WOW at Every Touchpoint: Making the Emotional Connection with Your Renters

I f Y o u
L O V E
T h e m … T h e y
W I L L S t a y !
BY BARBARA SAVONA
CEO OF SPROUT MARKETING
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C U S TO M E R
S AT I S FAC T I O N I S
WO RT H L E S S .
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“A C U S TO M E R W H O I S
M E R E LY S AT I S F I E D I S S T I L L
L I K E LY U P FO R G R A B S I N
T H E M A R K E T P L AC E .”
- D I S N E Y
WOW
ME!
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“OH,
WOW!”
LOGICAL
PSYCHO
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PSYCHOLOGICAL
MORE
UNCONSCIOUS
THEN
CONSCIOUS
I C A N ’ T P U T M Y F I N G E R O N I T…
B U T I C A N F E E L I T.
W H AT ’ S I N O U R
H E A RT, N OT J U S T
I N O U R H E A D.
-W E L L S FA RG O

C A P T U R E
OUR HEART
CO M M U N I T Y, T E A M VA L U E S
A N D E M OT I O N A L
CO N N E C T I O N S
S H O U L D BE W H AT S E L L S YO U R
CO M M U N I T Y OV E R A N D OV E R AG A I N ,
N OT A M E N I T I E S A N D F E AT U R E S .
- B
C U S T O M E R
E X P E R I E N C E
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L E T M E G I V E Y O U
A N E X A M P L E

C U S T O M E R
E X P E R I E N C E
EVERYONE
NO ONE
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W H E N I A M E M OT I O N A L LY
CO N N E C T E D
I A M T H R E E T I M E S M O R E
L I K E LY TO R E CO M M E N D TO M Y F R I E N D S .

CO N N E C T E D
I A M T H R E E T I M E S M O R E L I K E LY TO R E N E W.
CO N N E C T E D
I W I L L BE 4 4 % L E SS L I K E LY TO S H O P A RO U N D.
CO N N E C T E D
I W I L L BE L E SS P R I C E S E N S I T I V E .
TO BE E M OT I O N A L LY
CO N N E C T E D…
YO U H AV E TO H AV E A N
E M OT I O N A L LY CO M P E T E N T T E A M .

E M OT I O N A L
CO M P E T E N C Y
T H E C R I T I C A L FAC TO R
ONE’S ABILITY TO EXPRESS OR RELEASE ONE’S INNER
FEELINGS AND EMOTIONS. IT IMPLIES AN EASE
AROUND OTHERS AND DETERMINES ONE’S ABILITY
TO EFFECTIVELY AND SUCCESSFULLY LEAD AND
EXPRESS.
IT IS DESCRIBED AS THE ESSENTIAL SOCIAL SKILL
TO RECOGNIZE, INTERPRET, AND RESPOND
CONSTRUCTIVELY TO EMOTIONS IN YOURSELF AND
OTHERS.
K N O W
H
T A K E
Y O U R
P U L S E
T h e s e a re u n h a p py c l i e nt s
t h a t a re w a i t i n g fo r t h e i r
l e a s e t o b e u p fo r re n ew a l
s o t h ey c a n r u n . T h e s e
re s i d e n t s fe e l t ra p p e d i n
a b a d re l a t i o n s h i p a n d
t h ey ’ l l te l l a nyo n e t h a t
w i l l l i ste n . Yo u a re n’t
s u r p ri s e d w h e n t h ey g i ve
n ot i ce t o m ove.
T H E
DE TR AC TORS
We hear a lot of
grumbling, but it’s
because of past
management issues.
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We have some
chronic complainers,
but doesn’t everyone?
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T h e s e a re t h e q u i et o n e s
t h a t yo u “t h i n k” a re
h a p py. S u re, t h ey a re
s a t i s fi e d , b u t t h ey a re a l s o
u p fo r g ra b s . T h ey m a y
h ave f r u st ra t i o n s t h ey
d o n’t vo i ce b e c a u s e t h ey
d o n’t w a nt t o b e a b ot h e r.
T h ey a re n’t p a s s i o n a t e
a b o u t yo u r co m m u n i t y.
T H E
PASSIVE
Our residents are
pretty quiet.
We don’t hear much
feedback—good or bad.
WatchYourBusinessSprout.com/BarbaraSpeaks | Facebook.com/Sprouting | 866.408.2418WatchYourBusinessSprout.com/BarbaraSpeaks | Facebook.com/Sprouting | 866.408.2418WatchYourBusinessSprout.com/BarbaraSpeaks
Our residents
seem happy.
I think they are
happy?

T h e s e a re
LOYA L E N T H U S I A S T S
w h o ke e p b u y i n g f ro m
yo u , t h e s p e a k yo u r
p ra i s e , a n d t h ey h ave
z e ro i nt e nt i o n s of
m ov i n g a ny w h e re e l s e.
T H E
PROMOTORS
Our residents regularly
attend events
at our community.
We get a lot great
interaction on our
social media
from our residents.
It’s not uncommon for
our residents to bring
us gifts.

We don’t have a
problem getting our
residents talking.
They love to drop
in and chat.
T h e s e a re
LOYA L E N T H U S I A S T S
w h o ke e p b u y i n g f ro m
yo u , t h e s p e a k yo u r
p ra i s e , a n d t h ey h ave
z e ro i nt e nt i o n s of
m ov i n g a ny w h e re e l s e.
T h ey a tt e n d re s i d e nt
eve nt s , st o p by t o c h a t ,
a n d co m m e nt o n yo u r
s o c i a l m e d i a .
T H E
PROMOTORS
R E A L I T Y
C H E C K
“ H OW L I K E LY WO U L D
YO U BE TO R E CO M M E N D O U R
CO M M U N I T Y TO F R I E N D S
A N D FA M I LY ? ”
KNOW WHAT THEY
R E A L L Y
WANT FROM YOU.

T O K N O W Y O U R
C U S T O M E R
YOU HAVE TO BE ABOUT IT.
FA I R M O N T E X P E R I E N C E S
T H E I R C U S TO M E R
E X P E R I E N C E .
N U T S & B O LT S
YO U S T I L L G OT TA H AV E T H E M .
T H E R E I S N O S U B S T I T U T E .
C U S TO M E R S VA L U E
G O O D S E RVI CE
OV E R FA ST S E RVI CE
T H AT I S N’ T G O O D.

OUTLINE
RESIDENT
TOUCHPOINTS
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Signing
Lease
Paying Rent
When Things
Go Wrong
Moving
Day
Submitting
Maintenance
Request
Voicing a
Concern
Having
Visitors
Renewal
Notice
Resident
Events
Moving
Day
T O E P H E N O M E N O M
T H E
S T U BBE D

NO ONER AV E S A B O U T B A S I C S . T R U E S T O R Y.
G R U M B L E S W H E N Y O U D R O P T H E B A L L O N B A S I C S .
EVERYONE
E A S E | S P E E D | ACC U R AC Y
T R A N S AC T I O N
I N T E R AC T I O N
R E L AT I O N S H I P

T R A N S AC T I O N
“ W h e re c a n I b u y
a G o of y h a t ? ”
A n s we r : “At t h e
E m p o ri u m .
I N T E R AC T I O N
T h e C a st Me m b e r a d d s :
“ I s G o of y yo u r favo ri t e
c h a ra c t e r ? Yo u k n ow yo u c a n
s e e h i m a l o n g w i t h t h e re st
of t h e g a n g i n t h e p a ra d e
t h i s a f t e r n o o n .”
R E L AT I O N S H I P
T h e C a st Me m b e r a d d s : “ B y
t h e w a y, i f yo u d o st a y fo r t h e
p a ra d e, my favo ri t e v i ew i s
ove r i n Fro nt i e r l a n d n e a r s o m e
of t h e s h a d e t re e s . B e s u re t o
st o p by a f t e r t h e p a ra d e a n d
t e l l m e a l l a b o u t i t .
CREATE
NEW RESIDENT
WOW NORMS

A C H I C K - F I L - A N O R M
“ M Y
P L E A S U R E .”
W O W
T H E
S U BT L E
• N OT I N T E R R U P T I N G A
CO N V E R S AT I O N
• N OT M A K I N G TO O M U C H
N O I S E
W O W
T H E
F RU G A L
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“OH,
WOW!”
A H YAT T H O U S E S TO RY.

S o m e b o d y w h o i s i n a n ex te n d e d - st ay
s i t u a t i o n i s l i ke l y to b e a b i t o u t o f s o r t s .
T h e re ce nt l y d i vo rce d . Pe o p l e o n l o n g j o b
a s s i g n m e nt s aw a y f ro m t h e i r fa m i l i e s . Pe o p l e
w h o s e h o u s e s h ave s o l d a n d t h e i r n ew h o m e
i s n’t re a d y yet . T h i s i s a s i t u a t i o n w h e re
t h e p s yc h o l o g i c a l re a l i t i e s o f a c u s to m e r ’s
l i fe c a n b e we i g h i n g h e av i l y o n t h e i r
p e rce p t i o n o f t h e g o o d s a n d s e r v i ce s yo u
a re p rov i d i n g . A n d w h e re s e r v i ce —
h o s p i t a l i t y – l i ke t h i s c a n s h i n e.
P L A N N E D
V S .
S P O N TA N E O U S
T H E R E A R E F E W
T H I N G S C U S T O M E R S
R E M E M B E R O R T A L K
A B O U T M O R E T H A N A
P L E A S A N T S U R P R I S E .

F RO M
M E H
TO WOW.
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S P O N TA N E O U S ?
S N OW A N G E L CO N T E S T
B OA R D G A M E M A R AT H O N
H OT CO COA B A R
At t h e h e a r t of t h e Wo r l d C l a s s C o m p a ny i s i t s
a b i l i t y t o s a t i s f y t h e u n co n s c i o u s a n d p e rce i ve d
n e e d s o f i t s c u sto m e r b ett e r t h a n a ny ot h e r
co m p a ny c a n , n ot j u st by d o i n g w h a t a ny b u s i n e s s
i s s u p p o s e d t o d o, b u t by d o i n g w h a t i t i s
n o t eve n re a s o n a b l e to ex p e c t yo u to
d o. A n d t o d o t h a t t i m e a f t e r t i m e.
– M i c h a e l G e r b e r

“OH,
WOW!”
A M U LT I FA M I LY S TO RY.
W H AT
D O N’ T
C U S TO M E R S E X P E C T U S TO D O ?
L E T ’ S D O T H AT.
C U S T O M E R S E R V I C E R E Q U I R E S
I M P ROV I S AT I O N
W H O L E FO O D S :
H AV E YO U T R I E D T H I S ?

WO U L D YO U D O T H I S ?
T H E B U S I N E S S O F
C U S TO M E R
R E AC T I O N S
Not i ce yo u r c u st o m e r s’
re a c t i o n s , w a t c h t h e i r
b o d y l a n g u a ge , l i s t e n
t o t h e i r vo i ce.
MOVING!
MOVING IS STRESSFUL
OUT OF 2,000
PEOPLE
INTERVIEWED,
61% LISTED
MOVING AS THE
NUMBER ONE
LIFE STRESSOR,
OVER DIVORCE
AND A NEW
JOB.

H OW D O T H E Y F E E L
A B O U T T H E M OV E ?
W H Y A R E YO U M OV I N G ?

HUDDLE
F RO M
M E H
TO WOW.

RE-SIGNING
ON THE
DOTTED
LINE!
YO U ’ R E A L L
T H AT A N D
A B AG
O F
C H I P S
W E
M O U S TAC H E
D O N’ T PAY O U T
T H E N O S E

A N Y WAY YO U
S L I C E I T.

FA L L I N
LOV E
T H E O H S O P L E A S A N T
SURPRIS E
EASY AS 1-2-3
WOW RENEWAL SURPRISE

KEEPING IT SWEET
SO INEXPENSIVE!
POP ME
MEMORABLE
RENEWAL
YOUR ARE OUR SUNSHINE
MEMORABLE
RENEWAL

WHEN
THINGS GO
SOUTH!
1 2
F RO M
M E H
TO WOW.
YOUR EVOLVING
CUSTOMER
EXPERIENCE
BLUEPRINT

CONTINUED FOCUS
Signing
Lease
Paying Rent
When Things
Go Wrong
Moving
Day
Submitting
Maintenance
Request
Voicing a
Concern
Having
Visitors
Renewal
Notice
Resident
Event
A 12 MONTH PLAN
Moving
Day

PLATFORM TO SHARE
HUDDLE
“HIGH FIVE
WHAT YOU WANT TO
STAY ALIVE!”
-B
W H Y S AT I S F Y,
W H E N YO U C A N
WOW ?
- B A R B A R A S AVO N A

K E E P
I N T O U C H !
BARBARA@WATCHYOURBUSINESSSPROUT.COM
Text "UTAH" to: (210) 740-0526

WOW at Every Touchpoint: Making the Emotional Connection with Your Renters

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WOW at Every Touchpoint: Making the Emotional Connection with Your Renters