Introducing me2 b by bill price at 5th annual global contact forum, mexico city
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Introducing me2 b by bill price at 5th annual global contact forum, mexico city

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Replaces B2B and B2C with Me2B, placing the customer in charge.

Replaces B2B and B2C with Me2B, placing the customer in charge.

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    Introducing me2 b by bill price at 5th annual global contact forum, mexico city Introducing me2 b by bill price at 5th annual global contact forum, mexico city Presentation Transcript

    • Me2B:     Delivering  Experiences  that  Today’s  Customers  Demand 11  March  2014   Bill  Price   President  &  Founder  Driva  SoluEons;  Co-­‐Founder  LimeBridge  Global  Alliance;     Chair  Global  OperaEons  Council;  Chair  Chief  Customer  Officer  Forum,  Americas  
    • Me2B 1.  My  journey         2.  Sources  of  customer  frustraEon   3.  Let’s  go  back  to  the  customer  future   2   11  March  2014  
    • My  journey 11  March  2014   3  
    • Why  is  it  that  …   …  despite  spending  lots  of  money  and  aVenEon  on  CRM,  training,  and   “customer  engagement”  why  do  …    …  we  seem  to  be  “stuck”,  overly  focused  on  budgets?      and  on  only  now  figuring  out  that  “customer  experience”  is  so  important?                and  on  being  labeled  as  “stupid  companies”?      with  top  execuEves  “out  of  touch”?   And  we  always  talk  about  B2B  or  B2C,  when  the  customer  is  in  charge!             11  March  2014   4  
    • Nagging  reminder  #1   Source:  EGR  Blacklab,  Jeff  Grisamore  2013   11  March  2014   5  
    • Nagging  reminder  #2   Source:  “The  stupid  company:  how  BriEsh  businesses  throw  away  money  by  alienaEng   consumers”,  Philip  Cullum  2012   11  March  2014   6   From  “Ten  acEons  of  stupid  company  –  in  consumers’  own  words”   •   “They  won’t  deviate  from  scripts.”   •   “They  make  everything  so  complicated.”   •   “Offering  you  the  world  when  you’re  a  potenEal  customer  and   then  treaEng  you  like  crap  when  you’re  an  exisEng  customer.”  
    • Nagging  reminder  #3   Source:  The  Best  Service  is  No  Service,  Bill  Price  &  David  Jaffe  2008   11  March  2014   7  
    • First,  we  went  “back  to  the  customer  future”  … …  for  full  service,  ogen  with  a  smile.  (made  Michael  J.  Fox  pause!)   11  March  2014   8  
    • …  even  further  back  …   …  with  personalized  service  by  the  corner  merchant.   11  March  2014   9  
    • …  plus  pulled  out  one  of  the  best  corporate  guidebooks  …     The  HP  Way  (1st  of  5  elements) We  have  trust  and  respect  for  individuals.     11  March  2014   10  
    • …  and  then  remembered  a  more  recent  example  of    great  customer  experiences  …   “…  SomeEmes  you  want  to  go     Where  everybody  knows  your   name,  and  they're  always  glad  you   came  …”   11  March  2014   11  
    • …  together  with  this  1990  B2B  upstart’s  “Customer  Top  Ten”  … 11  March  2014   12  
    •   M2B*  and  the  7  Drivers  of  Great  Customer  Experiences** 11  March  2014   1st  core  Driver   1.   You  know  me,  you  remember  me  (“Norm!”,  “know  me,  know  my   business”)   Next  4  Drivers  …   2.   You  give  me  choices  (“wide  selecEon”)   3.   You  make  it  easy  for  me  (full  service  gas  staEon)   4.   You  value  me  (customer-­‐inspired  innovaEons)   5.  You  trust  me  (“HP  Way”)   Final  2  Drivers:   6.  You  surprise  me  with  stuff  that  I  can’t  imagine  (oranges  for  Mom)   7.  You  help  me  be  beVer,  you  help  me  do  more  (MCI  Top  Ten)   *  Since  the  customer  is   now  clearly  in  charge,  it’s   Me2B  >  B2B  or  B2C!   **  Also  true  for  great   employee  experiences   13  
    • We  asked  “Me2B  Leaders”     how  they  consistently  deliver  great  customer  experiences   11  March  2014   14  
    • 11  March  2014     Rediscover  (1)  Primacy  of     Employee  Experience                  Customer  Experience  …   Yamato  Transport’s  “Compliments  Bank”;  shield  worn  proudly  by  employees   15  
    • +  (2)  Importance  of  Living  Your  Shared  Values     Blizzard’s  Mission  Statement  +  8  Core  Values     11  March  2014   16  
    • And  (3)  wearing  those  shared  values,  close  to  your  heart   New  corporate  mission,  four  customer  service  objecEves  inside     barista’s  aprons  =  “crew  minder”   11  March  2014   17  
    • 1st  Driver:  You  know  me,  you  remember  me “Lieutenant  Price,  how  may  I  help  you  today?”   11  March  2014   18  
    • 2nd  Driver:  You  give  me  choices 11  March  2014   19   Keeping  “the  store”  open  24x7,  as  requested  
    • 3rd  Driver:  You  make  it  easy  for  me 11  March  2014   20   Simple  “quick  start”  guides  
    • 4th  Driver:  You  value  me 11  March  2014   21   Engaging  customers  to  create  web  support  pages  
    • 5th  Driver:  You  trust  me No  scripts  +  “Few  quesEons  asked”  returns  policies   11  March  2014   22  
    • 6th  Driver:  You  surprise  me  with  stuff  that  I  can’t  imagine “We  will  always  provide  our  loyal  customers  with  the  best  new  offers”     (and  not  just  offer  them  to  aVract  new  subscribers)   •   MCI  in  the  90s  (refunds  +  match  best  plan)   •   Leading  telecom  provider*   •   Leading  entertainment  provider*   *awaiEng  their  permission  to  name  them   11  March  2014   23  
    • 7th  Driver:  You  help  me  be  beVer,  you  help  me  do  more     11  March  2014   24   Global  donors,  training  local  surgeons,  all  expenses  paid  
    •   Recap  of  Our  Research 11  March  2014   1.  CRM  is  broken  and  has  always  been  a  flawed  theory:    No  one  should   manage  a  relaEonship.     2.  All  relaEonships  share  7  common  Drivers  including  2-­‐way  value  and  trust,   surprises,  and  making  life  easier.   3.  The  same  Drivers  are  crucial  in  business  but  only  some  companies  “get  it”.   4.  In  the  past  many  more  organizaEons  “got  it”  but  then  scale  and  complexity   interfered.   5.  We  can  use  these  Drivers  now  to  avoid  endless  customer  experience   research,  and  you  can  apply  them  in  any  organizaEon!   25  
    •   The  7  Drivers  of  Great  Customer  Experiences* 11  March  2014   1st  core  Driver   1.   You  know  me,  you  remember  me  (“Lieutenant  Price”)   Next  4  Drivers  …   2.   You  give  me  choices  (“store  open  24x7”)   3.   You  make  it  easy  for  me  (quick  start  guide)   4.   You  value  me  (customers  building  web  pages)   5.  You  trust  me  (no  scripts,  easy  returns)   Final  2  Drivers:   6.  You  surprise  me  with  stuff  that  I  can’t  imagine  (always  get  best  deal)   7.  You  help  me  be  beVer,  you  help  me  do  more  (global  to  local)     Me2B:   Delivering  Experiences     That  Today’s  Customers  Demand  (out  Fall  2014)     *  Also  true  for  great   employee   experiences   26  
    • So  now,  let’s  go  back  to  the  customer  future  and  …        get  “unstuck”,  planning  for  the  long  haul,        and  place  “customer  experience”  front  and  center,                                                and  be  “liked”  as  “smart  companies”,        with  top  execuEves  engaged  with  all  7  Drivers,   11  March  2014   Bill  Price,  President  Driva  SoluEons   bill@drivasoluEons.com     27   And  place  the  customer  front-­‐and-­‐center  in  Me2B!