No customer no glory


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No customer no glory

  1. 1. No customer, no glory It’s all about connecting with people
  2. 2. Who is the customer?
  3. 3. A customer is not a number
  4. 4. A customer is not a target group
  5. 5. A customer is the person you are working for. The one you serve. He is the user of your products. He knows the best how to use your products and make them even better. He talks about you and your products. He experiences your services. He should be feeling important, welcome, embraced, connected, recognized. He is the one why you are in business. Without him you’ll be out of that.
  6. 6. But… Do you know your customer? Do you understand his needs, wishes, plans, values? Do you know what your customer expects from you, and your products or services? And are you delivering at these expectations? Or even beyond them? Do you offer him the best value possible? Are you consistently delivering in a way that satisfies and even surprises your customer?
  7. 7. And… Do you think that your customer will give the same answers to those questions as you did?
  8. 8. Many companies spend most of their marketing budgets in lead generation/new customer acquisition and invest 20% or less in their own customers
  9. 9. That’s an unwise policy
  10. 10. That’s an unwise policy Because 80% of revenues come from customer retention
  11. 11. Treat your customers well, and they will stay with you (and will come back to you at the next purchase)
  12. 12. Surprise your customers, and they will share their surprise with their friends (and will convince them to become a ‘fan’ as well)
  13. 13. So, find ways to genuinely surprise your customers…
  14. 14. … creating WOW MOMENTS
  15. 15. In our competitive, over-communicated society, there’s more to deepen customer relationships than delivering operational excellence
  16. 16. Managing efficiency Managing affection
  17. 17. It’s about   Being interested in human beings, not in figures, numbers etc.   Spending time and money to get to know the users of your products   Continuously engaging with real people   Willing to build a customer-centric business   Delivering lasting moments on top of valuable products and services
  18. 18. ‘A deep understanding of the users of your products and services, leads to new perspectives which, in turn, spawn novel solutions’
  19. 19. Research shows: Most customers will put service ahead of price - if you give them the chance BIGresearch
  20. 20. Unfortunately 79% of business leaders have only a generalized or superficial/ absent understanding of their customers… IBM research
  21. 21. And 60% of marketers doubt if they can identify their loyal customers… Acxiom/Loyalty360
  22. 22. And 60% of marketers doubt if they can identify their loyal customers… let alone their customers’ needs and expectations
  23. 23. Do you know what your customers EXPECT from your products and services?
  24. 24. Do you know what your customers EXPECT from your products and services? 90% of businesses don’t Smart Advantage
  25. 25. Reasons why:   no direct interactions with customers   unwillingness to ask about expectations   unpreparedness in addressing them Pheng & Nguan
  26. 26. When decision makers do not fully understand customer’s expectations, they may cause a chain of bad decisions and suboptimal resource allocations that result in poor service quality Gap analyses
  27. 27. Management perceptions of customers’ expectations gap 2 ORGANISATION •  Ineffective management of customer expectations •  Overpromising •  Inadequate horizontal communications Communications with customers Translation of perceptions into services quality specifications gap 3 gap 4 Service/product delivery •  Absence of customer driven standards •  Inadequate service leadership •  Poor service design •  Deficiencies of human resource policies •  Failure to match supply and demand •  Customers not fulfilling roles gap 1 Actual service/product CUSTOMERS Closing this customer gap will: •  enhance customer satisfaction •  enhance customer loyalty •  develop the lifetime value of the customer Past experiences Perceived service/ product gap 5 Expected service/ product Actual personal problems, needs & wishes Worth of mouth •  Inadequate market research orientation •  Lack of upward communication •  Insufficient relationship focus
  28. 28. A customer experience starts with a personal question, need or wish; which solution is worth paying for
  29. 29. But why should people choose YOUR COMPANY to solve their problems?
  30. 30. Why should consumers spend their most valuable and scarce resources - money, time and attention - on you?
  31. 31. You only EARN these by meeting the needs of your customers surprisingly well
  32. 32. HOW? By putting your customers in the heart of your organization
  33. 33. ‘In high performing organizations, everything starts and ends with the customer. This is a radical shift from organizations whose business design puts customers as the end-receiver of the chain.’ Ken Blanchard
  34. 34. Marketers might think that putting their customers in the heart of their organization equals CRM, database marketing or marketing intelligence
  35. 35. But having a customer-centric organization is not the same as:   Having an up-to-date client database   Using profiles and scenarios of your average client or target group   Asking feedback from clients when product modifications have been developed
  36. 36. Customer-centricity means before making any decision, find out how that decision will have impact on your customers
  37. 37. It means watching at and listening to real people when you have a business or product idea or assumption; focusing on your customers’ needs, whishes and perspectives
  38. 38. If you do so, you’ll let real customers involve in the way your products and services are conceived, designed, delivered and experienced
  39. 39. But how do you get in contact, and keep in touch with your customers? And how can this contact be effective?
  40. 40. THE GOOD NEWS: your customers are willing to help you
  41. 41. Nowadays, consumers increasingly want to participate in the organizations they feel connected with
  42. 42. Rather than receiving e-mails, news letters or push-tweets consumers want to engage in debate, co-create, share experiences and stories, and build engaging relationships with organizations that are truly looking for customer insights to make their customers happy
  43. 43. Especially with organizations that are reliable, value sustainability, adopt mindful consumption, and have the drive to innovate, and are able to make a difference
  44. 44. It’s a fact: Organizations that work closely with their customers and end-users, design and develop better, more relevant and more consistent high-impact solutions for people’s problems, needs or wishes
  45. 45. So, empower your organization to engage with customers to design sustainable products and excellent service which creates lasting interactions and experiences
  46. 46. Most executives believe that customer engagement is extremely important to their business. Nearly 90% say that customer relationships are very important to the success of their business The Economist
  47. 47. More important; companies with engaged customers enjoy: improved customer loyalty (80%), increased revenue (76%), and increased profits (75%) The Economist
  48. 48. REMEMBER, Customer engagement isn’t realized by a set of isolated interactions. It’s about cooperation, involvement, consultation and dialogue. You have to recognize that the interactions with your customers are based on an ongoing dialogue of equals to nurture trust and form meaningful relationships
  49. 49. These interactions create valuable experiences and outcomes for your customers
  50. 50. It all starts and ends with connecting with your customers
  51. 51. Inge Keizer Email: Twitter: @ingejk March 18, 2012