some more complicated tasks. This is where a loyalty program should kick in. This is the point they can “bring a friend” or help the Marios and Kittys move up the curve. Don’t let these guys slip away.
    • These customers are power customers. They need a community and a voice. They need someone to speak to and it better be good. They expect things from you. They expect you to treat them right or else… they have the means to be nasty. On the flip side these guys are your most passionate users. They will tell all their friends about you and use other related products in the industry. Congratulations.
      Your brand is part of their lifestyle now.
    • Like the most powerful superhero, these customers are priceless. Your brand is them. They’re hooked on you and will love you forever. They are your best advocates and their WOM is what you work for.
    • Super user
      Power user
      Skilled
      Beginner
      Novice
      There isn't one “target audience”.
      Every customer is on a different level and needs a different kind of communication.
    • Super users: Your most powerful group
      Your “super customers” will group around your brand.
      They are your ambassadors and your brand is part of who they are. Bring them close and never let go. These guys lead the way and set the inspiration for the rest of the curve.
    • The ones that fell off the curve…
      Learn from it.
      make sure that if they want to they’ll be able to come back.
      Here are a few examples of other learning curves in other areas…
    • Gym
      Spend a lot of time and money
      + $100
      per month
      running gear and bike = $500
      I jog/ride or in the gym every day. I’m training for an event. I’m buying more gym equipment and nutrition substances.
      I have a few friends from the gym.
      I get my friends to join my activities.
      Running shoes $200
      Visit Gym three times a week + classes.
      I love going to the gym. I started eating better. I’ve ran 10k for charity.
      I like it. I feel better. Getting excited by classes and seeing improvement
      $75 per month
      It’s so hard and I hate it. But I bought new running shoes and my instructor is nice.
      I Just joined the Gym and dreading it. My first session was embarrassing.
      Retention
      Community
      Engagement
      Reward
      Acquisition
    • Cooking
      $100 per week
      + $200
      per month
      Cooking class + $500 on cooking utensils
      $60 cooking book
      I’m a chef.
      Cooking is my life. Food is my life.
      I come up with a new dish every day.
      I cook for family and friends. I love showing off my skills. I have an herb garden and keeping an eye on the latest trends.
      I’m cooking most nights. Think I can do better than some restaurants.
      I attended a cooking class.
      $0
      I bought a cooking book and starting to experience with different ingredients.
      I cook an omelette on Saturdays.
      Retention
      Community
      Engagement
      Reward
      Acquisition
    • Environment
      Priceless
      $100 per month
      $100
      $25
      Living and being green is who I am. I’m an activist and going to change the world soon.
      I’m living green.
      I cycle to work.
      I take 4 minute showers.
      I have a rain tank.
      I joined the greens.
      $0
      I recycle, and have energy efficient light bulbs fitted in every room.
      I’m only buying recycled toilet paper. I’m trying to use a green bag whenever possible
      I don’t care. I once bought recycled toilet paper.
      It’s not as soft.
      Retention
      Community
      Engagement
      Reward
      Acquisition
    • Learning has a lot to do with fun.
      The curve’s basic
      promise is to make
      customer’s lives
      better.
    • In which stage will
      customers be
      passionate enough
      to buy your t-shirt?
      http://www.flickr.com/photos/creativecommons/2294317099/
    • Make one of your customers a superhero today!
      Tamir Berkman
      frankvizeum.com.au
      twitter.com/FRANkVizeum
    • http://images.google.com.au/imgres?imgurl=http://www.recyclingsuperguide.com/wp-content/themes/thesis/rotator/recycle-boy.jpg&imgrefurl=http://www.recyclingsuperguide.com/what-is-recycling&usg=__qy6C2bThU6NkRFAkHd2VAif405Y=&h=315&w=420&sz=28&hl=en&start=302&um=1&tbnid=VqETo9rAMvWsNM:&tbnh=94&tbnw=125&prev=/images%3Fq%3Drecycle%26ndsp%3D21%26hl%3Den%26client%3Dfirefox-a%26rls%3Dorg.mozilla:en-US:official%26sa%3DN%26start%3D294%26um%3D1
      http://www.flickr.com/photos/cosmickitty/43431297/
      http://www.brzjc.zenjudo.co.uk/uploads/image/Gradings/24-08-09/Agnius_24-08-09.jpg
      http://www.flickr.com/photos/alan-light/230237708/
      http://search.creativecommons.org/?q=purple+nature&sourceid=Mozilla-search
      http://search.creativecommons.org/?q=purple+nature&sourceid=Mozilla-search
      Thank you