How To Create Devoted Customers
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How To Create Devoted Customers

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A practical guide to creating competitive advantage and improving business performance. Forget customer satisfaction. Go for 'devotion'. Heres how....

A practical guide to creating competitive advantage and improving business performance. Forget customer satisfaction. Go for 'devotion'. Heres how....

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  • Very useful and makes a great training resource. Because we enjoyed this and rate it so highly, we've embedded this in our MTL Course Plans on ManageTrainLearn and on our online courses on My Learning Log so it's available to a bigger audience. Thanks!
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  • Pls I haven't GIS dissolve presentation, please
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  • Nice Work . good presentation about devoted customers
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  • Nice work, love the way it is presented.
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  • Nice set of Slides Andy really enjoyed that! A great way to look at customers
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How To Create Devoted Customers Presentation Transcript

  • 1. how to create ‘devoted’ customers a practical guide by andy hanselman
  • 2. UK consultant says “forget ‘delighted’ customers, start thinking ‘devoted’ customers”
  • 3. ‘ devoted’ customers?
  • 4. not ‘satisfied’ customers
  • 5. not even ‘delighted’ customers
  • 6. why?
  • 7. 86 % of defectors express satisfaction with the previous supplier frederick reicheld – ‘the loyalty effect’
  • 8. so
  • 9. forget ‘satisfaction’ think ‘devotion’
  • 10. some customers have
  • 11. high expectations
  • 12. some customers have
  • 13. low expectations
  • 14. all customers either have
  • 15. a ‘great’ experience
  • 16. or
  • 17. a ‘poor’ experience
  • 18. look at it like this
  • 19. high expectations low expectations a ‘poor’ experience a ‘great’ experience
  • 20. high expectations low expectations a ‘poor’ experience a ‘great’ experience ‘ delighted’
  • 21. ‘ delighted’ customers
  • 22. are surprised by the level of service you provide
  • 23. are surprised by the level of service you provide ( positively surprised please!)
  • 24. so
  • 25. ‘ delighting’ customers is ‘a good start’
  • 26. but
  • 27. with time
  • 28. expectations will rise
  • 29. (which is a good thing)
  • 30. the challenge is to consistently deliver
  • 31. a ‘great’ experience
  • 32. high expectations low expectations a ‘poor’ experience a ‘great’ experience ‘ devoted’
  • 33. why?
  • 34. ‘ devoted’ customers
  • 35. stick with you
  • 36. spend more
  • 37. shout about you to others
  • 38. the goal therefore is to create
  • 39. ‘ devoted’ customers
  • 40. how?
  • 41. “ the more you engage with customers the clearer things become and the easier it is to determine what you should be doing” John Russell, President, Harley-Davidson Europe
  • 42. so
  • 43. give your customers a damn good listening to give your customers ‘a damn good listening to ’
  • 44. 44% of consumers say the majority of their customer experiences are bland
  • 45. so
  • 46. stand in your own queues
  • 47. identify your barriers to giving a great experience
  • 48. “ in every single industry there is now overcapacity of production and lack of capacity in terms of people” sir martin sorrell, chief executive WPP
  • 49. so
  • 50. think 3D
  • 51. d ramatically and d emonstrably d ifferent be
  • 52. it’s an ongoing process
  • 53. be an ‘ enemy of the status quo ’
  • 54. aim for
  • 55. this
  • 56. high expectations low expectations a ‘poor’ experience a ‘great’ experience
  • 57. high expectations low expectations a ‘poor’ experience a ‘great’ experience
  • 58. so
  • 59. raise the bar
  • 60. “ stand out” and deliver consistently
  • 61. it’s not easy
  • 62. occasionally customers will have
  • 63. a ‘poor’ experience
  • 64. high expectations low expectations a ‘poor’ experience a ‘great’ experience ‘ disappointed’
  • 65. so
  • 66. spot ‘disappointment’
  • 67. ask
  • 68. were you completely happy with our service?
  • 69. act and
  • 70. get back
  • 71. this to
  • 72. high expectations low expectations a ‘poor’ experience a ‘great’ experience ‘ devoted’
  • 73. this not
  • 74. high expectations low expectations a ‘poor’ experience a ‘great’ experience ‘ disaffected’
  • 75. “ executives say that the way their organisations interact with customers will be the greatest challenge in their operations between now and 2010” Economist Intelligence Unit – Business 2010
  • 76. so
  • 77. go for ‘delighted’
  • 78. aim for ‘devoted’
  • 79. spot ‘disappointed’
  • 80. avoid ‘disaffected’
  • 81. creating ‘ devoted ’ customers
  • 82. means taking action, not notes
  • 83. so
  • 84. don’t just stand there….. do something! dick dastardly
  • 85. andy hanselman is one of the uk’s leading experts in business competitiveness. he writes, consults and speaks on issues that help organisations maximise their competitive advantage, their customer relationships and their competence. you can find out more at www.andyhanselman.com you can email him at [email_address] andy hanselman consulting sheffield technology park 60 shirland lane sheffield s9 3sp uk telephone: +44 114 243 4666