How to move your Customer from Novice to Superhero.

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Is your customer kicking ass yet?

Is your target audience males 18-35 who enjoy DIY?

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They might look the same but they’re not.

Novice

Super user

This is a customer learning curve. It measures the relationship your target audience has with your brand.

Beginner

Skilled

Power user

Learning curves are everywhere

University GraduateGrade School to

http://www.tom-brown.com/media/articleimages/rosiehero.jpg

InternCEOto

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Garage Band World Fameto

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to mark their different skills, knowledge and experience.

In martial arts practitioners are getting a colored belt for each stage

Lets imagine you're selling super powers…

How will your target audience look like on the curve?

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.

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.

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.

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.

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.

Novice

Super user

Beginner

Skilled

Power user

There isn't one “target audience”. Every customer is on a different level and needs a different kind of communication.

Your “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.

Super users: Your most powerful group

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…

$75 per month

Running shoes $200

running gear and bike = $500

Retention CommunityEngagement Reward

I 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.

Visit 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

I Just joined the Gym and

dreading it. My first session was embarrassing.

It’s so hard and I hate it. But I bought new

running shoes and my

instructor is nice.

Gym

Acquisition

+ $100 per month

Spend a lot of time and money

$0

$60 cooking book

Cooking class + $500 on cooking

utensils

+ $200 per month

$100 per week

I’m cooking most nights. Think I can do better

than some restaurants. I attended a

cooking class.

I cook an omelette on Saturdays.

Cooking

I bought a cooking book

and starting to experience

with different ingredients.

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 a chef. Cooking is my life.

Food is my life. I come up with a new dish every

day.

Retention CommunityEngagement RewardAcquisition

$0

$25

I recycle, and have energy efficient light bulbs fitted in every room.

I don’t care. I once bought

recycled toilet paper.

It’s not as soft.

Environment

I’m only buying recycled toilet

paper. I’m trying to use a

green bag whenever possible

Priceless

I’m living green. I cycle to work. I take 4 minute

showers. I have a rain

tank. I joined the

greens.

Living and being green is who I

am. I’m an activist and going

to change the world soon.

$100

$100 per month

Retention CommunityEngagement RewardAcquisition

Learning has a lot to do with fun.

The curve’s basic promise is to make customer’s lives better.

In which stage will customers bepassionate enough to buy your t-shirt?http://www.flickr.com/photos/creativecommons/2294317099/

Make one of your customers a superhero today!

frankvizeum.com.au

twitter.com/FRANkVizeum

Tamir Berkman

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Thank you

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