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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.
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Thank You