Customer Passion: How to Create Movements
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The document outlines a strategy for businesses to create a customer-centric movement by focusing on understanding customer needs, providing consistent experiences, and fostering community engagement. It emphasizes the importance of adaptability, narrative, and continuous learning to drive customer loyalty and business success. Key steps include knowing your customers, designing for experience, starting movements, and building strong communities.
Customer Passion: How to Create Movements
- 1. customer passion HOW TO START A MOVEMENT Maria Ogneva @themaria Thursday, October 17, 13
- 2. “The purpose of a business is to create a customer” - Peter Drucker Thursday, October 17, 13
- 3. 1 in 5 consumers switched providers in 2012 - Accenture Thursday, October 17, 13
- 4. how’s your customers’ experience? h:p://www.flickr.com/photos/leonid_yaitsky/9850059283/sizes/c/ Thursday, October 17, 13
- 5. think bigger social and mobile are just table stakes 5 Thursday, October 17, 13
- 6. what if you could... ...start a movement h:p://1x.com/photo/35657 Thursday, October 17, 13
- 7. 10 steps to becoming: remarkable innovative memorable magnetic Thursday, October 17, 13
- 8. 1. Find your groove Thursday, October 17, 13
- 9. what are you doing? What the market needs Thursday, October 17, 13 What you’re uniquely qualified to do
- 10. “People don't buy what you do; they buy why you do it. And what you do simply proves what you believe” - Simon Sinek Thursday, October 17, 13
- 11. 2. Know your customers Thursday, October 17, 13
- 12. why do they buy? Thursday, October 17, 13
- 13. what do they need from you? feedback ask ask loop customers employees Thursday, October 17, 13
- 14. 3. Don’t become a commodity Thursday, October 17, 13
- 15. 2.5 quintillion bits of data daily U.S. competitive intensity has more than doubled during the last 40 years. -Deloitte Shift Index Thursday, October 17, 13
- 16. make art Thursday, October 17, 13
- 17. 4. Thursday, October 17, 13 Become obsessed with experience
- 18. to get what … give people what you want… they need Purchase Advocacy Repurchase Respect Consistency w/promise Support, service Thursday, October 17, 13
- 19. experience must be consistent make community part of entire cycle mobile Awareness online Consideration Repurchase Customer Co-‐‑creation offline Thursday, October 17, 13 Purchase Advocacy Engagement phone, email
- 20. 5. Design for adaptability Thursday, October 17, 13
- 21. help your employees do best work connect empower decentralize trust passion Thursday, October 17, 13
- 22. organize around vision, not process inflexible on the vision Thursday, October 17, 13 flexible on the process
- 23. 6. Get your house in order Thursday, October 17, 13
- 24. groom employee (and partner) advocates h:p://www.flickr.com/photos/25201018@N04/5124855519/ Thursday, October 17, 13
- 25. create the conditions for: Purpose Autonomy Mastery Daniel Pink, Drive Thursday, October 17, 13
- 26. 7. Start a movement Thursday, October 17, 13
- 27. yes, companies can start (or join) movements Thursday, October 17, 13
- 28. What makes a movement? • • • • • • Shared purpose and vision Shared passion Shared and individual identity Specific, actionable and urgent Leadership Community of action Thursday, October 17, 13
- 29. 8. Build community Thursday, October 17, 13
- 30. why bother? Enable movements Behavior change that sticks Close and loose ties Convening Alignment Small groups Belief that it’s possible Peer support Ability to self-organize Thursday, October 17, 13 Motivation Autonomy Mastery Purpose
- 31. Customers in communities spend 19% more - University of Michigan Thursday, October 17, 13
- 32. building a community is hard different expectations different metrics not transaction not campaign let go of control Thursday, October 17, 13
- 33. A community is like a garden it takes a long time to build it’s really hard but when it works, it pays disproportionate dividends Thursday, October 17, 13
- 34. till the soil have a plan and a vision get your community to participate in creating it Thursday, October 17, 13
- 35. get a gardener community manager helps increase engagement 90%-9%-1% (lurker-contributor-creator) -->17%-57%-26% (check out http://www.communityroundtable.com/start/thevalue-of-community-management-by-the-numbers-infographic/) h:p://www.flickr.com/photos/21434391@N02/6087066378/ Thursday, October 17, 13
- 36. plant the seeds start small! build community with community make it “sticky” build trust get colleagues to engage early champions help define behaviors Thursday, October 17, 13
- 37. water your garden onboard new members grow membership handle conflict be a host commit to everyday engagement first: start conversations proactively later: step away and get customers to talk to each other Thursday, October 17, 13
- 38. harvest make it part of your business, not an afterthought promote storytelling; celebrate members curate and help members use and create content Thursday, October 17, 13
- 39. 9. Have a narrative Thursday, October 17, 13
- 40. have a narrative open ended: no beginning, no middle no end community is the protagonist; invite participation it’s about what you do, not what you say h:p://www.flickr.com/photos/40822511@N02/6048703062/ Thursday, October 17, 13
- 41. celebrate small wins “They tried to kill us, we survived, let’s eat.” - Jewish saying h:p://www.flickr.com/photos/45409431@N00/7968954274/ Thursday, October 17, 13
- 42. 10. Never stop learning Thursday, October 17, 13
- 43. measure qualitative quantitative high level metrics engagement adoption business value 43 Thursday, October 17, 13
- 44. data Thursday, October 17, 13 insights action
- 46. get started; adjust as needed Thursday, October 17, 13
- 47. THANK YOU! KEEP IN TOUCH! @themaria Thursday, October 17, 13