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Purple Goldfish minibuk: Little Things Can Make the Biggest Difference in Business

This minibuk talks about the concept of a Purple Goldfish and uncovers the 12 ways to win customers and influence word of mouth. <br><br>Lagniappe - send me an email at stan@purplegoldfish.com and I'll send you a physical copy.

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Purple Goldfish minibuk: Little Things Can Make the Biggest Difference in Business

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  1. PURPLE GOLDFISH LITTLE THINGS MAKE THE BIGGEST DIFFERENCE IN CUSTOMER EXPERIENCE STAN PHELPS, JD/MBA PurpleGoldfish.com

  2. Purple Goldfish: Little Things Make the Biggest Difference in Customer Experience 2nd Edition ISBN 978-0-9849838-6-5 Stan Phelps, JD/MBA Published by 9 INCH All rights reserved. No part of this publication may be transmitted or reproduced in any media or form with the written consent of the author. © 2017 PurpleGoldfish.com More info at PurpleGoldfish.com Printed in the USA by MiniBuk

  3. CONTENTS Tales from a NYC Rooftop .....................................1 Choose Your Path Wisely .......................................5 What’s Your Purple Goldfish ..................................7 Why A Goldfish? .....................................................9 Why Purple? ...........................................................13 12 Types of Purple Goldfish .................................17 Top 7 Key Takeaways ............................................22 Books in the Goldfish Series .................................24 About The Author .................................................25 Keynotes and Workshops .....................................28

  4. “The difference between ordinary and extraordinary is that little extra.” - Jimmy Johnson

  5. 1 TALES FROM A NYC ROOFTOP It was a summer evening back in 2009. I was in New York City with a work colleague. Brad and I were at a trendy rooftop bar. One of those places where a bottle of beer is $14. We were waiting to meet a few people before heading over to a networking event. I noticed a older gentleman sitting on his own for over 30 minutes. It was obvious that he was waiting for someone. I decided to strike up a conversation about waiting by offering my standard line: “Do you know that we spend 10% of our life waiting?”

  6. 2 I told him I knew it was true because I once read it online. We laughed and started talking about the etiquette of waiting. I stressed the importance of being on time. Right then this guy shook his head and said something I’ll never forget: “There is no such thing as being on time. Being on time is a fallacy. You either are early... or you are late. No one is ever on time. On time is a myth.” This was a complete paradigm shift for me. I immediately starting thinking about how this applies to business and meeting customer expectations. I’ve always thought that the idea of meeting expectations was a surefire recipe for losing business. It almost guarantees you will fall short. It’s similar to playing prevent defense in football. Prevent defense only prevents you from doing one thing... winning.

  7. 3 This new paradigm has only made it clearer for me. Meeting expectations is the biggest myth in business. Santa Claus, the Tooth Fairy and Meeting Expectations. Kids cover your eyes and ears... they are all myths. In business you either fall below expectations or you exceed them. There is no middle ground. It bears repeating: “There is no such thing as meeting expectations.” In a world where 60-80% of customers describe their customer satisfaction as satisfied or very satisfied before going on to defect to other brands, “meeting expectations” is no longer an option. I went home that summer night and started thinking about companies that purposely set out to exceed the expectations of their customers.

  8. 4 “Two roads diverged in a wood, and I took the one less traveled by. And that has made all the difference.” - Robert Frost

  9. 5 CHOOSE YOUR PATH WISELY There are two paths that diverge in the corporate woods. Many companies take the wide first path and are happy with just meeting expectations. Others consciously take the narrower and tougher road deciding to go above and beyond to do more than reasonably expected. You can’t be all things to all people. Your strategy defines which path you will take. Don’t get caught in the mushy middle. It boils down to the simple issue of meeting expectations. If all you want to do is meet expectations, then you are setting yourself up to become a commodity. If you are not willing to differentiate yourself by creating valuable experiences or little touches that go “above and beyond” for your customer, you will languish in the sea of sameness. Choose your path... wisely. To under-deliver or over-deliver, that is the question

  10. 6 In today’s climate you need to stand out by answering two important questions: 1. What makes you different? 2. Is that differentiator a signature element? THE SEA OF SAMENESS How do you stand out in a sea of sameness? What is your one signature differentiator in customer experience? Instead of being a “me too,” what is the one special thing your company does that is superior and distinctive in the eyes of your customers? What is that little something extra that is tangible, valuable and talkable? What do you hang your hat on? How do you stand out from your competition?

  11. 7 WHAT’S YOUR PURPLE GOLDFISH A Purple Goldfish is any time a business purposely goes above and beyond to provide a little something extra. It’s a marketing investment back into your customer base. It’s that unexpected surprise that’s thrown in for good measure to achieve product differentiation, drive retention and promote word of mouth.

  12. 8 NOTES “The search for meaningful distinction is central to the marketing effort. If marketing is about anything, it is about achieving customer-getting distinction by differentiating what you do and how you operate. All else is derivative of that and only that.” - Theodore “Ted” Levitt ______________________________________________________ ______________________________________________________ ______________________________________________________ ______________________________________________________ ______________________________________________________ ______________________________________________________ ______________________________________________________ ______________________________________________________ ______________________________________________________ ______________________________________________________ ______________________________________________________

  13. 9 WHY A GOLDFISH? Let’s break down a Purple Goldfish into two parts: FIRST THE GOLDFISH The average goldfish is three inches, yet the largest in the world is nearly 20 inches in size! That’s over six times larger!!! Imagine walking down the street and bumping into someone 30 feet tall. How can there be such a disparity between a garden variety goldfish and their monster cousins? It turns out that the growth of the goldfish is determined

  14. 10 by five factors. It is my belief that the growth of a product or service is similar to that of a goldfish. #1. Size of the Environment = The Market GROWTH FACTOR: The size of the bowl or pond. RULE OF THUMB: Direct correlation. The larger the bowl or pond, the larger the goldfish can grow. The smaller the market, the lesser the growth. #2. Number of other Goldfish = Competition GROWTH FACTOR: The number of goldfish in the same bowl or pond. RULE OF THUMB: Inverse correlation. The more goldfish, the less growth. The less competition, the more growth opportunity. #3. The Quality of the Water = The Economy GROWTH FACTOR: The clarity and amount of nutrients in the water.

  15. 11 RULE OF THUMB: Direct correlation. The better the quality, the larger the growth. The weaker the economy or capital markets, the more difficult it is too grow. #4. How they’re treated in the first 120 days of life = Start-up Phase / Launch GROWTH FACTOR: The nourishment and treatment they receive as a fry (baby goldfish). RULE OF THUMB: Direct correlation. The lower the quality of the food, water and treatment, the more the goldfish will be stunted for future growth. The stronger the leadership and capital as a start- up, the better the growth. #5. Genetic Make-up = Differentiation GROWTH FACTOR: The genetic make-up of the goldfish. RULE OF THUMB: Direct correlation. The poorer the genes or the less differentiated, the less the goldfish can grow. The more differentiated the

  16. 12 product or service from the competition, the better the chance for growth. Which of the five factors can you control? Let’s assume you have an existing product or service and have been in business for more than four months. Do you have any control over the market, your competition or the economy? NO, NO and NO. The only thing you have control over is your business’ genetic make-up or how you differentiate your product or service. In goldfish terms, how do you stand out in a sea of sameness.

  17. 13 WHY PURPLE? Purple is an ode to New Orleans and its most famous event – Mardi Gras. It is a homage because there is one word that comes from New Orleans that epitomizes the concept of exceeding expectations. A word that Mark Twain once said, “was worth traveling to New Orleans to get.” The word is Lagniappe. It is a Creole word meaning “the gift” or “to give more.” Pronounced lan-yap, the practice originated in Louisiana in the 1840′s. It was commonplace for a merchant to give a customer a little something extra at the time of purchase. It is a signature personal touch by the business that creates goodwill and promotes word of mouth. According to Webster’s: LAGNIAPPE (lan‘y p, lăn-yăp‘) Chiefly Southern Louisiana & Mississippi 1. A small gift presented by a store owner to a customer with the customer’s purchase.

  18. 14 2. An extra or unexpected gift or benefit. Also called boot. Etymology: Creole < Fr la, the + Sp ñapa, lagniappe < Quechuan yapa. Interesting fact- Napa comes from yapa, which means “additional gift” in the South American Indian language, Quechua, from the verb yapay “to give more.” ENTER SAMUEL LANGHORNE CLEMENS Mark Twain was so smitten by the word that he wrote about it in his book Life on the Mississippi: We picked up one excellent word–a word worth traveling to New Orleans to get; a nice limber, expressive, handy word– “lagniappe.” They pronounce it lanny-yap. It is Spanish– so they said. We discovered it at the head of a column of odds and ends in the Picayune [newspaper] the first day; heard twenty people use it the second; inquired what it meant the third; adopted it and got facility in swinging

  19. 15 it the fourth. It has a restricted meaning, but I think the people spread it out a little when they choose. It is the equivalent of the thirteenth roll in a baker’s dozen. It is something thrown in, gratis, for good measure. The custom originated in the Spanish quarter of the city. When a child or a servant buys something in a shop–or even the mayor or the governor, for aught I know–he finishes the operation by saying– ‘Give me something for lagniappe.’ The shopman always responds; gives the child a bit of licorice- root, gives the servant a cheap cigar or a spool of thread, gives the governor–I don’t know what he gives the governor; support, likely.

  20. 16 NOTES “The thing that makes something remarkable isn’t usually directly related to the original purpose of the product or service. It’s the extra stuff, the stylish bonus, the design or the remarkable service or pricing that makes people talk about it and spread the word.” - Seth Godin ______________________________________________________ ______________________________________________________ ______________________________________________________ ______________________________________________________ ______________________________________________________ ______________________________________________________ ______________________________________________________ ______________________________________________________ ______________________________________________________ ______________________________________________________ ______________________________________________________

  21. 17 12 TYPES OF PURPLE GOLDFISH Over the course of 27 months, the Purple Goldfish Project crowd sourced over 1,001 examples of purple goldfish. It turns out there are a dozen different types of Purple Goldfish. Half are based on “value” and half are based on “maintenance” according to the value / maintenance matrix: The goal is to be seen by your customers as high value and low maintenance.

  22. 18 HERE ARE THE MAIN ELEMENTS: Value (the what and when of customer experience) • What are the tangible and intangible benefits that your service or product provides? • Does your product or service go above and beyond to exceed customer expectations? • Are you giving that little unexpected extra to surprise and delight your customer? Maintenance (the who and how of customer experience) • What is the buying experience like for your customer? • Do you make things turnkey or simple for your customer? • Are you responsive to problems / issues for your customer?

  23. 19 HERE ARE THE 12 CATEGORIES: #1. Throw-ins (value) – little extras that are included with your product or service. They help you stand out in a sea of sameness: Example: Southwest Airlines – “Bags Fly Free” and no change fees. #2. In the Bag / Out of the Box (value) - little unexpected things that are added as a surprise. Example: Maggiano’s - order a signature pasta dish and they will give you an additional one to-go. #3. Sampling (value) - an additional taste by offering a free something extra on the house. Example: Bigelow Tea - order a box of tea from Bigelow and you’ll be treated to a sample of another flavor. #4. First & Last Impressions (value) - you have two chances to make an impression. When your customer comes through the door and right before they walk out, hang up or log off. These little extras

  24. 20 make you memorable and more importantly talk- able. Example: When you check in the Hard Rock Hote, they’ll let you sample a Gibson guitar. Check in, plug-in and rock out. #5. Guarantees (value) - giving your customers that little extra pledge that you’ll stand behind your product or service. Example: L.L. Bean - Leon Leonwood Bean backs his product for life. #6. Pay it Forward (value) - give a little extra back to the community. Example: Plaza Cleaners - if you are out of work and need a suit cleaned for an interview, Plaza will clean it for free. #7. Follow-Up / Thank-You (maintenance) - make the little extra follow up with your customer. Example: Rite Aid follows up with a call to check on a patient. #8. Added Service (maintenance) - the little extra that’s an added unexpected service. Example: Safelite repairs or replaces your glass, but they also vacuum your car and clean your windows.

  25. 21 #9. Convenience (maintenance) - the little extras you add to make things easier for your customers. Example: TD Bank is open 7 days a week and some nights until 8 p.m. #10. Waiting (maintenance) - all customers hate to wait. If it’s inevitable, how can you do a little extra to make it more bearable. Example: Pacific Cafe - while you wait for your table, enjoy a glass of wine on the house. #11. Special Needs (maintenance) - acknowledging that some customers have needs that require special attention. Example: Rainforest Cafe - the restaurant caters to the needs of customer by doing a little extra for those with food allergies. #12. Handling Mistakes (maintenance) - admitting that you’re wrong and doing the little extra above and beyond to make it more than right. Example: Nurse Next Door - this nursing agency in Canada takes the idea of “humble pie” to heart, literally delivering a pie when they make a mistake.

  26. 22 TOP 7 KEY TAKEAWAYS #1. THE BIGGEST MYTH IN MARKETING There is no such thing as meeting expectations. You either exceed them or you fall short. #2. CHOOSE WISELY You can’t be all things to all people. You only have two choices as a marketer: Create to spec and face being a commodity or set out to exceed expectations and become literally remark-able. #3. SHAREHOLDERS VS. CUSTOMERS? Business is about creating and keeping customers. Customer experience should be Priority #1 in your marketing. Stop focusing on the “two in the bush” (prospects) and focus on customers. #4. VALUE IS THE NEW BLACK Don’t compete on price. Cater to the 70% that buy based on value. Price is relative to value received.

  27. 23 #5. PURPLE GOLDFISH STRATEGY Purple Goldfish Strategy is “differentiation via added value.” Finding signature extras that help you stand out, improve customer experience, reduce attrition and drive positive word of mouth. #6. ACTS OF KINDNESS Think of lagniappe as an added branded act of kindness. A sign that shows you care. Marketing via G.L.U.E (giving little unexpected extras). A little something thrown in for good measure. #7. FIVE INGREDIENTS OR R.U.L.E.S • Relevant - the extra should be of value to the recipient • Unexpected - it should “surprise and delight” • Limited - the extra should be something rare, hard to find or signature to your business • Expression - it should be a sign that you care • Sticky - it should be memorable and talkable

  28. 24 BOOKS IN THE GOLDFISH SERIES PURPLE GOLDFISH WHAT’S YOUR PURPLE GOLDFISH “In business you must do something that’s above and beyond what’s expected. Phelps shows the ingredients behind creating signature extras that are unconventional and innovative. Every business should be asking themselves, “What’s our Purple Goldfish?” TONY HSIEH, NY TIMES BESTSELLING AUTHOR OF DELIVERING HAPPINESS & CEO, ZAPPOS.COM PURPLE GOLDFISH GREEN GOLDFISH BEYOND DOLLARS: 15 WAYS TO DRIVE EMPLOYEE ENGAGEMENT & REINFORCE CULTURE GOLDEN GOLDFISH THE VITAL FEW: ALL CUSTOMERS AND EMPLOYEES ARE NOT CREATED EQUAL WHATʼS YOUR WHATʼS YOUR WHATʼS YOUR GREEN GOLDFISH “Stan is the sherpa that guides executives along the journey between the heart and mind of business stakeholders. Stakeholders arenʼt always customers though. At a time when company vision and culture matters more than ever, it takes inspired and engaged employees to bring them to life.” “Stan is the sherpa that guides executives along the journey between the heart and mind of business stakeholders. Stakeholders arenʼt always customers though. At a time when company vision and culture matters more than ever, it takes inspired and engaged employees to bring them to life.” BRIAN SOLIS, AUTHOR OF WHATʼS THE FUTURE OF BUSINESS #WTF & THE END OF BUSINESS AS USUAL GREEN GOLDFISH GOLDEN GOLDFISH GOLDEN GOLDFISH 12 WAYS TO WIN CUSTOMERS & INFLUENCE WORD OF MOUTH BRIAN SOLIS, AUTHOR OF WHATʼS THE FUTURE OF BUSINESS #WTF, THE END OF BUSINESS AS USUAL & ENGAGE! “Influence isn’t a score, it is the ability to cause, effect or change behavior. Phelps shows marketers how to add that ‘little something extra’ that influences consumer behavior and drives word of mouth.” BRIAN SOLIS, AUTHOR OF THE END OF BUSINESS AS USUAL “Great customer centric organizations only exist because of engaged and empowered employees. The Golden Goldfi sh is packed with awesome examples of what world class companies are doing today to inspire and reward their employees. If you see value in truly building an “A Team,” Golden Goldfi sh will be, without question, your single best reference.” “So often overlooked, and so very vital to building company value... empowering employees to support each other and the brand. Stan Phelps ʻgetsʼ it and Green Goldfi sh will walk you step-by-step though achieving this critical goal.” “What’s Your Purple Goldfish? is the new benchmark for customer service and experience excellence. The single source for numerous concepts and innovations that can help build the foundation for a world class brand! (I just hope my competition doesn’t find this book.)” CHRIS ZANE, FOUNDER OF ZANEʼS CYCLES & AUTHOR OF REINVENTING THE WHEEL. TED RUBIN, AUTHOR OF RETURN ON RELATIONSHIP “Great customer centric organizations only exist because of engaged and empowered employees. The Green Goldfi sh is packed with awesome examples of what world class companies are doing today to inspire and reward their employees. If you see value in truly building an “A Team,” Green Goldfi sh will be, without question, your single best reference.” “Stan Phelps takes customer service to a whole new level by focusing on EMPLOYEE service, and how to do well by your employees - so they take care of your customers. Packed with stories, insights and R.U.L.E.S. any company can follow, this book is a must-read for managers of companies of all shapes and sizes who know that employees donʼt leave jobs, they leave managers, especially when they donʼt feel your love and appreciation. Pick this up, start engaging your team and make more GOLD! CHRIS ZANE, AUTHOR OF REINVENTING THE WHEEL - THE SCIENCE OF CREATING LIFETIME CUSTOMERS ABOUT THE AUTHOR ABOUT THE AUTHOR ABOUT THE AUTHOR “Stan’s approach of delivering the unexpected, lagniappes, is a great way to break from the pack and instill a mindset of customer delight across your company.” BRUCE TEMKIN, AUTHOR OF THE 6 LAWS OF CUSTOMER EXPERIENCE Stan Phelps is the founder of 9 INCH, a speaking and training consultancy that in- spires leaders to win the hearts of employ- ees and customers. He has over 20 years of global marketing experience with IMG, adidas, PGA Worldwide Exhibitions, and Synergy. Phelps is an IBM Futurist, a TEDx speaker, and a contributor to Forbes. He has written four books and has spoken at over 100 events in 10 countries. A recognized ex- pert in customer experience and employee engagement, he’s been an adjunct profes- sor at NYU. Phelps holds a J.D./M.B.A. from Villanova and a certificate in Achieving Breakthrough Service from Harvard Business School. He lives in Cary, NC with his wife Jennifer and two boys Thomas and James. www.9INCHmarketing.com Stan Phelps is the founder of 9 INCH, a speaking and training consultancy that in- spires leaders to win the hearts of employ- ees and customers. He has over 20 years of global marketing experience with IMG, adidas, PGA Worldwide Exhibitions, and Synergy. Phelps is an IBM Futurist, a TEDx speaker, and a contributor to Forbes. He has written four books and has spoken at over 100 events in 10 countries. A recognized ex- pert in customer experience and employee engagement, heʼs been an adjunct profes- sor at NYU. Phelps holds a J.D./M.B.A. from Villanova and a certifi cate in Achieving Breakthrough Service from Harvard Business School. He lives in Cary, NC with his wife Jennifer and two boys Thomas and James. www.9INCHmarketing.com Stan Phelps is the founder of 9 INCH, a speaking and training consultancy that in- spires leaders to win the hearts of employ- ees and customers. He has over 20 years of global marketing experience with IMG, adidas, PGA Worldwide Exhibitions, and Synergy. Phelps is an IBM Futurist, a TEDx speaker, and a contributor to Forbes. He has written four books and has spoken at over 100 events in 10 countries. A recognized ex- pert in customer experience and employee engagement, heʼs been an adjunct profes- sor at NYU. Phelps holds a J.D./M.B.A. from Villanova and a certifi cate in Achieving Breakthrough Service from Harvard Business School. He lives in Cary, NC with his wife Jennifer and two boys Thomas and James. www.9INCHmarketing.com CHRIS ZANE, FOUNDER AND PRESIDENT OF ZANEʼS CYCLES & AUTHOR OF REINVENTING THE WHEEL, THE SCIENCE OF CREATING LIFETIME CUSTOMERS PHIL GERBYSHAK, AUTHOR OF THE NAKED TRUTH OF SOCIAL MEDIA “What’s Your Purple Goldfish? busts a myth and reveals a simple truth about customer service. Stan uncovers the recipe for creating signature added value that increases customer satisfaction and drives positive word of mouth.” BARRY MOLTZ, AUTHOR OF BOUNCE, CRAZY & B-A-M “Stan Phelps takes customer service to a whole new level by focusing on EMPLOYEE service, and how to do well by your employees - so they take care of your customers. Packed with stories, insights and R.U.L.E.S. any company can follow, this book is a must-read for managers of companies of all shapes and sizes who know that employees donʼt leave jobs - they leave managers, especially when they donʼt feel your love and appreciation. Pick this up, and start engaging your team and making more GREEN! “We need to shift a portion of our marketing focus away from prospects and invest even more in our best customers. Fortunately, Stan Phelps has written a book to help us all do just that. The book showcases nine different ways to let your best customers (and employees) know how much you value them. By doing those little extras, you will make your company even stronger. You will differentiate yourself even more from your competitors, youʼll keep both your best customers and employees longer so they contribute to your success and with every little extra, you will create more word of mouth buzz.” DREW MCLELLAN, AUTHOR OF 99.3 RANDOM ACTS OF MARKETING “What’s Your Purple Goldfish? is a great guidebook full of real-world examples business owners can use to increase great experiences to delight and surprise their customers. Read this book before your competitors do or be left in the dust.” PHIL GERBYSHAK, AUTHOR OF 10 WAYS TO MAKE IT GREAT! & #TWITTERWORKS PHELPS PHELPS PHELPS PHIL GERBYSHAK, AUTHOR OF THE NAKED TRUTH OF SOCIAL MEDIA BEYOND DOLLARS: 15 WAYS TO DRIVE EMPLOYEE ENGAGEMENT & REINFORCE CULTURE 12 WAYS TO WIN CUSTOMERS & INFLUENCE WORD OF MOUTH THE VITAL FEW: ALL CUSTOMERS AND EMPLOYEES ARE NOT CREATED EQUAL Stan Phelps Foreword by Ted Coiné Author of Five Star Customer Service and Spoil ‘Em Rotten! these key stakeholders. It is the third book in the goldfi sh trilogy. Stan Phelps Foreword by Chris Malone Author of The Human Brand Stan Phelps Foreword by Drew McLellan Author of 99.3 Random Acts of Marketing US $15.95 CAN $20.95 US $15.95 CAN $20.95 ABOUT GREEN GOLDFISH US $15.95 CAN $20.95 ABOUT GOLDEN GOLDFISH ABOUT PURPLE GOLDFISH Green Goldfi sh is based on the simple premise that employees are the key drivers of customer experience and that “Happy Employees Create Happy Customers.” The book focuses on 15 different ways to drive employee engagement and reinforce a strong corporate culture. It is the second book in the goldfi sh trilogy. Golden Goldfi sh is based on the premise that all customers and employees are not created equal. For most businesses, 80% of profi tability is driven by the top 20% of customers and employ- ees. These are simply your “Vital Few.” The book focuses on 9 different ways to to promote advocacy and engagement with Purple Goldfish is about differentiation via added value. Mar- keting to your existing customers via G.L.U.E. (giving little unex- pected extras). The book focuses on the 12 ways to do the “little extras” to improve the customer experience. The end result is increased sales, happier customers, and positive word of mouth. It is the first book in the goldfish trilogy. PURPLE GOLDFISH BLUE GOLDFISH PURPLE GOLDFISH “In business you must do something that’s above and beyond what’s expected. Phelps shows the ingredients behind creating signature extras that are unconventional and innovative. Every business should be asking themselves, “What’s our Purple Goldfish?” TONY HSIEH, NY TIMES BESTSELLING AUTHOR OF DELIVERING HAPPINESS & CEO, ZAPPOS.COM PURPLE GOLDFISH RED GOLDFISH BLUE GOLDFISH USING TECHNOLOGY, DATA, AND ANALYTICS TO DRIVE BOTH PROFITS AND PROPHETS MOTIVATING SALES AND LOYALTY THROUGH SHARED PASSION AND PURPOSE STAN PHELPS Stan Phelps is a TEDx speaker, IBM Futurist, and Forbes col- umnist. He is the Founder of PurpleGoldfish.com, a speaking and training consultancy that inspires brands to win the hearts of their customers and employees. Stan is the best-selling au- thor of Purple Goldfish, Green Goldfish, Golden Goldfish, and Blue GoldfishPurpleGoldfish.com “Did you know that even Harley Davidson is using tracking technologies, including face detection, in its stores? If Harley Davidson is doing it you probably will be too and this book tears into 300 case studies of how other companies are using technology to build better experiences for their customers. Highly recommended.” ROBERT SCOBLE, FUTURIST AT RACKSPACE & AUTHOR OF AGE OF CONTEXT BLUE GOLDFISH RED GOLDFISH 12 WAYS TO WIN CUSTOMERS & INFLUENCE WORD OF MOUTH RED GOLDFISH SERVICE EDITION “Influence isn’t a score, it is the ability to cause, effect or change behavior. Phelps shows marketers how to add that ‘little something extra’ that influences consumer behavior and drives word of mouth.” BRIAN SOLIS, AUTHOR OF THE END OF BUSINESS AS USUAL “Experience is the new brand. What people experience required design. And meaningful design takes data, insight and empathy. Blue Goldfi sh is your template to achieve a signifi cant competitive advantage.” BRIAN SOLIS, DIGITAL ANALYST & AUTHOR OF X: THE EXPERIENCE WHEN BUSINESS MEETS DESIGN GRAEME NEWELL Graeme Newell is researcher, speaker and the founder of 602 Communications, a marketing research and consulting firm that specializes in emotional marketing. Graeme and his team of emotional attachment experts show companies how to change complacent customers into passionate groupies. 602communications.com “What’s Your Purple Goldfish? is the new benchmark for customer service and experience excellence. The single source for numerous concepts and innovations that can help build the foundation for a world class brand! (I just hope my competition doesn’t find this book.)” “It is now nearly impossible to succeed in business without harvesting and harnessing customer data. But what data, and how? Blue Goldfi sh answers these critical questions, and many, many more. Required reading!” JAY BAER, PRESIDENT AT CONVINCE & CONVERT & NEW YORK TIMES BEST-SELLING AUTHOR OF YOUTILITY CHRIS ZANE, AUTHOR OF REINVENTING THE WHEEL - THE SCIENCE OF CREATING LIFETIME CUSTOMERS EDITION SERVICE ABOUT THE AUTHOR ABOUT THE AUTHORS “The power of big data lies not in creating more targeted ads or more personalized offers, but rather enabling company and brand employees to build and maintain relationships with customers on a large scale. Thanks to Stan Phelps and Evan Carroll, we now have a roadmap for getting it done and reaping the benefi ts.” CHRIS MALONE, MANAGING PARTNER AT FIDELUM PARTNERS AND AUTHOR OF THE HUMAN BRAND “Stan’s approach of delivering the unexpected, lagniappes, is a great way to break from the pack and instill a mindset of customer delight across your company.” BRUCE TEMKIN, AUTHOR OF THE 6 LAWS OF CUSTOMER EXPERIENCE Stan Phelps is the founder of 9 INCH, a speaking and training consultancy that in- spires leaders to win the hearts of employ- ees and customers. He has over 20 years of global marketing experience with IMG, adidas, PGA Worldwide Exhibitions, and Synergy. Phelps is an IBM Futurist, a TEDx speaker, and a contributor to Forbes. He has written four books and has spoken at over 100 events in 10 countries. A recognized ex- pert in customer experience and employee engagement, he’s been an adjunct profes- sor at NYU. Phelps holds a J.D./M.B.A. from Villanova and a certificate in Achieving Breakthrough Service from Harvard Business School. He lives in Cary, NC with his wife Jennifer and two boys Thomas and James. www.9INCHmarketing.com Stan Phelps is a TEDx speaker, IBM Futur- ist, and Forbes columnist. He is the Founder of 9 INCH, a speaking and training consul- tancy that inspires brands to win the hearts of their customers and employees. Stan is the best-selling author of Purple Gold- fi sh, Green Goldfi sh, and Golden Goldfi sh. www.9INCHmarketing.com “What’s Your Purple Goldfish? busts a myth and reveals a simple truth about customer service. Stan uncovers the recipe for creating signature added value that increases customer satisfaction and drives positive word of mouth.” BARRY MOLTZ, AUTHOR OF BOUNCE, CRAZY & B-A-M PHELPS & CARROLL PHELPS & NEWELL “Back in 2003, a little book by Seth Godin named Purple Cow changed the way we think about marketing. With Blue Goldfi sh, Phelps and Carroll have brought Godinʼs insights into the social media and big data age. Within these pages youʼll fi nd stories that combine the art of capitalizing on your differentiation points with the science of embracing data—which leads to talkable moments and builds word of mouth brands. I dare you not to learn something every time you pick up this book.” SPIKE JONES, MANAGING DIRECTOR AT EDELMAN AND AUTHOR OF BRAINS ON FIRE PHELPS & BRIZ Evan Carroll is an author, speaker and ex- perience architect. His career spans roles in user experience, marketing, and product management for leading agencies and tech- nology companies. Evan is the author of two technology books and has appeared in major news outlets including The New York Times, CBS Sunday Morning, NPRʼs Fresh Air, and The Atlantic. www.evancarroll.net “What’s Your Purple Goldfish? is a great guidebook full of real-world examples business owners can use to increase great experiences to delight and surprise their customers. Read this book before your competitors do or be left in the dust.” PHIL GERBYSHAK, AUTHOR OF 10 WAYS TO MAKE IT GREAT! & #TWITTERWORKS MOTIVATING SALES AND LOYALTY THROUGH SHARED PASSION AND PURPOSE THE 12 WAYS HOTELS, RESTAURANTS, AND AIRLINES WIN THE RIGHT CUSTOMERS USING TECHNOLOGY, DATA, AND ANALYTICS TO DRIVE BOTH PROFITS AND PROPHETS Stan Phelps & Graeme Newell Foreword by David Howitt Author of Heed Your Call Stan Phelps & Evan Carroll Foreword by Shep Hyken Author of New York Times Bestseller The Amazement Revolution of mouth. It is the first book in the goldfish trilogy. Stan Phelps & Brooks Briz Foreword by Dee Ann Turner VP of Corporate Talent for Chick-fil-A and Author of It’s My Pleasure US $15.95 CAN $20.95 ABOUT RED GOLDFISH US $15.95 CAN $20.95 US $15.95 CAN $20.95 ABOUT BLUE GOLDFISH ABOUT PURPLE GOLDFISH Purpose is changing the way we work and how customers choose business partners. In Red Goldfish, Stan Phelps and Graeme Newell share cutting edge examples and reveal the eight ways businesses can embrace purpose that drives employ- ee engagement, fuels the bottom line, and makes an impact on the lives of those it serves. According to a recent study, 76 percent of customers expect brands to understand their individual needs. In Blue Goldfi sh, Stan Phelps and Evan Carroll make the business case for le- veraging technology, data, and analytics to create increased customer loyalty. Using the best of over 300 case studies, youʼll come away with insights to create your own Blue Goldfi sh. Purple: Purple Goldfish is about differentiation via added value. Marketing to your existing customers via G.L.U.E. (giving little unexpected extras). The book focuses on the 12 ways to do the “little extras” to improve the customer experience. The end result is increased sales, happier customers, and positive word

  29. 25 ABOUT THE AUTHOR Stan Phelps is a TEDx Speaker, Forbes Contributor and IBM Futurist. He believes that today’s organizations must focus on meaningful differentiation to win the hearts of both employees and customers. He is the Founder of PurpleGoldfish.com, a site that focuses on customer experience and employee engagement solutions. He believes that “differentiation via added value” is a game changing strategy. Before founding PurpleGoldfish.com, Stan had a twenty-year career in marketing including leadership positions at IMG, adidas, PGA Exhibitions and Synergy. At Synergy, he worked on award-winning experiential programs for top brands such as KFC, Wachovia, NASCAR, Starbucks and M&M’s.

  30. 26 He has delivered keynotes and workshops at IBM, Citi, ESPN and Target. Stan has keynoted over 200 events in the US, Canada, UK, France, Sweden, Spain, The Netherlands, Russia, Peru, Israel, Bahrain, Australia, Malaysia and Ecuador. Stan received a BS in Marketing and Human Resources from Marist College, a JD/MBA from Villanova University and a certificate for Achieving Breakthrough Service from Harvard Business School. Interested in having Stan speak at your event? Email us at: stan@purplegoldfish.com.

  31. 27 NOTES “There are no traffic jams along the extra mile.” - Roger Staubach ______________________________________________________ ______________________________________________________ ______________________________________________________ ______________________________________________________ ______________________________________________________ ______________________________________________________ ______________________________________________________ ______________________________________________________ ______________________________________________________ ______________________________________________________ ______________________________________________________ ______________________________________________________

  32. 28 KEYNOTES AND WORKSHOPS For more information or to book your keynote or workshop, email stan@purplegoldfish.com

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