Making and Keeping the Right Promises

A note to our future clients:

This isn’t your standard presentation document, but then again, storyminers isn’t your
standard company.

Storyminers provides an eye-opening perspective to better understand your customers and

strategically sound plans to achieve your desired future state. But storyminers does far more.
We work side by side with your team to actually implement the changes needed to win your
company raving fans.

The process is challenging. Together, we’ll think and work very hard. But our clients describe
it as one of the most powerful things they have ever done to improve their businesses. (Most
even admit that it’s fun!)

We’re eager to continue our dialogue and help your company make and keep the right promises.

Hailita Jenny
+1.770.425.9830 www.storyminers.com
No matter how hard you try or how much you spend, your brand
can never be any better than what your customers experience.
The promises your brand makes to the outside world are empty if they’re not the
ones customers really care about – or if your company is not designed to keep them.
Conversely, when you understand the right promises to make to your customers
– and how to keep them – your business thrives.

You get happier customers who tell your story to others.

You earn a stronger, virtually unassailable brand.
You enjoy sustainably better business results.

Storyminers helps companies make and keep the right promises -- today and tomorrow.
 -->Make the Right Promises
Strategies to make you better in the eyes of your customers

Sustainable Competitive Advantage -->And Keep Them

Executing the strategies that make you better in the eyes of your customers

-->Today and Tomorrow

Perpetually learning and acting on what you learned
TheStoryminersApproach
We start with a frank discussion about the outcomes you want to achieve and the customer
relationships you want to develop. Together, we set an approach. Often, combining what you
do well with what we do well leads to improved adoption. (After all, it’s only those gains you
realize that matter.) We provide the end-to-end services you need…

Storyminers helps you see your business through the eyes of your customers for a true view
of the experience you are delivering. We work with you to visualize, build, and then implement
a future brand that creates and sustains loyalty, enthusiasm, and positive word of mouth – not
just among your customers but also in employees and shareholders. We create detailed,
realistic blueprints to align each operation to deliver a memorable brand experience. We
provide the services you need to make the brand take hold – from marketing communications
to environmental design to employee training. We even put metrics in place to help you
continuously refine and learn.
MakingPromises
KnowYourCustomers/KnowYourself
Storyminers doesn’t just listen for “what”. We dig deep for “why.”

We get to know your customers. By exploring their unmet needs we identify potential Rave
PointsTM. Our toolkit includes traditional techniques: interviews, site visits, secondary research,
store/operational audits and also the latest practices and technologies: anthropological
research, facial coding and near real-time customer and employee feedback.

We dig into your business – its current state, competitive position, and appetite for change.
We work with you to identify and clearly define Metrics that MatterTM — an early definition of
what will be considered a success.
DefineandDeclareYourFutureBrand
Together we will create a clear, compelling definition of your future brand, one that will gratify
customers, inspire employees, win internal support and – more importantly – be achievable.

Working together, we develop your Reason for Being, Governing and Guiding Principles,
Brand Personality and Attributes, and a high level Roles and Accountabilities Design (more
about this later.) With this future state of the brand defined, you have a clear business context
for everyone in the business – a singular set of meaningful criteria built on the right promises.

BUILD YOUR BRAND BASED ON EMOTIONAL OUTCOMES Support

This is the difference customers are willing to pay for. Know-How
Comfort
Stability
Follow-through
Tools
Security
Risk Uptime
Control
Accuracy
Commitments
Free Time
Safety
Purchase of Products & Ser-
vices
DONALD
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Building Relationships Import/Export
m or Exp
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SUPPORTED Having finger on the pulse

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Dashboard around prog-
EMPOWERED ress
Return on Investment
Appreciation Confidence in the system
Sense of progress Understanding of operations
Feedback on services rendered View into the future
Support. Support. Support.

WILLIAM
Shareholder
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Reason for Being--> Emotional Identity--> Visual Identity-->

DevelopyourStory
We make it easy and fun for everyone to get on board by creating a story that brings your
future brand to life.

It’s the verbal DNA of your new brand that pulls everyone onto the same page for the same
reasons. This Phase I story is primarily for internal use and includes your key messages, the
reasons why, and the emotional payoff. It can take many forms: a mind map, a storyboard,
a document, or a picture/illustration. What matters is how well the people who need to
know the story can connect with it, believe in it, express it, then focus their attention on the
desired outcomes.

Movie to attract first time, female franchisees--> Day in the life of a consultant-->
DevelopYourBusinessCase
Together with your own internal analysts and using your own data, we build on the previously
identified Metrics that MatterTM to develop a business case addressing cost, payback, risks,
and strategies for successful implementation. The business case takes into account not only
customer revenue opportunities but also potential savings within the business from a more
efficient design. The emphasis is on fact-based intelligent investments in the right areas to
delight your most important customers.
KeepingPromises
ExperienceDesign
When customers experience a brand, they don’t pay attention to departments, rules,
processes, or titles. They get a single feeling from their entire interaction.

This work is about disassembling the smallest yet most meaningful elements, known as clues.

At each encounter, specific clues are identified that help the experience be on-brand. These
clues are named, detailed, and tied to the process/systems side of the business so that
the company can naturally and profitably deliver them through employees, environment, and
information to their customers.

We develop a common vocabulary to talk about the details of an experience and to focus on
its priority elements. We identify all touch points and map segments and encounters in a way
that enables everyone to ‘see’ the same thing.

Segment Map--> Encounter Map--> Clue Map--> Roles Description-->

RolesandAccountabilitiesDesign:
Defining, Managing, and Measuring Commitments

To help your company keep the promises that matter most to customers, we develop a plan
that recalibrates the way functions inside the organization must communicate and work together.

The Roles and Accountabilities Design visually informs everyone in the organization about
“who owes what to whom”. By emphasizing commitments employees make to each other,
we accelerate acceptance and on-brand behavior.

Roles and Accountabilities Design--> Commitment Management System-->

 InstallMetricsthatMatter
In most businesses, if it isn’t measured, it didn’t happen.

We use a combination of our own techniques and powerful software services to give you a
near real-time view of how well you are doing on delivering superior experiences – and on
the internal commitments that support them. And, because we’re business people like you,
we tie that information to financial results so we can measure the impact of the changes you
are making. After all, the connection between the experience you offer customers and your
business performance is the true measure of storyminers’ own success.

Real-time drill-down info on what’s happening--> What makes sense for investment and why--> Correlation to growth supports future initiatives-->
AdjustandPublishtheStory
After all the preparatory work, this may be the first time that everyone in your company
learns about your efforts. And people love stories – they create a stronger, more persistent
impression than any report or set of guidelines possibly could.

Your story is distilled into versions that motivate employees, inform shareholders, and excite
prospects and customers. They are presented in the ways that work best for you – from
videos to brand books, to animations to websites.

Future State Story: day in the life of a consultant Purpose: requirements definition and internal communications-->

Brand Book: how we’re (not) changing Purpose: prevent attrition during period of dramatic change-->
StepIntotheStory™
Unlike many organizations that offer Customer Experience Design services, storyminers
doesn’t just leave you with a warm handshake and a nicely bound plan. We go on to help you
turn the plan into reality.

As architects, project managers, and, often, “doers”, we plan and execute new capabilities
for you. Depending on the needs we have identified in prior stages, these can range from
environment design to internal and external communications to identity guidelines to new
channel strategies to employee and partner training.

Fig.19--> Fig.20--> Fig.21-->

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Fig.22--> Fig.23--> Fig.24-->

TodayandTomorrow
AdaptingtotheFuture
At storyminers, we believe if we’ve done our job well, you don’t need us to stick around
forever. (We said we’re a different type of company.) A key part of our process is to develop
and implant Market MiningTM and adaptive strategies in your organization. In that way you’ll
be able to know when to make and how to keep meaningful new promises as your markets
change. And keep your customers raving.

The process of discovering the right promises to make, distilling and communicating them,
and organizing every facet of your business to keep them can vault you past the competition.
Knowing how to integrate Net Promoter® sensors into your business to drive customer-
centric innovation can assure that you sustain that advantage.
BrandsWe’veWorkedWith
Ready? We are.

Each storyminers principal has at least 20 years experience successfully bringing to life and
refining some of the world’s most prestigious brands:

Air Canada Cox Enterprises ITT/Sheraton Saab

Allstate DuPont Karastan Rugs & Carpets Time Warner Cable
Apple GE Capital Lenox Tribune Media
ARAMARK Harris Corporation Macy’s UPS
ATT Heinz McDonalds USA Today
AutoNation Hertz Mexico Tourism Verizon
BellSouth Hewlett Packard Motorola Visa
Blockbuster Video The History Channel National Geographic Wells Fargo
Boeing Holiday Inn Worldwide PaineWebber Xerox
Capital One IBM PNC Bank

As a young company of experienced minds, we’ve taken on targeted assignments for smaller
brands as we prove our customer-centric methodology. The changes have been remarkable.
You may not know these companies yet – but you will.

Adelman Travel Group ConsumerCartel Great American Floors SOHO HERO

Alternative Apparel CoThrive IPay Technologies Twin Engines
Alliance Partners Decisonpoint Macquarium Vascent
Aperio DIVERSAKORE Party City Veenendaal Cave
Conner Partners eGlobalfares Phat City We the Citizens
Appendix
StoryminersHelpsCompaniesMakeandKeeptheRightPromises
 -->Make the Right Promises
Strategies to make you better in the eyes of your customers

-->Know your customers -->Research

-->Interviews
-->Know yourself -->C-Suite interviews -->Observation
-->Audits -->Front-line -->Uncovering unmet needs
-->Define metrics that matter -->Stores
-->Competitors
-->Initial gap analysis
-->Define and declare your future brand -->Reason for being
-->Governing and guiding principles
-->Brand personality and attributes
-->Roles and accountability design -->High-level
-->Develop the business case and Phase 1 story to pursue implementation

Sustainable Competitive Advantage -->And Keep Them

Executing the strategies that make you better in the eyes of your customers
-->Experience design -->Identify, prioritize, and map touch points
-->Uncover clues for experience -->Brainstorming
-->Detail each touchpoint -->Field trips

-->Develop each role

-->Experience staging
-->Roles and accountability design
-->Install metrics
-->Adjust and publish story -->Optional
-->Step into the StoryTM
-->Experience execution
-->Who owes what to whom
-->Includes commitment management system
-->Plan and implement new capabilities -->Environmental design
-->Training
-->Software development
-->Website design
-->Collateral
-->PR/media

-->Today and Tomorrow

Perpetually learning and acting on what you learned
-->Learning strategy -->Identified
-->Executed
-->Customer-centric innovation
DefineandDeclareYourFutureBrand
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Validated RFB
• For cxoʼs in the markets we serve
experiencing change or seeking to be
better, NewCo exists to improve
productivity and create operational
advantages by
– moving decision points closer to the customer
– better aligning information with the needs of
users

4
ExperienceDesign
RolesandAccountabilitiesDesign
 TM™
StepIntotheStory
StepIntotheStory
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However good you are, we can make you better. No brag, just fact. How could you
not benefit from a clearly defined brand that addresses both promise making and
promise keeping? And from a company that’s expert at designing both compelling
experiences and the supporting capabilities you need to deliver them? The sooner
we begin, the sooner you’ll begin to hear your customers rave.

www.storyminers.com
Tel: +1.770.425.9830
info@storyminers.com