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What's Your Purple Goldfish?: How to Win Customers and Influence Word of Mouth Paperback – January 4, 2012
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About the Author
Stan Phelps is an Experience Architect at 9 INCH. He believes the longest and hardest nine inches in marketing is the distance between the brain and the heart of a customer. He’s committed to exploring the concept of marketing lagniappe. What’s Your Purple Goldfish? is the first book in a trilogy on the subject.
Stan received a BS in marketing from Marist College and a JD/MBA from Villanova University. He lives in Cary, NC with his wife Jennifer, their two boys Thomas & James and a Glen of Imaal Terrier named MacMurphy.
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Top customer reviews
Phelps ran a poll with his contacts asking for examples of their experience with that 'little something extra and preferably spontaneous'. The book is the collection of examples along with discussion and documentation of the success resulting from each of the examples.
Phelps explains that the core of Lagniappe Marketing encompasses an axiom/truth that all benefit when expectations are exceeded. Good customer service is, unfortunately, not something expected in our current social/economic culture. Decent customer service is exception. What happens when customer expectations are met, then that little extra service or item is added as 'frosting on their cake'? Customer pleasure is enhanced; the customer wants to come back for more business. And, that customer tells his or her friends about you! That is frosting on your cake! All of this frosting is AFTER the pleasure you get from planning the Purple Goldfish that you will deliver to your customer. When you love what you do, this pleasure is no small reward.
Some examples of Lagniappe (pronounced lan-yapp) are tangible. The tangibles can be large or small. Sometimes the Purple Goldfish is attention -- customer care and contact. More than dropping a couple mints in the check-out bag...when the business calls to check on the customer or drops a card in the mail, the customer positive experience meter pegs out!
I’ve also had the pleasure of hearing Stan speak and meeting him. Stan is genuinely passionate about the topics covered and has expert experience to back up his work.
I like the examples that different retailers/providers use to promote 'word of mouth'. It got my wheels turning on how to apply these tactics to my business. So for that, reading the book was worthwhile.
The Men's Advocate