aicpa interchange great first impressions

Great First Impressions Winning the Hearts of New Members

Presented by Sheri Jacobs, CAE, President + Chief Strategist

Avenue M Group, LLC

AICPA & CPA/SEA Interchange 2010July 23, 20108:30 -‐ 9:30 AM

TwiMer: @chicagogirl27

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Connect the dots with four straight lines without li>ing the pen from the paper.

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Connect the dots with four straight lines without li>ing the pen from the paper.

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A thousand words will not leave so deep an impression as one deed.

~ Henrik Ibsen

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Building a Member-Focused Culture

Zappos is a service company that happens to sell clothing, shoes, handbags, eyewear, watches (and eventually a bunch of other stuff).

Zappos First Impression

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Zappos on Nightline

What customers see first: Free Shipping

Free Return Shipping

365-‐day Return Policy

What customers experience:

Fast, accurate fulfillment

Surprise upgrades

Friendly, helpful, “above and beyond” service

SomeXme direct customers to compeXtors

9 Ways to Make a Great First Impression

1. Let staff show their personality.

2. Surprise members with free upgrades.

3. Provide free shipping -‐ both ways.

4. Be available when there are quesXons.

5. Create a culture of happy employees who are happy to help.

6. Offer a 365-‐day return policy on membership.

7. Meet needs first -‐ poinXng members to compeXtors.

8. Think long-‐term payoff instead of short-‐term cost.

9. Listen to their needs and be responsive.

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How does Web 2.0 come into play?

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Razorfish Study

4 out of 5 Online Adults Now ParYcipate in a Social Network

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97% searched for a brand online

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ICPAS

77% watched an ad on YouTube

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40% have friended a brand on facebook

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65% say a digital experience changed their opinion of a brand

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97% say the experience influenced their decision to buy

Membership

EducaXon

Books

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67% have read a corporate blog

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73% posted a review on Amazon, Twi`er

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26% follow a brand on Twi`er

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TradiYonal CommunicaYons

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Social Influence CommunicaYons

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“Your brand is what Google says it is, not what you say it is.”

Chris Anderson, Wired Magazine

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“Your brand is what your members says it is, not what you say it is.”

Sheri Jacobs, CAE, Avenue M Group

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Making a great first impression.

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Dear Emily,All those “hints” paid off. Especially when you said, “All I really want this year is an iPhone.” All we ask is that you show us how it works. Dad might want one too!

Love, Mom & Dad

What is the first interacYon?

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How do you welcome new members and customers?

Do you personalize the experience beyond adding their name to the

salutaYon line?

CreaYng a great first impression

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Do you make it easy for members, prospects and customers to start working

with you?


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Can you meet or beat your member’s expectaXons with your product or service?

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What unexpected delight do you offer your members?


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Do you follow up with new members?

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What are some waysyour organizaYon can create a memorable experience at

the beginning of the relaYonship?

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20 Tips for CreaYng a Memorable First Impression and a

LasYng RelaYonship with Members.

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20 Tips to CreaYng a Memorable First Impression

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Tip #1Create a mantra and sYck with it.

Use your mantra as a filter.


Tip #2Think long-term payoff, not short-

term cost.

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Tip #3Elevate new

members to VIP status when they

join.

Create special benefits for VIPs.


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Tip #4Show a

personality.

Use real photos, real stories + real

people.

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Sheri Avenue M employee

Tip #5Use crowdsourcing tools to engage new

members and collect feedback.

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Tip #6Offer a 365-‐day return policy!

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Tip #7Have a sense of humor.

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Tip #8Make it easy.

• Membership ApplicaYon• RegistraYon• Web site -‐ more

informaYon

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Tip #9Show feedback not

tesYmonials

“This session was worth genng up at 5:00 am and driving halfway across the state to

a`end!”

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Tip #10Create messages that are portable. Does it take longer than 5 seconds to

understand your message?

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Tip #12Include free items with membership.Free shipping, free online courses.

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Tip #13

It’s not about you!46


Text

Tip #13It’s not about you!

Tip #14Ditch the single voice.

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Vs.!

Tip #13



Text

Tip #15Highlight special interest or quirky

items

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Tip #16

Be available.Sharing is as important a community acYvity as

commenYng.


Tip #13



Text

Tip #17Use Member

Generated Content.

Tip #18Promote the brand not the locaYon.

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Is WHAT you know…REALLY so?


Tip #19Create a human connecYon.

Members may only interact with your associaYon via the Web and on the phone.

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Tip #20Build your communicaYons around the most

common reasons people share.

1. Self Interest -‐ They will benefit

2. Altruism -‐ Sharing makes them feel good.

3. ValidaXon -‐ Sharing makes them feel important

4. Affinity -‐ Sharing makes them feel part of a community.

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The last 7 words spoken by all

failed companies are…

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But we’ve always done it that way.

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