1. Customer Ambassador Program
Connecting with your Customer
James Brown
Director of Marketing Strategy
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2. Today’s Discussion
Understanding the Role of a Customer Ambassador
 Brand Promise
 Customer Interactions
 Brand Equity
Creating Your Own Customer Ambassador Program
 Create a Sense of Urgency
 Form a Powerful Guiding Coalition
 Empower Others to Act on the Vision
 Plan for and Create Short-term Wins
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3. Brand Promise – Customer Expectations
Customer Value – When interactions exceed customer expectations
Brand Promise – Customer Expectations
Value Propositions – Products, Services, and Solutions
Guiding Principles – Who you are, and what you do
Customer interactions with employees create “Moments of Truth”
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4. Customer Interactions – Moments of Truth
Brand Promise Value
Expectations
Propositions
Sales
Legal
Credit
Billing
Marketing
Finance
Contracts
Operations
Customer Service
Customers Interactions Companies
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5. Brand Equity – Ambassadors Create Leverage
Preference
Brand Equity Loyalty
Advocacy
Brand
Touch Points
The pivot point to increased
Marketing and Sales LEVERAGE
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6. Create a Sense of Urgency – Marketing Fundamentals
Marketing Ecosystem
• Market Sensing – Internal & External
Gaps & • Customer Ambassadors
Opportunities • Workout Sessions
• Employee Recognition
Go-To-Market Strategy
• Brand Touch-Points
• Marketing, Sales, & Service
• Marketing & Sales Tools
Marketing • Customer Communications Strategy
Discipline
Marketing Fundamentals
• Marketing Analysis & Strategic Intent
• Segmentation & Targeting
• Positioning & Differentiation
• Brand Promise & Key Messages
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7. Create a Guiding Coalition – All Functions
Billing Surveys, Industry Ratings, Web
Logs, Focus Groups
IT
Gap & Opportunity
Customer analysis increases
Service
accountability
Sales
Leadership
Team Marketing
All employees must
Operations be EMPOWERED to
lead the brand
Legal
Workout Sessions, Transactional
Surveys, Key Messages
Finance
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8. Empowering Others to Act – Systems & Processes
Workout Session Examples Customer
Perceptions
Marketing – Shape Customer Preferences
 Pre-sell products, services, and capabilities
 Attract prospects and create leads
Sales – Develop Customer Loyalty
 Establish collaborative relationships
 Provide unique value propositions
Preferences
Service – Create Long-term Advocates
 Respond to issues and disputes quickly Loyalty
 Deliver quality offerings & seamless transitions Advocacy
Recognize employee examples of successful execution
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9. Create Short-Term Wins
Employee
Recognition
Customer & Customer Promo
Employee Ambassadors Items
Surveys
Success
Stories
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11. One Brand…One Objective…Customer Value
Our
Promise
Our
People
Our
Customers
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12. Brand Equity – Everyone Plays a Role
Marketing
Marketing
Customer Sales
Trading Sales
Service Team
Deal Customer
Legal Billing
Service
Team
Scheduling
Operations Contracts
HR
Inside
Contracts
Sales
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13. Workout Sessions – Identifying the Brand Touch Points
• Sense of Urgency – Survey Results (Customers and Employees)
• Provide Examples of Success – Ritz Carlton, Southwest Airlines
• Identify Core Competencies – Solving discrepancies
• Brainstorm – Key touch points for Customer Support
• Prioritize – Ability to measure, Impact to organization, Ability to implement
• Functional Champions – Everyone has a role
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