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Creating a Winning Customer Experience
- 1. A Winning Experience Creating Wow at Every Touchpoint, Every Time
- 3. Branson on Branding Audiences How do you feel? A ―The idea that business is strictly a numbers affair has always struck me as B E preposterous. For one thing, I’ve never been particularly good at numbers, but I think Brand I’ve done a reasonable job with feelings. And I’m convinced that it is feelings — and feelings alone — that account for the success of the D Virgin brand in all of its myriad C forms.‖
- 7. Testing Your Positioning 1. Are You Afraid? 2. Are You Energized? 3. Is List Building Easy? 4. Are You Getting Attention? 5. Are You Charging More? 6. Do You Set or Impact the Buying Process? 7. Do You Incur a Cost of Sale, or Does Your Client Incur the Cost to Buy? 8. Are You Getting Smarter Quickly?
- 11. Touchpoints Vision & Mission Statements Positioning or brand statements Communications & marketing plans Current communications materials & vehicles Traditional & Non-traditional What else?
- 12. Much more than an ad campaign, web site or tagline could ever be, the brand story is the core truth of who you are, agreed to by all inside, and used to open conversations with those outside who need your services. What’s your story?
- 13. Your brand is a story. Live it inside. Tell it well outside. And people will pull up their chairs for a listen.
- 14. Telling Your Story Who are you? Why are you here? How are you unique? Who cares? Why do I care? What’ll keep me engaged? Fire up the custodian as well as the superstar.
- 15. Telling Your Story Develop the story…tell the impact you want to achieve. ―This is what we want to change…the difference I want to make…and here’s how we’re going to do it.‖ Tell it to real people. Personal relationships, engaging…two versions. Make sure you can live it. Strengths, USPs, UBPs, Position.
- 16. Telling Your Story – Exercise Who are we? (2-page short story with a scintillating plot line) Then, boil it down…25 words…10…5…or just a verb). THREE WAYS in which we are unique to our ―clients.‖ DRAMATIC DIFFERENCE. State the ONE great & dramatic thing that distinguishes us from the others. 25 words or less. Who are ―They?‖ Explain competitors (25 words). List 3 distinct ―us vs. them‖ differences. Try it on the team. Fight it out. Try it on a target. Friendly & skeptical Try it on everyone else. (A starter cross section).
- 17. Fluid Brand Audiences How do you feel? A It’s outside the old traditional thinking of B E consistency in building a brand. Brand Instead… It drives for consistency of response with a wide D C variety of audiences.
- 18. Design the Experience Involve all departments Chart the touchpoints Avoid Kmart Pursue Disney, Starbucks, SuperBowl Think like John Deere
- 19. It’s All in the Packaging Sight Hearing Touching Smelling Tasting
- 20. Start asking a few questions around your organization. And then listen. You’ll identify potential trouble spots…and opportunities. Are you aligned?
- 21. Getting buy-in The 11 Questions
- 22. See You Online! You can find more here: Leader of the Brand: http://blog.imaginasium.com Twitter: http://www.twitter.com/pathop (@PatHop) Facebook: http://www.facebook.com/Imaginasium