get ready to………….

who the hell is andy hanselman? I help forward thinking organisations improve their competitiveness and profitability

how i work

how i work

how i work

how i work

about this presentation….

you’ll hear : Why ‘traditional’ marketing methods are failing Why ‘customer satisfaction’ is pointless What it means to you What you should do to compete, not get beat

Why ‘traditional’ marketing methods are failing

Why ‘customer satisfaction’ is pointless

What it means to you

What you should do to compete, not get beat

for stuff like this (and more) visit . . . . . www.andyhanselman.com

what does success look like?

satisfied customers

sufficient ‘delighted’ customers

sufficient ‘devoted’ customers committed motivated effective people maximised financial returns

S W O T

Sheffield Wednesday On Their way down

Strengths Weaknesses Opportunities Threats

what exactly is marketing?

classic definition of marketing “ Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others”

our definition of marketing “ finding, attracting and keeping the customers that you want while maximising your profits”

what we’re up against (and why ‘traditional’ marketing methods are failing)

“ in every single industry there is now overcapacity of production and lack of capacity in terms of people” sir martin sorrell, chief executive WPP

The number of tv channels has increased from 4 to over 350 in the last 10 years Over 10,000 radio stations to choose from Ovr 63 million txt msgs sent per day 10 billion spam mails are sent worldwide daily, a 25 fold increase from 2000

The number of tv channels has increased from 4 to over 350 in the last 10 years

Over 10,000 radio stations to choose from

Ovr 63 million txt msgs sent per day

10 billion spam mails are sent worldwide

daily, a 25 fold increase from 2000

‘ it’s not the age of the internet, it’s the age of customer control’ Anne Busquet – CEO American Express

‘ We’re in the age of the ‘Never – satisfied’ customer’ Regis McKenna, Author and Management Guru

‘ In an average day, you can expect to have contact with around 1500 trademarked products. If you go to the supermarket, rack that up to 35,000’ Kevin Roberts, CEO Worldwide, Saatchi & Saatchi

customer promiscuity is increasing

Gammerellis sacked as vestment suppliers to the Vatican after 213 years!

trust in institutions is declining

“ % who claimed to have a great deal of confidence in the army fell from 88% to 72%” “ confidence in the legal system fell from 58% to 22%” “ confidence in the civil service fell from 46% to 17%” source: the lonely customer, royal mail between 1983 and 2000……..

word of mouth is on the increase

… In 2000, this had risen to 76%” “ In 1997, 78% of people said they would recommend a company they like to others … In 2000, this had risen to 90%” “ In 1999, 60% of people would buy a product based on recommendation Source: the lonely customer, royal mail

the result?

we all have to work harder at building and maintaining trust

if only adverts told the truth

our definition of marketing “ finding, attracting and keeping the customers that you want while maximising your profits”

our definition of marketing “ finding , attracting and keeping the customers that you want while maximising your profits”

idea one identify the customers you want to work with

HIGH ENTREPRENEURIAL LOW ENTREPRENEURIAL HIGH SELL ON OPPS LOW SELL ON OPPS A B C D

idea two get rid of the customers you don’t want

“ One in two businesses cannot accurately determine their profitable customers and products” Source: KPMG,

our definition of marketing “ finding, attracting and keeping the customers that you want while maximising your profits”

our definition of marketing “ finding, attracting and keeping the customers that you want while maximising your profits”

idea three revolutionise!

competitive advantage: “ a ‘bundle’ of distinct and unmatchable skills methods and practices that differentiate the business from its competitors”

“ a ‘bundle’ of distinct and unmatchable skills methods and practices that differentiate the business from its competitors”

competitive advantage: Want it Know about it Are prepared to pay (more) for it Only any use if customers…..

Want it

Know about it

Are prepared to pay (more) for it

why should I buy from you ?

“ Better, faster, cheaper is not enough. Others will always get there first or quickly catch you up. You need to be profoundly different, with a radically different customer-centred offer” Gary Hamel, Leading The Revolution

WORSE THAN AS GOOD AS AS BAD AS BETTER THAN REVOLUTIONARY competitiveness

first direct has 1.2 million customers. It sends around 3.5 million text messages to customers every month. More than 1 in 3 of first direct 's customers join because of personal recommendation. first direct takes over 13,000 calls a day outside working hours. According to MORI and NOP research, first direct has been the most recommended bank in the UK for the past 13 years. According to MORI and NOP research, first direct has had the most satisfied customers of any UK bank for the past 13 years first direct has been in profit every year since 1995.

first direct has 1.2 million customers.

It sends around 3.5 million text messages to customers every month.

More than 1 in 3 of first direct 's customers join because of personal recommendation.

first direct takes over 13,000 calls a day outside working hours.

According to MORI and NOP research, first direct has been the most recommended bank in the UK for the past 13 years.

According to MORI and NOP research, first direct has had the most satisfied customers of any UK bank for the past 13 years

first direct has been in profit every year since 1995.

what’s dramatically and demonstrably different about your business?

idea four give your customers a damn good listening to

idea five stand in your own queues

ask yourself: how easy are we to deal with?

introducing ........... the sales prevention officer!

being charged to park in the customer car park! ringing at 4.45pm and getting an answerphone receiving a letter that says ‘dear sir/madam’ from a personal business advisor! being told ‘everything is on hold because we’ve got our quality assessment coming up’ being passed to 4 different people when enquiring about customer care training! being asked ‘can you call back next week - there’s no one here today’ ‘ Scriptease’ some examples…

being charged to park in the customer car park!

ringing at 4.45pm and getting an answerphone

receiving a letter that says ‘dear sir/madam’ from a personal business advisor!

being told ‘everything is on hold because we’ve got our quality assessment coming up’

being passed to 4 different people when enquiring about customer care training!

being asked ‘can you call back next week - there’s no one here today’

‘ Scriptease’

idea six Eliminate your sales prevention officers

7 things you can’t say to customers (even if you want to!)

“ I can see your point, but I still think it’s irrelevant”

“ How about "never"? Is “never" good for you?”

“ I'll try being nicer if you'll try being less stupid”

“ You want this done by a deadline? I love deadlines. I especially like the whooshing sound they make as they go flying by”

“ Tell me what you need, and I'll tell you how to get along without it”

“ I don't have an attitude problem. You have a perception problem”

“ I can only please one person per day. Today is not your day. Tomorrow is not looking good either”

what sort of role model are you?

ring up your own business

idea seven ‘ delight’ your customers

customer delight surprising customers with the level of service you provide

now that’s customer delight!

customer delight Produces a ‘wow’ reaction Appears spontaneous or unexpected It’s the personal touch Makes customers feel valued Is memorable Creates a talking point Is ‘Dramatically Different’

Produces a ‘wow’ reaction

Appears spontaneous or unexpected

It’s the personal touch

Makes customers feel valued

Is memorable

Creates a talking point

Is ‘Dramatically Different’

how could you ‘ delight ’ your customers?

some ideas for ‘customer delight’ Milk and two sugars… I saw this and thought of you… Welcome Read this…. Cards Thank you How are things? Subscribe me! Thanks for prompt payment

Milk and two sugars…

I saw this and thought of you…

Welcome

Read this….

Cards

Thank you

How are things?

Subscribe me!

Thanks for prompt payment

idea eight from ‘ delighted’ to ‘devoted’

HIGH EXPECTATIONS LOW EXPECTATIONS GREAT EXPERIENCE POOR EXPERIENCE

HIGH EXPECTATIONS LOW EXPECTATIONS GREAT EXPERIENCE POOR EXPERIENCE ‘ DELIGHTED’ Surprise customers with the level of service you provide (positively please!) Build on this to create ‘devotees’

Surprise customers with the level of service

you provide (positively please!)

Build on this to create ‘devotees’

HIGH EXPECTATIONS LOW EXPECTATIONS GREAT EXPERIENCE POOR EXPERIENCE ‘ DEVOTED’ ‘ DELIGHTED’ Customers come back for more, and tell others Raising the bar means competitors can’t cope Consistency is the key Surprise customers with the level of service you provide (positively please!) Build on this to create ‘devotees’

Customers come back for more, and tell others

Raising the bar means competitors can’t cope

Consistency is the key

Surprise customers with the level of service

you provide (positively please!)

Build on this to create ‘devotees’

HIGH EXPECTATIONS LOW EXPECTATIONS GREAT EXPERIENCE POOR EXPERIENCE ‘ DEVOTED’ ‘ DISAPPOINTED’ ‘ DELIGHTED’ Customers come back for more, and tell others Raising the bar means competitors can’t cope Consistency is the key High expectations means even little things can ‘disappoint’ How do you spot ‘disappointed’ customers? The way you deal with the problem can help create ‘devotion’ or ‘disaffection’ Surprise customers with the level of service you provide (positively please!) Build on this to create ‘devotees’

Customers come back for more, and tell others

Raising the bar means competitors can’t cope

Consistency is the key

High expectations means even little things

can ‘disappoint’

How do you spot ‘disappointed’ customers?

The way you deal with the problem can help

create ‘devotion’ or ‘disaffection’

Surprise customers with the level of service

you provide (positively please!)

Build on this to create ‘devotees’

HIGH EXPECTATIONS LOW EXPECTATIONS GREAT EXPERIENCE POOR EXPERIENCE ‘ DEVOTED’ ‘ DISAPPOINTED’ ‘ DELIGHTED’ ‘ DISAFFECTED’ Customers come back for more, and tell others Raising the bar means competitors can’t cope Consistency is the key High expectations means even little things can ‘disappoint’ How do you spot ‘disappointed’ customers? The way you deal with the problem can help create ‘devotion’ or ‘disaffection’ Surprise customers with the level of service you provide (positively please!) Build on this to create ‘devotees’ Customers don’t expect much, and don’t get it! Extremely difficult to win customers back Don’t allow this to happen

Customers come back for more, and tell others

Raising the bar means competitors can’t cope

Consistency is the key

High expectations means even little things

can ‘disappoint’

How do you spot ‘disappointed’ customers?

The way you deal with the problem can help

create ‘devotion’ or ‘disaffection’

Surprise customers with the level of service

you provide (positively please!)

Build on this to create ‘devotees’

Customers don’t expect much, and don’t get it!

Extremely difficult to win customers back

Don’t allow this to happen

were you completely happy with our service?

idea nine take action, not notes

sameness sucks gary hamel

“ be unfashionable - take risks” paul arden ex saatchi and saatchi

if you can’t demonstrate you’re revolutionary , you’re invisible

“ stand out” and deliver

scare yourself, otherwise you’re not doing anything new Mary Murphy Hoye, Head Of R & D, Intel

don’t just stand there….. do something! dick dastardly

people can be divided into three groups

those who make things happen those who watch things happen those who ask ‘ what happened ’?

MISSING YOU ALREADY! want more? visit: www.andyhanselman.com