Post on 07-Aug-2020
Building Brand Loyalty
Presented by
Mitchell Goozéto
Brand Leadership SummitMay 15, 2007
Miami, FL
© 2007 Customer Manufacturing Group, Inc.
info@customermfg.com
What is a Brand?
“… a brand is an assortment of expectations established by the seller that, once fulfilled, forms a covenant with its buyers.”
Lynn Upshaw
Why bother to build loyalty?
© 2007 Customer Manufacturing Group, Inc.
info@customermfg.com
Loyalty Adds Value
1. Standard & Poors has shown that utilities with higher JD Power’s scores operate in a “friendlier”regulatory environment
© 2007 Customer Manufacturing Group, Inc.
info@customermfg.com
Loyalty Adds Value
2. Research shows that loyal customers are more profitable
© 2007 Customer Manufacturing Group, Inc.
info@customermfg.com
Loyalty Adds Value
3. Loyal customers are more forgiving when you “screw up”
© 2007 Customer Manufacturing Group, Inc.
info@customermfg.com
Building Brand Loyalty
Co-ops of all types have the advantage of the member/owner/customer relationship … if you can get the customer to realize they are an
owner/member*
The 2006 Cooperative Difference Survey shows that 56% still think they are just a customer
© 2007 Customer Manufacturing Group, Inc.
info@customermfg.com
Building Brand Loyalty
To which brand?
© 2007 Customer Manufacturing Group, Inc.
info@customermfg.com
Building Brand Loyalty
There’s power in co-branding!!!
© 2007 Customer Manufacturing Group, Inc.
info@customermfg.com
The Co-Branding Advantage
Research* on true co-branding shows that the consumer attributes the positives of each brand to the co-
branded product/service
“2+2=5 A framework for using co-branding to leverage a brand”Brand Management September 2003
© 2007 Customer Manufacturing Group, Inc.
info@customermfg.com
The Co-Branding Advantage
And they tend to ignore the “negatives” of the brands as well
© 2007 Customer Manufacturing Group, Inc.
info@customermfg.com
The Co-Branding Advantage
Truly gives you all of the positives and virtually none of the negatives
Before you can achieve Brand loyalty, you must achieve loyalty to your company
The 2006 Cooperative Difference Survey gives you
some excellent ideas on where to focus to increase
member engagement
As you review your own data and the information from the 2006
Cooperative Difference Survey, remember …
Satisfaction is not the same thing as loyalty
65%-80% of customers who leave a business, claim they were “satisfied”
Clearly they were not
© 2007 Customer Manufacturing Group, Inc.
info@customermfg.com
How Do You Build Loyalty?
Research (including the Cooperative Difference Survey ) show that Brand
Loyalty increases with a “sense of community”
The Cooperative Utility has huge leverage here
© 2007 Customer Manufacturing Group, Inc.
info@customermfg.com
How Do You Build Loyalty?
There is one proven method that research from J.D. Powers and
others have found to be consistently true…
Screw up …. And then fix it
To achieve a positive result, what is critical in the “fixing
it” process?
Fix it fast or, in the case of major outages, tell me the truth and
tell me fast
Speed mandates delegation to front-line employees
At least 1/2 the time, what your people do is probably
making the problem “worse”
What do complaining customers really want?
© 2007 Customer Manufacturing Group, Inc.
info@customermfg.com
1. An apology2. Not to feel they are annoying you3. Not to feel it is their fault4. Not to feel stupid5. A fair fix6. Atonement by you
What Customers Want
And in the utility environment they want to know when you are really going to get their
power back on
There are no members/customers who are %#@&!s,
there are just members/customers with “special needs.”
Build a service delivery process and customer-focused
employees* so that you not only have brand loyalty you have
Brand Insistence
* Be sure to review the customer quotes in the 2006 Cooperative Difference Survey to get a eye opening look at what makes an impression on your customers/members … both good and bad
And look at the Touchstone Energy Best Practices Knowledgebase to understand how first call resolution increases customer satisfaction and provably lowers costs
Remember Charles Luckman
Building Brand Loyalty
Presented by
Mitchell Goozéto
Brand Leadership SummitMay 15, 2007
Miami, FL
© 2007 Customer Manufacturing Group, Inc.
info@customermfg.com
Contact InformationMitchell GoozéCustomer Manufacturing Group, Inc.3350 Scott Blvd., #20Santa Clara, CA 95054408.496.4585mgooze@customermfg.comwww.customermanufacturing.com