Bring back that loving feeling
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Bring back that loving feeling

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Catherine Derkosh and Don Mack, from Siemens, discuss customer satisfaction and retention.

Catherine Derkosh and Don Mack, from Siemens, discuss customer satisfaction and retention.

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  • that the cost of acquiring a new customer is an average of 5-7 times the cost of retaining an existing customer and the return on the additional investment can be significant. So, we have a good idea of why customers leave and we know that it’s very expensive to lose them. What are we going to do about it? This presentation will focus on the 68% that are feeling unloved. What can sales and marketing professionals do to "bring back that loving feeling"? A lot! You’ll be presented with some ideas about what you can do to keep your customers happy and how you can monitor your progress.
  • This part of the presentation should be 5 to 10 min.
  • This year in Chicago, 165 companies from 36 industries from 41 states and 9 countries were represented. Our user community is a dynamic, international network of diverse industries and technology applications. We hope that you did succeed in "expanding your world of automation" through the 114 breakout sessions, the general sessions, the exiderdome solutions showcase, the many networking opportunities, the roadmap sessions and feedback forums.
  • If you don’t listen to your customers needs and desires you will fail to give them what they need in a product, because you simply don’t know what it is that they need. Indicate the seriousness bout improving quality of products and services

Bring back that loving feeling Bring back that loving feeling Presentation Transcript

  • Catherine Derkosh, Marketing Communications Manager Don Mack, Sr. Marketing Specialist Bring Back That Loving Feeling Customer Satisfaction & Retention
  • Your Presenters – Who are We?
    • Don Mack
    • Sr. Marketing Specialist, Siemens Energy & Automation, Inc.
    • Spring House, PA
    • [email_address]
    • Catherine Derkosh
    • Marketing Communications Manager, Siemens Energy & Automation, Inc.
    • Spring House, PA
    • [email_address]
    • Together we have 34 years in the process automation industry and have worked for companies like Leeds + Northrup, Honeywell, Moore Products, and Siemens.
  • What we do for fun?
    • This is where the similarities end!
    • Pitt vs. Penn State
    • Golf vs. Softball
    • Engineer vs. Non-engineer
  • Bring Back That Loving Feeling
    • According to a study in the US News and World Report, the top four reasons "Why Customers Leave You" are…
    • 1. Perceived indifference by a representative of your firm (68%)
    • 2. Product dissatisfaction (14%)
    • 3. Competitive reasons (ex. price) (9%)
    • 4. Develop other relationships (or act on recommendations from friends) (5%)
    • Other studies have shown the cost of acquiring a new customer is an average of 5-7 times the cost of retaining an existing customer
  • Agenda
    • What is customer satisfaction
    • Why customer satisfaction is important
    • Ways to keep your customers happy
        • Bring back that loving feeling
    • Summary of key takeaways
    • Q&A including best practice sharing
        • There will be prizes!
  • What is Customer Satisfaction - From Wikipedia
    • Customer satisfaction, a business term, is a measure of how products and services supplied by a company meet or surpass customer expectation. It is seen as a key performance indicator within business and is part of the four perspectives of a Balanced Scorecard.
    • In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy.
  • Why Customer Satisfaction Is Important
      • It is an impact on your bottom line
        • It leads to repeat business, customer loyalty, and increased profitability
        • No business can exist without customers
      • Customers are becoming increasingly more demanding, less tolerant and very critical when they are not having their exceptions met
      • Customer have lots of choices on where and with who to deal with
          • The power has shifted to the customer. If they feel you can not satisfy their expectations they will simply go to someone who will.
          • Failure to seek and address customer complaints can hurt your bottom line
  • Ways to Impact Customer Satisfaction
    • Encourage face-to face dealings
        • Tradeshows
        • User group meetings
    • Keep your customers informed
        • Newsletters & magazines
        • Events & training
    • Understand your customers
        • User Advisory Boards/User Community: Ability to influence product development/direction
        • Surveys & feedback
    • Make it easy to do business with you
        • We have all fought our way through the productivity wars of the past years
        • Moving form coordination to collaboration – you can be your customer’s customer
        • Service & support, a critical area to focus on
  • “Think Customer” Program
    • Siemens has a program called “Think Customer” designed to instill the “Customer is First” philosophy throughout the company
  • Encourage Face-to Face Dealings
    • Tradeshows and special events – make the most of them and make it worth your customer’s time
    • Sometimes thinking outside the box starts inside one – exiderdome
    • Make it a double
        • Add a hospitality event or sales visit to your next show
        • ISA and Oktoberfest
    • Make it worth your customer’s time
        • Technical seminars
        • Information on new standards
      • Frequency is key
  • Encourage Face-to Face Dealings
    • User Group Meetings
        • Networking
        • Best practice sharing
        • Technical innovations
        • Training
      • Local or National user group meetings work
    • 2008 Siemens Automation Summit
        • 165 companies from 36 industries from 41 states and 9 countries were represented
        • 114 breakout sessions, general sessions, the exiderdome solutions showcase, networking opportunities, roadmap sessions and feedback forums
  • Keep Your Customers Informed
    • Electronic newsletters
        • New products and services
        • Tips & tricks
        • Seminars
      • Keep them short and interactive
      • Segment and frequency – customize if at all possible
      • Ask for feedback
      • Analyze results
  • Keep Your Customers Informed
      • Customer magazines – longer articles and high impact graphics
        • Case histories
        • Applications stories
        • White papers
        • New product updates
        • Events
      • Take advantage of PR opportunities with the trade publications
  • Understand Your Customers
    • Empowering your customers
    • If you don’t listen to your customers needs and desires you simply don’t know what it is that they need.
    • Indicate that you are seriousness about improving quality of products and services
  • Understand Your Customers
    • Customer Advisory Councils
        • User Advisory Boards/User Community: Ability to influence product development/direction
    • Customer Product Focus Groups
        • Organized by geography and industry, drive feedback on specific products and services
    • On-line customer communities – tips from Communispace whitepaper
        • Invite the right people, keep it small and private
        • View members as advisors
        • Find the social glue, make it member-centric
        • Work at building the community
        • Be genuine, encourage candor
        • Just plain ask
        • Pay even more attention to what members initiate
        • Don’t squelch the negative
        • Don’t ask too much, too often
        • Use the right mix of technologies and methodologies, and keep experiment
  • Make It Easy for Your Customers to Do Business with You
      • Account management
          • Collaboration
          • Accessibility
      • 800 number
        • One number for everything
      • Web based collaboration tools
          • SiteScape
          • SharePoint
      • Create an invitation targeted to customers for local and regional events in which your company is participating
        • Trade shows
        • Seminars
        • Hospitality events
      • Invitations can be hard copy and/or electronic
        • Better to hand deliver hard copies
      • Include benefits to customer
        • PDH’s are particularly useful
    Personal Invitations to Industry Events
      • Make it extensive, make it easy
      • Website can include…
        • Manuals
        • Service news
        • FAQ’s
        • Online access to experts
        • Phone number… not hidden at the bottom
        • RSS feeds/Newsletters
        • What else?
      • Phone support
        • Always able to reach a person
        • Defined response time
        • Call log so that different support personnel can pick up where the previous tech left off
    Customer Service and Support
  • Customer Satisfaction Call Follow-up Surveys
    • “ How did we do?” surveys on a regular basis following support calls (but not “too regular”)
        • Phone or electronic
    • Calculate results and report them to the customer support team
        • Publicly display results
        • Incentivize team for positive results
    • Promote positive customer feedback to the team
  • Collect Customer Satisfaction Information
    • Formal survey
        • Existing customers
        • Former customers
    • Anecdotal information from sales personnel
    • Anecdotal information from customers
      • In addition to standard training course options…
      • Offer local marketing seminars covering non-commercial topics (ex. Asset Management, Wireless, Fieldbus Communications, etc.)
      • Or save the travel and conduct the seminar as a webinar
      • Promote seminars/webinars that are typically targeted at new opportunities to your existing customer base
        • Good chance to keep customers current
        • In many cases these events might qualify for Professional Development Hours
    Training Seminars
  • What else can Sales do to maintain customers?
    • Use the previously mentioned tools
    • Return phone calls
    • Engage in regular face-to-face meetings with customers
        • Confirm path forward including next communication
    • Follow meetings with a brief e-mail summarizing the actions
        • Ensures that everyone is on the same page
        • Demonstrates that you were listening
        • Confirms follow-up path
    • Keep your promises
    • Help them do their job better
  • References
    • Jeffrey Gitomer’s Sales Caffeine Newsletter
        • Subscribe for free at: www.salescaffeine.com
    • Book: “Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force” by Ben McConnell and Jackie Huba
  • Top 10 Ways to “Bring Back That Loving Feeling”
    • 10.”Think Customer” mentality must permeate your organization
    • 9. Create regular opportunities for you to listen to your customers
    • 8. Keep your customers informed through regular communications
    • 7. Develop a user/customer community
    • 6. Teach your customers about things other than your products… help them do their job better
    • 5. Build a strong post sale customer support organization… make sure your customers can easily get help
    • 4. Find out what your customers think about you and track the results
    • 3. Make it easy for your customers to do business with you
    • 2. Keep your promises to your customers
    • 1. “Think Customer” mentality must permeate your organization (Have I said that before?)