The Customer Love Spiral maps the audience relationship and aligns teams around measurable, connected goals for a lifetime of customer value.

1. 1!© www.themarketingevolutionst.com!
The Customer !
Love Spiral!
understanding!
By @HeatherMeza

2. 22!© www.themarketingevolutionst.com!
?WTF
is a
Customer
Love Spiral!
Today’s economy is all about
connections, relationships, and
the people who share them. !
Like the dating process, each step
of the journey requires just the
right touch -- in the right way --
at the right time -- to build a
relationship and fall in love.!
The Customer Love Spiral is a
way to map the path of that
relationship and align teams to
measurable, connected goals for
a lifetime of customer value.!

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Align to a
Lifetime of
Customer Value!
There are a zillion things to
measure. Remember to K.I.S.S.
(keep it simple silly).!
Use simple metrics to connect
audience experiences and align
teams via shared accountability
at pivotal milestones along the
life of the relationship.!
!

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You +
your audience
Sitting in a tree
K-I-S-S-I-N-G!
♪
♫
First comes Love
Then comes Marriage
**
Then comes baby in a baby Carriage!

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ACQUISITION
impressions > clicks > views >!
GOAL: Subscriptions!
CONVERSION
downloads > try >!
GOAL: Buy!
LOYALTY
use > recommend >!
GOAL: Lifetime Customer Value!
U S E F U L !
V A L U A B L E !
R E L E V A N T !
D E P E N D A B L E !
abandonment!
attrition!
churn!
**
To enjoy a life-long relationship with
your audience, your organization needs
to be uber-connected inside and out.!
Integrated campaigns are not enough.
Your culture, processes, and tools must
evolve to align and connect your
internal silos before you can connect
with your audience.!
That means shifting from campaigns to
an always-on approach that spans the
entire customer lifecycle.!
The DNA of an
Always-on Approach!

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Get Found! Be Relevant! Make a Connection!
² Be where your
audience is. You
can’t get a date if
you don’t put
yourself out there.!
² Know what you’re
looking for. Target
relentlessly.!
² Be real. Open your
heart, listen, and
share.!
² Ditch the bait and
switch tactics. You
aren't looking for a
booty call. Be
patient. !
² Understand your
audiences needs so
you can be
contextually
relevant.!
² Attract your
audience’s
attention in ways
that resonate.!
Acquisition = Fall in Love!

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Get Engaged! Be Trustworthy! Make a Commitment!
² Only fools rush in.
Don’t pressure your
audience to give
before they are
ready.!
² Think beyond
“sealing the deal”
A lifetime of love
takes more than a
transaction.!
² Most marriages
fail. It takes
constant effort to
grow together
instead of apart.
Make a commitment
to stay connected.
Strive to
understand and
support your
audience.!
² Not all fiances
become spouses. Be
consistent, loyal,
and attentive to
earn trust.!
² Be honest. Say what
you mean and do
what you say. !
Conversion = Get Married!

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Get Experience! Be Valuable! Make It Together!
² Keep doing what
works, but don’t be
afraid to try new
ways to enrich
experiences and
deepen connections.!
² Experimentation is
the spice of life
after all ;-)!
² Grow and strengthen
the relationship by
continuously
partnering to make
amazing things
together.!
² Don’t forget to
leverage your
community. It takes
a village!!
² Good marriages are
based on shared
values and an
equitable exchange
between people to
make it last.!
² Be of value, and
the revenue will
follow.!
Loyalty = Build A Family!**

9. 99!© www.themarketingevolutionst.com!
Love
your
audience!!
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@HeatherMeza!