How will you make it an unforgettable experience?
Creating a great customer experience is one of the most valuable things you can do in your business. Not only does it generate positive reviews and word-of-mouth marketing, but it also buys you customer loyalty. The most valuable customer is the one you already have. Once you've done the work to land a customer, make sure that you take advantage of your investment by creating an experience that keeps them coming back time and again. What can you do in your business to create an unforgettable customer experience?
Here are some ideas: Thank customers for their purchases and follow up with them to make sure that they had a great experience. If there was something wrong with their experience, do what you have to do to make it right (all of the thank you and follow-up emails can be automated). Just remember to take advantage of bad experiences to turn them into positive ones. This can help you stand out. It's often the things you don't have to do but decide to do anyways that makes people fall in love with companies.
Presentation and delivery also create another opportunity to wow your customers. Think about Apple and how they package all of their products. Most people look forward to opening an Apple box. Depending on your type of business and what product or service you offer, a personalized note from the CEO or sales manager can go a long way.
Another thing to think about is warranties; sometimes, offering an extended warranty or no cost to return can help create a great experience. Think about REI with its lifetime guarantee. If the products they sell you don't live up to the challenge, you can bring them back and exchange them.
The art of Creating a great customer experience is valuable in building a loyal customer base. Spend time thinking about and writing down how you can create unforgettable customer experiences. Take your top two or three ideas and write them in this section.
Example: "Last year, my wife and I went to our favorite steakhouse. We had to drive an hour and a half to get here, but it's always been worth it because the steaks are amazing. This time, however, our steaks came out overcooked. I found myself reconsidering the hour-and-a-half drive because of our experience with the overcooked steaks. Maybe it's not worth the drive; maybe we won't ever come back. I wasn't mad; I was just reconsidering whether or not I wanted to be a customer again. On the way out, I happened to run into the owner, whom I'd never met before. He asked me how my experience was tonight, and I told him that the steaks were overcooked. He took the opportunity to apologize profusely and encouraged us never to hesitate to send the steaks back. He said he cooks them all himself, and he knows that we're paying a lot of money to eat there, and he wants us to get what we paid for. Suddenly after that short conversation, I found myself no longer questioning whether or not I'd be back. I had the confidence I needed to know that I could send it back if it ever happened again. The owner also gave me his name and told me to ask for him if I ever had any issues in the future. In the end, his interaction with me didn't cost him anything but a few minutes of his time, but the fact that he asked and the fact that he promised to make it right in the future probably made him a good bit of money, considering how often we come. We've been back every month since."
Are there simple things you and your team can do to make it an unforgettable experience for customers? Describe how you will make it a great experience for your customers in the box provided on the Marketing Plan Canvas.
How will you increase your customer lifetime value?
Most customers can be worth more to your company than they currently are. There's a fine line here because you don't want to be so focused on pushing upsells that customers feel like all you're trying to do is get more money out of them. At the same time, you don't want to be leaving money on the table. So the question here is, what can you do to create opportunities for your customers to buy more products or services from you without pushing them away?
Once someone's made a purchase, they've effectively said they trust you. If you've delivered on the customer experience, you likely have some real loyalty. Now it's time to take advantage of that trust and loyalty by positioning yourself as a trusted guide in the area of your company's expertise. Instead of pushing upsells, you are guiding your customers to other products and services that they would likely appreciate or need. Depending on the type of business you have this can be done through periodic emails, in meetings, snail mail or even through social media.
Example: Some HVAC companies offer seasonal inspections to make sure that your equipment is functioning properly. These inspections are beneficial for two reasons, first the company makes a small amount by doing the inspection. Second, this gives the technician the opportunity to notice and suggest opportunities to provide additional service and repairs.
How can you create opportunities to increase each customer's lifetime value to your business?
Ideas: Periodic emails with products similar to past purchases. Seasonal reminders of important events, dates or threats that would benefit the customer (think HVAC and taxes). Recommending additional services based on client profiles (get answers from a client on their top priorities regarding your services and let them know when you can add more value). A curated list of recommendations for vital services, products, or protocols in your industry.
Describe how you will increase customer lifetime value in the box provided on the Marketing Plan Canvas.
How can you encourage them to tell their friends?
If you've done a great job of treating your customers well and delivering on your product or service promises, then you're ready for some referrals. The biggest reason that most people and businesses don't get referrals is simply that they don't ask. How are you setting up your marketing procedures to encourage and stimulate referrals? Remember that another form of referral is customer reviews and testimonials. Most companies' websites should have reviews from clients and customers. Make sure that you follow up after sales to ask for reviews and referrals. This can be done simply through automated emails, phone calls, and text messages.
How will you ask your customers for reviews and referrals? Depending on the type of business you have, it might be appropriate to ask a past client directly in a meeting if they have another company or a person that they would recommend that you work with. If they do suggest another company or client, then be sure to ask if they would be willing to make an introduction for you. In this type of situation, if all you do is ask them to make a referral, generally speaking, then it's likely not to get done. But if you're specific about your ask then you have a much greater chance of getting introduced and making a sale.
Unless you plan to go after investment, then you will likely never need anything more than this simple marketing plan. But remember, as with everything in the StacDek Framework, this is a living document. As you revise your approach to marketing it needs to be reflected in your marketing plan. That means you need to track the performance of your marketing efforts rigorously. You should be tracking each of the nine elements of this marketing plan on at least a monthly basis. As soon as you see that an element of your strategy is not working, it's time to revise. Let actual results drive every step of your marketing moving forward, and never be afraid to acknowledge your assumptions and strategies were wrong. Great marketers look for what doesn't work and adapt quickly until they find the right approach.
Explain how you will encourage referrals and reviews from your customers in the box provided on the Marketing Plan Canvas.
How will you make it an unforgettable experience?
Creating a great customer experience is one of the most valuable things you can do in your business. Not only does it generate positive reviews and word-of-mouth marketing, but it also buys you customer loyalty. The most valuable customer is the one you already have. Once you've done the work to land a customer, make sure that you take advantage of your investment by creating an experience that keeps them coming back time and again. What can you do in your business to create an unforgettable customer experience?
Here are some ideas: Thank customers for their purchases and follow up with them to make sure that they had a great experience. If there was something wrong with their experience, do what you have to do to make it right (all of the thank you and follow-up emails can be automated). Just remember to take advantage of bad experiences to turn them into positive ones. This can help you stand out. It's often the things you don't have to do but decide to do anyways that makes people fall in love with companies.
Presentation and delivery also create another opportunity to wow your customers. Think about Apple and how they package all of their products. Most people look forward to opening an Apple box. Depending on your type of business and what product or service you offer, a personalized note from the CEO or sales manager can go a long way.
Another thing to think about is warranties; sometimes, offering an extended warranty or no cost to return can help create a great experience. Think about REI with its lifetime guarantee. If the products they sell you don't live up to the challenge, you can bring them back and exchange them.
The art of Creating a great customer experience is valuable in building a loyal customer base. Spend time thinking about and writing down how you can create unforgettable customer experiences. Take your top two or three ideas and write them in this section.
Example: "Last year, my wife and I went to our favorite steakhouse. We had to drive an hour and a half to get here, but it's always been worth it because the steaks are amazing. This time, however, our steaks came out overcooked. I found myself reconsidering the hour-and-a-half drive because of our experience with the overcooked steaks. Maybe it's not worth the drive; maybe we won't ever come back. I wasn't mad; I was just reconsidering whether or not I wanted to be a customer again. On the way out, I happened to run into the owner, whom I'd never met before. He asked me how my experience was tonight, and I told him that the steaks were overcooked. He took the opportunity to apologize profusely and encouraged us never to hesitate to send the steaks back. He said he cooks them all himself, and he knows that we're paying a lot of money to eat there, and he wants us to get what we paid for. Suddenly after that short conversation, I found myself no longer questioning whether or not I'd be back. I had the confidence I needed to know that I could send it back if it ever happened again. The owner also gave me his name and told me to ask for him if I ever had any issues in the future. In the end, his interaction with me didn't cost him anything but a few minutes of his time, but the fact that he asked and the fact that he promised to make it right in the future probably made him a good bit of money, considering how often we come. We've been back every month since."
Are there simple things you and your team can do to make it an unforgettable experience for customers? Describe how you will make it a great experience for your customers in the box provided on the Marketing Plan Canvas.
How will you increase your customer lifetime value?
Most customers can be worth more to your company than they currently are. There's a fine line here because you don't want to be so focused on pushing upsells that customers feel like all you're trying to do is get more money out of them. At the same time, you don't want to be leaving money on the table. So the question here is, what can you do to create opportunities for your customers to buy more products or services from you without pushing them away?
Once someone's made a purchase, they've effectively said they trust you. If you've delivered on the customer experience, you likely have some real loyalty. Now it's time to take advantage of that trust and loyalty by positioning yourself as a trusted guide in the area of your company's expertise. Instead of pushing upsells, you are guiding your customers to other products and services that they would likely appreciate or need. Depending on the type of business you have this can be done through periodic emails, in meetings, snail mail or even through social media.
Example: Some HVAC companies offer seasonal inspections to make sure that your equipment is functioning properly. These inspections are beneficial for two reasons, first the company makes a small amount by doing the inspection. Second, this gives the technician the opportunity to notice and suggest opportunities to provide additional service and repairs.
How can you create opportunities to increase each customer's lifetime value to your business?
Ideas: Periodic emails with products similar to past purchases. Seasonal reminders of important events, dates or threats that would benefit the customer (think HVAC and taxes). Recommending additional services based on client profiles (get answers from a client on their top priorities regarding your services and let them know when you can add more value). A curated list of recommendations for vital services, products, or protocols in your industry.
Describe how you will increase customer lifetime value in the box provided on the Marketing Plan Canvas.
How can you encourage them to tell their friends?
If you've done a great job of treating your customers well and delivering on your product or service promises, then you're ready for some referrals. The biggest reason that most people and businesses don't get referrals is simply that they don't ask. How are you setting up your marketing procedures to encourage and stimulate referrals? Remember that another form of referral is customer reviews and testimonials. Most companies' websites should have reviews from clients and customers. Make sure that you follow up after sales to ask for reviews and referrals. This can be done simply through automated emails, phone calls, and text messages.
How will you ask your customers for reviews and referrals? Depending on the type of business you have, it might be appropriate to ask a past client directly in a meeting if they have another company or a person that they would recommend that you work with. If they do suggest another company or client, then be sure to ask if they would be willing to make an introduction for you. In this type of situation, if all you do is ask them to make a referral, generally speaking, then it's likely not to get done. But if you're specific about your ask then you have a much greater chance of getting introduced and making a sale.
Unless you plan to go after investment, then you will likely never need anything more than this simple marketing plan. But remember, as with everything in the StacDek Framework, this is a living document. As you revise your approach to marketing it needs to be reflected in your marketing plan. That means you need to track the performance of your marketing efforts rigorously. You should be tracking each of the nine elements of this marketing plan on at least a monthly basis. As soon as you see that an element of your strategy is not working, it's time to revise. Let actual results drive every step of your marketing moving forward, and never be afraid to acknowledge your assumptions and strategies were wrong. Great marketers look for what doesn't work and adapt quickly until they find the right approach.
Explain how you will encourage referrals and reviews from your customers in the box provided on the Marketing Plan Canvas.