Creating WOW Stan Phelps Keynote November 2013 AENC M&CC

CREATINGMEMBER WOWLITTLE THINGS MAKE A BIG DIFFERENCE

STAN PHELPS@9INCHmarketing | #AENC

SHIFT FROM ACQUISITION

... TO DELIGHTING AND RETAINING MEMBERS

25% to 125%

4x’s

MOMENT OF TRUTH

MOMENT OF TRUTH

  LITTLE

THINGS

CAN MAKE A

BIG DIFFERENCE

Examples are Great, But...

Why Purple Why Purple and Why a and Why a Goldfish?Goldfish?

GIVE A LITTLE UNEXPECTED EXTRA

GUPPY LOVE

DEFINITION OF LAGNIAPPE

‘The Gift’ or ‘To Give More’

lagniappe (lãn-yãp)

Throw-InsThrow-Ins

Throw-InsThrow-Ins

3. Sampling (value)SamplingSampling

3. Sampling (value)

First / Last ImpressionsFirst / Last Impressions

First / Last ImpressionsFirst / Last Impressions

Chapter 197. Follow-up (maintenance)Follow Up Follow Up

Chapter 197. Follow-up (maintenance)Follow Up/Thank YouFollow Up/Thank You

Chapter 197. Follow-up (maintenance)Follow Up/Thank YouFollow Up/Thank You

Chapter 197. Follow-up (maintenance)Follow Up/Thank YouFollow Up/Thank You

Chapter 20

8. Added ServiceAdded ServiceAdded Service

Chapter 20

8. Added ServiceAdded ServiceAdded Service

12. Handling Mistakes (maintenance)Handling MistakesHandling Mistakes

THINK OUTSIDE THE BOWL

ALWAYS EXCEED EXPECTATIONS

12. Handling Mistakes (maintenance)

12. Handling Mistakes (maintenance)RenewalRenewal

BOOK SPECIAL1 for $10

3 for $20

LAGNIAPPE: BIT.LY/PURPLEGOLDFISH