a strategy to turn customers into raving fans

A Strategy To Turn Customers Into Raving Fans

A Raving Fan. Defined ...They are not Satisfied, Soft or Irrelevant.

They are:

Irrational

Illogical

Passionate

Participate

Profitable, Highly Profitable

Is Your Self Appointed Advocate and Representative.

Creating A Raving Fan Is Not Difficult.

There Are Few Things You Have to Do

Get Your Marketing To Model Your Customer’s Thinking

Not Process and Systems

Not Communication Channels

The P&G Brand Management System

Understand How the Traditional Marketing Environment Has Evolved into ...

Economics

Social Family

The New Marketing Environment Governance

And Stop Trying To Create Desire. Its an Uphill Battle (and really expensive)

Desire Already Exists.

Rather Channel It.

Find the leverage

Points ...

Become More Zen

[Forget awareness]

Build Loyalty

I n O t h e r

W o r d s

J u s t

T h i n k

D i ff e r e n t l y

Especially Since Everything has Changed

Yesterdays Marketing • Structured stability • Demand > Supply • Excess Capacity • Limited Choice • Simpler Life • Product Ownership • Brand Control • Channels

Today's Marketing • Chaotic Fragmentation • Supply > Demand • Limited Capacity • Excess Choice [= no choice]• Complicated Life • Customer Ownership• Brand Influence • Contextual Convergence

And know that to win the new marketing game ....

Brand Leaders

Brand Followers

Create

Eliminate

Bran

d Le

ader

sN

ew M

arke

t kin

g Ap

proa

ch

Bran

d Fo

llow

ers

Old

Mar

ketin

g Ap

proa

ch

Meet Customer

Needs

Problems Resolved As Expected

Product Works As Expected

The Basics: Eliminating Defects

Mind Blowing Service

Mind Blowing Products

You Begin With The Customer In Mind

And Earn Rave Reviews ...

By Using A Simple Process ....

Loyalty I Relationship I Customer Journey

Purchase Move / Change

Request Service Use Product

Visit Website Take Delivery Get Tech Support

Lodge Complaint

Operational

Begin By Understanding The Experience

Operational Operational

Evaluating Travel Plan Booking

Travel to Airport / Check in

Getting to Gate /

Waiting Boarding In Flight Exp Landing /

Transfer Leaving Airport

Learn What Drivers The Experience

Loyalty / Bonus Prgm

Schedule Frequency

Price

Availability

Corporate agreements

Branding

Travel agents

Hot line for Frequent Flyers

Electronic ticketing

On-Line Product

Transport toairport

Special parking Facilities Price

Directions to check in line

Airport security wait time

Airport security interaction

Lounge / business Facilities

Gateway area comfort / amenities

Upgrades

Gate location

Airport layout

Seat Assignment

On board storage

Seat Comfort

Airborne experience

In flight entertain-ment

In flight Commun-ication

Toilets avalaibility / cleanliness

Arrival assistance

Lounge / business facilities

Priority luggage handling

Location of connecting gate

Baggage claim time

Transport from airport

Complaint resolution

Staff Treatment / CompetenceCourtesy / Efficiency

Handling of unforeseen problems

Evaluating Travel Plan Booking

Travel to Airport / Check in

Getting to Gate /

Waiting Boarding In Flight Exp Landing /

Transfer Leaving Airport

Loyalty / Bonus Prgm

Schedule Frequency

Price

Availability

Corporate agreements

Branding

Travel agents

Hot line for Frequent Flyers

Electronic ticketing

On-Line Product

Transport toairport

Special parking Facilities Price

Directions to check in line

Airport security wait time

Airport security interaction

Lounge / business Facilities

Gateway area comfort / amenities

Upgrades

Gate location

Airport layout

Seat Assignment

On board storage

Seat Comfort

Airborne experience

In flight entertain-ment

In flight Commun-ication

Toilets avalaibility / cleanliness

Arrival assistance

Lounge / business facilities

Priority luggage handling

Location of connecting gate

Baggage claim time

Transport from airport

Complaint resolution

Staff Treatment / CompetenceCourtesy / Efficiency

Handling of unforeseen problems

And Where Experience Is Hurting

Credit Cards

Seek Buy Use Receive / Bill / Fin Get Help Upgrade /

Re-Pcshe

Then Get Everyone Involved

Marketing

Logistics

Finance

Communications

Manufacturing

Product Dev

Sales

Exec

Mgmt

Front LineOverall Customer Loyalty

Culture

Role & Responsibilities

Processes & Systems

Credit Cards

Seek Buy Use Receive / Bill / Fin Get Help Upgrade /

Re-Pcshe

Restructure Your Communication

Mobile

Traditional

Digital

Overall Customer Loyalty

And Earn Your Communication

Word of Mouth

Love That Brand

WOW Experience

Where?Its Me

My Favourite Say I sent

You Try

My Brand

Brilliant Service Always

Good

Credit Cards

Seek Buy Use Receive / Bill / Fin Get Help Upgrade /

Re-Pcshe

By Being Consistent, Relevant and Different

BRAND POSITIONING

Overall Customer Loyalty

ExperienceLoyalty

Engagement

PositioningIdea

Strategy

CommunicationPaid

Earned

A Simple Process ....

Core Influence

Michael Cowen

michael@ravingfans.co.zawww.ravingfans.co.za

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