Building and Keeping a Loyal Customer Base

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(No Transcript)
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Building (and Keeping) a Loyal Customer Base
Fundamental and Emerging Techniques that Make A
Competitive Difference
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Meet the Panelists
Marsha Collier, Bestselling eBay Author
Jim Thompson, CEO, Rouge IT
Kelly Phillipps, CIO, Backcountry.com
Todd Henley, CiC, Makai Bikes
Lisa Morgan, CEO, Strategic Rainmakers
(moderator)
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Agenda
Make or Break Fundamentals
Beyond Order History
No Tail is Too Long (or Too Narrow)
Unlikely Advocates and Social Media
QA
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What Works?
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Shipping Upgrades
Relevance
Product Quality
Site Intelligence
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Communities
Microsites
Free Shipping
Customer
Discounts
Personalization
Free Returns
Coupons
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Speedy Delivery
Exclusive Clubs
Email
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Landing Pages
Customer Experience
Social Media
Brand Image
Rewards
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Shipment Tracking
CRM
Site Usability
Trust
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Excellent Customer Service
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Campaign Tracking
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Make or Break FundamentalsBase Your Best
Practices on Customer Needs
Marsha Collier President, Collier CompanyLeading
e-Commerce Author
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About The Collier Company, Inc. Marsha Collier
Founded in 1985, Marketing Advertising Agency
for four Southern California Super-Regional
Shopping Centers
Named Los Angeles Small Business of the Year
1992
Marsha Collier part-timed selling on eBay in
1996 then wrote eBay For Dummies in 1999
Based on her retail marketing background,
Marsha followed up with gt25 books for every
level of online seller and has sold gt
1,000,000 books in six languages worldwide.
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Its Not Old Fashioned to Care

• Its what you sell and how you sell it
• Specialize and then expand your SKUs
• Its no longer cool to sell through spam
• Put yourself in the customers place
• You no longer own your customer
• Dont be stagnant, be open to change
• Spend as much time on CS as on merchandising
• Be part of the conversation
• You can no longer dictate terms
• Dont pigeonhole your customer
• Are you a victim of NASCAR blindness?

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It All Comes Down to Customer Experience
If you offer a crisp and clear store (web)
design, exciting visual merchandising, and an
unflinching understanding of your customer from a
product and service level standpoint, you will
succeed in any market.
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Beyond Order HistoryLeveraging CRM Best
Practices through eCommerce
Jim Thompson CEO Rogue IT
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About Rogue IT

• Force.com Products/Services Partner
• Started in early 2008
• Serving SMB market with focus on B2C
• eCommerce and Internet Marketing
• Platform Administration
• Varied client base
• Luxury products and services
• Healthcare and life sciences
• Membership organizations
• Non-profit organizations

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Leveraging CRM Best Practices

• Be customer-centric
• Focus on experience and process (automate and
  enhance)
• Track every interaction with the customer (sales
  and support)
• Align business functions around CRM
• Work from a single customer record where possible
  
• Test and test some more
• Campaign effectiveness, conversion, trends
• Monitor and measure satisfaction
• Manage from compliments not just complaints
• Use best-of-breed tools and infrastructure

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Case Study Colgin Cellars
Boutique Napa Valley Winery

• CRM, Website Management and Ordering
• Both Individual and Resale business
• Dynamic Wine Allocations
• Demand Management (Waiting List)
• Events, Auctions and Reviews
• Consolidated Communications
• Force.com Platform and Salesforce Sites

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Case Study Projector People
Leading online retailer of high-end home theater
audio and video

• Proprietary Customer and Order tracking
• Sales calls follow each online order
• Deep understanding of products and customers
• Extensive support and service portal online
• Treat each transaction as a traditional sale

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No Tail is Too Long (or Too Narrow)
Kelly Phillipps Chief Geek Backcountry.com
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About Backcountry.com
High end gear for the hard core recreational
athlete

• Founded in 1996

Snow, action sports and bike industries (for
now)
Serving Cyclists, Mountain Bikers, Skiers,
Snowboarders, Rock Climbers, Backpackers
Backcountry differentiates through innovation
in eCommerce, service and focus on the core
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Customer Loyalty Techniques that Work
Targeting more and more narrow markets
Identifying with peoples passions
Providing more of less (the long tail)
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Case Study
A bike is not a bike
Split the category to align to the customers
passion
400K new visits first week
No cannibalism
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Unlikely Advocates Social Media
Todd Henley Cruiser in Chief Makai Bikes
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About Makai Bikes
Beach cruiser bicycles accessories
First sale in September 2008
Customers beach, college, flat, retro
Unique not in stores, free ship, big-box
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Customer Loyalty Techniques that Work
Ship fast, fast, fast
Surprise them with something
Humanize the experience
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Case Study Your Angriest Customers Can Love You
Picture
Angry Customers Big Opportunity
Keep Them Happy! Social Media Critics
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QA
Marsha Collier, Bestselling eCommerce Author,
mcollier_at_coolebaytools.com
Jim Thompson, CEO, Rouge IT, jim_at_innersanctum.co
m
Kelly Phillipps, CIO, Backcountry.com,
kphillips_at_backcountry.com
Todd Henley, CEO, Makai Bikes,
todd_at_makaibikes.com
Lisa Morgan, CEO, Strategic Rainmakers,
lisa_at_strategicrainmakers.com