Winning your Customers Minds, Hearts and Wallets - Russell Biggarts presentation
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Winning your Customers Minds, Hearts and Wallets - Russell Biggarts presentation

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  • Starbucks didn’t just decide to brew a good cup of coffee but instead researched the music their typical customers like, the chairs they like to sit in and equipped their shops accordingly.
  • It is our understanding that you are aiming to position your sales team in the role of “trusted adviser” - moving away from the kind of transactional, product led sales model to one where customers are more central to how you operate. There are a number of pre-requisites to this amongst them - 1 you have to understand what expectations your customers have - what they value and what they don’t - and this is different amongst different customers. Have you got that information to segment them in significant and meaningful ways? 2 you have to be able to deliver that value - keep your promises - so there is a whole alignment from back to front in delivering the value - through your processes, knowledge of customers, behaviours of all customer facing staff and consistency across whichever channel they are operating within. 3 you have to understand the cost of delivering the value and match this against the value that each customer (or group) of customer has the potential to bring to you - and then manage them accordingly - how do you segment your customers currently?
  • The implications of a customer’s loyalty on their behaviours are highlighted above. Loyal customers will stay with an organisation and actively promote it (Zone of affection). Satisfied customers however will take a better option if it comes along (Zone of indifference). Dissatisfied customers will proactively look for a better option (Zone of defection).
  • Weighted percentage Which means that by working on these 8 first areas you achieve almost a 70% improvement in your service

Winning your Customers Minds, Hearts and Wallets - Russell Biggarts presentation Winning your Customers Minds, Hearts and Wallets - Russell Biggarts presentation Presentation Transcript

  • Loving the Customer
  • Heart - Mind - Wallet
  • One night stands or ?……..
  • Personalised Value for money Expectations met or exceeded! Recommend to others Worth repeating Hassle free Memorable A good experience? Consistent
  • How do our customers perceive value?
    • Service worth staying for
    • In relation to competitors
    • Emotional content
    • Trust and openness
  • It is about delivering customer value! CUSTOMER VALUE Economic Strategic Operational Behavioural Nikolaos Tzokas Norwich Business School
    • STRATEGIC : Common Vision, Similar Goal Orientation, going in the same direction, thinking like them!!
    • ECONOMIC: Value for Money, understanding Cost Drivers
    • shared ROI/ROR
    • BEHAVIOURAL: Respond to the Customer, supporting, selling?, your dialogue with the customer
    • OPERATIONAL: Being there for them,Meeting their needs
    • & Expectations/right channels, right time, ease of operation
  • Determining the value!! This enables the company to ensure that its investment is aligned to those processes that create value! Customer Expectations Business Intentions Mutual Value
  • Managing the value in respectful relationships Expectation Experience 1 1 2 2 3 4 3 4
  • Implications of Customer Satisfaction Source: John Murphy MBS LOYALTY (Retention) Zone of affection Zone of indifference Zone of defection 20 40 60 80 100 Terrorist Advocate 25 Somewhat Dissatisfied 50 Slightly Dissatisfied 75 Satisfied 100 Excellent Customer Value Index (CVI) 0 Extremely Dissatisfied
  • What’s important (all)? 5.0 5.5 6.0 6.5 7.0 7.5 8.0 8.5 9.0 9.5 10.0 5 Efficiency of service 2 Helpful friendly staff 6 Cleanliness & tidiness 10 Value for money 1 Location 3 Meeting facilities 3 Style atmosphere & ambience 6 Equipment & room furnishings 6 Information, facts & data 11 Maintenance & appearance 6 Brand Average Score Most Important Least Important
  • A Guide to what bookers think 5.0 5.5 6.0 6.5 7.0 7.5 8.0 8.5 9.0 9.5 10.0 1 Efficiency of service (5) 2 Helpful friendly staff (2) 3 Cleanliness & tidiness (6) 4 Value for money 10 5 Location & transport connections (1) 6 Meeting facilities (3) 7 Style atmosphere & ambience (4) 7 Equipment & room furnishings (8) 9 Information, facts & data (9) 10 Maintenance & appearance (11) 11 Brand (7) Average Score Most Important Least Important 4.5 4.0
  • (Regular) Corporate Guests 5.0 5.5 6.0 6.5 7.0 7.5 8.0 8.5 9.0 9.5 10.0 3 Efficiency of service (3) 2 Helpful friendly staff (2) 1 Cleanliness & tidiness (6) 6 Value for money (10) 4 Location (1) 9 Meeting facilities (8) 7 Style atmosphere & ambience (7) 4 Equipment & room furnishings (8) 11 Information, facts & data (9) 8 Maintenance & appearance (11) 10 Brand (7) Average Score Most Important Least Important 4.5 4.0
  • How To Improve Satisfaction by 70% (Guests)
  • We are all different? Business too?
    • Airport:
    • Safe and secure
    • Knowledgeable Helpful and Friendly
    • Clean and free of litter
    • Efficient and ‘no hassle’
    • Informed at all times
  • Data Issues
  • Profit Measurement
  • Data Issues
  • %profit segments
  • One night stands or ?……..
  •  
  • Some Definitions Customer Experience – what the customer sees, hears, feels, tastes, touches, the ambience, atmosphere, emotional content Sequence – as series of events that when combined describe part or all of the customer journey Events – a set of interactions which when combined, make the ideal customer journey Acts – are what support the customer experience and bring it to life ( behaviours, information, dialogue, technology etc. )
  • Why?
    • Research in this area tells us that a 5% increase in positive employee behaviour leads to a 1.3% increase in customer retention
    • A 1% increase in revenue and a
    • 0.4% increase in profit.
    • $1.2billion turnover = ‘do the maths’
    • 1% increase in CS = £150/£175 million value
    • 1% increase in CS = 2.73% increase in ROI
  • Do we want to be like the corner shop?
  • Experience to advocacy!!
    • “ Random survey of 1500 adult consumers in the UK found that both word of mouth advocacy rates and negative word of mouth were statistically predictors of sales growth.” …
    • ‘… .would you recommend our services to your friends and business associates?’
  • Measuring the experience 21st century!!! Business Organisation Customers Web or Phone or Office Email / IVR / SMS / Web Page Service Feedback Report
    • Management / Executive
    • Web Team
    • Call Centre Manager
    • Product Manager
    • Marketing Manager
    Online / Call Centre / Branch Office Service Console Service Feedback Request
  • Benefits of ServiceTick… Customer Research And Insight Benefits Customer Service Benefits
  • Benefits of ServiceTick… Operational Benefits Wider Benefits
  • Loyalty & Rewards
    • It took some negotiation but she finally persuaded them she had enough reward points for the young man behind the fish counter
  • The building blocks!! Staff Marketing the proposition Channel Integration/ good processes Customer Insight (analytics) Customer Insight (research) Customer Management Strategy IT Systems & quality data
  • Recommended Reading:
    • Loyalty.com: Fred Newell
    • Why CRM hasn’t worked: Fred Newell
    • Secrets of Successful Complaint Handling : Clare Moore
    • The Customer Driven Company: 
    • Richard Whiteley
  • And finally….. “ There are very few people who don’t become more interesting when they stop talking” - MaryLowry
  • [email_address] 07973329669 @russellbiggart: Twitter