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Anna Miley and John Sills - How do I build relationships with customers?
Manage episode 416032218 series 3571927
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Access the podcast transcript here.
Episode Summary
Do customers want a relationship? We hear a lot about brand loyalty, but does it even exist? To answer these questions, Ross G and Ross D are joined by Anna Miley and John Sills.
Anna is a strategy and insight specialist, who once scientifically validated that Lynx deodorant does indeed make the wearer more attractive.
And John is a Managing Partner at The Foundation, where he makes things better for customers.
We discuss:
- What a ‘customer relationship’ is.
- Examples of brands that have good customer relationships.
- The role of marketing in building brand loyalty – or papering over the cracks.
Episode Timestamps
- Introduction - 00:00-06:00
- Do customers inherently want brand relationships? - 06:00-13:36
- Is marketing just window-dressing on poor service? - 13:36-18:13
- Who owns the customer relationship? - 18:13-22:31
- Examples of customer-centric brands - 22:31-26:00
- How to build loyalty - 26:00-28:28
- Why do customers stay loyal - 28:28-33:33
- What is an example of good marketing and customer experience? - 26:00-36:14
- Wrap up - 36:14-37:00
- One thing I have learned this week - 37:00-44:49
Additional Information
In ‘One Thing I’ve Learned This Week’, Ross G shared an article from Oliver Burkeman: ‘How a longer walk to baggage reclaim cut complaints’, available online at: https://www.theguardian.com/lifeandstyle/2018/sep/07/how-to-beat-bottlenecks-oliver-burkeman
Details of Burkeman’s book, Four Thousand Weeks, are available at: https://www.oliverburkeman.com/books
John discussed the impact on the world of the Mercator projection, once discussed in a famous scene from The West Wing: https://www.youtube.com/watch?v=vVX-PrBRtTY
For more from The Foundation, visit: https://www.the-foundation.com/
John writes a newsletter at: https://johnjsills.com/
And the book, The Customer Copernicus, is available from: https://www.thecustomercopernicus.com/
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