Slideshow Transcript

1. Slide 1: how to create ‘devoted’ customers a practical guide by andy hanselman
2. Slide 2: UK consultant says “forget ‘delighted’ customers, start thinking ‘devoted’ customers”
3. Slide 3: ‘devoted’ customers?
4. Slide 4: not ‘satisfied’ customers
5. Slide 5: not even ‘delighted’ customers
6. Slide 6: why?
7. Slide 7: 86 % of defectors express satisfaction with the previous supplier frederick reicheld – ‘the loyalty effect’
8. Slide 8: so
9. Slide 9: forget ‘satisfaction’ think ‘devotion’
10. Slide 10: some customers have
11. Slide 11: high expectations
12. Slide 12: some customers have
13. Slide 13: low expectations
14. Slide 14: all customers either have
15. Slide 15: a ‘great’ experience
16. Slide 16: or
17. Slide 17: a ‘poor’ experience
18. Slide 18: look at it like this
19. Slide 19: high expectations a ‘poor’ a ‘great’ experience experience low expectations
20. Slide 20: high expectations a ‘poor’ a ‘great’ experience experience ‘delighted’ low expectations
21. Slide 21: ‘delighted’ customers
22. Slide 22: are surprised by the level of service you provide
23. Slide 23: are surprised by the level of service you provide ( positively surprised please!)
24. Slide 24: so
25. Slide 25: ‘delighting’ customers is ‘a good start’
26. Slide 26: but
27. Slide 27: with time
28. Slide 28: expectations will rise
29. Slide 29: (which is a good thing)
30. Slide 30: the challenge is to consistently deliver
31. Slide 31: a ‘great’ experience
32. Slide 32: high expectations ‘devoted’ a ‘poor’ a ‘great’ experience experience low expectations
33. Slide 33: why?
34. Slide 34: ‘devoted’ customers
35. Slide 35: stick with you
36. Slide 36: spend more
37. Slide 37: shout about you to others
38. Slide 38: the goal therefore is to create
39. Slide 39: ‘devoted’ customers
40. Slide 40: how?
41. Slide 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. Slide 42: so
43. Slide 43: give your customers ‘a damn good listening to’
44. Slide 44: 44% of consumers say the majority of their customer experiences are bland
45. Slide 45: so
46. Slide 46: stand in your own queues
47. Slide 47: identify your barriers to giving a great
48. Slide 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. Slide 49: so
50. Slide 50: think 3D
51. Slide 51: be dramatically and demonstrably different
52. Slide 52: it’s an ongoing process
53. Slide 53: be an ‘enemy of the status quo’
54. Slide 54: aim for
55. Slide 55: this
56. Slide 56: high expectations a ‘poor’ a ‘great’ experience experience low expectations
57. Slide 57: high expectations a ‘poor’ a ‘great’ experience experience low expectations
58. Slide 58: so
59. Slide 59: raise the bar
60. Slide 60: “stand out” and deliver consistently
61. Slide 61: it’s not easy
62. Slide 62: occasionally customers will have
63. Slide 63: a ‘poor’ experience
64. Slide 64: high expectations ‘disappointed’ a ‘poor’ a ‘great’ experience experience low expectations
65. Slide 65: so
66. Slide 66: spot ‘disappointment’
67. Slide 67: ask
68. Slide 68: were you completely happy with our service?
69. Slide 69: act and
70. Slide 70: get back
71. Slide 71: this to
72. Slide 72: high expectations ‘devoted’ a ‘poor’ a ‘great’ experience experience low expectations
73. Slide 73: this not
74. Slide 74: high expectations a ‘poor’ a ‘great’ experience experience ‘disaffected’ low expectations
75. Slide 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. Slide 76: so
77. Slide 77: go for ‘delighted’
78. Slide 78: aim for ‘devoted’
79. Slide 79: spot ‘disappointed’
80. Slide 80: avoid ‘disaffected’
81. Slide 81: creating ‘devoted’ customers
82. Slide 82: means taking action, not notes
83. Slide 83: so
84. Slide 84: don’t just stand there….. do something! dick dastardly
85. Slide 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 andy@competeorgetbeat.com andy hanselman consulting sheffield technology park 60 shirland lane sheffield s9 3sp uk telephone: +44 114 243 4666