user learning curve

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How to move your Customer from Novice to Superhero. http://images.google.com.au/imgres?imgurl=http://www.recyclingsuperguide.com/wp-content/themes/thesis/rotator/recycle-boy.jpg&imgrefurl=http://www.recyclingsuperguide.com/what-is-recycling&usg=__qy6C2bThU6NkRFAkHd2VAif405Y=&h=315&w=420&sz=28&hl=en&start=302&um=1&tbnid=VqETo9rAMvWsNM:&tbnh=94&tbnw=125&prev=/images%3Fq%3Drecycle%26ndsp%3D21%26hl%3Den%26client%3Dfirefox-a%26rls%3Dorg.mozilla:en-US:official%26sa%3DN%26start%3D294%26um%3D1 Is your customer kicking ass yet?

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Is your target audience males 18-35 who enjoy DIY? http://www.flickr.com/photos/cosmickitty/43431297/

They might look the same but they’re not. : 

They might look the same but they’re not. http://www.flickr.com/photos/cosmickitty/43431297/

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Novice Super user This is a customer learning curve. It measures the relationship your target audience has with your brand. Beginner Skilled Power user

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Learning curves are everywhere University Graduate Grade School to http://www.tom-brown.com/media/articleimages/rosiehero.jpg

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Intern CEO to http://www.flickr.com/photos/dsifry/2773358945/

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Garage Band World Fame to http://www.u2station.com/news/archives/11.15.00.jpg

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to mark their different skills, knowledge and experience. http://www.brzjc.zenjudo.co.uk/uploads/image/Gradings/24-08-09/Agnius_24-08-09.jpg In martial arts practitioners are getting a colored belt for each stage

Lets imagine you're selling super powers… : 

Lets imagine you're selling super powers… How will your target audience look like on the curve?

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This is your customer at the start of their journey. They might not even know you. They need all the help they can get. They’re sometimes unaware , scared or embarrassed. You need to show them how you’ll make it easier for them and make their lives better.

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This customer knows a bit about you. They tried you and are wiling to know more. They have a relationship with your brand. They’re experiencing some difficulties you need to solve. They have lots of questions. This is the point where customer service and social networks can help keeping them on the curve.

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This is where things are getting interesting. Your customers lives are getting better because of your product or service. They are confident and can master some more complicated tasks. This is where a loyalty program should kick in. This is the point they can “bring a friend” or help the Marios and Kittys move up the curve. Don’t let these guys slip away.

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These customers are power customers. They need a community and a voice. They need someone to speak to and it better be good. They expect things from you. They expect you to treat them right or else… they have the means to be nasty. On the flip side these guys are your most passionate users. They will tell all their friends about you and use other related products in the industry. Congratulations. Your brand is part of their lifestyle now.

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Like the most powerful superhero, these customers are priceless. Your brand is them. They’re hooked on you and will love you forever. They are your best advocates and their WOM is what you work for.

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Novice Super user Beginner Skilled Power user There isn't one “target audience”. Every customer is on a different level and needs a different kind of communication.

Super users: Your most powerful group : 

Your “super customers” will group around your brand. They are your ambassadors and your brand is part of who they are. Bring them close and never let go. These guys lead the way and set the inspiration for the rest of the curve. Super users: Your most powerful group

The ones that fell off the curve… : 

The ones that fell off the curve… Learn from it. make sure that if they want to they’ll be able to come back. Here are a few examples of other learning curves in other areas…

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$75 per month Running shoes $200 running gear and bike = $500 Retention Community Engagement Reward I jog/ride or in the gym every day. I’m training for an event. I’m buying more gym equipment and nutrition substances. I have a few friends from the gym. I get my friends to join my activities. Visit Gym three times a week + classes. I love going to the gym. I started eating better. I’ve ran 10k for charity. I like it. I feel better. Getting excited by classes and seeing improvement I Just joined the Gym and dreading it. My first session was embarrassing. It’s so hard and I hate it. But I bought new running shoes and my instructor is nice. Gym Acquisition + $100 per month Spend a lot of time and money

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$0 $60 cooking book Cooking class + $500 on cooking utensils + $200 per month $100 per week I’m cooking most nights. Think I can do better than some restaurants. I attended a cooking class. I cook an omelette on Saturdays. Cooking I bought a cooking book and starting to experience with different ingredients. I cook for family and friends. I love showing off my skills. I have an herb garden and keeping an eye on the latest trends. I’m a chef. Cooking is my life. Food is my life. I come up with a new dish every day. Retention Community Engagement Reward Acquisition

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$0 $25 I recycle, and have energy efficient light bulbs fitted in every room. I don’t care. I once bought recycled toilet paper. It’s not as soft. Environment I’m only buying recycled toilet paper. I’m trying to use a green bag whenever possible Priceless I’m living green. I cycle to work. I take 4 minute showers. I have a rain tank. I joined the greens. Living and being green is who I am. I’m an activist and going to change the world soon. $100 $100 per month Retention Community Engagement Reward Acquisition

Learning has a lot to do with fun. : 

Learning has a lot to do with fun. The curve’s basic promise is to make customer’s lives better.

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In which stage will customers be passionate enough to buy your t-shirt? http://www.flickr.com/photos/creativecommons/2294317099/

Make one of your customers a superhero today! : 

Make one of your customers a superhero today! Tamir Berkman

Thank you : 

http://images.google.com.au/imgres?imgurl=http://www.recyclingsuperguide.com/wp-content/themes/thesis/rotator/recycle-boy.jpg&imgrefurl=http://www.recyclingsuperguide.com/what-is-recycling&usg=__qy6C2bThU6NkRFAkHd2VAif405Y=&h=315&w=420&sz=28&hl=en&start=302&um=1&tbnid=VqETo9rAMvWsNM:&tbnh=94&tbnw=125&prev=/images%3Fq%3Drecycle%26ndsp%3D21%26hl%3Den%26client%3Dfirefox-a%26rls%3Dorg.mozilla:en-US:official%26sa%3DN%26start%3D294%26um%3D1 Thank you http://www.flickr.com/photos/cosmickitty/43431297/ http://www.brzjc.zenjudo.co.uk/uploads/image/Gradings/24-08-09/Agnius_24-08-09.jpg http://www.flickr.com/photos/alan-light/230237708/ http://search.creativecommons.org/?q=purple+nature&sourceid=Mozilla-search http://search.creativecommons.org/?q=purple+nature&sourceid=Mozilla-search