Creating superfans

Audio Transcript Auto-generated

• 00:00 - 00:01

  Hi,

• 00:01 - 00:03

  I'm Brittany Hodak and I'm here to talk to you about one

• 00:03 - 00:07

  of my favorite subjects in the world and that's creating super fans.

• 00:07 - 00:11

  So right now we are living in an experience economy and

• 00:11 - 00:14

  what that means is regardless of the industry you're in,

• 00:14 - 00:16

  you're in the experience business.

• 00:16 - 00:19

  I don't care what product or service you're selling

• 00:19 - 00:22

  the way you differentiate yourself from every competitor,

• 00:22 - 00:28

  current and future is the experience that your customers feel what

• 00:28 - 00:30

  it is that it feels like to work with you.

• 00:30 - 00:33

  And when you can compete and win an experience,

• 00:33 - 00:37

  you don't just future proof your business against every competitor.

• 00:37 - 00:41

  You also create what I like to call super fans.

• 00:41 - 00:46

  Now, super fans are customers who create more customers there.

• 00:46 - 00:51

  Those loyal enthusiastic advocates who don't just choose you at the exclusion of

• 00:51 - 00:56

  all of your competitors that they encourage their friends to do the same.

• 00:56 - 01:00

  And because we're living in a world where every one of us is an influencer,

• 01:00 - 01:02

  each of us has people around us who will take an

• 01:02 - 01:06

  action or not take an action based solely on a recommendation.

• 01:06 - 01:08

  They're not just telling their friends,

• 01:08 - 01:14

  they're telling everyone in the world right there, sharing your brilliance.

• 01:14 - 01:17

  They're creating more customers for you. Like an army of

• 01:17 - 01:22

  unpaid sales people out there, making your job easier. Sounds pretty great, Right?

• 01:22 - 01:23

  So how do we get them?

• 01:23 - 01:23

  Well,

• 01:23 - 01:27

  super fans are created at the intersection of your story

• 01:27 - 01:32

  and every one of those customer story that overlap is where

• 01:32 - 01:35

  you find the super fans now I've been sending super

• 01:35 - 01:38

  fandom for more than 15 years and over the years,

• 01:38 - 01:41

  I've devised a system to help you learn how to

• 01:41 - 01:44

  turn your prospects and customers into the those loyal super

• 01:44 - 01:47

  fan advocates and the way you do it is by

• 01:47 - 01:50

  following a five step system that I call the supermodel.

• 01:50 - 01:52

  Now Super is an acronym,

• 01:52 - 01:55

  it's simple to remember to implement and to measure

• 01:55 - 01:58

  so that you can create those super fan customers,

• 01:58 - 02:01

  it stands for s start with your story.

• 02:01 - 02:04

  You understand your customer story,

• 02:04 - 02:09

  p personalize exceed expectations and our repeat.

• 02:09 - 02:10

  Let's jump right in

• 02:11 - 02:15

  when I say start with your story, I don't mean lead with your story.

• 02:15 - 02:18

  I don't mean you should be out there sharing your story with every stranger.

• 02:18 - 02:23

  What I mean is that it's all got to be rooted in your story.

• 02:23 - 02:28

  If you're not able to explain why you're the best in the world at what you do,

• 02:28 - 02:32

  how in the world is a customer ever going to be able to figure it out or a prospect?

• 02:32 - 02:36

  What is a customer going to be able to tell a friend if they can't

• 02:36 - 02:41

  even figure out what it is that makes you different from all of your competitors.

• 02:41 - 02:44

  So you've got to start there and a really great way to

• 02:44 - 02:50

  do it is by telling stories because stories accelerate the path,

• 02:50 - 02:54

  the connection our brains are hardwired to react to stories.

• 02:54 - 02:59

  That's part of the reason why every great superhero has as an origin story,

• 02:59 - 03:03

  a story about how they got from where they started to where they

• 03:03 - 03:06

  are now and how their super power plays into all of that.

• 03:07 - 03:12

  What's your origin story you and everyone on your team should be able to tell,

• 03:12 - 03:14

  you should be able to tell a compelling

• 03:14 - 03:17

  story about how you went from wherever you started

• 03:17 - 03:19

  out to where you're at right now and how

• 03:19 - 03:23

  that's relevant to your customers and your prospects,

• 03:23 - 03:25

  pretend you're a reality tv producer.

• 03:25 - 03:29

  How would you make someone interested in your story start there.

• 03:29 - 03:34

  Now, the next step in the super fan system or supermodel as I like to call it,

• 03:34 - 03:37

  is you understand your customer story,

• 03:37 - 03:41

  there's a great quote from teddy Roosevelt that people don't care

• 03:41 - 03:44

  how much you know until they know how much you care

• 03:44 - 03:48

  too often we try to lead with that authority before we've shown the empathy,

• 03:48 - 03:53

  but until somebody knows how much we care, they really don't care how much we know,

• 03:53 - 03:55

  so don't lead with how much you know,

• 03:55 - 04:00

  take the time to make people feel seen and heard and really appreciated

• 04:00 - 04:05

  and then you can do the work of connecting your story to theirs.

• 04:05 - 04:09

  The third step in the super fan system is where that connection happens,

• 04:09 - 04:12

  it stands for p personalize now another great tip

• 04:12 - 04:14

  of wisdom that I'm going to share with you,

• 04:14 - 04:18

  this one's from dr Tony alessandra and it's called the Platinum Rule.

• 04:18 - 04:22

  Now many of us grew up with the Golden rule treat others the way you want to be treated.

• 04:22 - 04:23

  It's great advice.

• 04:23 - 04:25

  But dr alessandra took it a step further,

• 04:25 - 04:28

  he said don't treat others the way you would want to be treated,

• 04:28 - 04:30

  treat them the way they want to be treated.

• 04:30 - 04:34

  Because not everyone wants to be treated the same way as you. We all have different,

• 04:35 - 04:39

  this is different backgrounds and we want to be treated as individuals.

• 04:39 - 04:42

  So make sure your customers don't feel like just another number or

• 04:42 - 04:47

  just another order personalized as much of the experience as you can

• 04:47 - 04:51

  and when you do that, it leads naturally into the net step which is e

• 04:51 - 04:56

  exceed expectations. I said before that we're living in an experience economy.

• 04:56 - 04:58

  Experience is everything.

• 04:58 - 05:02

  It's the most important differentiator between you and everyone

• 05:02 - 05:04

  else who does anything close to what you do.

• 05:05 - 05:09

  And it's also really important from a financial standpoint because 86% of

• 05:09 - 05:13

  customers are willing to pay more for the exact same product.

• 05:14 - 05:15

  If the experience is better,

• 05:15 - 05:18

  maybe you have a grocery store that you love that you go to,

• 05:18 - 05:19

  even though things cost a little bit more.

• 05:20 - 05:24

  We pay more for amazing experiences, experiences everything,

• 05:24 - 05:25

  but the inverse is also true.

• 05:25 - 05:28

  Everything is experience. Every text message.

• 05:28 - 05:29

  Every email that you send,

• 05:30 - 05:33

  every interaction that you have with your customers build that

• 05:33 - 05:37

  experience every single one of those touchpoints matters and that's why

• 05:37 - 05:41

  the final step of the supermodel is our repeat customer

• 05:41 - 05:44

  experience is not something that you can set and forget.

• 05:44 - 05:48

  You don't do it one time, give yourself a high five and then walk away.

• 05:48 - 05:53

  It's repeated every day and every interaction because as I said before,

• 05:53 - 05:56

  every customer's an influencer and every member

• 05:56 - 05:59

  of your team is the most important employee

• 05:59 - 06:02

  when they're talking to a customer one more great quote this time from a low

• 06:03 - 06:04

  Arden repetition.

• 06:04 - 06:09

  Makes reputation and reputation makes customers that repetition is

• 06:09 - 06:14

  so important in customer experience and customer centric city.

• 06:14 - 06:17

  That's the supermodel S. U P E R.

• 06:17 - 06:20

  I want to show you how that comes together in real life.

• 06:20 - 06:23

  Sometimes people say how long does it take to create a super fan.

• 06:23 - 06:26

  And the answer is you know sometimes you can do it in a matter

• 06:26 - 06:31

  of minutes and that's exactly what happened the first time I shopped with Chewy,

• 06:31 - 06:33

  the online pet retailer.

• 06:33 - 06:34

  These are my pups,

• 06:34 - 06:37

  Bandit and bear Now Bear the rottweiler had all

• 06:37 - 06:39

  of these tummy issues when he was a pup,

• 06:39 - 06:41

  we could never find the right food for him.

• 06:41 - 06:44

  And finally after four or five tries the vet said you know what,

• 06:44 - 06:47

  I'm going to write you a prescription for this specialty dog food,

• 06:47 - 06:49

  you'll probably have to order it online.

• 06:49 - 06:53

  So I did a google search and I found the website for chewy dot com.

• 06:53 - 06:55

  Sure enough they had the food. So I ordered it.

• 06:55 - 06:57

  There was something on the website that said

• 06:57 - 06:59

  you've got to email us your prescription.

• 06:59 - 07:01

  So this is the actual email that I sent to

• 07:01 - 07:02

  me when I ordered the food.

• 07:02 - 07:05

  Hello below and attached please find this prescription authorization.

• 07:05 - 07:07

  Thanks Brittany.

• 07:07 - 07:10

  I expected to get an automated email back but instead I got a

• 07:10 - 07:15

  very personal email back seven minutes later it said hi there Britney.

• 07:15 - 07:18

  Thanks so much for sending bears prescription directly.

• 07:18 - 07:21

  That immediately caught my eye because I didn't say bears name. In my email.

• 07:21 - 07:24

  Somebody took the time to look at the prescription and

• 07:24 - 07:27

  wrote back about bear because this wasn't just any dog.

• 07:27 - 07:28

  This was my dog.

• 07:29 - 07:30

  She continued,

• 07:30 - 07:34

  I've applied it to your order and everything set once it ships out you'll get

• 07:34 - 07:37

  an email confirmation in a tracking number if you need anything else at all.

• 07:37 - 07:39

  Give us a bart.

• 07:39 - 07:41

  I love the dog pun and I love that she

• 07:41 - 07:44

  set expectations because this is my first time with Chewie.

• 07:44 - 07:47

  How many times have you been unsure about?

• 07:47 - 07:50

  What if anything is expected of you Next kelly

• 07:50 - 07:54

  leaves no room for me to miss something there.

• 07:54 - 07:57

  She continues. We're here 24 7 to lend a helping paw chat

• 07:57 - 08:01

  half right now kelly in this one email,

• 08:01 - 08:03

  I feel much closer to the company that

• 08:03 - 08:05

  I felt with some companies that I've worked with

• 08:05 - 08:08

  dozens of times or placed orders from dozens

• 08:08 - 08:11

  of times because kelly responds as a human.

• 08:11 - 08:15

  It did not cost any more for kelly to send this message than the type of

• 08:15 - 08:20

  message I was expecting to get back and yet it felt so much more personal,

• 08:20 - 08:21

  so personal.

• 08:21 - 08:25

  In fact that even though I didn't really need to respond, I did, he said perfect,

• 08:25 - 08:26

  thanks so much kelly.

• 08:26 - 08:27

  I really, I appreciate it.

• 08:27 - 08:31

  And so does bear have a great day Brittany again, thinking that was the end of it.

• 08:31 - 08:34

  But nope kelly wrote back again, She doubled down.

• 08:34 - 08:37

  She said absolutely, it's our pleasure.

• 08:37 - 08:41

  We're here every day for each and every wonderful member of archery family.

• 08:41 - 08:45

  Like you guys, I'm a part of a family. I never even knew about.

• 08:45 - 08:49

  You can read the rest of the email, there's so much good stuff packed into it.

• 08:49 - 08:52

  Kelly asked for me to send pictures of the pups if

• 08:52 - 08:53

  I had them and I wrote back and was like,

• 08:53 - 08:55

  of course I've got pictures of bye puppies,

• 08:55 - 09:01

  like you should check them out on instagram so much connection in such a

• 09:01 - 09:06

  short period of time in two emails and like 200 words I went from

• 09:06 - 09:10

  not really knowing what she was to telling other people how great they were

• 09:10 - 09:12

  and customer experience is a huge differentiator

• 09:12 - 09:14

  for them if you've ordered from to,

• 09:14 - 09:14

  you know,

• 09:14 - 09:17

  they love to send handwritten cards and they love to

• 09:17 - 09:21

  surprise and delight their customers like this surprise and delight

• 09:21 - 09:23

  that I was on the receiving end of hand painted

• 09:23 - 09:26

  portrait a bandit and bare how amazing is that.

• 09:26 - 09:28

  Right? They just showed up at my house one day.

• 09:28 - 09:34

  Be so good that your customers can't help but talk about you when you do that,

• 09:34 - 09:37

  you will absolutely create super fans.

• 09:37 - 09:40

  If you want to learn more about creating super fans, you can check out my book,

• 09:40 - 09:44

  creating super fans how to turn customers into lifelong advocates.

• 09:44 - 09:46

  It's available for preorder now.

• 09:46 - 09:51

  You can also check out my podcast by the same name, creating super fans forever.

• 09:51 - 09:52

  You get your podcast.