wow at every touchpoint: making the emotional connection with your renters
TRANSCRIPT
I f Y o u L O V E T h e m … T h e y W I L L S t a y !
BY BARBARA SAVONA CEO OF SPROUT MARKETING
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C U S T O M E R S AT I S FA C T I O N I S W O R T H L E S S .
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“A C U S T O M E R W H O I S M E R E LY S AT I S F I E D I S S T I L L L I K E LY U P F O R G R A B S I N T H E M A R K E T P L A C E .” - D I S N E Y
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WOW ME!
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“OH, WOW!”
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LOGICALWatchYourBusinessSprout.com/BarbaraSpeaks | Facebook.com/Sprouting | 866.408.2418 WatchYourBusinessSprout.com/BarbaraSpeaks
PSYCHOWatchYourBusinessSprout.com/BarbaraSpeaks | Facebook.com/Sprouting | 866.408.2418 WatchYourBusinessSprout.com/BarbaraSpeaks WatchYourBusinessSprout.com/BarbaraSpeaks | Facebook.com/Sprouting | 866.408.2418 WatchYourBusinessSprout.com/BarbaraSpeaks
PSYCHOLOGICAL
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MORE UNCONSCIOUS
THEN CONSCIOUS
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I C A N ’ T P U T M Y F I N G E R O N I T…
B U T I C A N F E E L I T.
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W H AT ’ S I N O U R H E A R T, N O T J U S T I N O U R H E A D. -W E L L S FA R G O
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C A P T U R E OUR HEART
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C O M M U N I T Y, T E A M VA L U E S A N D E M O T I O N A L
C O N N E C T I O N S S H O U L D B E W H AT S E L L S Y O U R
C O M M U N I T Y O V E R A N D O V E R A G A I N , N O T A M E N I T I E S A N D F E AT U R E S .
- B
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C U S T O M E R E X P E R I E N C E
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L E T M E G I V E Y O U A N E X A M P L E
C U S T O M E R E X P E R I E N C E
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EVERYONE
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NO ONE
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W H E N I A M E M O T I O N A L LY
C O N N E C T E D
I A M T H R E E T I M E S M O R E L I K E LY T O R E C O M M E N D T O M Y F R I E N D S .
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W H E N I A M E M O T I O N A L LY
C O N N E C T E D
I A M T H R E E T I M E S M O R E L I K E LY T O R E N E W.
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W H E N I A M E M O T I O N A L LY
C O N N E C T E D
I W I L L B E 4 4 % L E S S L I K E LY T O S H O P A R O U N D.
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W H E N I A M E M O T I O N A L LY
C O N N E C T E D
I W I L L B E L E S S P R I C E S E N S I T I V E .
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T O B E E M O T I O N A L LY
C O N N E C T E D…
YO U H AV E T O H AV E A N E M O T I O N A L LY C O M P E T E N T T E A M .
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E M O T I O N A L
C O M P E T E N C YT H E C R I T I C A L FA C T O R
ONE’S ABILITY TO EXPRESS OR RELEASE ONE’S INNER FEELINGS AND EMOTIONS. IT IMPLIES AN EASE AROUND OTHERS AND DETERMINES ONE’S ABILITY TO EFFECTIVELY AND SUCCESSFULLY LEAD AND EXPRESS.
IT IS DESCRIBED AS THE ESSENTIAL SOCIAL SKILL TO RECOGNIZE, INTERPRET, AND RESPOND CONSTRUCTIVELY TO EMOTIONS IN YOURSELF AND OTHERS.
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K N O W HT A K E Y O U R P U L S E
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T h e s e a r e u n h a p p y c l i e n t s t h a t a r e w a i t i n g f o r t h e i r
l e a s e t o b e u p f o r r e n e w a l s o t h e y c a n r u n . T h e s e
r e s i d e n t s f e e l t r a p p e d i n a b a d r e l a t i o n s h i p a n d
t h e y ’ l l t e l l a n y o n e t h a t w i l l l i s t e n . Yo u a r e n’t
s u r p r i s e d w h e n t h e y g i v e n o t i c e t o m o v e .
T H E
D E T R A C T O R S
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We hear a lot of grumbling, but it’s because of past
management issues.
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We have some chronic complainers, but doesn’t everyone?
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T h e s e a r e t h e q u i e t o n e s t h a t y o u “ t h i n k ” a r e
h a p p y. S u r e , t h e y a r e s a t i s f i e d , b u t t h e y a r e a l s o
u p f o r g r a b s . T h e y m a y h a v e f r u s t r a t i o n s t h e y
d o n’t v o i c e b e c a u s e t h e y d o n’t w a n t t o b e a b o t h e r .
T h e y a r e n’t p a s s i o n a t e a b o u t y o u r c o m m u n i t y.
T H E
PA S S I V E
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Our residents are pretty quiet.
We don’t hear much feedback—good or bad.
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Our residents seem happy.
I think they are happy?
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T h e s e a r e LOYA L E N T H U S I A S T S w h o k e e p b u y i n g f r o m
y o u , t h e s p e a k y o u r p r a i s e , a n d t h e y h a v e
z e r o i n t e n t i o n s o f m o v i n g a n y w h e r e e l s e .
T H E
P R O M O T O R S
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Our residents regularly attend events
at our community.
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We get a lot great interaction on our
social media from our residents.
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It’s not uncommon for our residents to bring
us gifts.
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We don’t have a problem getting our
residents talking. They love to drop
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T h e s e a r e LOYA L E N T H U S I A S T S w h o k e e p b u y i n g f r o m
y o u , t h e s p e a k y o u r p r a i s e , a n d t h e y h a v e
z e r o i n t e n t i o n s o f m o v i n g a n y w h e r e e l s e .
T h e y a t t e n d r e s i d e n t e v e n t s , s t o p b y t o c h a t ,
a n d c o m m e n t o n y o u r s o c i a l m e d i a .
T H E
P R O M O T O R S
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R E A L I T Y
C H E C K
“ H O W L I K E LY W O U L D YO U B E T O R E C O M M E N D O U R
C O M M U N I T Y T O F R I E N D S A N D FA M I LY ? ”
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KNOW WHAT THEY
R E A L L Y
WANT FROM YOU.
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T O K N O W Y O U R C U S T O M E R YOU HAVE TO BE ABOUT IT.
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FA I R M O N T E X P E R I E N C E S T H E I R C U S T O M E R E X P E R I E N C E .
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N U T S & B O LT SY O U S T I L L G O T TA H AV E T H E M .
T H E R E I S N O S U B S T I T U T E .
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C U S T O M E R S VA L U E G O O D S E RV I C E
O V E R FA S T S E RV I C E T H AT I S N ’ T G O O D.
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OUTLINE RESIDENT
TOUCHPOINTS
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Signing Lease Paying Rent
When Things Go Wrong
Moving Day
Submitting Maintenance
Request
Voicing a Concern
Having Visitors
Renewal Notice
Resident Events
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Moving Day
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T O E P H E N O M E N O M
T H E
S T U B B E D
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NO ONER A V E S A B O U T B A S I C S . T R U E S T O R Y .
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G R U M B L E S W H E N Y O U D R O P T H E B A L L O N B A S I C S .
EVERYONE
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E A S E | S P E E D | A C C U R A C Y
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T R A N S A C T I O N I N T E R A C T I O N
R E L AT I O N S H I P
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T R A N S A C T I O N
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“ W h e r e c a n I b u y a G o o f y h a t ? ”
A n s w e r : “A t t h e E m p o r i u m .
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I N T E R A C T I O N
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T h e C a s t M e m b e r a d d s : “ I s G o o f y y o u r f a v o r i t e
c h a r a c t e r ? Yo u k n o w y o u c a n s e e h i m a l o n g w i t h t h e r e s t o f t h e g a n g i n t h e p a r a d e
t h i s a f t e r n o o n .”
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R E L AT I O N S H I P
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T h e C a s t M e m b e r a d d s : “ B y t h e w a y, i f y o u d o s t a y f o r t h e
p a r a d e , m y f a v o r i t e v i e w i s o v e r i n Fr o n t i e r l a n d n e a r s o m e o f t h e s h a d e t r e e s . B e s u r e t o s t o p b y a f t e r t h e p a r a d e a n d
t e l l m e a l l a b o u t i t .
CREATE NEW RESIDENT WOW NORMS
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A C H I C K - F I L - A N O R M
“ M Y
P L E A S U R E .”
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W O WT H E
S U B T L E
• N O T I N T E R R U P T I N G A C O N V E R S AT I O N
• N O T M A K I N G T O O M U C H N O I S E
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W O W
T H E
F R U G A L
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“OH, WOW!”
A H YAT T H O U S E S T O R Y.
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S o m e b o d y w h o i s i n a n e x t e n d e d - s t a y s i t u a t i o n i s l i k e l y t o b e a b i t o u t o f s o r t s .
T h e r e c e n t l y d i v o r c e d . P e o p l e o n l o n g j o b a s s i g n m e n t s a w a y f r o m t h e i r f a m i l i e s . P e o p l e w h o s e h o u s e s h a v e s o l d a n d t h e i r n e w h o m e
i s n ’t r e a d y y e t . T h i s i s a s i t u a t i o n w h e r e t h e p s y c h o l o g i c a l r e a l i t i e s o f a c u s t o m e r ’s
l i f e c a n b e w e i g h i n g h e a v i l y o n t h e i r p e r c e p t i o n o f t h e g o o d s a n d s e r v i c e s y o u
a r e p r o v i d i n g . A n d w h e r e s e r v i c e —h o s p i t a l i t y – l i k e t h i s c a n s h i n e .
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P L A N N E D V S .
S P O N TA N E O U S
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T H E R E A R E F E W T H I N G S C U S T O M E R S R E M E M B E R O R T A L K A B O U T M O R E T H A N A P L E A S A N T S U R P R I S E .
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F R O M
M E H
T O W O W.
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S P O N TA N E O U S ? S N O W A N G E L C O N T E S T
B O A R D G A M E M A R AT H O N H O T C O C O A B A R
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A t t h e h e a r t o f t h e Wo r l d C l a s s C o m p a n y i s i t s a b i l i t y t o s a t i s f y t h e u n c o n s c i o u s a n d p e r c e i v e d
n e e d s o f i t s c u s t o m e r b e t t e r t h a n a n y o t h e r c o m p a n y c a n , n o t j u s t b y d o i n g w h a t a n y b u s i n e s s
i s s u p p o s e d t o d o , b u t b y d o i n g w h a t i t i s n o t e v e n r e a s o n a b l e t o e x p e c t y o u t o
d o . A n d t o d o t h a t t i m e a f t e r t i m e . – M i c h a e l G e r b e r
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“OH, WOW!”
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W H AT
D O N ’ T C U S T O M E R S E X P E C T U S T O D O ?
L E T ’ S D O T H AT.
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C U S T O M E R S E R V I C E R E Q U I R E S
I M P R O V I S AT I O N
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W H O L E F O O D S : H AV E Y O U T R I E D T H I S ?
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W O U L D Y O U D O T H I S ?
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T H E B U S I N E S S O F
C U S T O M E R R E A C T I O N S
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N o t i c e y o u r c u s t o m e r s ’ r e a c t i o n s , w a t c h t h e i r b o d y l a n g u a g e , l i s t e n t o t h e i r v o i c e .
MOVING! WatchYourBusinessSprout.com/BarbaraSpeaks | Facebook.com/Sprouting | 866.408.2418 WatchYourBusinessSprout.com/BarbaraSpeaks WatchYourBusinessSprout.com/BarbaraSpeaks | Facebook.com/Sprouting | 866.408.2418
MOVING IS STRESSFUL OUT OF 2 ,000 PEOPLE INTERVIEWED, 61% LISTED MOVING AS THE NUMBER ONE L IFE STRESSOR, OVER DIVORCE AND A NEW JOB.
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H O W D O T H E Y F E E L A B O U T T H E M O V E ?
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W H Y A R E YO U M O V I N G ?
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W H Y A R E YO U M O V I N G ?
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W H Y A R E YO U M O V I N G ?
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W H Y A R E YO U M O V I N G ?
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W H Y A R E YO U M O V I N G ?
HUDDLE
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F R O M
M E H
T O W O W.
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RE-SIGNING ON THE DOTTED
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Y O U ’ R E A L L T H AT A N D
A B A G O F C H I P S
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W E
M O U S TA C H E
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D O N ’ T PAY O U T
T H E N O S E
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A N Y WAY Y O U
S L I C E I T.
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When Things Go Wrong
Moving Day
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