It started with a good idea. After what seemed like a lifetime
of strategy and brainstorming sessions, you came up with a
way to differentiate your product. You figured out who your
target market was and what value the product served. After
seeing its potential, you decided to explore ecommerce. Price
points, up-selling and bundles were all a part of the master
plan. With a few key styling and brand strategies nailed down,
your online store was up-and-running in no time. But you still
had a few options about where to place your products. You
researched warehousing options, distribution centers and
wanted to improve order processing overall. With good
movement on these fronts, you left the fun part for last – the
marketing. The clever marketer within you thought of
advertising campaigns, sales strategies and enticing
promotions. As time went by, you garnered the attention of
an attractive customer base and started to offer promotions to
your most loyal customers. At this point, you realized that a
product is just a product – it’s the PEOPLE that make it great.
ADDING TO THE 4Ps Focusing on people to create an army of promoters
Clay Olivier, COO and CMO – Volusion
Twitter: @volusion
So, why do this?
Happy customers spend more and
promote your brand.
Building a Dream Team
WOW! your customers
Spreading the word
CREATING LOYALTY
Build your Dream Team
• Hire the best
• Focus on Culture
• Happy employees are your best recruiters
Define your team’s mission
“Delivering WOW
experiences!”
Executive
Team
All Customer Facing Teams
Everyone else in your
Organization
Make Customer Experience part of your DNA
Happy employees make happy customers
Make it FUN!
Build your Dream Team
WOW! your customers
Spreading the word
CREATING LOYALTY
Integrate feedback into your day-to-day operations
• Consider NPS (Net Promoter
Score) to find out what your Promoters
and Detractors expect from you. Then,
communicate your action plan.
Give your customers a voice
Detractors Passives Promoters
Define your service
WOW! your customers
• Name it, i.e., Out of this World Support ™
• Rally everyone in your company around it
• Share the message with your customers
How do you interact with your customers?
(web site, email, social)
How is this idea expressed in your
products and services?
How will customers
interact with you?
How does your staff execute to this concept?
Practice random acts of kindness
WOW! your customers
• Always do more than expected
• Be proactive and accountable
• Close the loop on issues
• Small things go a long way
• Empower your employees
• Deliver WOW! experiences
• Be responsive 24x7
Building a Dream Team
WOW! your customers
Spreading the word
CREATING LOYALTY
Only 14% of consumers trust
advertisers.
90% trust recommendations from
their friends.
Free tools you can start using today
Get a snap shot of your brand
• SocialMention.com
• GetSatisfaction.com
•Technorati.com
• Google Alerts
How to engage on the social web
Social Media Rules
Do’s:
• Be transparent & authentic
• Answer questions & provide great content
• Become a valued member of the community
Don’ts:
• Steer clear of trying to sell
• Don’t attempt to control the conversation
• Don’t spam users
Spread the word
Make it easy to share the story
• Start a community or join in
• Allow customers to vote on ideas
• Have customers submit videos
• Share customer stories through
tweets, case studies and PR
• You’ll get what you want, if you
help enough other people get to
where they want.
Benefits of loyalty programs:
• Incentives the right behavior
• Increases profitability
• Increases customer retention
Loyalty program members are
70% more likely than others to
actively recommend products.*
*Source: Colloquy
Build programs to reward your best customers
Spreading the word
Find ways to recognize and
reward your most loyal customers.
Remember: Keep it Simple.
Building a Dream Team
Work to WOW! customers
Spreading the word
CREATING LOYALTY
“Your brand isn’t what you say it is.
It’s what they say it is.”
– Marty Neumeier, ‘The Brand Gap’
ADDING TO THE 4Ps Focusing on people to create an army of promoters
Clay Olivier, COO and CMO – Volusion
Twitter: @volusion