Creating Brand Loyalty: The experience is the product

E-Myth Online Seminars

Creating Brand Loyalty: The Experience is the Product

The E-Myth Point of View

• Over Two Million Sold.

• Translated into 29 Languages.

• Taught in 118 Universities.

• Voted the #1 business book by Inc. 500 CEOs.

• Ranked # 6 in the top 25 most influential management books by Time.

• BusinessWeek Long-Running Paperback Business Bestsellers.

• New York Times Top Ten Bestseller List of All Time.

• Wall Street Journal Bestseller.

• Listed in book “The 100 Best Business Books of All Time.”

Why Systems?

� To deliver Your Brand Promise, On Time, Every Time

� To Enable Company Growth and Expansion Without Chaos

� Supports Consistent Business Results

� Drives Innovation

� Creates Company Value

Brand Loyalty Indicators

� Lack of repeat business

� Low rates of repurchase

� Lack of participation in up-sales or cross-sales

� Lack of customer referrals

� Lack of consistent Sales Results

� Lack of participation in Special Offers

Key Strategic Questions:

1. Do you have solid brand identity and positioning that helps us compete and set the standards of excellence in our industry?

2. Do you know what promises you’re making and why?

3. Do you have a clearly stated Brand Promise statement that communicates to everybody the expression of your brand and guides daily interactions with customers and each other?

4. Do you understand your business “system” and the brand experience “drivers” so you know where to put your system development focus and attention?

5. Do you believe the “system” delivers the experience, and it’s powered by people!

Legendary Examples

© 2009 E-Myth Worldwide. All

rights reserved.

What do you want to be known for?

• Caring• Friendly• A Personal Touch• Delight• Going Beyond• Fun• Outrageous Service• Honesty

Your Brand Promise

What do you want your customers to feel in every interaction with your business?

Developing a Brand Promise

• It gives the “why” to the “way we do it here”

• Keeps your company customer-focused

• Is your competitive edge

• Differentiates you from all the rest

• Reminds staff that the “Experience” is the product

• Creates customer loyalty

Creating Your Brand Promise

� Review the Company Mission, Vision, Values

� Review Your Marketing Strategy (specifically your product/service

attributes)

� Review Customer Compliments & Complaints

� Take the Customer Journey (Gather personal experience data) and

identify your current customer experience.

� Do Competitive Analysis (Shop the competition)

� Then Ask: What do we want customers to say?

� Then Ask: What do you want customers to feel?

� Look at the powerful words… see what adjectives and forms of

expression rise to the top.

� Write down your Brand Promise Statement

� Create a Plan for Communicating and Integrating It

Our Mission

E-Myth is the pioneer in business coaching and training, an icon for transformation since 1977. Drawing on the revolutionary principles of the best-selling book, The E-

Myth Revisited, we provides a universal and comprehensive set of business tools and

coaching services delivered via phone, web and events. We serve our clients by challenging the status quo and showing them how they can better manage and grow

their business.

Our clients own their businesses.

We help them own their transformation.

E-Myth Company Values

CaringChallenging

Competent

Our Brand Promise

E-Myth clients will be delightfully astounded how a

company can care this much and this deeply

about people and business. In every interaction

with us, they feel challenged and supported to

embody their next level of ownership.

Developing a Turn-key Experience

Strategic business foundation centers that set up the experience.

Direct customer experience centers and outward facing systems.

Promise Guides Your System Results

MARKETING

LEAD GENERATION

MONEY

MANAGEMENT

CLIENT FULFILLMENT

LEAD CONVERSION

Seven Centers of Management Attention™

Direct customer experience centers

and outward facing systems.

Your Brand is…

The sum of all the experiences a customer has with your business over the duration of their

relationship with you.

Identify The Total Customer Experience

Assess Your Customers’ Total

Experience

Identify the Drivers of the Customer

Experience

Assess Your Competitors’

Customer Experience

Identify Your Competitors’

Drivers

Identify all theactivities in your

business that have any impact

at all on yourcustomers and

potential customers.

Identify these high-impact

elements of the experience

because they, more than the others, drive

your customers’perceptions and thus drive their

purchase decisions.

Select the three (or more) of

your competitors who are better

than your business, and/orwhose products are better than

yours.

Remember…don’t assume

their customer experience

drivers are the same as those

for yourbusiness. They

won’t be.

Evaluate and Create a New Experience

Compare and Evaluate All

Experience Drivers

Identify Experience Enhancement

Elements

Assess the ROI and Choose Key

Elements

Test and Quantify Results, Update

Systems

Here’s where your creativity will

be stimulated. New ideas will

come to you, new possibilities,

ways to impact your customersthat previously

went unnoticed.

Use the Seven Centers to identify which systems in your business will

need to be created or

upgraded, identify the positions

accountable for those systems.

Have managers do a cost-benefit

analysis to determine which

key elements can be

implemented.

Have managers set up test and

evaluation schedules to

track results and determine final implementation.

Your Unique Customer Experience

© 2009 E-Myth Worldwide. All

rights reserved.

Can you Enhance the Experience?

Experience Enhancement Opportunities

What’s the return on investment

(ROI)?

Summary

• The Experience is the Product!

• What kind of Total Customer Experience do

you want your brand to be known for?

• Spend time to understand the gaps, the

opportunities and the Brand “Drivers”.

• The entire company need to understand and

embody the Brand Promise.

• An extraordinary business is not developed from

the top down, but from the ground up.

Follow E-Myth on Twitter

25

Thank You