Love Your Customers
Antti Pietilä, CEO, Loyalistic Ltd
@anttipietila
CUSTOMERS
I

Customer Lifetime Value?

NPS or Customer Satisfaction
don’t measure your attractiveness
“Sorry to break the news, but I have found someone else. We are
moving together next week.”
“What?!! How come? Just few week back you just give us top NPS
score, you were completely satisfied and we haven’t even had any
arguments?”
“There is nothing wrong with you,
but my new one is just so sexy!”

Loyal customer is worth lots of money
How do I get them?

1. Value
2. Service
3. Communication
4. Rewards
#Loyalty
What makes us loyal?

New
customers
Repeat
customers
Social
Search
PR
Events
Visitors
Leads
Sales-ready
leads Trial/Initial
purchase
Full
potential
Customer SuccessAcquisition
Conversion
Inside Sales (SME)
Content Factory
Corporate & Enterprise Sales
Nurture NurtureNurture Nurture Nurture Nurture
Virality Loop
INBOUND SALES MODEL
Blog
Landing
pages
Web SiteDownloadable
Content
© 2014 Loyalistic Oy, Antti
Pietilä
Recommends
Gamification & Rewards
MaximumCustomer
Value
Onboarding
Renewal
Repurchase
Up & Cross-
selling
Advocate
Growth Hacking

Attracts Price Sensitive
Are Customer Selecting You for
the Right Reasons?
OFFERS
Attracts Brand Unloyal
Values relationship
Values substance
“One-Night-Stand” “Wife Material”
QUICK
SELL
PROMO-
TIONS
SLOW
SELL
CONTENT
Quick to lose

Content Marketing
is indirect marketing
Serve Reader, not strategy

don’t forget (birthdays, anything)
Love longer
Don’t accidentally break it
ensure Customer’s Success
remember & reward her loyalty
communicate frequently & relevantly
be quick to save relationship

How unrelevant can you go?
Case Stockmann
Man
Middle-aged
Premium status
Loyal customer for +20
years
Likes simple, basic colors
Prefers Gant, Eton, Boss
Runs on Asics
Buys Biotherm Homme
vs.

Be gentle: leave advanced stuff later
Love more
By selling more often
Educate: new customer needs training
Be relevant, and have simple Call-To-
Action
Have more to sell, and then some...
Communicate often & simple
LAND

Expand to premium offering
Love wider
Larger bonding surface have more grip
Expand to other product categories
Expand to Enterprise offering
Expand to other departments, needs
Avoid complementary trap
EXPAND

Share the love
Viral is the marketing multiplier
Promise is not an action. Most customers say
they would recommend, but never do (think Net
Promoter Score survey).
Ask for action. Make it easy. Make it safe. Notice
those who do. Especially when successful.
Customers recommend because the love you, not
because you reward them.

Screw it, let’s do it
The road to success is a road of learning
To succeed, you need to know where a customer is in her journey (track)
To create enough data, you need to be in touch frequently (email, social)
To be in touch frequently, you need to be relevant with plenty of great content (blog, e-books)
To create enough content, publishing and promoting has to be simple and integrated.
To identify anonymous, you need to have capture them (honey pot, subscribe email)
To keep and grow customers you need to automate nurturing (nurture programs).
In B2B 80% of customers can be loved automatically most of the time. You just need to know when your
personal touch is needed (sales alerts).
This is Remember to try it at http://loyalistic.com

TOO BUSY TO RUN NEXT TO YOUR BICYCLE?
Antti.Pietila@loyalistic.com
050 500 2300
@anttipietila
howtobe.loyalistic.com
THANKS!