building brand loyalty - customermanufacturing.comcustomermanufacturing.com/wpfiles/tebls.pdf ·...
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Building Brand Loyalty
Presented by
Mitchell Goozéto
Brand Leadership SummitMay 15, 2007
Miami, FL
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© 2007 Customer Manufacturing Group, Inc.
What is a Brand?
“… a brand is an assortment of expectations established by the seller that, once fulfilled, forms a covenant with its buyers.”
Lynn Upshaw
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Why bother to build loyalty?
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© 2007 Customer Manufacturing Group, Inc.
Loyalty Adds Value
1. Standard & Poors has shown that utilities with higher JD Power’s scores operate in a “friendlier”regulatory environment
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© 2007 Customer Manufacturing Group, Inc.
Loyalty Adds Value
2. Research shows that loyal customers are more profitable
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© 2007 Customer Manufacturing Group, Inc.
Loyalty Adds Value
3. Loyal customers are more forgiving when you “screw up”
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© 2007 Customer Manufacturing Group, Inc.
Building Brand Loyalty
Co-ops of all types have the advantage of the member/owner/customer relationship … if you can get the customer to realize they are an
owner/member*
The 2006 Cooperative Difference Survey shows that 56% still think they are just a customer
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© 2007 Customer Manufacturing Group, Inc.
Building Brand Loyalty
There’s power in co-branding!!!
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© 2007 Customer Manufacturing Group, Inc.
The Co-Branding Advantage
Research* on true co-branding shows that the consumer attributes the positives of each brand to the co-
branded product/service
“2+2=5 A framework for using co-branding to leverage a brand”Brand Management September 2003
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© 2007 Customer Manufacturing Group, Inc.
The Co-Branding Advantage
And they tend to ignore the “negatives” of the brands as well
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© 2007 Customer Manufacturing Group, Inc.
The Co-Branding Advantage
Truly gives you all of the positives and virtually none of the negatives
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Before you can achieve Brand loyalty, you must achieve loyalty to your company
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The 2006 Cooperative Difference Survey gives you
some excellent ideas on where to focus to increase
member engagement
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As you review your own data and the information from the 2006
Cooperative Difference Survey, remember …
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Satisfaction is not the same thing as loyalty
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65%-80% of customers who leave a business, claim they were “satisfied”
Clearly they were not
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© 2007 Customer Manufacturing Group, Inc.
How Do You Build Loyalty?
Research (including the Cooperative Difference Survey ) show that Brand
Loyalty increases with a “sense of community”
The Cooperative Utility has huge leverage here
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© 2007 Customer Manufacturing Group, Inc.
How Do You Build Loyalty?
There is one proven method that research from J.D. Powers and
others have found to be consistently true…
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Screw up …. And then fix it
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To achieve a positive result, what is critical in the “fixing
it” process?
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Fix it fast or, in the case of major outages, tell me the truth and
tell me fast
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Speed mandates delegation to front-line employees
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At least 1/2 the time, what your people do is probably
making the problem “worse”
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What do complaining customers really want?
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© 2007 Customer Manufacturing Group, Inc.
1. An apology2. Not to feel they are annoying you3. Not to feel it is their fault4. Not to feel stupid5. A fair fix6. Atonement by you
What Customers Want
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And in the utility environment they want to know when you are really going to get their
power back on
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There are no members/customers who are %#@&!s,
there are just members/customers with “special needs.”
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Build a service delivery process and customer-focused
employees* so that you not only have brand loyalty you have
Brand Insistence
* Be sure to review the customer quotes in the 2006 Cooperative Difference Survey to get a eye opening look at what makes an impression on your customers/members … both good and bad
And look at the Touchstone Energy Best Practices Knowledgebase to understand how first call resolution increases customer satisfaction and provably lowers costs
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Remember Charles Luckman
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Building Brand Loyalty
Presented by
Mitchell Goozéto
Brand Leadership SummitMay 15, 2007
Miami, FL
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© 2007 Customer Manufacturing Group, Inc.
Contact InformationMitchell GoozéCustomer Manufacturing Group, Inc.3350 Scott Blvd., #20Santa Clara, CA 95054408.496.4585mgooze@customermfg.comwww.customermanufacturing.com