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#329 Building Relationships in e-Commerce (Based on “7 habits of Highly effective people”) Part TWO
THE EMOTIONAL BANK ACCOUNT
“We all know what a financial bank account is. We make deposits into it and build up a reserve from which we can make withdrawals when we need to.
An Emotional Bank Account is a metaphor that describes the amount of trust that’s been built up in a relationship. “
Six Major Deposits [in the emotional bank account]
Overview
* Understanding the individual
* Attending to the little things
* Keeping Commitments
* Clarifying Expectations
* Showing Personal Integrity
* Apologising Sincerely when you make a withdrawal
6 Emotional Deposits in the emotional Bank Account in Detail
Deposits 1 Understanding the individual
Customer Avatar research
* Talk to real people!
* Understand alternatives ie your competitors
* Ask them to use rivals products and test your prototypes or own PL samples
Understand your product supplier:
* Business model
* Daily life
* Drivers
* China etc. - Cultural differences
* Direct no
* QC etc.
Other Suppliers
* What does a photographer need to do a good job?
* Ditto Graphic designer (logo, packaging etc.)
* Ditto industrial designer if you’re going custom product route
Business Partners/Stakeholders of all kinds
* What are their aims in life? In business?
* Do they align with yours?
* Joint aim of business?
* Eg create business to sell in 3 years? 5 Years?
* Global brand? etc.
Deposit 2 Attending to the little things
Customer service
* Followup in a brief respectful way
* Include nice extras in package
* Dealing with problems promptly
* Not being bureaucratic
Product Supplier relations
* Cultural niceties
* Educated
* Presents/birthdays etc.
Business Partners of all kinds
* Presents etc
* Meetings
* Be on time for meetings
* don't cancel last minute
* Language in emails
Deposit 3 - Keeping Commitments
Customer
* Make sure promises of your marketing are fulfilled in your product’s performance
Product Supplier
* Pay them on time
* Don’t move goalposts eg adding in QC or features AFTER ordering.
Other Suppliers
* Pay as agreed
* Give info as agreed
Business Partners of all kinds
* Task/project management
* Honouring Agreements on who does what
* Doing things in agreed timescales
Deposit 4 - Clarifying Expectations
Customer
* Eg sizes for clothes;
* function for technological products
Product Supplier
* HUGE - detailed specification
* QC expectations
* Timing expectations
* Financial arrangements
Other Suppliers
* What they provide eg photos
* What they WON’T provide
Business Partners of all kinds
* Long term goals
* defining roles:
* Who will do what
* who WON’T do what
* Amount of time each partner/team member will contribute
* balance with rest of life
* Weekend/evening work
* Financial commitments rest of life
* Financial commitments within business
* Who contributes what
* Approx pool of money available
* Now
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By Michael Veazey
4.5
2626 ratings
THE EMOTIONAL BANK ACCOUNT
“We all know what a financial bank account is. We make deposits into it and build up a reserve from which we can make withdrawals when we need to.
An Emotional Bank Account is a metaphor that describes the amount of trust that’s been built up in a relationship. “
Six Major Deposits [in the emotional bank account]
Overview
* Understanding the individual
* Attending to the little things
* Keeping Commitments
* Clarifying Expectations
* Showing Personal Integrity
* Apologising Sincerely when you make a withdrawal
6 Emotional Deposits in the emotional Bank Account in Detail
Deposits 1 Understanding the individual
Customer Avatar research
* Talk to real people!
* Understand alternatives ie your competitors
* Ask them to use rivals products and test your prototypes or own PL samples
Understand your product supplier:
* Business model
* Daily life
* Drivers
* China etc. - Cultural differences
* Direct no
* QC etc.
Other Suppliers
* What does a photographer need to do a good job?
* Ditto Graphic designer (logo, packaging etc.)
* Ditto industrial designer if you’re going custom product route
Business Partners/Stakeholders of all kinds
* What are their aims in life? In business?
* Do they align with yours?
* Joint aim of business?
* Eg create business to sell in 3 years? 5 Years?
* Global brand? etc.
Deposit 2 Attending to the little things
Customer service
* Followup in a brief respectful way
* Include nice extras in package
* Dealing with problems promptly
* Not being bureaucratic
Product Supplier relations
* Cultural niceties
* Educated
* Presents/birthdays etc.
Business Partners of all kinds
* Presents etc
* Meetings
* Be on time for meetings
* don't cancel last minute
* Language in emails
Deposit 3 - Keeping Commitments
Customer
* Make sure promises of your marketing are fulfilled in your product’s performance
Product Supplier
* Pay them on time
* Don’t move goalposts eg adding in QC or features AFTER ordering.
Other Suppliers
* Pay as agreed
* Give info as agreed
Business Partners of all kinds
* Task/project management
* Honouring Agreements on who does what
* Doing things in agreed timescales
Deposit 4 - Clarifying Expectations
Customer
* Eg sizes for clothes;
* function for technological products
Product Supplier
* HUGE - detailed specification
* QC expectations
* Timing expectations
* Financial arrangements
Other Suppliers
* What they provide eg photos
* What they WON’T provide
Business Partners of all kinds
* Long term goals
* defining roles:
* Who will do what
* who WON’T do what
* Amount of time each partner/team member will contribute
* balance with rest of life
* Weekend/evening work
* Financial commitments rest of life
* Financial commitments within business
* Who contributes what
* Approx pool of money available
* Now
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