Love Your CustomersAntti Pietilä, CEO, Loyalistic Ltd

@anttipietila

CUSTOMERS

I

Customer Lifetime Value?

NPS or Customer Satisfactiondon’t measure your attractiveness

“Sorry to break the news, but I have found someone else. We are moving together next week.”

“What?!! How come? Just few week back you just give us top NPS score, you were completely satisfied and we haven’t even had any arguments?”

“There is nothing wrong with you, but my new one is just so sexy!”

Loyal customer is worth lots of moneyHow do I get them?

1. Value

2. Service3. Communication

4. Rewards

#Loyalty

What makes us loyal?

Newcustomers

Repeat customers

Social

Search

PR

Events

Visitors

LeadsSales-ready

leads Trial/Initial purchase

Full potential

Customer SuccessAcquisition

Conversion

Inside Sales (SME)Content Factory

Corporate & Enterprise Sales

Nurture NurtureNurture Nurture Nurture Nurture

Virality Loop

INBOUND SALES MODEL

Blog

Landingpages

Web SiteDownloadable Content

© 2014 Loyalistic Oy, Antti Pietilä

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Gamification & Rewards

Max

imum

Cus

tom

er

Valu

e

OnboardingRenewal

Repurchase

Up & Cross-selling

Advocate

Growth Hacking

Attracts Price Sensitive

Are Customer Selecting You for the Right Reasons?

OFFERSAttracts Brand Unloyal

Values relationship

Values substance

“One-Night-Stand” “Wife Material”

QUICK SELL

PROMO-TIONS

SLOW SELL

CONTENT

Quick to lose

Content Marketing is indirect marketing

Serve Reader, not strategy

don’t forget (birthdays, anything)

Love longerDon’t accidentally break it

ensure Customer’s Success

remember & reward her loyalty

communicate frequently & relevantly

be quick to save relationship

How unrelevant can you go?Case Stockmann

ManMiddle-aged

Premium statusLoyal customer for +20 years

Likes simple, basic colorsPrefers Gant, Eton, BossRuns on Asics

Buys Biotherm Homme

vs.

Be gentle: leave advanced stuff later

Love moreBy selling more often

Educate: new customer needs training

Be relevant, and have simple Call-To-Action

Have more to sell, and then some...

Communicate often & simple

LAND

Expand to premium offering

Love widerLarger bonding surface have more grip

Expand to other product categories

Expand to Enterprise offering

Expand to other departments, needs

Avoid complementary trapEXPA

ND

Share the loveViral is the marketing multiplier

Promise is not an action. Most customers say they would recommend, but never do (think Net Promoter Score survey).

Ask for action. Make it easy. Make it safe. Notice those who do. Especially when successful.

Customers recommend because the love you, not because you reward them.

Screw it, let’s do itThe road to success is a road of learning

To succeed, you need to know where a customer is in her journey (track)

To create enough data, you need to be in touch frequently (email, social)

To be in touch frequently, you need to be relevant with plenty of great content (blog, e-books)

To create enough content, publishing and promoting has to be simple and integrated.

To identify anonymous, you need to have capture them (honey pot, subscribe email)

To keep and grow customers you need to automate nurturing (nurture programs).

In B2B 80% of customers can be loved automatically most of the time. You just need to know when your personal touch is needed (sales alerts).

This is Remember to try it at http://loyalistic.com

TOO BUSY TO RUN NEXT TO YOUR BICYCLE?

Antti.Pietila@loyalistic.com050 500 2300@anttipietilahowtobe.loyalistic.com

THANKS!