Flip the Switch

128: Discovering the STORY Behind Superfandom w/ Brittany Hodak

Previously on Flip the Switch, Brittany Hodak shared her ‘SUPER’ framework that brands can leverage to increase loyalty and fandom. With her new book, Creating Superfans coming out today (January 10), David Millay welcomes Brittany back to the show to discuss new frameworks and models that small businesses and global brands everywhere can implement to convert customers and employees into superfans.

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2:29     Creating Superfans Podcast

6:53     SUPER Framework Overview

9:57     Ladder to Superfandom (Customer Apathy)

19:57   STORY framework

25:04   Getting to Know Your Customer’s Story

28:13   Digging into Customer Struggles

30:42   Pitching the Transformation

33:41   Simplifying Journey Maps

41:05   Measuring the Customer Experience (CSAT and EgR)

45:18   Prioritizing the Employee Experience

48:20   The Platinum Rule

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For more from Brittany on Creating Superfans, check out:

BrittanyHodak.com

Purchase Creating Superfans: How To Turn Your Customers Into Lifelong Advocates

Listen to the Creating Superfans Podcast

Subscribe to the Creating Superfans newsletter

Brittany’s Twitter | LinkedIn

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Listen to Brittany’s previous appearance:

Episode 66: Cultivating SUPER Fans

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Flip the Switch

121: How to Incite Loyalty and Increase Customer Retention w/ Ed Frame

It’s 5x cheaper to retain an existing customer than acquire a new one and increasing retention by 5% can increase profits by 25 – 95%. Yet so many companies still prioritize customer acquisition over retention.  In this episode, David Millay and Katie Rudy sit down with Ed Frame, CEO and Founder of Exemplify CX and discuss his 7-phase approach to Customer Longevity, converting buyers into repeat customers and brand advocates.  

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Show Notes

2:35      About Exemplify and the Retention Funnel

3:59     Working Backwards – The Ideal Customer Experience

7:49     The 7 Phases of Customer Retention

11:32   Solving a Problem – Known and Unknown

16:15   Creating a Tangible “Unboxing” for Experiences

20:43   Overcoming Buyers’ Remorse

23:42   Giving Customers More 

25:49  Driving Customer Loyalty

29:19  Inciting Loyalty through Social Media

32:45   The Cost of Retention vs. Acquisition

38:28   Cultivating Brand Advocates

41:08   The Value of Service Recovery

43:43   Hot Takes 

46:30   Parting Advice

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For more info on topics covered in this episode:

Connect with Ed on LinkedIn 

Learn more about Exemplify | 7 Steps to Customer Longevity 

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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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