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Customers
Building Relationships
Data, Metrics, & Analytics
Speakers
Misc.
100
What are two ways to create a customer evangelist?
Options: superior service, customer loyalty programs, create a community for customers to talk to each other, create a cause for customers to feel loyal too
100
Name each step in the IDIC model & each element of the trust equation.
1) Identify, differentiate, interact, customize 2) (credibility + reliability + intimacy)/ (self-orientation)
100
What metric is the percentage of a customer’s business that you receive in a specific category?
Share of Customer
100
What did Tania say to consult for answers before asking someone else?
Google
100
At the end of an interview, what is the best number of questions to ask the interviewer? For fun: Give an example of a good question to ask.
3
200
With which type of selling model is it important to consider the product’s end users?
B2B
200
Name one tactic in each step of the Get, Keep, Grow strategy.
Options: GET: advertising, giveaways, promotions KEEP: loyalty programs, product updates, service quality improvements GROW: up-selling, cross-selling
200
What metric is the sum of the lifetime values of an enterprise’s current and future customers?
Customer Equity
200
Who said that they aren't opposed to "firing a client" when necessary?
Jacqueline Modica
200
How do power poses and smiling change your physiology?
Power poses: Increase testosterone, lower cortisol Smiling: Release dopamine and serotonin
300
What tool is used to identify and understand customer interactions?
Touchpoint Map
300
What are the 5 trust myths?
Myth 1: Intimate customer relationships require time and proximity Myth 2: Trust takes time Myth 3: More customized contact is better Myth 4: People trust companies Myth 5: People like to be asked their opinion
300
What metric is used to track how well an enterprise is using customers to create value? It takes lifetime value and short term profitability into account.
Return on Customer
300
Marty says you must first understand what, in order to perfect the selling process?
The customer's buying process
300
What percent of consumers trust advertisements and what percent of consumers trust peer recommendations?
14% trust advertisements 90% trust peer recommendations
400
Which type of customer has low unrealized potential and high actual value?
Most Valuable
400
What are the 5 steps in the relationship development process?
1) Awareness 2) Exploration 3) Expansion 4) Commitment 5) Dissolution
400
What value must always be less than a customer’s lifetime value in order for a customer to be worth pursuing?
Acquisition Cost
400
What does Marty say you should create in order to plan ahead for different situations?
Playbooks
400
How long is each cycle of the KE Diet?
10 days
500
What is the difference between these two types of customers: Most Growable and Super-Growth?
Most Growable (HIGH unrealized potential value/LOW actual value) Super-Growth (HIGH unrealized potential value/HIGH actual value) Both have HIGH unrealized potential value, but MG has LOW actual value while SG has HIGH actual value.
500
What are the 6 requirements of a genuine dialogue?
1) Parties at both ends have been clearly identified 2) All parties in the dialogue must be able to participate 3) All parties to a dialogue must want to participate in it 4) Dialogues can be controlled by anyone in the exchange 5) A dialogue with an individual customer will change an enterprise’s behavior toward that individual and change the individual’s behavior toward the enterprise 6) A dialogue should pick up where it last left off
500
What metric did Harrah’s use in its quantitative models to more accurately predict customer worth?
Theoretical Wins
500
What are Carolyn's three key steps in devising advertising strategy?
Exploration Creation Transformation
500
Name all 10 elements that relate to IDENTIFY in the IDIC model.
define, collect, link, integrate, recognize, store, update, analyze, make available, secure