The document discusses how businesses can gain new customers and retain existing ones through customer engagement. It identifies three types of customers - assassins, apathetics, and advocates. While assassins will never do business, the goal is to turn apathetics into advocates by providing an exceptional customer experience. Engagement occurs through websites that are visually appealing, have useful content, and are easy to use, as well as social media presence where customers can review and recommend the business to others.

1. The Awen Group, 2012
Wednesday, November 28, 2012

2. The art of
Presented by
The Awen Group, 2012
Wednesday, November 28, 2012

3. The number one challenge
of any business...
Gain new customers and keep repeat business.
The Awen Group, 2012
Wednesday, November 28, 2012

4. One big solution...
The Awen Group, 2012
Wednesday, November 28, 2012

5. This is engagement
The Awen Group, 2012
Wednesday, November 28, 2012

6. Three types of customers
Assassins Apathetics Advocates
The Awen Group, 2012
Wednesday, November 28, 2012

7. Assassins
There are two types:
1. People who will
never do business with
you.
2. People who will
never do business with
you AND will talk bad
about you.
The Awen Group, 2012
Wednesday, November 28, 2012

8. Apathetics
aka - Fence Riders
Tend to remain loyal to you
as long as it is convenient
and you meet their basic
expectations.
Only do business with you
on their terms.
The Awen Group, 2012
Wednesday, November 28, 2012

9. Advocates
Willing to go out of their way to
use your product or service.
They are
your best salespeople
by promoting your services
within their
spheres of influence.
The Awen Group, 2012
Wednesday, November 28, 2012

10. Your current customers are your advocates.
Hope is not a strategy! The Awen Group, 2012
Wednesday, November 28, 2012

11. Apathetics
aka - Fence Riders
The Awen Group, 2012
Wednesday, November 28, 2012

12. Take the Apathetics and
turn them into
Advocates
Oh look!
A travel sweepstakes! Let’s
enter to win.
The Awen Group, 2012
Wednesday, November 28, 2012

13. Rise above the ordinary in small (or large) ways that
your customers!
The Awen Group, 2012
Wednesday, November 28, 2012

14. Start engaging....
The Awen Group, 2012
Wednesday, November 28, 2012

15. Does your website have what it takes to
keep a potential client engaged?
• Appearance
• Content
• Functionality
• Website usability
The Awen Group, 2012
Wednesday, November 28, 2012

16. Appearance of your website
Meaningful graphics
Good use of colors.
Quality
photography
Text that’s
easily read
Simple clean
design
The Awen Group, 2012
Wednesday, November 28, 2012

17. Content
• Relevant and current
information
• Short, organized copy
• Speak to your visitors
• No broken links
The Awen Group, 2012
Wednesday, November 28, 2012

18. The goal is to make content...
• Useful
• Usable
User Stuff
• Purposeful
• Profitable
Business Stuff
The Awen Group, 2012
Wednesday, November 28, 2012

19. Functionality
• Each component works quickly and correctly
• Error free copy
The Awen Group, 2012
Wednesday, November 28, 2012

20. Usability
• Simplicity
• Fast-loading pages
• Minimal scroll
• Consistent layout
• Prominent, logical
navigation
• Descriptive link text
• Cross-platform/
browser compatibility
• Screen Resolution
The Awen Group, 2012
Wednesday, November 28, 2012

21. Customers can be outside your doors
looking up reviews, prices, your website, your facebook
page, your competitor’s facebook page, etc.
The Awen Group, 2012
Wednesday, November 28, 2012

22. Two Big Components
The Awen Group, 2012
Wednesday, November 28, 2012

23. Get your story out...connect
The Awen Group, 2012
Wednesday, November 28, 2012

24. The Awen Group, 2012
Wednesday, November 28, 2012

25. Looks like Mable Jones
had a blast zip-lining!
We need to try it!
We trust comments
and reviews
(even from
strangers)
...not marketing.
The Awen Group, 2012
Wednesday, November 28, 2012

26. 36%
trust advertising in
various forms 81%
trust recommendations
or online opinions
2012 Neilson Global Trust Advertising + Brand Messages
The Awen Group, 2012
Wednesday, November 28, 2012

27. Advocates
Willing to go out of their way to
use your product or service.
They are
your best salespeople
by promoting your services with
their spheres of influence.
The Awen Group, 2012
Wednesday, November 28, 2012

28. Your customers’ friends are your
next best prospects
Your engaged customers
will talk about you to
their entire network. Their
followers will talk about
you to their followers.
Ron Cates,
Constant Contact
The Awen Group, 2012
Wednesday, November 28, 2012

29. Wednesday, November 28, 2012

30. Wednesday, November 28, 2012

31. Wednesday, November 28, 2012

32. The Awen Group, 2012
Wednesday, November 28, 2012

33. The Awen Group, 2012
Wednesday, November 28, 2012

34. 234
average number
of friends per
Facebook user
Facebook, S-1filling, 4.23.2012
The Awen Group, 2012
Wednesday, November 28, 2012

35. 3 things*
WOW: One thing you can do to
rise above the ordinary
CONNECT: One way that you can entice
people to connect with you
ENGAGE: One idea for a social post or e-mail
that might drive engagement
*Do them today The Awen Group, 2012
Wednesday, November 28, 2012