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Customer Insights into Loyalty
 

Customer Insights into Loyalty

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  • The seeds of Loyalty and churn begin long before the point of purchase….at the 1st disruptor point.4th disruptor is when the sellers begins to be successful penetrating the organization or increases the rate of repeat sales. Often sellers start to get lazy here or are unable to adapt to new political, cultural and expectations of new internal customers (division, LOBs, etc.) This disrupts the experience and results in two things: loss of face for the buyer champion and thereby loss of credibility, and lack of support for the seller by the new buyers.
  • http://www.uxmatters.com/mt/archives/2011/11/using-storyboards-and-sentiment-charts-to-quantify-customer-experience.php
  • http://www.uxmatters.com/mt/archives/2011/11/using-storyboards-and-sentiment-charts-to-quantify-customer-experience.php
  • 1. Pick customers that are part of a CAC or beta program. 30 is a good number.

Customer Insights into Loyalty Customer Insights into Loyalty Presentation Transcript

  • Christine CrandellPresident, New Business Strategies September 13, 2012 11am ET © 2012 NBS Consulting Group, Inc. | Tel: 415.309.7017 © 2012 NBS Consulting Group, Inc. | Tel: 415.309.7017
  • Agenda… • Who Are We • Sellers’ Compass • B2B Expectations • Step-by-Step Approach • Case Study • Discussion © 2012 NBS Consulting Group, Inc. | Tel: 415.309.7017
  • Who We Are New Business Strategies helps companies succeed by accelerating revenue. • Deep, proven track record in strategy expertise that achieves outcomes. • Proprietary and tested Sellers’ Compass™ methodology for uncovering and aligning to buyers’ Journeys. • Consistently builds high performance marketing and sales processes, teams and strategies. • Unique partnership approach to service delivery that focused on building internal capabilities. • Practical advice, tools, and training to sustain success. © 2012 NBS Consulting Group, Inc. | Tel: 415.309.7017
  • Our Services FastStart Sellers’ Strategy & Outsourced Services Compass Planning Services Sales & Buyer Journey Focus Competitive Marketing GamePlan Framework Intelligence Assessment Preference Positioning Market Win / Loss Marketing Workshop Strategy Analysis Product Revenue Go-To-Market Market Launch Acceleration Plan Intelligence Framework BluePrint © 2012 NBS Consulting Group, Inc. | Tel: 415.309.7017
  • Loyalty Comes From …. • Flexibility in interactions. • Unique benefits of the seller. • Understand business & budget • Value/ROI/TCO. cycles. • Value benefits from the • Broad based relationships relationship (not in product). beyond just the economic buyer. Adaptability Benefits Credibility Experience • Consistent behavior across • Alignment to buyers’ time, steps and teams. processes, needs and interaction • Trustworthiness, accuracy, and models. responsiveness. • Depth & breadth of knowledge • Shared values. seller has of buyer. • Consistent tone, engagement style, & information depth. © 2012 NBS Consulting Group, Inc. | Tel: 415.309.7017
  • The Sellers‘ Compass ™ Opportunities Sales Purchase Validate Deliver The Sellers Compass™ methodology enables, engages Customer Care Evaluate Nurture “Customers” and establishes Marketing Contacts Sellers enduring, profitable Compass™ relationships with prospects and Search Value customers. Define Expand Evangelize © 2012 NBS Consulting Group, Inc. | Tel: 415.309.7017
  • The Sellers‘ Compass ™ Opportunities Sales Buyer Engagement Stage • Deliver Purchase Implement solution, train users Validate Deliver & address any initial issues • Nurture Evaluate ‘quality’ of relationship Customer Care Evaluate Nurture “Customers” & initial ROI is realized Marketing Contacts Sellers • Value Compass™ Expect various value streams & Search Value deeper relationship • Expand Promote & expand product(s) Define Expand adoption internally & repeat buy Evangelize • Evangelize Self-initiated WOM endorsement of product, seller value & relationship © 2012 NBS Consulting Group, Inc. | Tel: 415.309.7017
  • Disruptors … 2nd 1st Disrupter Disrupter 3rd Disrupter - Point of Churn ZMOT Trigger 4th Event Disrupter © 2012 NBS Consulting Group, Inc. | Tel: 415.309.7017
  • Putting It All Together…3. Socialize, 4. OperationalizeShare, Cross Teams andEducate 3 Functions 4 7. Mobilize Educate, train & 2 empower employees 2. Pilot 5 5. Measure Experiment with a Identify 1 slice of Sellers’ 7 Metrics & Compass ROI 6 6. Full Sellers’ Compass Marketing and Support 1. Discover define the end-to-end Start with a detailed buyers’ experience then investigation of your buyers’ align it with business journey (who, what, when, why) objectives. © 2012 NBS Consulting Group, Inc. | Tel: 415.309.7017
  • Expectations of …The Seller : Interactions:• Long-term partner orientation • Accurate• Sustain market leader • Accessible & knowledgeable• Trusted business advisor • Consistent & predictable• Products perform ‘as advertised • Consultative selling• Sells solutions • Enthusiastic yet patient• Positive & broad reputation • Fair & flexible• Endorsed by industry analysts • Help beyond the product• Participate on product roadmap • Relevant & credible• Transparent & forthright • Responsive & reliable• Active in customer’s IT strategy • Sense of urgency & care• Multiple, persistent organizational • Set realistic expectations & touch points across multiple honor their word functions and levels • Focus on success vs. transaction © 2012 NBS Consulting Group, Inc. | Tel: 415.309.7017
  • Engagement Storyboard…Source: www.uxmatters.com © 2012 NBS Consulting Group, Inc. | Tel: 415.309.7017
  • Engagement Storyboard…Source: www.uxmatters.com © 2012 NBS Consulting Group, Inc. | Tel: 415.309.7017
  • Content… Deliver • Videos • Implementation Guide • Tips & Tricks • Customer Community Value • Internal Content ZMOT • QBRs • Best practices, market research on trends • Networking w/ peers • Free training Expand • Internal Trigger • “Onsite” Events Event • Market Research • Peers / Social Graph • Case Studies © 2012 NBS Consulting Group, Inc. | Tel: 415.309.7017
  • Social Media RolePOWER OF INFLUENCERS VALUABLE INFORMATIONEngage credible, trusted Don’t be stingy withinfluencers to discuss the technical, research andmerits of your vision and market information . Make itsolutions. easy to find and access. VOICE OF THE BUYER Unsolicited customer feedback and open dialog RESPONSIVENESS around consistency of Consistency, speed and experience, trust, and accuracy are critical to value. credibility. Empower all employers to respond and enable buyers. Use social media to inform, engage, enable and showcase buyer success and accomplishments with your product/service © 2012 NBS Consulting Group, Inc. | Tel: 415.309.7017
  • Case Study: Good Technology • STRATEGY: Accelerate Growth – Challenge: Accelerate market penetration of existing and new products to double annual revenue. • SOLUTION: Launch Sellers Compass – Align all market-touching teams and define processes based on how customers’ preferred interaction models. – Improve marketing and sales ROI, and customer satisfaction and NPS scores by establishing a customer-centric culture • RESULTS: – Customer engagement increased 100% in product planning, advocacy programs, private communities, and media – 100% increase in new product adoption – Sellers’ Compass findings foundation for 2013 planning – Grass-roots changes in how teams interact with customers – Expectation-driven and interaction preference campaigns © 2012 NBS Consulting Group, Inc. | Tel: 415.309.7017
  • What You Can Do Today … 1. Launch a pilot Sellers’ Compass project – Focus on buyer expectations, processes & changing definitions of Value 2. Draft Experience Storyboard – Include online and off-line interactions and assets 3. Validate Storyboard with pilot customers – Socialize approach and findings internally 4. Implement and refine – Test, measure, and adjust 5. Socialize, socialize, socialize © 2012 NBS Consulting Group, Inc. | Tel: 415.309.7017
  • Thank You and Questions?Christine.crandell@newbizs.com+1.415.309.7017www.christinecrandell.comForbes Blog:blogs.forbes.com/christinecrandellLinkedIn:http://www.linkedin.com/in/christinecrandellTwitter: @chriscrandell