Pull: A Formula for Producing Brand Advocacy Through Software

Customer’s Journey. Building advocates. Your

Customer’s Journey. Earning Brand Advocacy. Your

Customer’s Journey. Creating Brand Loyalty. Your

Customer’s Journey. Generating Brand Trust. Your

Competition. Choose Two. Dimensions of

Competition. Choose Two. Dimensions of

Competition. Choose Two. Dimensions of

Competition. Choose Two. Dimensions of

Service. How we treat our customers matters. Source: White House Office of Consumer Affairs 1.68% of customers leave because of they are upset with the treatment they've received. They don't leave because of Price. 2.55% of customers would pay extra to guarantee better service. 3.The average dissatisfied customer will tell 9-15 people about their experience. While: The average happy customer will tell about 4-6 people about their experience when their issues are resolved.

Experience. Experience is the differentiator with the most transformative and disruptive power. The 4 th Dimension of Competition:

“People don’t know what they want until you show it to them.”

– Steve Jobs

“It isn’t normal to know what we want. It’s a rare and difficult psychological achievement.”

– Abraham Maslow

“If I had asked my customers what they wanted, they would’ve said faster horses.”

– Henry Ford

Listen. How To Identify Your Customer’s Needs.

Customer’s Journey. Earning Brand Advocates. Your

Move. 5 Tenets of Trust. 1. Reputation 2. Commitment 3. Vulnerability 4. Transparency 5. Consistency

Move. Ugh, Meh, Wow.

Trust is a pragmatic, tangible, actionable asset that you can create - much faster than you probably think possible. -Stephen Covey, The Speed of Trust.

Touch. 4 laws of loyalty. 1. Trust Over Time 2. Reduce Effort 3. Service Disruption 4. Human Touch

People will forget what you said, People will forget what you did, but People never forget how you made them feel. - Maya Angelou

The loyalty Ladder. The micro experiences that impact your brand. As your customer moves up the ladder (with your hard work), they will cross different thresholds that describe their relationship with your brand.

This is the point where you’ve earned enough trust from your customer that they buy from you. 1.

This is the point at which Your customer has self determined that she will use your product or service again in the future. She will not hunt for a competitor. She trusts you to deliver on your brand promises again. Bad Experiences can move your customers down the ladder. 2.

This is the point where your customer is so inspired by your solution, they are eager to tell everyone about it and encourage others to see for themselves. How you respond to these bad experiences can result in a major transition up the ladder. Really bad experiences can move your customer down several rungs. 3.

Once someone becomes a brand advocate and has put their personal seal of approval on your brand, it becomes much more difficult for them to move down the ladder. 4.

Inspire. The ROI of Brand Advocacy. 1. Unparalleled Forgiveness 2. Sources of Evidence 3. Inexpensive Promotion 4. Defenders of Your Brand 5. Self-Identified Community of Passionate Customers Eager to Help You Succeed

An inspired customer, willing to defend and promote your brand is the best investment in advertising that you can make.

Customer Power. Marketing has changed. 73% of Customers leave because of dissatisfactory customer service. Companies losing the customer, think only 21% leave because of dissatisfactory customer service. Source:

Core Customer. How can technology inspire the right people?

Who. Your Ecosystem.

Empathy Map. How your customers feel matters.

D.I.S.C. Personalization matters.

Maslow’s Hierarchy. The Hierarchy of Needs.

Self Determination Theory. The Science of Intrinsic Motivation.

Autonomy. The Power of Free Will.

Knowing vs. thinking Competence.

Emotional Intelligence in Action Relatedness.

Why. Start With “People don’t buy what you do, they buy why you do it.” - Simon Sinek

Self Determination Theory.

Self Determination Theory. E’s of Inspiration

Autonomy + Competence = Empowerment Empowerment.

Autonomy + Relatedness = Engagement Engagement.

Competence + Relatedness = Education Education.

Self Determination Theory. E’s of Inspiration

S.W.O.T. Strengths, Weaknesses, Opportunities And Threats.

Social Honeycomb. Social Interaction Map.

Social Honeycomb. Not all social interactions are equal.

Gamification.

SSRN Top Papers.

SSRN Top Authors.

SSRN Top Universities.

Behavioral Economics. Irrational Predictability.

Flow. The Comfort Zone.

Flow. Find the Triggers.

21 Experiences. The Science of Habit Creation.

Flow. The Activity Threshold

Flow. Find the Reasons.

Engagement Loop. Loren Inmpsum.

D.I.K.W. Where Wisdom Comes From.

What We Know. Our Collective Wisdom.

What We Know That We Don’t Know. Our Known Unknown. What We Know We Know.

Continuous Innovation. Strategy should continuously evolve.

The Workshop Process. Momentum.

Questions.