control what you can control
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Control What You Can Control
@membershipjediMike Cassidy
@membershipjedi Background
Titled by Lucas Digital friends (Marin)2 decade non-prof professionalOpened new branch in October 20091,700 memberships sold$1.2 million in revenue (in 4 months)$75,000 in sales from FaceBook (in 3 days)
4 Areas
message experience
relationship focus
Message
“Walk-In Botox”
“Faster E.R. Waiting Times”
NOISE
Message
Consumers have mastered ignoring usBe realWatch your promiseOpen/read your mail over your trash can?
Message
do not add to the NOISE
Experience
• Forget expectations• GOALS• Staff mental model• Consumers care ≠ YOU
Experience
Lip service + Bad service = $0 + zero loyaltyThink of “ME” as a customerRatty barber chairBest location, best facilities, best inventory or
best equipment are ALL meaningless
Blurred by process, procedures, rules, steps, checklists, forms, pages, clicks…oh my!
EngageCustomers or Combatants???
Experience
Relationship
Guide the journeyWhy are you important?
Enraged = Engaged vs. Silent But DeadlyMission does not say “transactions”Are we looking to serve or survive?Differentiate (even when it rains)
Relationship
Relationship = knowing their GoalsDifferentiating = achieving their Goals
Focus
Windshield and rearview mirrors
Use them in proportion to their size
Drive or be taken for a ridePeople or paper (monitor)?Stay relevant
How???
Focus
Figure out what your members, customers, clients, potential clients want….
…and give it to them!
Control What You Can Control
MessageExperience
RelationshipFocus
Be remarkable, not replaceable…
