Creating Raving Fans will help set your business apart from the competition. In this presentation given to the Lunch and Learn group sponsored by My Business Community in Richmond VA find out how.

1. How To Create Raving Fans
Wednesday Lunch & Learn – October 1, 2014
My Business Community
Slide Share: http://www.slideshare.net/josephruiz/how-to-create-raving-fans

2. What is a Raving Fan?
•Creating Raving Fans
Instead of Satisfied
Customers
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Ken Blanchard

3. What’s Your Goal?
Is the goal to get people to notice
what we make?
Or
Are we setting out to make something
people choose to talk about?
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Seth Godin

4. Principle #1 – Mindset
• Product or Service parity must be a given
• Customer-centric perspective
• Help vs Sell
• Pursuit of excellence – always improve:
– Process
– Product/Service
• Embrace Feedback
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5. Do you know who your best customers are?
Only 38%of marketers are
capable of separating prospects
and existing customers
Razorfish Study
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6. Principle #2 – Know Your Customer
• Who is your ideal customer?
• What makes them ideal?
• Can you describe them?
• Create Personae
• Never stop learning about customer
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7. But How?
Ann Ruckstuhl, SVP & CMO at LiveOps
By extracting interactional data and
feedback, small businesses can
determine the current level of
customer satisfaction, identify
unfulfilled needs, and boost revenue
gain in the process.
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8. Principle #3 - Insight
• Ask questions, lots of them
• Collect data across all touch points
• Know all about your customer
– Buying behavior
– Pain points
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9. What kind of experience do customers want?
• Seamless – Omnichannel
• Relevant
• Utility
– Right product or service
• Convenience
– Saves time
– Little friction
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10. Here are a few Raving Fan Questions
• Who are the top 10% of your customers?
• Would you like more like these?
• Why do they buy from you?
• Can you articulate their pain points in THEIR words?
• How long do they stay with you?
• What communication channels do they use?
• How do they feel about dealing with your organization?
• Would they recommend you to friends or colleagues?
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11. Building a Connection
According to Harvard Business Review, customers who
received a customer satisfaction survey after doing
business with a company were 50% less likely to
cancel their account.
They were also three times more likely to
purchase another product from that same company.
How Surveys Influence Customers by Paul M. Dholakia & Vicki G. Morwitz
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12. What Do Consumers Want?
• Proximity (geography)
• Product details that are clear
• Ease of navigation
• Company information
• Consistent experience wherever, whenever
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13. Raving Fan Ingredients
Raving Fan
Good Customer
Service
Excellent
Product/Service
Engaged
Associates
• Add plenty of feedback
from all stakeholders
• Learn from and
implement feedback
• Stir with insight from data
• Identify and resolve
service/experience gaps
• Remove internal and
external friction make it
easier to do business
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14. Best Practices
Wednesday Lunch & Learn – October 1, 2014
My Business Community

15. Trader Joe’s
• Be aware ~
– How can we help?
– Are you finding everything?
• Be helpful
– Let me check in the back and see if we have more?
• Would you like to try this? Here let me open it for
you to sample
• Let me in at 8:59PM when you close at 9:00PM
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16. Amazon
• Remove friction ~ 1-Click buying
• Make informed helpful suggestions ~
– Customer’s who bought also bought suggestions
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17. Southwest Airlines
• Know your personality
• Know your mission/vision
• Create your culture
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18. Resources
Wednesday Lunch & Learn – October 1, 2014
My Business Community

19. Conduct a Customer Experience Audit
• Experience your brand from mobile
• Identify gaps
• Get Feedback from:
– Staff
– Customers
– Suppliers
• Begin to build a 360° customer view
• Map the buying journey
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20. Create a Customer Journey Map
• Here is How
http://maximizesocialbusiness.com/7-ways-customer-journey-map-can-
improve-solomo-experience-9915/
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21. Improve Service
• Here are 5 ways
– 5 Ways Businesses Can Improve Service via the 2014
Customer Service Report
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22. Find the Right Tools
• Cloud based Customer Service
– Mighty Call http://www.mightycall.com/
– LiveOps http://www.liveops.com/
• CRM software
– Below is a list of options (don’t be mislead by the title)
– http://www.forbes.com/sites/quickerbettertech/2013/07/01/11-terrible-crm-
systems-for-your-company/
– Batchbook http://batchbook.com/
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23. Survey
• Ask for feedback soon after purchase
• Keep them simple and basic like:
– Please rate your experience
– Is there anything we could do to improve?
– On a scale of 0-10 would you recommend us to a friend or
colleague
• Free Tool - https://www.surveymonkey.com/
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24. Claim Your Space
• Claiming your local identity is important
• List of Directories http://www.cinchlocal.com/blog/2013-best-local-business-
directories-for-seo
– Free Resources (includes major sites but not necessarily all)
– http://www.searchenginejournal.com/how-to-claim-set-up-local-profiles-from-
google-to-yelp/64633/
– http://www.businessknowhow.com/internet/claimlisting.htm
– Paid Services
• Local Moz https://moz.com/local
• Go Daddy https://www.godaddy.com/products/business-
marketing.aspx?isc=gofd2103hi&ci=86225
• Yext http://www.yext.com/pl/google-claim-5/index.html
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25. Other Resources
• The Moz Local Learning Center - http://moz.com/learn/local
– Online Marketing Strategy
– Local Listings
– Reviews and Ratings
– Website
– Social Media
– Local Search Ranking Factors
• Google Maps http://www.google.com/business/
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26. The Mustard Seed Approach
• Start small be consistent do
the hard work
– Plant and Water
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• Over time a little effort
consistently applied can yield
some impressive fruit

27. Thank You
Joe owns Strategic Marketing Solutions, an integrated marketing
consulting company. He is active in social media, co-moderates,
#SMchat (a Twitter chat) and regularly writes about Customer
Experience Marketing for Maximize Social Business.
He works with businesses to implement integrated marketing
strategies that build Raving Fans.
To learn more about capitalizing on the local advantage by creating
Raving Fans contact Joe:
Email: Joseph.Ruiz@strategicdriven.com
Phone: 804.690.4486
Connect on Linked In: www.linkedin.com/in/josephruizjr/
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