Open your customers minds with small verbal shifts

Copyright (c) 2010 Shelle Rose Charvet

If you design customer processes, manage teams who communicate with customers and potential customers, or deal directly with them yourself, you are responsible for what your customers experience. Leaning how to comprehend your customers is enormously profitable.

Increasingly, as customers have become more and more difficult to deal with, suppliers needed better ways of understanding them. We needed a mechanism for tracking what truly motivates customers and how their motivation shifts from time to time and place to place. The LAB Profile is a subtle psycho-linguistic tool (that is, it's based on the words people use) that enables us to understand motivation and thinking patterns, whether it be for mass marketing or one-to-one communication. With relatively small verbal shifts, one can influence major communication problems or find the open door in what appears to be a closed mind.

CAA Cas! e Study For the Canadian Automobile Association (CAA)

I taught their marketing department to understand the primary motivation for why people become members of the CAA and therefore how to market and sell services to them. Their problem was to get new members to renew after their first year of membership. Their research told them that if a new member had not used any of the other benefits that come from membership in the first year, they were much less likely to renew.



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