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12 WAYS TO WIN CUSTOMERS &
INFLUENCE WORD OF MOUTH


by Stan Phelps, PurpleGoldfish.com

Business has changed more in
the last 10 years than it has in
the previous 100. Power has
shifted. The customer has a
bigg...
Truth #1!
According to a study Gartner, 89% of
companies expect to compete mostly on the
basis of customer experience!



...
!
!

 … in 2011 it was 36%
Truth #2!
Retention is fast
becoming the new
acquisition.!
!

LEAKY 
BUCKET
It costs upwards of 10x the money to
acquire a new customer than is does to
upsell a current one!
!
!
You need to take
c a r e o f t h e
c u s t o m e r s y o u
have… so they’ll
b r i n g y o u t h e
c u s t o m e r s y o u
...
Truth #3!
Because all
customers !
are not !
created equal!
A referred customer is upwards of 4x
as valuable to a business!
!
They spend up to 2x over their lifetime compared to
regu...
A referred customer is upwards of 4x
as valuable to a business!
!
They spend up to 2x over their lifetime compared to
regu...
Truth #4!
!
There is no such thing as just meeting the
expectations of a customer!
Meeting expectations is a myth. It’s like
being on time. No one is ever on time.
You’re either early or late.!
!
No one ev...
We are living in an age 
of equivalency. There’s little
difference between products and
services. Customer experience is t...
Two Paths
Diverge
My Journey
Moment of Truth
Why Purple?
!
Lagniappe
!
!
!
!
!
!
!
Meaning - The additional gift
or to give more
Now why a Goldfish?
The Goldfish represents something small, but it was directly
inspired Kimpton Hotels. A chain of boutique hotels, Kimpton
e...
GIVE A LITTLE UNEXPECTED EXTRA
Guppy Love
Kimpton will give you a pet goldfish for your stay.
They call it “Guppy Love.”
Average Goldfish = 3 to 4 inches
A goldfish also represents
something small. But all
goldfish are not created equal.
The aver...
Nearly 20 inches or 50cm 
That’s nearly six times larger! How can there
be such a huge difference? It turns out the
growth...
1
WHAT’S THE SIZE OF THE BOWL IN BUSINESS?
= _____
1. The size of the bowl or pond will determine how big a
goldfish with g...
1
SIZE OF THE BOWL
 = MARKET
1
2
2. The number of other goldfish in the bowl will also impact
the growth. The more goldfish, the more difficult it is to g...
1
2
NUMBER OF OTHER GOLDFISH
 = COMPETITION
NUTRIENTS / CLARITY OF THE WATER IN BUSINESS
= _______
3. The nutrients in the water and clarity of the water
will also de...
NUTRIENTS / CLARITY OF THE WATER
 = ECONOMY
4
24. The first 120 days of a goldfish life will be a factor on
its growth. The better the start, the bigger it can get.
= _...
4
2FIRST 120 DAYS OF LIFE
= START-UP OR NEW PRODUCT
2
5. The genetic makeup of a goldfish will also determine
how big it will grow. The more it stand outs, the better.
= _____...
2
ITS GENETIC MAKE-UP
 = DIFFERENTIATION
Five Factors
#1. MARKET
#2. COMPETITION
#3. ECONOMY
#4. FIRST 120 DAYS
#5. DIFFERENTIATION
Assuming you’ve already been in...
Five Factors
#1. MARKET
#2. COMPETITION
#3. ECONOMY
#4. FIRST 120 DAYS
#5. DIFFERENTIATION
The only thing you can
have con...
1. Throw-ins (value)!
It took 27 months to collect all 1,001+ examples
After sorting through all
1,001+ examples, it became
clear there are 12 types of
Purple Goldfish:
The entire idea of a Purp...
Purple Goldfish Strategy
is about differentiation
via added value.
Giving little unexpected
extras that drive loyalty
and wo...
G stands for Give
How are you creating a strong first impression?
Check in at any Doubletree Hotel around the world
and you...
G = Give
#29
A warm chocolate chip cookie. It’s a signature extra
by the hotel. Since the mid 1980’s, Doubletree has
given...
Give
L stands for Little
It doesn’t have to be something huge.
Izzy’s is an ice cream shop in St. Paul,
Minnesota. When yo...
Give
L = Little
#582
Pick another flavor for free.
This little miniscoop on top is called the Izzy.
TM
SAMPLING
If you can surprise a customer by doing
something unexpected, you will trigger an
emotional response and become talkable.
...
Chapter 20Give
Little
U = Unexpected
#706
The technician places this interesting looking device onto
your windshield. The ...
Chapter 20Give
Little
U = Unexpected
During this time the technician goes back to their
vehicle and retrieves glass cleane...
Give
Little
Unexpected
E stands for Extras
Do the little extra. Go beyond just equal to give a little
more. This is extrem...
#438
Give
Little
Unexpected
E = Extras
A freshly baked apple pie.
It is literally a humble pie.
Each year they spend up to...
One Last 
Story of G.L.U.E. 
According to Disney
historian Les Perkins in
1957,Walt decided to hold
a Christmas parade at
...
Walt’s accountants sat him down and
besieged him to not spend money on the
parade. Nobody would complain, they
reasoned, i...
“That’s just the point,” Walt said.
“We should do the parade precisely
because no one’s expecting it. Our
goal at Disneyla...
Always Exceed
Expectations
Walt even had a word for the concept of
doing the little things to exceed
expectations. He call...
READY TO THINK 
OUTSIDE THE BOWL?
WHAT’S YOUR
CHOCOLATE CHIP
COOKIE?
- Walt Disney
“The way to get started
is to quit talking
and begin doing”
WHAT’S YOUR
PARADE?
FIVE POPULAR KEYNOTES/WORKSHOPS
AUTHOR, FORBES CONTRIBUTOR, 
TEDx SPEAKER, AND IBM FUTURIST
INSPIRATIONAL, INFORMATIVE, & ENTERTAINING
LET’S WORK TOGETHER
+1.919.360.4702
stan@purplegoldfish.com
LITTLE THINGS CAN MAKE
THE BIGGEST DIFFERENCE
Purple Goldfish - 12 Ways to Win Customers and Influence Word of Mouth
Purple Goldfish - 12 Ways to Win Customers and Influence Word of Mouth
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Purple Goldfish - 12 Ways to Win Customers and Influence Word of Mouth

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According to Gartner, 89% of businesses will compete mostly on customer experience. There is a need to create powerful unique experiences to drive differentiation,loyalty and referrals. A little less interruption and a little more action. The solution is G.L.U.E, the practice of giving little unexpected extras to exceed expectations. Doing the little signature things that can make a big difference.

Stan Phelps is the founder of PurpleGoldfish.com, a consultancy that helps brands obtain customers that are up to four times as valuable as ordinary customers. He’s a contributor to Forbes and the author of Purple Goldfish, Green Goldfish, Golden Goldfish, Blue Goldfish, and Purple Goldfish - Service Edition. He works with senior leaders to focus on meaningful differentiation to win the hearts of both employees and customers. Driven by client objectives and inspired by bold vision, Stan creates custom keynotes, workshops, and programs that are memorable and on brand, inspiring businesses to become REMARK-able by design.

Contact Stan at stan@purplegoldfish.com or call 919.360.4702.

Purple Goldfish - 12 Ways to Win Customers and Influence Word of Mouth

  1. 1. 12 WAYS TO WIN CUSTOMERS & INFLUENCE WORD OF MOUTH
 by Stan Phelps, PurpleGoldfish.com

  2. 2. Business has changed more in the last 10 years than it has in the previous 100. Power has shifted. The customer has a bigger voice. THE CHALLENGE
  3. 3. Truth #1! According to a study Gartner, 89% of companies expect to compete mostly on the basis of customer experience! 
 
 Source: Gartner! 

  4. 4. ! ! … in 2011 it was 36%
  5. 5. Truth #2! Retention is fast becoming the new acquisition.! ! LEAKY BUCKET
  6. 6. It costs upwards of 10x the money to acquire a new customer than is does to upsell a current one! ! !
  7. 7. You need to take c a r e o f t h e c u s t o m e r s y o u have… so they’ll b r i n g y o u t h e c u s t o m e r s y o u want.! Why?!
  8. 8. Truth #3! Because all customers ! are not ! created equal!
  9. 9. A referred customer is upwards of 4x as valuable to a business! ! They spend up to 2x over their lifetime compared to regular customer! !
  10. 10. A referred customer is upwards of 4x as valuable to a business! ! They spend up to 2x over their lifetime compared to regular customer! ! They refer up to 2x of their friends over their lifetime compared to a regular customer!
  11. 11. Truth #4! ! There is no such thing as just meeting the expectations of a customer!
  12. 12. Meeting expectations is a myth. It’s like being on time. No one is ever on time. You’re either early or late.! ! No one ever just meets the expectations of a customer, you either… ! exceed expectations or you fall short !
  13. 13. We are living in an age of equivalency. There’s little difference between products and services. Customer experience is the new battlefield.
  14. 14. Two Paths Diverge
  15. 15. My Journey
  16. 16. Moment of Truth
  17. 17. Why Purple?
  18. 18. !
  19. 19. Lagniappe ! ! ! ! ! ! ! Meaning - The additional gift or to give more
  20. 20. Now why a Goldfish?
  21. 21. The Goldfish represents something small, but it was directly inspired Kimpton Hotels. A chain of boutique hotels, Kimpton embodies the doing the little something extra. Stay at any of the Kimpton properties and you’ll find: •  free gourmet coffee and fresh fruit in the lobby •  complimentary wine tasting in the afternoon •  pet-friendly accommodations My favorite perk is something a select number of the properties do for guests. Perhaps you are staying at a Kimpton for a few days, and you are getting lonely…
  22. 22. GIVE A LITTLE UNEXPECTED EXTRA Guppy Love Kimpton will give you a pet goldfish for your stay. They call it “Guppy Love.”
  23. 23. Average Goldfish = 3 to 4 inches A goldfish also represents something small. But all goldfish are not created equal. The average is three to four inches (8-10 cm) in length. The world’s largest is …
  24. 24. Nearly 20 inches or 50cm That’s nearly six times larger! How can there be such a huge difference? It turns out the growth of a goldfish is determined by five factors. The growth of your business is affected by these same five things.
  25. 25. 1 WHAT’S THE SIZE OF THE BOWL IN BUSINESS? = _____ 1. The size of the bowl or pond will determine how big a goldfish with grow. The bigger the pond or bowl, the more a goldfish can grow
  26. 26. 1 SIZE OF THE BOWL = MARKET
  27. 27. 1 2 2. The number of other goldfish in the bowl will also impact the growth. The more goldfish, the more difficult it is to grow. THE OTHER IN GOLDFISH IN BUSINESS = ________
  28. 28. 1 2 NUMBER OF OTHER GOLDFISH = COMPETITION
  29. 29. NUTRIENTS / CLARITY OF THE WATER IN BUSINESS = _______ 3. The nutrients in the water and clarity of the water will also determine how large the goldfish will grow.
  30. 30. NUTRIENTS / CLARITY OF THE WATER = ECONOMY
  31. 31. 4 24. The first 120 days of a goldfish life will be a factor on its growth. The better the start, the bigger it can get. = _______FIRST 120 DAYS OF LIFE IN BUSINESS
  32. 32. 4 2FIRST 120 DAYS OF LIFE = START-UP OR NEW PRODUCT
  33. 33. 2 5. The genetic makeup of a goldfish will also determine how big it will grow. The more it stand outs, the better. = _______WHAT’S GENETIC MAKE-UP IN BUSINESS
  34. 34. 2 ITS GENETIC MAKE-UP = DIFFERENTIATION
  35. 35. Five Factors #1. MARKET #2. COMPETITION #3. ECONOMY #4. FIRST 120 DAYS #5. DIFFERENTIATION Assuming you’ve already been in business for four months, what’s the only thing you have control over?
  36. 36. Five Factors #1. MARKET #2. COMPETITION #3. ECONOMY #4. FIRST 120 DAYS #5. DIFFERENTIATION The only thing you can have control over is how you differentiate yourself. The little things you do to stand out in a sea of sameness?
  37. 37. 1. Throw-ins (value)! It took 27 months to collect all 1,001+ examples
  38. 38. After sorting through all 1,001+ examples, it became clear there are 12 types of Purple Goldfish: The entire idea of a Purple Goldfish is explained through the acronym of G.L.U.E.
  39. 39. Purple Goldfish Strategy is about differentiation via added value. Giving little unexpected extras that drive loyalty and word of mouth. The entire idea of a P u r p l e G o l d fi s h i s explained through the acronym of G.L.U.E.
  40. 40. G stands for Give How are you creating a strong first impression? Check in at any Doubletree Hotel around the world and you’ll receive a _________________at reception.
  41. 41. G = Give #29 A warm chocolate chip cookie. It’s a signature extra by the hotel. Since the mid 1980’s, Doubletree has given away over 300 million chocolate chip cookies. FIRST IMPRESSION
  42. 42. Give L stands for Little It doesn’t have to be something huge. Izzy’s is an ice cream shop in St. Paul, Minnesota. When you buy a scoop of ice cream at Izzy’s, you get to _____________
  43. 43. Give L = Little #582 Pick another flavor for free. This little miniscoop on top is called the Izzy. TM SAMPLING
  44. 44. If you can surprise a customer by doing something unexpected, you will trigger an emotional response and become talkable. If you have a crack in your windshield, Safelite will come to your home or office to repair the crack. Give Little U stands for Unexpected
  45. 45. Chapter 20Give Little U = Unexpected #706 The technician places this interesting looking device onto your windshield. The device drills into the crack and places an epoxy resin inside. It takes 10 minutes for the epoxy to harden. ADDED SERVICE
  46. 46. Chapter 20Give Little U = Unexpected During this time the technician goes back to their vehicle and retrieves glass cleaner and a vacuum. They then proceed to clean the interior of your car and all of your glass. When you come out to inspect the work, not only does your cracked windshield look brand new, but your car looks like it just rolled off the showroom floor. Totally unexpected and totally memorable.
  47. 47. Give Little Unexpected E stands for Extras Do the little extra. Go beyond just equal to give a little more. This is extremely important when you make a mistake in business. Nurse Next Door is a home health care provider. When they make a mistake, Nurse Next Door sends a handwritten note of apology with _________________
  48. 48. #438 Give Little Unexpected E = Extras A freshly baked apple pie. It is literally a humble pie. Each year they spend up to $2,000 with a local vendor. They know that investment helps save the company $100,000+ a year in lost sales. HANDLING MISTAKES
  49. 49. One Last Story of G.L.U.E. According to Disney historian Les Perkins in 1957,Walt decided to hold a Christmas parade at Disneyland. It was going to cost $350,000. #537
  50. 50. Walt’s accountants sat him down and besieged him to not spend money on the parade. Nobody would complain, they reasoned, if they dispensed with the parade because nobody would be expecting it.
  51. 51. “That’s just the point,” Walt said. “We should do the parade precisely because no one’s expecting it. Our goal at Disneyland is to always give the people more than they expect. As long as we keep surprising them, they’ll keep coming back. But if they ever stop coming, it’ll cost us ten times that much to get them to come back.” Walt’s mantra was simple…
  52. 52. Always Exceed Expectations Walt even had a word for the concept of doing the little things to exceed expectations. He called it “plussing.” He would drive the imagineers and the cast members crazy, always asking them how they could do the little extra to plus the guest experience.
  53. 53. READY TO THINK OUTSIDE THE BOWL?
  54. 54. WHAT’S YOUR CHOCOLATE CHIP COOKIE?
  55. 55. - Walt Disney “The way to get started is to quit talking and begin doing” WHAT’S YOUR PARADE?
  56. 56. FIVE POPULAR KEYNOTES/WORKSHOPS
  57. 57. AUTHOR, FORBES CONTRIBUTOR, TEDx SPEAKER, AND IBM FUTURIST
  58. 58. INSPIRATIONAL, INFORMATIVE, & ENTERTAINING
  59. 59. LET’S WORK TOGETHER +1.919.360.4702 stan@purplegoldfish.com LITTLE THINGS CAN MAKE THE BIGGEST DIFFERENCE

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