The fruit is the brand
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The fruit is the brand

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Prezentacija sa predavanja "Tajne menadžmenta uspešnih kompanija" g-dina Kevina Berna (Kevin Byrne), vlasnika britanske kompanije Checkatrade, koja je prošle godine dobila prestižnu nagradu Best ...

Prezentacija sa predavanja "Tajne menadžmenta uspešnih kompanija" g-dina Kevina Berna (Kevin Byrne), vlasnika britanske kompanije Checkatrade, koja je prošle godine dobila prestižnu nagradu Best Customer Focus National Award 2010. Predavanje je održano u suorganizaciji EDIT Centra i Eduka Centra 12.10.2011. u Eduka Centru - Novi Sad, Mite Ružića 1.

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The fruit is the brand The fruit is the brand Presentation Transcript

  • Money Grows on Trees £ £ £ £ £ £ £ £ £ £
  • Soil = Nutrition
  • Soil = Nutrition
    • What are you / your company feeding on?
    • Do you have food at all?
      • Addressing mindsets
      • Learn and think deeply
        • Brian Klemmer ~ Do dogs like bones?
  • Soil = Nutrition Roots = Values
  • Roots = Values and Core beliefs
    • Begin with the end in mind
    • Mission statement
      • We’re going to change the world
    • Vision statement
      • This is what the world will look like
    • Value statement
      • These are the values we hold on the journey
    • Habits
  • Soil = Nutrition Roots = Values / beliefs Trunk = Training / Knowledge
  • Trunk = Training / knowledge
    • Tuned athletes or ordinary or even lazy
    • Most would be ordinary but wishing they weren't
    • Don’t let your staff loose until they know more than enough
  • Soil = Nutrition Roots = Values / beliefs Trunk = Training / Knowledge Branches = KPI’s
  • Branches = KPI’s (Key performance indicators)
    • What is good and what’s not?
    • Targets – answering calls, completing orders, sales
    • Aiming is everything
    • You might not achieve what you expect - but if you have no expectations you’ll achieve little or nothing
  • Soil = Nutrition Roots = Values / beliefs Trunk = Training / Knowledge Branches = KPI’s Leaves = Customer Service
  • Leaves = Customer Service
    • Three quarters of those who were researched say they will pay more for good customer service.
    • The same want helpful and knowledgeable staff available when they go shopping.
    • 85% of those surveyed said they would go out of their way to use companies who offer better service.
    • Best Buy UK survey July 2011
    • The customer wants:
    • to be appreciated
    • to be at the heart of everything you offer
    • knowledgeable staff
    • impartial advice, honesty and a transparent service
    • after sales service commitment
    • more than they have paid for
    • They don’t want to feel that the service stops once they have left the store, the website or after you’ve gone home.
    • Managing Director of Best Buy UK Steve Jensen: Over 4,000 outlets across the US. Now in the UK.
    • "To thrive you’ve got to give customers the service they demand and deserve. Every company is missing out on crucial sales if they don’t make customer service the focus of their business”
  • Soil = Nutrition Roots = Values / beliefs Trunk = Training / Knowledge Branches = KPI’s Leaves = Customer Services Air and Rain = Environment
  • Air and Rain = Environment
    • Value statement is the air conditioner
    • Keep watering both yourself and your staff
    • How committed are your staff?
    • Commitment comes from involvement
    • Involvement comes from giving them “a say”
    • To give “a say” comes from being interdependent
    • Interdependency comes from the strength of the tree
  • Soil = Nutrition Roots = Values / beliefs Trunk = Training / Knowledge Branches = KPI’s Leaves = Customer Services Air and Rain = Environment Fruit is the Brand
  • Fruit is the Brand
    • Put these building blocks in place and you can’t help but bear excellent fruit.
    • Would you eat the fruit of a weak tree?
    • The taste that is left after your customer has interacted with you…. is your brand.
  • Fruit is the Brand
    • With tasty fruit your customers will return and they’ll tell others just how good you taste …
    • … and making money will come naturally.
    £ £ £ £