CS10 – The Power of Purpose

  Customer Success

< 9 The Power of Rebellion | Home | 11 Becoming a Customer CEO Champion >

48. It’s only business

https://www.udemy.com/course/how-to-profit-from-your-customers/learn/lecture/740538#overview

Customer focus group

  • Honest business presentation
    • We just want to sell you stuff you don’t need to get your money
    • We will not service the products that we sold you
    • Your warranty is meaningless to us
    • Don’t be offended, it’s just business
  • Customer reactions
    • Exactly how we feel
    • Manipulated
    • Ripped off
    • Criminal

Key Customer CEO Question

  • Do we share the same values?
  • People need to know the truth, whether good or bad.

“Customers who want a better world will drive the profits of corporations that provide greater purpose though their activities.  Meanwhile, corporations that provide too little purpose for customers will fail.”

– Simon Mainwaring (Social media specialist and author)

 

49. A better world

I think this is mostly the same video you just watched…

https://www.udemy.com/course/how-to-profit-from-your-customers/learn/lecture/6302416#overview

Evaluate some core things about your business

  • What is your mission
  • What is your vision
  • What are your values

What is your purpose besides making money?

Do these align with those of your customers?

Focus group again

 

50. It’s all about your values

https://www.udemy.com/course/how-to-profit-from-your-customers/learn/lecture/740548#overview

  • Customers want more than just your products and your services.
  • They want to do business with companies they share values with
  • Customers are looking for closely at companies that share their values
  • 40% decide not to buy from companies
    • because they didn’t agree a company’s policies or activities
    • NOT because the didn’t like the product or service.
  • 43% decided to buy a company’s products or service over another company
    • Because they liked or agreed with a company’s policies for activities

How do you make Values concrete?

Ways to express your Purpose to your Employees and Customers

What not to do

  • Don’t be a buzzword company
    • Mission statement and Company Values are only buzzwords but in the end, mean and say, nothing.

Things to do

Go visual

Clearly state who you are

  • The VenAsta Mission
    • Our Mission is to provide essential software tools for businesses to manage their brand and transform customers into raving fans.

 

51. Don’t buy our stuff

https://www.udemy.com/course/how-to-profit-from-your-customers/learn/lecture/740550#overview

Patagonia had ads on Black Friday telling people not to buy the things they did not need

  • The common threads initiative

 

52. Case Study – TOMS

https://www.udemy.com/course/how-to-profit-from-your-customers/learn/lecture/8498494#overview

Every time he sells a pair of shoes, he gives a pair away

One day without shoes – Annual event

  • Turned into a movement
  • Expanded to eyeware

 

 

 

 

 

 

 

 

 

 

 

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