How to Win with a Customer Centric Brands and Word of Mouth Advertising.
Ask managers responsible for global business development how they determined their companies’ growth potential when they entered new international markets. Most will cite an array of positive factors external to their organizations, things such as favourable country-specific economic and market trends, rising GDP, a growing middle class, increasing incomes, and strong demand for high-quality goods and services.
Ask these same managers after launch whether they met their performance objectives, and too many will answer “not quite” or “not at all.” Today I woke up to some fantastic news which I really must not keep to myself. Rodan and Fields have become the fastest-selling Skincare in Australia after only launching in September 2017.
History of the Company -
Rodan & Fields, LLC, known as Rodan + Fields or R+F, is an American manufacturer and direct to consumer company specializing in skincare products. In 2002, Katie Rodan and Kathy A. Fields, creators of Proactiv, started the Rodan + Fields brand; they sold it a year later to Estee Lauder. After finding that they were getting sales via “Word of Mouth” - the two doctors - Repurchased the business from Estee Lauder. They relaunched the brand in 2007 as a direct to consumer company with independent consultants.
In 2015 the brand launched in Canada, and with that launch and growth. In 2017 via (Euromonitor) the brand was named NO 1# selling skincare in North America for the first time and again in 2018.
In 2017 the brand launched its products into the unsuspecting Australian market. Today for me when I heard the news that within a year the products are the “Fastest” Selling Skincare in the Australian Market and also the “No 1# Anti-ageing Skincare in Australia”.
“Innovation can take many forms, but in the end, consumers will choose the brands that work,” Fatima Linares, research manager at Euromonitor said in an email. “Efficacy is key in these types of products.”
Role of Independent Consultant.
As an Independent consultant, we are professionals who are providing advice in Dr’s products skincare. On joining, I was onboarded and provided with Corporate support and training, with a library full of information, communication corners and other content needed to thrive.
By allowing each consultant to be part of this business enables, customers, to have access to deeper levels of expertise than would be financially feasible if Rodan + Fields retained in-house Consultants on a long-term basis, through the department stores or a brick and mortar stores and utilizing the concept of word of mouth advertising.
Is Word of Mouth Better Than Advertising?
Whether compared to traditional advertising, media mentions, or promotional events, word of mouth is more useful in creating new users and customers. Indeed, McKinsey suggests that “word of mouth generates more than twice the sales of paid advertising in categories as diverse as skincare.
It Builds Trust:- Not surprisingly, we trust our friends more than we trust ads. Ads always say the product is excellent. Our friends, however, will tell it to us straight. They’ll let us know if the product is right, or bad, and as a result, we’re more likely to believe their recommendation.
There is Better Targeting:- Word of mouth is also more targeted. Word of mouth is much more focused. No one’s going to talk to you about a great baby clothes website if you don’t have a baby. People only tell you about things that they think are at least somewhat relevant to your interests. Word of mouth is like a searchlight that goes through a social network, finding the most exciting receivers for a given piece of information.
Which Leads to Happy Customers
Most business leaders would agree that a key to a company’s success is an ongoing stream of happy customers, willing to pay for the company’s goods and services. And they are facilitating the customers to come back again and again.
The key to achieving customer happiness, as in customers who want to do business with you again and again, is to focus on Consultant Happiness first. That’s according to Jason Whitman, VP of Customer and Employee Success at Justworks, a startup providing simple HR, benefits and payroll for small business.
It’s simple — happier Consultants make happier customers. And, there are plenty of statistics and facts to back this up.
Gallup reports in “The State of the American Workplace” that employees who are engaged are more likely to improve customer relationships, with a resulting 20% increase in sales.
QSR reports that Chick-fil-A ranked above all fast-food/quick-serve competitors on both revenues per restaurant and politeness. If you’ve been to a Chick-fil-A restaurant, you would understand why. It’s about their customer service. And, analysts agree that these stellar rankings can be attributed to high-level customer service, which Chick-fil-A credits to investing in its employees.
Rodan + Fields skincare is a customer-centric brand where each consultant is responsible for their customers, and their well being allows this business to thrive in each market they are entering.
Keeping Consultants Happy
Offer meaningful Consultant development: Consultants want to feel there is an opportunity for advancement within the organization they work for. At RF, we are informed and trained on all our options and how they can get there. If they feel they have a stable career path ahead of them, they’ll be more inclined to provide excellent service to customers knowing it will also benefit their long-term goals.
Make training part of the culture: This goes back to consultant and career development. Consultants want to gain new skills that will make them more successful in their current positions and potentially lead to advancement. Provide ongoing training and coaching that teaches employees new skills, because these skills will ultimately shine through in customer interactions. Through the new initiative called RF Virtual, this is all possible - through the learning series.
Show Consultants they are supported: Interaction between Corporate and Consultants is key to building upon the lessons learned in training and coaching sessions. Feedback and praise are critical to Consultants feeling they are making a difference. Brands who can create a healthy, caring and supportive work environment will help cultivate the business’ future leaders who in turn will manage the overall customer experience.
Create a fun work environment: Fun doesn’t mean having a party, although some fun or social event can add to employees’ happiness. Even companies with heavy structure can create a positive environment that employees enjoy being a part of. I’ve always preached a FUN work environment, with FUN being an acronym for Fulfillment, Uniqueness and Next.
For Consultants to be fully engaged at work and with your customers, they must feel fulfilled with their employment at your company, think that their unique talents and interests aid in their success, and be excited about what’s next, which could be the next big product, their next project, or maybe just being excited about coming back to work the next day. Even small gestures to make it a more enjoyable workplace which can influence the level of service and patience that Consultants deliver to customers.
Give rewards and recognition: Beyond creating a fun work environment, it’s important to recognize employees for a job well done. A rewards program where leadership recognizes top employees can foster camaraderie. Promoted through the Lead the Way program with incentives and trips for each mile you accumulate through sales and business building.
Rewarding strong Consultants for excellent customer service interactions, in particular, will not only set an example for other employees, but it may also inspire them to go above and beyond in providing excellent service to the customers they engage with.
Focus on making Consultants happy, and in turn, they will make your customers happy. What’s happening on the inside of the organization is felt on the outside by the customers.
- *** Source - Euromonitor International Limited; Beauty and Personal Care 2019 Edition, top 15 fastest growing brands captured in shares over the US $2 Million; all channels; Skincare includes Sets and Kits; retail value RSP Terms
- original article - 27 May 2017 How Happy Employees Make Happy Customers by Shep Hyken.
- Original Article - Word of Mouth Better than Advertising.
So why would I not say yes to all of this - email me at [email protected]