The Customer Learning Curve
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The document discusses moving customers along a learning curve from novice to superhero. It describes 5 stages of a customer learning curve: novice, beginner, skilled, power user, and super user. For each stage, it provides examples of how customers may interact with a brand and what their needs are at each level in order to advance them to the next stage. The goal is to retain customers and help them progress further along the learning curve through community engagement, rewards, and a positive customer experience.
The Customer Learning Curve
- 1. Is your customer kicking ass yet?How to move your Customer from Novice to Superhero.http://images.google.com.au/imgres?imgurl=http://www.recyclingsuperguide.com/wp-content/themes/thesis/rotator/recycle-boy.jpg&imgrefurl=http://www.recyclingsuperguide.com/what-is-recycling&usg=__qy6C2bThU6NkRFAkHd2VAif405Y=&h=315&w=420&sz=28&hl=en&start=302&um=1&tbnid=VqETo9rAMvWsNM:&tbnh=94&tbnw=125&prev=/images%3Fq%3Drecycle%26ndsp%3D21%26hl%3Den%26client%3Dfirefox-a%26rls%3Dorg.mozilla:en-US:official%26sa%3DN%26start%3D294%26um%3D1
- 2. Is your target audience males 18-35 who enjoy DIY?http://www.flickr.com/photos/cosmickitty/43431297/
- 3. http://www.flickr.com/photos/cosmickitty/43431297/They might look the same but they’re not.
- 4. Super userPower userSkilledBeginnerNoviceThis is a customer learning curve. It measures the relationship your target audience has with your brand.
- 5. Learning curves are everywheretoUniversity GraduateGrade Schoolhttp://www.tom-brown.com/media/articleimages/rosiehero.jpg
- 7. toWorld FameGarage Band http://www.u2station.com/news/archives/11.15.00.jpg
- 8. http://www.brzjc.zenjudo.co.uk/uploads/image/Gradings/24-08-09/Agnius_24-08-09.jpgIn martial arts practitioners are getting a colored belt for each stageto mark their different skills, knowledge and experience.
- 9. Lets imagine you're selling super powers…How will your target audience look like on the curve?http://www.flickr.com/photos/alan-light/230237708/
- 10. This is your customer at the start of their journey. They might not even know you. They need all the help they can get. They’re sometimes unaware , scared or embarrassed. You need to show them how you’ll make it easier for them and make their lives better.
- 11. This customer knows a bit about you. They tried you and are wiling to know more. They have a relationship with your brand. They’re experiencing some difficulties you need to solve. They have lots of questions. This is the point where customer service and social networks can help keeping them on the curve.
- 12. This is where things are getting interesting. Your customers lives are getting better because of your product or service. They are confident and can master some more complicated tasks. This is where a loyalty program should kick in. This is the point they can “bring a friend” or help the Marios and Kittys move up the curve. Don’t let these guys slip away.
- 13. These customers are power customers. They need a community and a voice. They need someone to speak to and it better be good. They expect things from you. They expect you to treat them right or else… they have the means to be nasty. On the flip side these guys are your most passionate users. They will tell all their friends about you and use other related products in the industry. Congratulations. Your brand is part of their lifestyle now.
- 14. Like the most powerful superhero, these customers are priceless. Your brand is them. They’re hooked on you and will love you forever. They are your best advocates and their WOM is what you work for.
- 15. Super userPower userSkilledBeginnerNoviceThere isn't one “target audience”. Every customer is on a different level and needs a different kind of communication.
- 16. Super users: Your most powerful groupYour “super customers” will group around your brand. They are your ambassadors and your brand is part of who they are. Bring them close and never let go. These guys lead the way and set the inspiration for the rest of the curve.
- 17. The ones that fell off the curve…Learn from it.make sure that if they want to they’ll be able to come back.Here are a few examples of other learning curves in other areas…
- 18. GymSpend a lot of time and money + $100 per monthrunning gear and bike = $500I jog/ride or in the gym every day. I’m training for an event. I’m buying more gym equipment and nutrition substances.I have a few friends from the gym. I get my friends to join my activities.Running shoes $200Visit Gym three times a week + classes.I love going to the gym. I started eating better. I’ve ran 10k for charity.I like it. I feel better. Getting excited by classes and seeing improvement$75 per monthIt’s so hard and I hate it. But I bought new running shoes and my instructor is nice.I Just joined the Gym and dreading it. My first session was embarrassing.RetentionCommunityEngagementRewardAcquisition
- 19. Cooking$100 per week + $200 per monthCooking class + $500 on cooking utensils $60 cooking book I’m a chef. Cooking is my life. Food is my life. I come up with a new dish every day. I cook for family and friends. I love showing off my skills. I have an herb garden and keeping an eye on the latest trends.I’m cooking most nights. Think I can do better than some restaurants. I attended a cooking class. $0I bought a cooking book and starting to experience with different ingredients. I cook an omelette on Saturdays. RetentionCommunityEngagementRewardAcquisition
- 20. EnvironmentPriceless$100 per month$100$25Living and being green is who I am. I’m an activist and going to change the world soon.I’m living green. I cycle to work. I take 4 minute showers. I have a rain tank. I joined the greens.$0I recycle, and have energy efficient light bulbs fitted in every room.I’m only buying recycled toilet paper. I’m trying to use a green bag whenever possible I don’t care. I once bought recycled toilet paper. It’s not as soft.RetentionCommunityEngagementRewardAcquisition
- 21. Learning has a lot to do with fun.The curve’s basic promise is to make customer’s lives better.
- 22. In which stage will customers bepassionate enough to buy your t-shirt?http://www.flickr.com/photos/creativecommons/2294317099/
- 23. Make one of your customers a superhero today!Tamir Berkmanfrankvizeum.com.au twitter.com/FRANkVizeum