what's your purple goldfish - 12 ways to win customers and influence word of mouth
DESCRIPTION
WYPG? is about differentiation via added value. How to leverage marketing lagniappe to create differentiation, promote word of mouth and increase customer retention. Praise for WYPG? "In business you do must do something that's above and beyond what's expected. Phelps shows the ingredients behind creating signature extras that are unconventional and innovative. Every business should be asking themselves, "What's our Purple Goldfish?" -Tony Hsieh, NY Times bestselling author of "Delivering Happiness" and CEO of Zappos.com, Inc. "Influence isn't a score, it is the ability to cause, effect or change behavior. Phelps shows marketers how to add that 'little something extra' that influences consumer behavior and drives word of mouth." - Brian Solis, Author of The End of Business as Usual, Named a Top 2011 Business Book by Publisher's Weekly "What's Your Purple Goldfish? is the new benchmark for customer service and experience excellence. The single source for numerous concepts and innovations that can help build the foundation for a world class brand! (I just hope my competition doesn't find this book.)" - Chris Zane, Author of Reinventing the Wheel - The Science of Creating Lifetime Customers "Stan's approach of delivering the unexpected, lagniappes, is a great way to break from the pack and instill a mindset of customer delight across your company." - Bruce Temkin, Author of The 6 Laws of Customer Experience "Your project has been an inspiration. I've talked about it many times, and included links in my articles. CEM can be complicated, but your examples show that with some creativity, companies can stand out by doing a little something extra." - Bob Thompson CEO of CustomerThink.com, the world's largest community dedicated to customer-centric business, Author of CrowdService: Harnessing the Wisdom of Crowds in Customer Service and Support "What's Your Purple Goldfish? busts a myth and reveals a simple truth about customer service. Stan uncovers the recipe for creating signature added value that increases customer satisfaction and drives positive word of mouth." - Barry Moltz, Author of Bounce, Crazy and B-A-M "What's Your Purple Goldfish? is a great guidebook full of real-world examples business owners can use to increase great experiences to delight and surprise their customers. Two years ago when I first heard of this program, I begged Stan to stop at 100 examples, thinking there was no way he could ever find 1,001 stories. True to the lessons in this book, Stan delivered this and then some, and this book is sure to inspire you to give your customers some lagniappe. Read this book before your competitors do or be left in the dust." - Phil Gerbyshak, Author / co-author of 10 Ways to Make it Great! and #TwitterworksTRANSCRIPT
"In business you do must do something that's above and beyond what's expected. Phelps shows the ingredients behind creating signature extras that are unconventional and innovative. Every business should be asking themselves, "What's our Purple Goldfish?"
- Tony Hsieh
NY Times bestselling author of "Delivering Happiness"
and CEO of Zappos.com
BOOK PREVIEW
W H A T ’ S Y O U R
P U R P L E GOLDFISH
S T A N P H E L P SE X P E R I E N C E A R C H I T E C T
12 WAYS TO WIN CUSTOMERSAND INFLUENCE WORD OF MOUTH
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Book SummaryPurple Goldfish Strategy is about Differentiation via Added Value. Giving Little Unexpected Extras that Improve Customer Satisfaction, Reduce Attrition and Drive Positive Word of Mouth
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The Challenge:How can you Stimulate
Positive Word of Mouth,Promote Customer Retention + Drive Product Differentiation
with one Marketing effort?
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The Biggest Myth in Marketing is . . . Meeting The Expectations of Your Customer
KEY TAKEAWAYNo one ever just meets expectations. You either exceed them or you fall short. In a world where 60-80% of customers describe themselves as satisfied or very satisfied before going on to defect to other brands, merely “meeting expectations” is no longer an option.
Chapter 1
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Two Paths Diverge In The Corporate WoodsJust Meet Expectations or set out To Exceed them . . .
KEY TAKEAWAY
You can’t be all things to all people. You only have t w o c h o i c e s a s a marketer: Create to spec a n d f a c e b e i n g a commodity or set out to exceed expectations and become remark-able.
Choose wisely...
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Value is the New BlackToday’s difficult economy is forcing both brands and consumers towards a “value” model.
KEY TAKEAWAY
Don’t compete on price. Cater to the 70% that buy based on value. Price is only relative to the value received.
Chapter 2
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Why Purple and Why a Goldfish
Chapter 3
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Because the Growth of Your Business is Like the
Growth of a Goldfish
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World Record =
20 inches
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Their Growth is Affected by 5 Factors:
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4
You Have No Control over the First 4 Factors . . .Your only Choice is How You Differentiate Yourself
How Do You Stand Out in a Sea of Sameness?
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Purple = Differentiation Seth Godin established purple as the color of differentiation in his seminal 2003 Book, Purple Cow
Why Purple?"
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Why Purple?"Purple = NOLAPurple is also a color associated with the birthplace of lagniappe . . . New Orleans.
It’s one of the three official colors of Mardi Gras
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Definition of Lagniappe‘The Additional Gift’
lagniappe (lãn-yãp’)
Chiefly Southern Louisiana (c.1844)
1. noun. a small gift presented by a
storeowner to a
2. noun. an extra or unexpected gift or benefit.
Also
customer with the purchase.
called regionally boot.
Chapter 4
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Mark Twain and Lagniappe
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Lagniappe is Powered By Gift Economy Principles
Chapter 5
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Word of Mouth is the Most Effective Form of Marketing. Will your Customers ‘Vouch For’ Your product or Service?
All Impressions are NOT Created Equal
KEY TAKEAWAY
Business is about creating and keeping customers. Customer experience should be Priority #1 in your marketing. Stop focusing on the “two in the bush” (prospects) and take care of the one in your hand (customers). Are you giving your customers something to talk, tweet, blog and post to Facebook about?
Chapter 6
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The chef takes a look at what’s lying around in the kitchen and throws it all into a pot. Let it stew with some spices and you have yourself a jambalaya.There are five main ingredients or if you are fan of acronyms (like I am) . . . R.U.L.E.S:
R elevant
U nexpected
L imited
E xpression
S ticky
Lagniappe is like a good Jambalaya
Chapter 7
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Relevant 1. the item or benefit should be of value to the recipient 2. make sure that the item or service is a true benefit 3. it shouldn’t be a one size fits all proposition
Lagniappe is like a good Jambalaya
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Relevant
Unexpected 1. the extra benefit or gift should be a surprise2. it is something thrown in for good measure3. think ’surprise + delight’ or ‘branded act of kindness’
Chapter 8
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Limited 1. if it’s a small token or gift, try to select something that’s rare or hard to find 2. unique to your business, think ‘signature’
Relevant
Unexpected
Chapter 9
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Expression1. many times it comes down to the gesture2. ‘how’ it is given, as opposed to ‘what’ is given3. the small gift or extra is an expression and communicates that you care
Relevant
Unexpected
Limited
Chapter 10
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Sticky 1. is it water cooler material? 2. is it memorable enough that the person will want to share their experience by telling a friend or three thousand?
Lagniappe is like a good JambalayaRelevant
Unexpected
Limited
Expression
Chapter 11
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12 Types of Purple Goldfish
1. Throw In’s
2. In the Bag / Out of Box
3. Sampling
4. First / Last Impressions
5. Guarantees
6. Pay it Forward
7. Follow Up
8. Added Service
9. Convenience
10. Waiting
11. Special Needs
12. Handling Mistakes
Value Maintenance
Chapter 12
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The goal is to be seen as high value and low maintenance
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1. Throw-ins (value)Little extras that are included with your product or service. They help you stand out in a ‘sea of sameness’
Southwest Airlines – ‘Bags Fly Free’ and no change fees on Southwest.
Chapter 13
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Free Peanuts while you Wait and Extra Fries with Your Order (Lots of Them)
2. In the Bag / Out of the Box (value)Little unexpected things added as a surprise
Maggiano’s - order a pasta dish and Maggiano’s will pack an additional one up for you to take home on the house.
Chapter 14
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3. Sampling (value)Give your customer an ‘additional’ taste by offering a free ‘something extra’ on the house
Bigelow Tea – order a box of tea from Bigelow and you’ll be treated to a sample of another flavor on the house
Chapter 15
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4. First & Last Impressions (value)You have two chances to make an impression. When your customer comes through the door and right before they walk out, hang up or log off
Hard Rock – When you check in the Hard Rock will let you sample a Gibson guitar. Check in, plug-in and rock out.
Chapter 16
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5. Guarantees (value)Giving your customers that ‘little extra’ pledge that you’ll stand behind your product or service
LL Bean – Leon Leonwood stands behind his product . . . for a lifetime.
Chapter 17
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6. Pay it Forward (value)Give a ‘little extra’ back to the community
Plaza Cleaners – if you are out of work and need a suit cleaned for an interview, Plaza will clean it for free.
Chapter 18
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Chapter 19
7. Follow-up (maintenance)Make the ‘little extra’ follow up or Thank You with your customer
Rite Aid follows up with a call to check on a patient.
Chapter 19
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8. Added ServiceThe ‘little extra’ that’s an added unexpected service
Safelite repair or replaces your glass, but they also vacuum your car and clean your windows
Chapter 20
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9. Convenience (maintenance)What ‘little extra’ can you add to make things easier for your customers
Amazon – Frustration free packaging that’s hassle free and good for the environment.
Chapter 21
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10. Waiting (maintenance)All customers hate to wait. If its inevitable, how can you do a ‘little extra’ to make it more bearable
Pacific Cafe - while you wait for your table, enjoy a glass of wine on the house.
Chapter 22
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11. Special Needs (maintenance)Acknowledging that some customers have needs that require special attention
Rainforest Cafe – the restaurant caters to the needs of customer by doing a ‘little extra’ for those with food allergies.
Chapter 23
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12. Handling Mistakes (maintenance)Admitting that your wrong and doing the ‘little extra’ above & beyond to make it more than right
Nurse Next Door - this nursing agency in Canada takes t.he idea of ‘humble pie’ literally
Chapter 24
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Are you ready to . . .
?
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Lagniappe3 Ways to Get The Book for FREE:
1. Chris Anderson Version of FREE. Click Here http://cli.gs/wypg to Access a FREE Executive Summary of WYPG. Download and Share with a friend or a few Hundred
2. Amazon FREE. The e-Book version is Free for Prime Members with a Kindle as Part of the Owners’ Lending Library
3. Book Stan For a Keynote, Seminar or Workshop and Participants will Receive a Complimentary Copy
Click here to buy on
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About the Author
phone: +1.919.360.4702
Experience Architect Stan Phelps is an “experience architect”, author, professor and popular keynote speaker. He believes that marketing must focus on differentiation to win the hearts of both employees and customers. Stan motivates audiences with his insatiable desire to create meaningful change in marketing. Having collected over 2,000 examples of purple and green goldfish, he’s fluent in illustrating complex business concepts, communicating in ways that resonate, provoking creative thought and innovation.
Driven by client objectives and inspired by bold vision, Stan works with clients to create keynotes, breakout sessions and workshops that are memorable and on brand, inspiring businesses to become talkable by design.
The result: programs that win BIG.
Stan received a BS in marketing from Marist College, a JD/MBA from Villanova University and a Certificate in Achieving Breakthrough Service from Harvard Business School. He lives in Cary, NC with his wife Jennifer, their two boys Thomas & James, a Glen of Imaal Terrier named MacMurphy and rescued black cat named Rudy.
e-mail: [email protected]
STAN PHELPS
url: 9inchmarketing.com
facebook.com/9inchmarketing twitter.com/9inchmarketing speakerfile.com/speakers/stan.phelps
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