The brands of Chick-fil-A, Disney, and Apple are not just well-known but legendary. Joining us in the latest episode of The Small Business Show is the CEO of Swoz Consulting, Author, and speaker Scott Wozniak. Wozniak’s newest book, Make Your Brand Legendary: Create Raving Fans With the Customer Experience Engine, provides readers with tools to create a legendary brand.
According to Wozniak, having raving fans does not necessarily mean that you have happier or more well-behaved customers. Raving fans are the lifetime value of the brands’ consumers, who behave differently. It’s also important to keep in mind that not all customers are equally a good fit for your brand.
Key Takeaways:
1. “A legendary brand is defined by its customers,” according to Wozniak. It’s not what you say about yourself but what your customers say that truly defines your brand.
There are three ways to measure how “legendary” your brand is:
1. Measure the repeat frequency of your customers. According to Wozniak, “Raving fans buy more, more often.”
2. How many people do your clients bring with them?
3. Raving fans pay full price. If your customers believe in your brand, they will pay top dollar for your product or service.
2. Brands can measure their legendary status by evaluating how many customers return year after year. Success cannot be measured by the amount of money spent on advertising or the size of the company but rather by how many people rave about your business.
3. Wozniak’s book is based on the premise that he needed to help more people than he could physically get to. He notes that inside the pages are the lessons he gives, the conversations he has, and, in many parts of the book, the mini-workshops he teaches. Moreover, he assures that for those he can’t physically get to, his book will be the tool to help guide them in the right direction.
4. The “Customer Experience Engine” is the core metaphor that drives the book’s content. For starters, the fuel that pours into the engine on the diagram is customer insight. But don’t mistake their buying behavior for insight because that’s just data. You lack insight until you know ‘why’ they picked your business.
5. Once you have insight, the heart of the engine has three parts:
- Operational excellence- This factor is the biggest because this is where your customers ask if they can trust you.
- Personalized service- All about making a personal connection. Do you see and hear them?
- Memorable moments- People don’t tell facts; they tell stories, so you have to create story-worthy moments.
6. Then, the last part of the engine is the belt- the healthy leadership team running the entire engine that ensures the company is fully aligned.
"Inconsistent excellence earns the same trust as a consistent failure." – Scott Wozniak.
