The document discusses how to build loyal relationships with clients by creating strong attachments. It explains that people form attachment styles like secure, avoidant, and ambivalent based on early relationships that influence future relationships. The document recommends offering a range of customer service options to suit different attachment styles, like email, phone, and live chat. It also stresses understanding where customers are in the customer lifecycle and responding appropriately to build the relationship.

1. How to build loyal relationships with your clients
PrecEdinburgh | 93to95hanoverstr
Creating a lasting impression
The web design series
@precedentcomms #PrecSem

2. 08:45 Part 1: Strong Relationships
- What impression do I make?
- How do you relate?
- What does this mean for you?
09:30
Coffee, cigarette, stretch etc.
09:45 Part 2: Attachment & Ruptures
- Attachment
- Ruptures & Disappointments
- Wrap up, questions
10:30
Finish
The order of things
@precedentcomms #PrecSem

3. Draw, cartoon or badly
sketch
or…
List, write, or even
compose a haiku
or …
What would it be if the
site were a:
- film
- car
- person
What impression does your site make?

4. Twinning
Mirroring
Idealising
Heniz Kohut SELF PSYCHOLOGY
From work with Narcissists, he moved the discussion away
from Freudian focus on instinctual drives and internal
conflicts, and towards the vicissitudes of relationships
Relating: Making an impression
@precedentcomms #PrecSem

5. How to Twin
Images
Language
Personality (eg, tone of voice)
Goals, needs, wants
What helps
Staying aligned to your personas
Professional copywriting
Clearly art directed photography
What impression does your site make?

6. How to Mirror
Express different tones at different
steps to reflect changes in mood
Recognising when there are
problems
Integration of digital with customer
service
Clear advice on how to escalate
What helps
End-to-end processes
Multiple channels for customer
service (email, live chat, phone)
Non-defensiveness - defensiveness
creates a distance
What impression does your site make?

7. How to be Idealised
Be confident
Be generous
Be different
Be brave
Be bold
Be sexy
Be cute
Be real and personable
What helps
Telling people you’re great
Impressive offers
Impressive service
What impression does your site make?

8. Twinning
How to you show that
you are interested in
the same things as
your visitors
Mirroring
How do you stay
smoothly attuned to
your visitors?
Idealising
How do you invite your
visitors to think you’re
amazing ?
What impression does your site make?

9. Worksheet: What impression do you make?
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2
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Idealise
TwinMirror
Top 3 ways we Twin
Top 3 ways we Mirror
Top 3 ways we get Idealised

10. Psychological
connectedness
how realistic is it for
people to feel a real
connection to you?
Relationships: Attachment
@precedentcomms #PrecSem
In love?
Infatuated?
Quite like you?
Taken for granted?
No feeling at all?

11. Secure
Ambivalent
Avoidant
Disorganised
John Bowlby & Mary Ainsworth ATTACHMENT
From work with children, they found that the caregiver’s
response to their children, especially when in
distress, developed the template for how the child
would form ―lasting psychological connectedness‖ —
relationships
Relationships: Attachment
@precedentcomms #PrecSem see: http://psychology.about.com/library/quiz/bl-attachment-quiz.htm

12. Disorganised
Always difficult – quick to rage – best handled in person
Avoidant
Be strong – won’t ask for help
Ambivalent
Teenagery – clingy, floods of tears/brave little boy
Relationships: Ruptures and Repairs
@precedentcomms #PrecSem

13. Secure
The reasonable customer
Keep them securely attached and the relationship will
grow
deepen
become more resilient
Relationships: Ruptures and Repairs
@precedentcomms #PrecSem

14. Love (Borderline process)
Abandonment Engulfment
We never talk Spamming me
You don’t care You’re never satisfied
Relationships: What people need
@precedentcomms #PrecSem

15. Safety (Control) (Obsessive compulsive process)
Abandonment Engulfment
Control & regulate it Control & regulate it
Relationships: What people need
@precedentcomms #PrecSem
(Obsessive compulsive process)

16. Safety (Low Risk) (Schizoid process)
Abandonment Engulfment
Too little Too much
Relationships: What people need
@precedentcomms #PrecSem
(Schizoid process)

17. Admiration (Narcissistic process)
Humiliation Admiration
The very worst The very greatest
Relationships: What people need
@precedentcomms #PrecSem

18. And so …
there are real limits to what relationship you can have despite:
Personalisation
Behaviour targeting
Persuasion architectures
Relationships: Ruptures and Repairs
@precedentcomms #PrecSem

19. Offer a range of options to suite
different people
 Email (don’t want to be engulfed)
 Clear Process (want predictable safety)
 Live Chat (want to be loved)
 Phone (don’t you know who I am)
Relationships: Ruptures and Repairs
@precedentcomms #PrecSem

20. Building brand awareness 2013
low identified fan
medium identified fan
highly identified fan
@precedentcomms #PrecSem
Think of you
users as Fans

21. Building brand awareness 2013
Consider the whole lifecycle of the relationship
Simple
Book Count
Down
Journey Arrive Experience Leave
Inspire
Dream Remember
Excite First Aid
Hit the Ground
Running
Journal
Go with
the Breeze
Laters
Connect
Explore
@precedentcomms #PrecSem

22. Building brand awareness 2013
Explore
Simple
Book Count
Down
Journey Arrive Experience Leave
Inspire
Dream Remember
Excite First Aid
Hit the Ground
Running
Journal
Go with
the Breeze
Laters
Connect
Inspiration Looking After RetainOrganise
Orientate EngageCross Sell
Focus &
Magnify
(Co)Plan
Book
Problem
Solve
Activities (Re)Book
Au Revoir Member Reunion
@precedentcomms #PrecSem
And how you respond differently across the lifecycle

23. Triggering reconnections

24. Building brand awareness 2013
―Showing personality in your app, website, or
brand can be a very powerful way for your
audience to identify and empathize with you.
People want to connect with real people and too
often we forget that businesses are just collections
of people. So why not let that shine through?‖
Aarron Walter, Designing for Emotion
@precedentcomms #PrecSem

25. Building brand awareness 2013
Highly regulated?
Forces | Emergency Services | NHS | Financial Services | Education | Law
Brand is expected to be dehumanised?
Government (Local and Central) | Law | Financial Services
Introvert organisation?
Science & Engineering | Government (Local and Central) | Financial Services
So why not let humanity shine through?
Keep private & work identities separate?
Government (Local and Central) | Financial Services
@precedentcomms #PrecSem

26. Worksheet: What stops you from having a relationship
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Regulation
Introverted
Dehumanised BrandAnon Culture
Not Sure How

27. Thank you
@precedentcomms #PrecSem
“Edinburgh skyline”: thelittleblackbook.org

28. The web design series
14 June, part 3
What makes awesome design?
Our creative director Mark will take you
through the fundamental principles of
remarkable web design, exploring what it is
it that makes a website memorable? From
brand and visual hierarchy, to understanding
your audience and creating emotional and
relevant campaigns.