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Customer Expectations: Set and Met in 15 Steps

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Setting and meeting customer expectations is a complicated, multi-step process that begins before the first contact and continues all throughout the customer relationship, and requires the commitment …

Setting and meeting customer expectations is a complicated, multi-step process that begins before the first contact and continues all throughout the customer relationship, and requires the commitment of everyone in an organization.

Published in: Business, Education

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  • 1. Set and Met in 15 Steps Customer Expectations
  • 2. Strategic Alignment
  • 3. Copyright © 2015 The Plum Group, Inc www.plumvoice.com We  have  to  let  go  a  li,le  to  truly  hear  our   customers.  We  can’t  control  them— humans  can’t  control  one  another—we   can  only  help  them.     Listen and Hear1
  • 4. Copyright © 2015 The Plum Group, Inc www.plumvoice.com Yahoo  CEO  Marissa  Mayer  is  known  for   being  acAve  on  social  media,  addressing   her  customers’  concerns  personally.  She   shows  employees  what  to  do  and  how  to   do  it.     Set Culture with Leaders2
  • 5. Copyright © 2015 The Plum Group, Inc www.plumvoice.com The  only  way  to  really  know  our  own   products  and  services  is  to  use  them  as  our   customers  do—to  see  what  they   experience  and  need.   Put the Shoe on the Other Foot3
  • 6. Copyright © 2015 The Plum Group, Inc www.plumvoice.com Virgin  founder  Richard  Branson  says  we   need  to  set  our  customers’  expectaAons   realisAcally.  Keeping  them  conservaAve   enables  us  to  consistently  meet  those   expectaAons  or  even  exceed  them.   Keep Expectations Realistic4
  • 7. Copyright © 2015 The Plum Group, Inc www.plumvoice.com Our  customers’  view  of  us  is  probably   different  from  what  we  think  it  is.  To  align   those  views,  we  have  to  set  companywide   goals  and  make  sure  everyone  knows  how   to  achieve  them  on  a  daily  basis.     Align Strategy and Reality5
  • 8. Copyright © 2015 The Plum Group, Inc www.plumvoice.com To  understand  our  own  marketplace,  we   have  to  know  what  all  the  players  are   doing.  We  don’t  have  to  copy  them,  but   we  have  to  know  what  they’re  doing.   Keep an Eye on the Other Guys6
  • 9. Customer Interactions
  • 10. Copyright © 2015 The Plum Group, Inc www.plumvoice.com Natural  helpers  don’t  need  a  lot  of   instrucAon—they  come  with  emoAonal   intelligence  and  communicaAon  skills   hardwired.  Hire  them  and  empower  them   to  help  customers.   Recruit the ‘Naturals’7
  • 11. Copyright © 2015 The Plum Group, Inc www.plumvoice.com The  sales  interacAon  is  too  late.  We  have   to  influence  our  customers’  expectaAons   where  they  germinate:  our  website,  social   media,  adverAsing,  emails,  texts,  phone   calls  and  user  forums.     Set Expectations Early8
  • 12. Copyright © 2015 The Plum Group, Inc www.plumvoice.com Trust  is  vital  to  any  interacAon.  We  have  to   say  what  we  mean  and  mean  what  we  say   (i.e.,  deliver  on  our  promises).  We  also   have  to  be  empatheAc  and  transparent,   especially  when  emoAons  come  into  play.     Be Trustworthy9
  • 13. Copyright © 2015 The Plum Group, Inc www.plumvoice.com Consumers  are  evolving—they  want  us  to   help  them,  not  sell  to  them.  Tutorials  on   our  products  and  services  enable   customers  to  learn  about  what  we  sell  and   how  it  works  on  their  own.   Educate Customers10
  • 14. Copyright © 2015 The Plum Group, Inc www.plumvoice.com With  so  many  ways  to  follow  up—social   media,  email,  text,  phone,  automated   voice—there’s  really  no  excuse.  We  all   appreciate  high-­‐touch  service.   Stay in Touch11
  • 15. Copyright © 2015 The Plum Group, Inc www.plumvoice.com Where  our  customers  are,  talking  about  us   right  now,  possibly.  If  we’re  not  there,  we   can’t  add  to  the  discussion  about  us.   Meanwhile,  Marissa  Mayer  is  on  social.   Be Active on Social Media12
  • 16. Copyright © 2015 The Plum Group, Inc www.plumvoice.com Feedback  is  how  we  learn  about  our   shortcomings  and  improve  our  products   and  services.  We  have  to  make  it  easy  for   customers  to  provide  feedback,  through   every  touch  point—social  media,  our   website,  our  automated  voice  system,  et   cetera.   Engage at Every Touch Point13
  • 17. Copyright © 2015 The Plum Group, Inc www.plumvoice.com According  to  customer  service  guru  Adrian   Swinscoe,  asking  “for  someone’s  opinion   and  then  not  doing  anything  substanAal   with  it  or  not  telling  them  what  [we]  are   going  to  do  following  their  input”  is  like   not  asking  them  in  the  first  place.   Employ What You Learn14
  • 18. Copyright © 2015 The Plum Group, Inc www.plumvoice.com If  we  don’t  give  respondents  updates  on   what  we’re  doing  with  their  feedback,   we’re  not  engaging  them.  They  don’t  see   the  result  of  their  effort.  In  effect,  we’re   telling  them,  by  omission,  that  we  don’t   value  them.     Provide Feedback on Their Feedback15
  • 19. www.plumvoice.com!