Flip the Switch

120: The Simple Science Behind Successful Marketing Strategies w/ Phill Agnew

Today’s guest is Phill Agnew, a senior product marketing manager at Buffer.  After struggling as a marketer in his early career, Phill discovered behavioral science and started applying psychology principles to improve his work. From distinctiveness, social proof, primacy effect and framing, Phill developed the Science of Marketing course and The Nudge Marketing Podcast to help others understand how to boost their marketing strategy.

This episode explores key strategies to apply in each of the sales funnel phases – awareness, consideration, acquisition and retention. 

2:42    Breaking Down the Nudge Marketing Podcast

5:08    The Framework to the Science of Marketing Course 

6:58    Awareness and Countering the Sea of Sameness 

13:23  Consideration and Social Proof

16:37  The Scarcity Impact

23:19  Reciprocation in Acquisition

31:59  Choice Overload and Simplifying Decision-Making

39:19  The Pratfall Effect and Highlighting Your Flaws

47:30  The Replication Crisis

49:57  Phill’s Parting Advice on Consumer Psychology

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For more on topics covered in this episode:

Follow Phill on Twitter | LinkedIn

Subscribe to the Nudge Podcast

Subscribe to Phill’s Newsletter

Check out The Science of Marketing course

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Dr. Robert Chaldini – Influence at Work

Pret a Manger’s “Random Acts of Kindness” 

Sweden’s Speed Camera Lottery

@ShitLondonGuinness

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Blog

Lessons from Leaders – Paula Courtney

This week on Flip the Switch, we are joined by Paula Courtney, CEO of the Verde Group.  Partnering with many Fortune 100 companies, the Verde Group brings unique methods to studying consumer behavior and improving the customer experience. Rather than asking “How was your experience?” Paula and her team probe for customer dissatisfaction. Their research has demonstrated that innovating off of points of friction and restoring consumer confidence have a greater financial impact on organizations. 

Here are three strategies to knowing your customer and protecting their trust:

Five Key Elements to a Customer’s Choice – (6:43)

Consumer behavior has evolved at an expedited rate since the start of the pandemic. Many executives are looking towards digital transformation initiatives to try and keep up. If you’re trying to exceed customer expectations amidst evolving fan or customer behaviors, ask yourself these questions:

How relevant are you to your customer? How shoppable is your business? What is your customer support? What is the sensorial experience? How meaningful is your brand to your customer’s personal brand?

The only currency in business that matters is trust – (29:03)

When you have an upset customer actively surfacing a complaint, you’re at a pivotal moment. You’re now being judged for the original failure and how you handle the complaint. According to research done by Paula’s team, with any result less than complete satisfaction, customer loyalty drops by at least 40%.

When a customer reaches out to you to complain, they’re doing so because they have some level of trust with you. They trust you’ll resolve their issue (those without trust won’t reach out, they will simply stop doing business with you). When you exceed their expectations in the resolution, you validate their trust and strengthen their trust further than had there not been a problem in the first place.

Investigate customers’ negative emotions instead of positive emotions – (16:45)

If you look at your post-event or post-season survey, you likely have an “applause meter” question, a question asking some version of “how much do you love us?” The problem with those widely-accepted CX questions is they don’t prioritize what to fix first, they don’t provide actionable findings. And they certainly don’t link directly to financial impacts, such as finding out what a lost customer costs you or giving you a better idea of ROI on investments.

Instead, by focusing on measuring the prevalence and drivers of customer dissatisfaction, you can find out how much business you’re losing and where you should invest future resources for the greatest payback. 

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Flip the Switch

Knowing Your Customer and Protecting Their Trust w/ Paula Courtney

This week on Flip the Switch, we are joined by Paula Courtney, CEO of the Verde Group.  Partnering with many Fortune 100 companies, the Verde Group brings unique methods to studying consumer behavior and improving the customer experience. Rather than asking “How was your experience?” Paula and her team probe for customer dissatisfaction. Their research has demonstrated that innovating off of points of friction and restoring consumer confidence have a greater financial impact on organizations.  This episode dives into the five key elements of consumer choice, knowing your customer and maintaining their loyalty.  

3:13 The “Re-Imagined Consumer” and their Revised Personal Purpose

6:43 The 5 Key Elements to Consumer Choice

11:36 Identifying Moments that Matter in the Experience

15:12 Factors that Influence Net Promoter Scores

17:28 Creating Actionable Insights > Measuring Attitudes

19:29 The Impact of Negative Experiences on the Bottom Line

24:06 Studying the “Wow” Factor

26:05 How Do You Want to Receive Customer Support?

28:22 The Only Currency That Matters

33:08 Unique Service Recovery Tools

36:21 The Customer Super Agent

40:54 Recognize, Not Reward Your Loyal Customers

44:54 Paula’s Billboard

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For more info on topics covered in this episode, check out:

The Verde Group

Verde Group Studies and White Papers

Consumers Aren’t Feeling the Love, Here’s How to Change That 

Exploring the Loyalty / CX Connection

The Great Payoff of Delivering Wow!

The Reimagined Consumer  

Connect with Paula via Twitter or LinkedIn and follow the Verde Group for more insights (Twitter | LinkedIn)

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