9 Customer-Centric Marketing Lessons from Apple to Zappos


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Unlocking the Keys to Loyalty and Word of Mouth

Today’s consumer is empowered. Companies need to differentiate themselves to stand out in a sea of sameness. Brands need to find ways to leverage their most important asset: current customers. Referrals and word of mouth are keys to future growth.

This slideshare presentation makes the case for a paradigm shift in marketing. Focusing on the customer, instead of constantly chasing the prospect. It features nine marketing lessons from leading brands such as Apple, Disney, Five Guys, Kimpton Hotels, Southwest Airlines, TD Bank, Wells Fargo, Zanes Cycles and Zappos:

Here’s a summary of the nine lessons:

  1. Focus on the Customer – The customer is your most lucrative marketing asset. Take care of the ones in hand, as opposed to the thousands in the bush.
  2. Exceed Expectations – Have a surplus mindset and leverage surprise. Give your most lucrative asset more than expected.
  3. Referrals are Key – Customers gained through referral are the most lucrative given lifetime value and word of mouth.
  4. Social Media is Only Part of the Answer – Customer are empowered to get the word out… your job is to give them something to say.
  5. Experience is an Investment – Giving something extra isn’t an expense. Giving something extra bolsters your brand.
  6. Think Commitment, Not Campaign – Think “lifetime value of customers” It’s something you do in an ongoing way.
  7. Think Convenience for the Customer – It’s not about you as a brand. Think about the convenience of your customers first.
  8. Think Value, Not Price – Compete on the value you provide. Price is relative.
  9. Differentiate through Added Value – Become talkable by design. Create ongoing added value.

Today’s Lagniappe (a little something extra thrown in for good measure) – Who doesn’t like a good Venn diagram? This shows the three different types of goldfish that make up the Goldfish Principle. Purple represents the little extras for all customers, Green represents the little extras for all employees and Gold represents the little extras for the top 20% of employees and customers. The little things can collectively make the biggest difference.

the goldfish principle

Republished with author's permission from original post.

Stan Phelps
Stan Phelps is the Chief Measurement Officer at 9 INCH marketing. 9 INCH helps organizations develop custom solutions around both customer and employee experience. Stan believes the 'longest and hardest nine inches' in marketing is the distance between the brain and the heart of your customer. He is the author of Purple Goldfish, Green Goldfish and Golden Goldfish.


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