creating customer evangelists
DESCRIPTION
Short presentation given internally at Schipul to discuss the book "Creating Customer Evangelists" by Ben McConnell and Jackie Huba.TRANSCRIPT
Creating Customer Evangelists
How Loyal Customers Become a Volunteer Sales Force
By Ben McConnell and Jackie Huba
Javier AvellánSchipul - The Web Marketing Company
www.schipul.com
Jackie Huba and Ben Martin at the ASAE Conference 2007
Flickr Photo by Schipulites
What we’ll cover
‣ How do people get information about…
‣ Do we have customer evangelists?... the 7 clues
‣ Six Tenets of Customer Evangelism
‣ Discuss what we are doing right and what we can improve
How do people get info about…
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Word of Mouth
Advertising
SOURCE: Roper Reports
Do we currently have any customers evangelists? (7 clues)
1. Passionately recommend us to friends, neighbors, colleagues?
2. Believe in our company and us?
3. Purchase our services as gifts?
4. Provide unsolicited praise or suggestions for improvements?
Do our customers…
Do we currently have any customers evangelists? (7 clues
continued)
5. Forgive occasional sub par seasons or dips in customer service?
6. Refer clients without expecting a reward?
7. Feel part of something bigger than themselves?
Do our customers…
Your turn:
What companies do you evangelize for?
Your turn:
Who are our Evangelists?
?????????????????????????
Six Tenets of Customer Evangelism
1. Customer plus-delta
2. Napsterize knowledge
3. Build the buzz
Six Tenets of Customer Evangelism (continued)
4. Create community
5. Make bite-size chunks
6. Create a cause
To Re-Cap
‣The importance of Word of Mouth advertising
‣7 clues to customer evangelism
‣6 Tenets
‣Open Discussion
‣What are we are currently doing right?
‣What we can improve?
Javier AvellánSchipul - The Web Marketing Company
www.schipul.com