Post on 12-Aug-2015
How to build long lasting relationships with your
customers?
Hello! I’m Bram De Vos @brmdevos
Hello!
“What’s love got to do with it?”
Tina Turner
big data
big data
what
big data
what
why
big data
what
why
smart data
big data
what
why
smart data
The wicked chasm between the what
& the why
(What’s So Funny ‘Bout Peace,)
Love & UnderstandingElvis Costello
seller’s why
seller’s why
past
seller’s why
past
buyer’s why
seller’s why
past
buyer’s why
future
seller’s why
past
buyer’s why
future
Cross the chasm for more predictive
value
Liking If people like you they’re more likely to say yes.
Reciprocity People tend to return favors.
Commitment and Consistency People want to be consistent. If they make a voluntary, public commitment, they’ll follow through.
Social Proof People will do things that they see others doing.
Authority People defer to experts and to those in positions of authority.
Scarcity People value things if they perceive them to be scarce.
The 6 Principles of Persuasion by Robert Cialdini
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Your customers don’t care about you, your products, your services… they care about themselves, their wants
and their needs.
Amanda Maksymiw
Seize every opportunity to open yourself up for feedback
Seize every opportunity to open yourself up for feedback
B2B, B2C, B2B2C,…
Seize every opportunity to open yourself up for feedback
B2B, B2C, B2B2C,…
H2H
Seize every opportunity to open yourself up for feedback
B2B, B2C, B2B2C,… It’s not about tools
H2H
Seize every opportunity to open yourself up for feedback
B2B, B2C, B2B2C,… It’s not about tools
It’s about mindsetH2H
To ask is to show that you care. Any answer will help you to assess
your gut feeling.
To ask is to show that you care. Any answer will help you to assess
your gut feeling.
Not because anyone told you. But because everyone told you.
Case
Combining the what with the why
Case
Combining the what with the why
We selected the women who had said that they would recommend the brand.
Case
Combining the what with the why
We selected the women who had said that they would recommend the brand.
From that group, we took the women who had persistently been purchasing 2 or more pieces at a time, at least once a
season, for the past 2 seasons
Case
Combining the what with the why
We selected the women who had said that they would recommend the brand.
From that group, we took the women who had persistently been purchasing 2 or more pieces at a time, at least once a
season, for the past 2 seasons
From that group, we took those who had commented on the quality of the fabric (long lasting).
Case
Combining the what with the why
We selected the women who had said that they would recommend the brand.
From that group, we took the women who had persistently been purchasing 2 or more pieces at a time, at least once a
season, for the past 2 seasons
From that group, we took those who had commented on the quality of the fabric (long lasting).
We set up a marketing automation campaign for that group.
Case
ROI
Case
ROI
Increase of sales with the existing, loyal customers by 23%
Case
ROI
Increase of sales with the existing, loyal customers by 23%
Creation of 31% new customers with an almost identical purchasing behavior as
our loyal customers.
Case
ROI
Increase of sales with the existing, loyal customers by 23%
Creation of 31% new customers with an almost identical purchasing behavior as
our loyal customers.
Follow up: TBD
There’s only one boss. The customer.
Sam Walton
And he can fire everyone in the company from the chairman on down, simply by spending his money
somewhere else.
Key takeaways
Numbers aren’t enough. True insight requires root causes.
Do not let any opportunity pass you by to find out the why’s behind the numbers.
When you pinpoint a why, automate your follow-up.
A little why goes a long way. Act upon your every why, not just when you have all the why’s
Pay it forward - but not to everyone.
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“In the end, The love you take, Is equal to the love
you make”The Beatles