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Purple Goldfish - 12 Ways to Win Customers and Influence Word of Mouth

According to Gartner, 89% of businesses will compete mostly on customer experience. There is a need to create powerful unique experiences to drive differentiation,loyalty and referrals. A little less interruption and a little more action. The solution is G.L.U.E, the practice of giving little unexpected extras to exceed expectations. Doing the little signature things that can make a big difference. <br><br>Stan Phelps is the founder of PurpleGoldfish.com, a consultancy that helps brands obtain customers that are up to four times as valuable as ordinary customers. He’s a contributor to Forbes and the author of Purple Goldfish, Green Goldfish, Golden Goldfish, Blue Goldfish, and Purple Goldfish - Service Edition. He works with senior leaders to focus on meaningful differentiation to win the hearts of both employees and customers. Driven by client objectives and inspired by bold vision, Stan creates custom keynotes, workshops, and programs that are memorable and on brand, inspiring businesses to become REMARK-able by design. <br><br>Contact Stan at stan@purplegoldfish.com or call 919.360.4702.

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Purple Goldfish - 12 Ways to Win Customers and Influence Word of Mouth

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  1. 12 WAYS TO WIN CUSTOMERS & INFLUENCE WORD OF MOUTH
 by Stan Phelps, PurpleGoldfish.com


  2. CHALLENGE THE Business has changed more in the last 10 years than it has in the previous 100. Power has shifted. The customer has a bigger voice.

  3. Truth #1? According to a study Gartner, 89% of companies expect to compete mostly on the basis of customer experience? 
 Source: Gartner? 
 
 


  4. ? ? … in 2011 it was 36%

  5. LEAKY BUCKET Truth #2? Retention is fast becoming the new acquisition.? ?

  6. It costs upwards of 10x the money to acquire a new customer than is does to upsell a current one? ? ?

  7. You need to take c a r e o f t h e customers you have… so they’ll bring you the customers you want.? Why??

  8. Truth #3? Because all customers ? are not ? created equal?

  9. A referred customer is upwards of 4x as valuable to a business? ? They spend up to 2x over their lifetime compared to regular customer? ?

  10. A referred customer is upwards of A referred customer is upwards of 4x as valuable to a business as valuable to a business?? ?? 4x They spend up to They spend up to 2x regular customer regular customer?? ?? 2x over their lifetime compared to over their lifetime compared to They refer up to They refer up to 2x compared to a regular customer compared to a regular customer?? 2x of their friends over their lifetime of their friends over their lifetime

  11. Truth #4? ? There is no such thing as just meeting the expectations of a customer?

  12. Meeting expectations is a myth. It’s like being on time. No one is ever on time. You’re either early or late.? ?No one ever just meets the expectations of a customer, you either… ? exceed expectations or you fall short ?

  13. We are living in an age of equivalency. There’s little difference between products and services. Customer experience is the new battlefield.

  14. Two Paths Diverge

  15. My Journey

  16. Moment of Truth

  17. Why Purple?

  18. ??

  19. Lagniappe ? ? ? ? ? ? Meaning - The additional gift or to give more ?

  20. Now why a Goldfish?

  21. The Goldfish represents something small, but it was directly inspired Kimpton Hotels. A chain of boutique hotels, Kimpton embodies the doing the little something extra. Stay at any of the Kimpton properties and you’ll find: •  free gourmet coffee and fresh fruit in the lobby •  complimentary wine tasting in the afternoon •  pet-friendly accommodations My favorite perk is something a select number of the properties do for guests. Perhaps you are staying at a Kimpton for a few days, and you are getting lonely…

  22. GIVE A LITTLE UNEXPECTED EXTRA Guppy Love Kimpton will give you a pet goldfish for your stay. They call it “Guppy Love.”

  23. Average Goldfish = 3 to 4 inches A goldfish also represents something small. But all goldfish are not created equal. The average is three to four inches (8-10 cm) in length. The world’s largest is …

  24. Nearly 20 inches or 50cm That’s nearly six times larger! How can there be such a huge difference? It turns out the growth of a goldfish is determined by five factors. The growth of your business is affected by these same five things.

  25. 1. The size of the bowl or pond will determine how big a goldfish with grow. The bigger the pond or bowl, the more a goldfish can grow 1 WHAT’S THE SIZE OF THE BOWL IN BUSINESS?= _____

  26. 1 SIZE OF THE BOWL= MARKET

  27. 2 2. The number of other goldfish in the bowl will also impact the growth. The more goldfish, the more difficult it is to grow. 1 THE OTHER IN GOLDFISH IN BUSINESS = ________

  28. 2 NUMBER OF OTHER GOLDFISH = COMPETITION 1

  29. 3. The nutrients in the water and clarity of the water will also determine how large the goldfish will grow. NUTRIENTS / CLARITY OF THE WATER IN BUSINESS= _______

  30. NUTRIENTS / CLARITY OF THE WATER = ECONOMY

  31. 4. The first 120 days of a goldfish life will be a factor on its growth. The better the start, the bigger it can get. 2 4 = _______ FIRST 120 DAYS OF LIFE IN BUSINESS

  32. FIRST 120 DAYS OF LIFE= START-UP OR NEW PRODUCT 2 4

  33. 5. The genetic makeup of a goldfish will also determine how big it will grow. The more it stand outs, the better. 2 = _______ WHAT’S GENETIC MAKE-UP IN BUSINESS

  34. ITS GENETIC MAKE-UP = DIFFERENTIATION 2

  35. Five Factors #1. MARKET #2. COMPETITION #3. ECONOMY #4. FIRST 120 DAYS #5. DIFFERENTIATION Assuming you’ve already been in business for four months, what’s the only thing you have control over?

  36. Five Factors #1. MARKET #2. COMPETITION #3. ECONOMY #4. FIRST 120 DAYS #5. DIFFERENTIATION The only thing you can have control over is how you differentiate yourself. The little things you do to stand out in a sea of sameness?

  37. 1. Throw-ins (value) 1. Throw-ins (value)?? It took 27 months to collect all 1,001+ examples

  38. After sorting through all 1,001+ examples, it became clear there are 12 types of Purple Goldfish: The entire idea of a Purple Goldfish is explained through the acronym of G.L.U.E.

  39. Purple Goldfish Strategy is about differentiation via added value. Giving little unexpected extras that drive loyalty and word of mouth. The entire idea of a Purple Goldfish is explained through the acronym of G.L.U.E.

  40. G stands for Give How are you creating a strong first impression? Check in at any Doubletree Hotel around the world and you’ll receive a _________________at reception.

  41. G = Give A warm chocolate chip cookie. It’s a signature extra by the hotel. Since the mid 1980’s, Doubletree has given away over 300 million chocolate chip cookies. #29 FIRST IMPRESSION

  42. Give L stands for Little It doesn’t have to be something huge. Izzy’s is an ice cream shop in St. Paul, Minnesota. When you buy a scoop of ice cream at Izzy’s, you get to _____________

  43. Give L = Little Pick another flavor for free. This little miniscoop on top is called the Izzy. TM #582 SAMPLING

  44. Give Little U stands for Unexpected If you can surprise a customer by doing something unexpected, you will trigger an emotional response and become talkable. If you have a crack in your windshield, Safelite will come to your home or office to repair the crack.

  45. Chapter 20 Give Little U = Unexpected The technician places this interesting looking device onto your windshield. The device drills into the crack and places an epoxy resin inside. It takes 10 minutes for the epoxy to harden. #706 ADDED SERVICE

  46. Chapter 20 Give Little U = Unexpected During this time the technician goes back to their vehicle and retrieves glass cleaner and a vacuum. They then proceed to clean the interior of your car and all of your glass. When you come out to inspect the work, not only does your cracked windshield look brand new, but your car looks like it just rolled off the showroom floor. Totally unexpected and totally memorable.

  47. Give Little Unexpected E stands for Extras Do the little extra. Go beyond just equal to give a little more. This is extremely important when you make a mistake in business. Nurse Next Door is a home health care provider. When they make a mistake, Nurse Next Door sends a handwritten note of apology with _________________

  48. Give Little Unexpected E = Extras A freshly baked apple pie. It is literally a humble pie. Each year they spend up to $2,000 with a local vendor. They know that investment helps save the company $100,000+ a year in lost sales. #438 HANDLING MISTAKES

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