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Steve Yastrow's slides backing up his talk to the Agency Summit at Exact Target's Connections '08 conference.
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© Steve Yastrow, 2008
Steve YastrowSeptember 23, 2008
Agency Summit
Consider the potential …
Client #1’s name
% %
Client #2’s name
Client #3’s name
Your business name
Mr. Drucker’s cosmological constant
“There is only one valid definition of a business purpose: to create a customer.”
Peter Drucker, The Practice of Management (1954)
How do we develop our customer relationships to benefit our businesses?
The Traditional Way …
“Brute Force Branding”
Power
ful M
essa
ge Many Exposures
The average American is exposed to
5000 branding messages each day
Communication is not just telling your story …
Communication is being understood.
There are three poems in every poem …
The poem the poet intended to write …
The poem that ends up on paper
The poem that the reader understands
Brand Harmony – Key Themes
Your brand is not what you say you are …
Your brand is what your customers think you are …
Brand Harmony – Key Themes
“Integrated marketing”
Marketers don’t do the integrating.Customers do.
Brand Harmony – Key Themes180 degree flip:
You don’t brand your customers …
They brand you
Georges Seurat, A Sunday Afternoon on La Grande Jatte, 1884-1886Brand Harmony
CustomerBeliefs $$$$Customer
Action
Brand Harmony and business results
Brand = what customers believe
CustomerBeliefs $$$$Customer
Action
What beliefs will encourage customers to think “I can’t get it anywhere else”
Brand = what customers believe
What is it that your customers can’t get anywhere else?
Products?
Services?
Experiences?
Relationship?
“Customer Relationship”
An ongoing conversation …
In which your customer never thinks of you, without thinking of both of you.
“Not two”
“We”
Being invited into the 1st person
“We”
We is the strongest brand impression
“We”
Would you rather buy from a business that …
89%
11%
Relationships are powerful differentiators
You have a relationship with
Simply provides the best product or
service when you need it
Which are you more likely to buy from …
Businesses that have the best prices
Businesses you have a relationship with
21%
79%
Relationships are powerful differentiators
Which are you more likely to recommend to others …
Businesses that have the best prices
Businesses you have a relationship with
14%
86%
Relationships are powerful differentiators
Q: Are you in a relationship with this company?
Do you give them more business because of that relationship?
Kimpton Hotels: “Yes” = 92%
Cold Stone Creamery: “Yes” = 84%
Kimpton Hotels: 74%
Cold Stone Creamery: 40%
Relationships are powerful differentiators
The building blocks of customer relationships
Your relationship gets better
Your relationship stays the same
Your relationship gets worse
Every time you interact with a customer, three things can happen …
“Encounter”
“Transaction”
Customer interaction
Encounters vs. TransactionsEngagement in the moment
Conversation
Uniqueness
After the encounter …
A feeling of “with”
Let’s start talking about email/electronic communication
Typical question I get from middle-aged executives:
“With all of this emailing, and text messaging, at all that other stuff the younger generation does, isn’t communication becoming less personal?
Aren’t people having fewer encounters?”
Electronic communication: Aim for encounter
Engagement in the moment
Conversation
Uniqueness
From Encounter to Relationship
We
today future
Relationship Value
“Customer Relationship”
An ongoing conversation …
In which your customer never thinks of you, without thinking of both of you.
“Customer Relationship”
An ongoing conversation …
A continuity of encounters
Continual vs. continuous conversations
Memory - The connection between encounters
Remember!
Be memorable!
“When” - The rhythm of relationship
Manage the ‘when’ … don’t let the ‘when’ manage you
The Ongoing Conversation :The role of email and other electronic communications
Brand Harmony
“Customer Relationship”
An ongoing conversation …
In which your customer never thinks of you, without thinking of both of you.
“We”
© Steve Yastrow, 2008
Steve YastrowSeptember 23, 2008
Agency Summit