Set and Met in 15 Steps
Customer Expectations
Strategic
Alignment
Copyright © 2015 The Plum Group, Inc
www.plumvoice.com
We	
  have	
  to	
  let	
  go	
  a	
  li,le	
  to	
  truly	
  hear	...
Copyright © 2015 The Plum Group, Inc
www.plumvoice.com
Yahoo	
  CEO	
  Marissa	
  Mayer	
  is	
  known	
  for	
  
being	
 ...
Copyright © 2015 The Plum Group, Inc
www.plumvoice.com
The	
  only	
  way	
  to	
  really	
  know	
  our	
  own	
  
produc...
Copyright © 2015 The Plum Group, Inc
www.plumvoice.com
Virgin	
  founder	
  Richard	
  Branson	
  says	
  we	
  
need	
  t...
Copyright © 2015 The Plum Group, Inc
www.plumvoice.com
Our	
  customers’	
  view	
  of	
  us	
  is	
  probably	
  
differen...
Copyright © 2015 The Plum Group, Inc
www.plumvoice.com
To	
  understand	
  our	
  own	
  marketplace,	
  we	
  
have	
  to...
Customer
Interactions
Copyright © 2015 The Plum Group, Inc
www.plumvoice.com
Natural	
  helpers	
  don’t	
  need	
  a	
  lot	
  of	
  
instrucAo...
Copyright © 2015 The Plum Group, Inc
www.plumvoice.com
The	
  sales	
  interacAon	
  is	
  too	
  late.	
  We	
  have	
  
...
Copyright © 2015 The Plum Group, Inc
www.plumvoice.com
Trust	
  is	
  vital	
  to	
  any	
  interacAon.	
  We	
  have	
  t...
Copyright © 2015 The Plum Group, Inc
www.plumvoice.com
Consumers	
  are	
  evolving—they	
  want	
  us	
  to	
  
help	
  t...
Copyright © 2015 The Plum Group, Inc
www.plumvoice.com
With	
  so	
  many	
  ways	
  to	
  follow	
  up—social	
  
media,	...
Copyright © 2015 The Plum Group, Inc
www.plumvoice.com
Where	
  our	
  customers	
  are,	
  talking	
  about	
  us	
  
rig...
Copyright © 2015 The Plum Group, Inc
www.plumvoice.com
Feedback	
  is	
  how	
  we	
  learn	
  about	
  our	
  
shortcomin...
Copyright © 2015 The Plum Group, Inc
www.plumvoice.com
According	
  to	
  customer	
  service	
  guru	
  Adrian	
  
Swinsc...
Copyright © 2015 The Plum Group, Inc
www.plumvoice.com
If	
  we	
  don’t	
  give	
  respondents	
  updates	
  on	
  
what	...
www.plumvoice.com!
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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 of everyone in an organization.

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Customer Expectations: Set and Met in 15 Steps

  1. 1. Set and Met in 15 Steps Customer Expectations
  2. 2. Strategic Alignment
  3. 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. 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. 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. 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. 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. 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. 9. Customer Interactions
  10. 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. 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. 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. 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. 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. 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. 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. 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. 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. 19. www.plumvoice.com!
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