Creating a lasting impression: How to create loyal relationships
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The document discusses how to build loyal relationships with clients by creating strong attachments. It explains that people form attachment styles like secure, avoidant, and ambivalent based on early relationships that influence future relationships. The document recommends offering a range of customer service options to suit different attachment styles, like email, phone, and live chat. It also stresses understanding where customers are in the customer lifecycle and responding appropriately to build the relationship.
Creating a lasting impression: How to create loyal relationships
- 1. How to build loyal relationships with your clients PrecEdinburgh | 93to95hanoverstr Creating a lasting impression The web design series @precedentcomms #PrecSem
- 2. 08:45 Part 1: Strong Relationships - What impression do I make? - How do you relate? - What does this mean for you? 09:30 Coffee, cigarette, stretch etc. 09:45 Part 2: Attachment & Ruptures - Attachment - Ruptures & Disappointments - Wrap up, questions 10:30 Finish The order of things @precedentcomms #PrecSem
- 3. Draw, cartoon or badly sketch or… List, write, or even compose a haiku or … What would it be if the site were a: - film - car - person What impression does your site make?
- 4. Twinning Mirroring Idealising Heniz Kohut SELF PSYCHOLOGY From work with Narcissists, he moved the discussion away from Freudian focus on instinctual drives and internal conflicts, and towards the vicissitudes of relationships Relating: Making an impression @precedentcomms #PrecSem
- 5. How to Twin Images Language Personality (eg, tone of voice) Goals, needs, wants What helps Staying aligned to your personas Professional copywriting Clearly art directed photography What impression does your site make?
- 6. How to Mirror Express different tones at different steps to reflect changes in mood Recognising when there are problems Integration of digital with customer service Clear advice on how to escalate What helps End-to-end processes Multiple channels for customer service (email, live chat, phone) Non-defensiveness - defensiveness creates a distance What impression does your site make?
- 7. How to be Idealised Be confident Be generous Be different Be brave Be bold Be sexy Be cute Be real and personable What helps Telling people you’re great Impressive offers Impressive service What impression does your site make?
- 8. Twinning How to you show that you are interested in the same things as your visitors Mirroring How do you stay smoothly attuned to your visitors? Idealising How do you invite your visitors to think you’re amazing ? What impression does your site make?
- 9. Worksheet: What impression do you make? 0 1 2 3 4 5 Idealise TwinMirror Top 3 ways we Twin Top 3 ways we Mirror Top 3 ways we get Idealised
- 10. Psychological connectedness how realistic is it for people to feel a real connection to you? Relationships: Attachment @precedentcomms #PrecSem In love? Infatuated? Quite like you? Taken for granted? No feeling at all?
- 11. Secure Ambivalent Avoidant Disorganised John Bowlby & Mary Ainsworth ATTACHMENT From work with children, they found that the caregiver’s response to their children, especially when in distress, developed the template for how the child would form ―lasting psychological connectedness‖ — relationships Relationships: Attachment @precedentcomms #PrecSem see: http://psychology.about.com/library/quiz/bl-attachment-quiz.htm
- 12. Disorganised Always difficult – quick to rage – best handled in person Avoidant Be strong – won’t ask for help Ambivalent Teenagery – clingy, floods of tears/brave little boy Relationships: Ruptures and Repairs @precedentcomms #PrecSem
- 13. Secure The reasonable customer Keep them securely attached and the relationship will grow deepen become more resilient Relationships: Ruptures and Repairs @precedentcomms #PrecSem
- 14. Love (Borderline process) Abandonment Engulfment We never talk Spamming me You don’t care You’re never satisfied Relationships: What people need @precedentcomms #PrecSem
- 15. Safety (Control) (Obsessive compulsive process) Abandonment Engulfment Control & regulate it Control & regulate it Relationships: What people need @precedentcomms #PrecSem (Obsessive compulsive process)
- 16. Safety (Low Risk) (Schizoid process) Abandonment Engulfment Too little Too much Relationships: What people need @precedentcomms #PrecSem (Schizoid process)
- 17. Admiration (Narcissistic process) Humiliation Admiration The very worst The very greatest Relationships: What people need @precedentcomms #PrecSem
- 18. And so … there are real limits to what relationship you can have despite: Personalisation Behaviour targeting Persuasion architectures Relationships: Ruptures and Repairs @precedentcomms #PrecSem
- 19. Offer a range of options to suite different people Email (don’t want to be engulfed) Clear Process (want predictable safety) Live Chat (want to be loved) Phone (don’t you know who I am) Relationships: Ruptures and Repairs @precedentcomms #PrecSem
- 20. Building brand awareness 2013 low identified fan medium identified fan highly identified fan @precedentcomms #PrecSem Think of you users as Fans
- 21. Building brand awareness 2013 Consider the whole lifecycle of the relationship Simple Book Count Down Journey Arrive Experience Leave Inspire Dream Remember Excite First Aid Hit the Ground Running Journal Go with the Breeze Laters Connect Explore @precedentcomms #PrecSem
- 22. Building brand awareness 2013 Explore Simple Book Count Down Journey Arrive Experience Leave Inspire Dream Remember Excite First Aid Hit the Ground Running Journal Go with the Breeze Laters Connect Inspiration Looking After RetainOrganise Orientate EngageCross Sell Focus & Magnify (Co)Plan Book Problem Solve Activities (Re)Book Au Revoir Member Reunion @precedentcomms #PrecSem And how you respond differently across the lifecycle
- 24. Building brand awareness 2013 ―Showing personality in your app, website, or brand can be a very powerful way for your audience to identify and empathize with you. People want to connect with real people and too often we forget that businesses are just collections of people. So why not let that shine through?‖ Aarron Walter, Designing for Emotion @precedentcomms #PrecSem
- 25. Building brand awareness 2013 Highly regulated? Forces | Emergency Services | NHS | Financial Services | Education | Law Brand is expected to be dehumanised? Government (Local and Central) | Law | Financial Services Introvert organisation? Science & Engineering | Government (Local and Central) | Financial Services So why not let humanity shine through? Keep private & work identities separate? Government (Local and Central) | Financial Services @precedentcomms #PrecSem
- 26. Worksheet: What stops you from having a relationship 0 1 2 3 4 5 Regulation Introverted Dehumanised BrandAnon Culture Not Sure How
- 27. Thank you @precedentcomms #PrecSem “Edinburgh skyline”: thelittleblackbook.org
- 28. The web design series 14 June, part 3 What makes awesome design? Our creative director Mark will take you through the fundamental principles of remarkable web design, exploring what it is it that makes a website memorable? From brand and visual hierarchy, to understanding your audience and creating emotional and relevant campaigns.
Editor's Notes
- #5: Twinning – having so much in common, liking the same thingsMirroring – being attuned, walking in the same step, being in syncIdealising – “you’re so great/beautiful/clever/get me/loving/completes me” in whatever characteristic is important to the other
- #12: Secure – the caregiver is available and responsive to the child > so trusting, good self-esteem, comfortable sharing, seek out supportAmbivalent – the caregiver is inconsistent > clingy, over-dependent, reluctant to be really close, may cling to children, frequent breakupsAvoidant – the caregiver is unavailable and unresponsive > problems with intimacy, little emotion in social or romantic relationships, unable/unwilling to share thoughts and feelingsDisorganised – the caregiver is abusive > lack attachment – often confused or comforted/frightened, abrupt mood shifts or no mood (flat affect) – often with unprocessed trauma
- #13: Disorganised – the caregiver is abusive > lack attachment – often confused or conflicted/frightened, abrupt mood shifts or no mood (flat affect) – often with unprocessed traumaAvoidant – the caregiver is unavailable and unresponsive > problems with intimacy, little emotion in social or romantic relationships, unable/unwilling to share thoughts and feelingsAmbivalent – the caregiver is inconsistent > clingy, over-dependent, reluctant to be really close, may cling to children, frequent breakups
- #14: Secure – the caregiver is available and responsive to the child > so trusting, good self-esteem, comfortable sharing, seek out support
- #25: This is a great point from the writer of Designing for Emotion.Our research pointed out that your customers want to deal with people – they want to see the whites of your eyes
- #26: Some reasons why organisations might not feel they can let their personality shine through.