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

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

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

by Morag Lehrle on Jun 22, 2011

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