How Raving Fans Can Enhance Your Local Advantage

Coffee Talk After Hours – September 9, 2014Sponsored by Chesterfield Chamber of Commerce

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What are the Challenges?• Online Competition• Large Chains offering– More choices– Lower prices

• Awareness - Nobody Knows Your Name• Limited Resources – Staff, Tools, Expertise • Who are my customers? Fans?• Why do my customers buy from me?• Others?

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Do you know who your best customers are?

Only 38% of marketers are capable of separating prospects and existing customers

Razorfish Study

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What kind of experience do customers want?

• Seamless – Omnichannel • Relevant• Utility– Right product or service

• Convenience– Saves time– Little friction

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What’s Your Goal?

Is the goal to get people to notice what we make?

OrAre we setting out to make something

people choose to talk about?

Seth Godin

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But How?

Ann Ruckstuhl, SVP & CMO at LiveOps

By extracting interactional data and feedback, small businesses can determine the current level of customer satisfaction, identify unfulfilled needs, and boost revenue gain in the process.

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By Asking and Observing

• Encourage and welcome feedback– Internal and External

• Ask Lots of Curious Questions• Gain Insight ~ extracted from data

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Here are a few Raving Fan Questions

• Who are the top 10% of your customers?• Would you like more like these?• Why do they buy from you?• Can you articulate their pain points in THEIR words?• How long do they stay with you?• What communication channels do they use?• How do they feel about dealing with your organization?• Would they recommend you to friends or colleagues?

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David vs. Goliath?

“In six lab and field studies, we explored the effects of having a large, dominant competitor and found that highlighting a large competitor’s size and close proximity can help small brands instead of harming them.”

“Competitive narratives should highlight the battle between small and large competitors, and this narrative must be made salient to consumers at the time of purchase.”

Framing-the-game effect

The Upside to Large Competitors by Neeru Paharia, Anat Keinan and Jill Avery

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Building a Connection

According to Harvard Business Review, customers who received a customer satisfaction survey after doing

business with a company were 50% less likely to cancel their account.

They were also three times more likely to purchase another product from that same company.

How Surveys Influence Customers by Paul M. Dholakia & Vicki G. Morwitz

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What Do Consumers Want?

• Proximity (geography) • Product details that are clear• Ease of navigation• Company information• Consistent experience wherever, whenever

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Raving Fan Ingredients

Raving Fan

Good Customer

Service

Excellent Product/S

ervice

Engaged Associates

• Add plenty of feedback from all stakeholders

• Learn from and implement feedback

• Stir with insight from data

• Identify and resolve service/experience gaps

• Remove internal and external friction make it easier to do business

Getting on the Solution Side

Coffee Talk PM

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Conduct a Customer Experience Audit

• Experience your brand from mobile • Identify gaps• Get Feedback from:– Staff– Customers– Suppliers

• Map the buying journey• Begin to build a 360° customer view

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Create a Customer Journey Map

• Here is Howhttp://maximizesocialbusiness.com/7-ways-customer-journey-map-can-improve-solomo-experience-9915/

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Find the Right Tools

• Cloud based Customer Service– Mighty Call http://www.mightycall.com/

– LiveOps http://www.liveops.com/

• CRM software – Below is a list of options (don’t be mislead by the title) – http

://www.forbes.com/sites/quickerbettertech/2013/07/01/11-terrible-crm-systems-for-your-company/

– Batchbook http://batchbook.com/

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Survey

• Ask for feedback soon after purchase• Keep them simple and basic like:– Please rate your experience – Is there anything we could do to improve?– On a scale of 0-10 would you recommend us to a friend or

colleague

• Free Tool - https://www.surveymonkey.com/

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Claim Your Space

• Claiming your local identity is important• List of Directories

http://www.cinchlocal.com/blog/2013-best-local-business-directories-for-seo

– Free Resources (includes major sites but not necessarily all)– http

://www.searchenginejournal.com/how-to-claim-set-up-local-profiles-from-google-to-yelp/64633/

– http://www.businessknowhow.com/internet/claimlisting.htm

– Paid Services• Local Moz https://moz.com/local

• Go Daddy https://www.godaddy.com/products/business-marketing.aspx?isc=gofd2103hi&ci=86225

• Yext http://www.yext.com/pl/google-claim-5/index.html

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Other Resources

• The Moz Local Learning Center - http://moz.com/learn/local

– Online Marketing Strategy– Local Listings– Reviews and Ratings– Website– Social Media– Local Search Ranking Factors

• Google Maps http://www.google.com/business/

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Thank YouJoe owns Strategic Marketing Solutions, an integrated marketing consulting company. He is active in social media, co-moderates, #SMchat (a Twitter chat) and regularly writes about Customer Experience Marketing for Maximize Social Business.He works with businesses to implement integrated marketing strategies that build Raving Fans.

To learn more about capitalizing on the local advantage by creating Raving Fans contact Joe:Email: Joseph.Ruiz@strategicdriven.comPhone: 804.690.4486Connect on Linked In: www.linkedin.com/in/josephruizjr/