PPAI Expo Daily - Tuesday

#ppaiexpo

January 12, 2016

PPAI

EXPO DAILY

™

BUILDING CUSTOMER RELATIONSHIPS, PERSON TO PERSON

By James Khattak

If the humor, stories and songs of

Monday’s keynote luncheon speaker

Patrick Henry were condensed into

a single message, it would be “we

are all people serving people.” Henry,

a former Nashville songwriter and

featured performer on the Sirius XM

Radio Family Comedy Channel and

Blue Collar Radio, led his audience

through a lighthearted hour built

around the simple message, “If you

can’t create an emotional connection

with your customers, you’re going to

lose them.”

In a session peppered with short

musical interludes—both Henry

originals and riffs on classics like

“American Pie,” “Margaritaville,” and

“Sweet Home Alabama”—and stories

from his book

The Pancake Principle:

Seventeen Sticky Ways To Make

Your Customers FLIP For You

, Henry

introduced three mindsets behind

extraordinary customer experience.

The

Cheers

Mentality

Henry named his first mindset

after the iconic Boston bar-set sitcom,

inspired by its friendly atmosphere

and the message in its theme: “Where

everybody knows your name and

they’re always glad you came.”

Companies that have embraced the

Cheers

mentality understand that

customers want to feel welcomed and

familiar, that they’re not strangers.

“When it comes down to it,

we’re all in the business of serving

customers,” says Henry.

The Extra-Inch Mentality

“We are all familiar with ‘Go the

extra mile,’” Henry told his audience.

“It’s that little bit extra that makes the

difference between a commodity and a

brand. It’s the extra inch that makes a

difference.”

Henry’s extra-inch mindset reflects

the thorough approach to details and

completion that builds confidence and

trust among customers.

The Lead-The-Way Mentality

The best way to ensure loyalty

among customers is to be a resource

for them to reach their goals, Henry

says. In contrast to pointing the

way, which is a one-time interaction,

Henry’s lead-the-way mindset

highlights the importance of a

business becoming a resource that its

customers can’t live without.

Wrapping the session, Henry said,

“Customers are not numbers, they’re

people. If you treat me like a number, I

won’t be loyal. Treat me like a person,

and you’ll have my loyalty.”

Tuesday, January 12

7 am-6 pm Show Office · LEVEL 2 · Mandalay Bay Foyer

Luggage/Coat Check · LEVEL 1 · Lobby Bayside A

7 am-7 pm Shuttle Service In Operation · LEVEL 1 · Bayside E Entrance

7:30 am-5:30 pm Experient Housing Desk · LEVEL 1 · Lobby

Information Desk · LEVEL 1 · Lobby

Internet Café · LEVEL 1 · Lobby Bayside F

PANTONE

· LEVEL 1 · Lobby

Registration · LEVEL 1 · Lobby

7:30 am-6 pm Scooter Rental · LEVEL 1 · Lobby

8-9 am Product Pavilion Sneak Peek · LEVEL 1 · Bayside F ·