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If you are selling a service you are selling the invisible. How do you sell that? You are selling a promise of something. As the customer, we are often nervous because before we visit a new doctor, ...

If you are selling a service you are selling the invisible. How do you sell that? You are selling a promise of something. As the customer, we are often nervous because before we visit a new doctor, architect or use a new accountant. You are unsure if what they are going to deliver what they appear to promise. We often doesn’t know the cost before we talk with you. There is a lot of unknowns and for us, the potential customers. Even if you sell a product that has features and benefits you usually have a service component and customer experience opportunity. There are no guarantees. However we try and reduce these risks by understanding how much we can trust the service provider and what they deliver.

Service is around building relationships. It is a why of thinking like a customer to ensure you can build a great connection and meet your customers needs.

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  • If you are selling a service you are selling the invisible. How do you sell that? You are selling a promise of something. As the customer, we are often nervous because before we visit a new doctor, architect or use a new accountant. You are unsure if what they are going to deliver what they appear to promise. We often doesn’t know the cost before we talk with you. There is a lot of unknowns and for us, the potential customers. Even if you sell a product that has features and benefits you usually have a service component and customer experience opportunity. There are no guarantees. However we try and reduce these risks by understanding how much we can trust the service provider and what they deliver. Service is around building relationships. It is a why of thinking like a customer to ensure you can build a great connection and meet your customers needs.
  • 1. Understand what your customer want and what you deliver Most businesses that are trying to market their service feel like we should start with the promotion of their service. You might be in this boat. We need to get our name out their with ads, direct mail. We need to be on Facebook. This is a distraction. The first issue that I come across when working with a service business is the actual service itself. Why has it been created? What problem does it look to solve better than any other service. Better than the customer just doing it themselves or doing nothing? Who is it ideally targeted at? What are you good at? What are you really selling?
  • 2. Check the reality of your service What makes a service business thrive? We believe it is delivering on your promise every time. We call the tuning of this service Strategic Service Design. It is about thinking differently. It is about the possible service you could deliver. What service would your customers love! How do we answer customer needs? To differentiate yourself you need to use imagination to create that service that your customers would love.
  • 3. Your brand is your touchpoints Most businesses that are trying to market their service feel like we should start with the promotion of their service. You might be in this boat. We need to get our name out their with ads, direct mail. We need to be on Facebook. This is a distraction. The first issue that I come across when working with a service business is the actual service itself. Why has it been created? What problem does it look to solve better than any other service. Better than the customer just doing it themselves or doing nothing? Who is it ideally targeted at? What are you good at? What are you really selling? What makes a service business thrive? We believe it is delivering on your promise every time. We call the tuning of this service Strategic Service Design. It is about thinking differently. It is about the possible service you could deliver. What service would your customers love! How do we answer customer needs? To differentiate yourself you need to use imagination to create that service that your customers would love.
  • 4. Services are selling a relationship. Every touchpoint makes an impact on your business. From the receptionist to your invoice, these are all opportunities to create a better relationship and serve your customer. We are all craving Trust Understand us, build a relationship based on our needs. Recognise how to make your customer service better Faster more personal more consistent This could be based on IT, touchpoints, insights, Were do your customers hang out. What touch points are meaningful for them. Digital touchpoints have become more important but it all depends on your ideal customer’s frame of reference. One thing for sure is we all like to get the opinions of our peers so testimonials and open forums like Facebook, LinkedIn and WOMO have become important in building your brand and relationship with staff and customers. Some of your best investments maybe with training your staff on how to be more customer centric in their dealings with customers.
  • Services are selling a relationship People are buying a feeling of dealing with you. Feelings are about personality. It is so important, that journey especially when there are so many options. Why go to a store when you can buy online. Unless that shop attendant is really helpful, cheerful and it makes for a great shopping experience. Purposefully planning your customers interactions ensures that you deliver a consistent service. This involves insight, empathy and adaptation. This is a never ending process.
  • Customer centric people are your greatest asset If your staff are givers rather than takers, are concern at making sure the customer is happy, has customer centricity at their heart, hold on to them tight! Promote and reward those that are customer centric. Build it into your values and the how of your business. As a service business it is your greatest asset. Create forums to build better customer centric practices.
  • 6. Learning is in the doing Take little bets. Take chances, fail quickly but measure everything. Benchmark your customer satisfaction. You can use Net Promoter Score but frankly just asking three questions each year would work: What are we doing well? How could we improve? Would you recommend us?
  • 7. Keep listening. To know that you are ontrack you need to keep listening to your customers. Look for there cues. Tune your whole team to listen carefully. This insight can create the greatest opportunity for a competitive advantage. This is an ongoing dialogue between you and your customers. A real relationship.

Customer Centric Service Marketing Slides Customer Centric Service Marketing Slides Presentation Transcript

  • The 7 Steps to Customer Centric Service Marketing 1. Understand what your customers want and what you deliver 2.Check the reality of your service 3.Your brand is your touchpoints 4.Learning by doing 5.Customer centric people are your greatest asset 6.Services are all about the relationship 7.Keep Listening Marketing Strategy Strategic Service Design Brand Strategy Digital Strategy The plan to attract ideal customers to your service promise The value promise for your customers How you communicate that promise online How you deliver that promise every time Customer Centric Service Marketing Sunday, 11 August 13 If you are selling a service you are selling the invisible. How do you sell that? You are selling a promise of something. As the customer, we are often nervous because before we visit a new doctor, architect or use a new accountant. You are unsure if what they are going to deliver what they appear to promise. We often doesn’t know the cost before we talk with you. There is a lot of unknowns and for us, the potential customers. Even if you sell a product that has features and benefits you usually have a service component and customer experience opportunity. There are no guarantees. However we try and reduce these risks by understanding how much we can trust the service provider and what they deliver. Service is around building relationships. It is a why of thinking like a customer to ensure you can build a great connection and meet your customers needs.
  • Marketing Strategy The plan to attract ideal customers to your service promise Customer Centric Service Marketing Audit Research Position Promote Measure Where are we and where do we need to be? What problem do we solve and why? What do we want to be known for? Where will we be found? Are we providing great value? The 7 Steps to Customer Centric Service Marketing 1. Understand what your customers want and what you deliver 2.Check the reality of your service 3.Your brand is your touchpoints 4.Learn by doing 5.Customer centric people are your greatest asset 6.Services is the relationship 7.Keep Listening Sunday, 11 August 13 1. Understand what your customer want and what you deliver Most businesses that are trying to market their service feel like we should start with the promotion of their service. You might be in this boat. We need to get our name out their with ads, direct mail. We need to be on Facebook. This is a distraction. The first issue that I come across when working with a service business is the actual service itself. Why has it been created? What problem does it look to solve better than any other service. Better than the customer just doing it themselves or doing nothing? Who is it ideally targeted at? What are you good at? What are you really selling?
  • Strategic Service Design Brand Strategy Digital Strategy The value promise for your customers Customer Centric Service Marketing Audit Research Position Promote Measure Does your look, feel, name, touchpoints say? What are other saying? Do we need to reposition your brand? How do we promote it effectively? How are we measuring your brand equity? The 7 Steps to Customer Centric Service Marketing 1. Understand what your customers want and what you deliver 2.Check the reality of your service 3.Your brand is your touchpoints 4.Learn by doing 5.Customer centric people are your greatest asset 6.Services is the relationship 7.Keep Listening Sunday, 11 August 13 2. Check the reality of your service What makes a service business thrive? We believe it is delivering on your promise every time. We call the tuning of this service Strategic Service Design. It is about thinking differently. It is about the possible service you could deliver. What service would your customers love! How do we answer customer needs? To differentiate yourself you need to use imagination to create that service that your customers would love.
  • Strategic Service Design Brand Strategy Digital Strategy The value promise for your customers Customer Centric Service Marketing Audit Research Position Promote Measure Does your look, feel, name, touchpoints say? What are other saying? Do we need to reposition your brand? How do we promote it effectively? How are we measuring your brand equity? The 7 Steps to Customer Centric Service Marketing 1. Understand what your customers want and what you deliver 2.Check the reality of your service 3.Your brand is your touchpoints 4.Learn by doing 5.Customer centric people are your greatest asset 6.Services is a relationship 7.Keep Listening Sunday, 11 August 13 3. Your brand is your touchpoints Most businesses that are trying to market their service feel like we should start with the promotion of their service. You might be in this boat. We need to get our name out their with ads, direct mail. We need to be on Facebook. This is a distraction. The first issue that I come across when working with a service business is the actual service itself. Why has it been created? What problem does it look to solve better than any other service. Better than the customer just doing it themselves or doing nothing? Who is it ideally targeted at? What are you good at? What are you really selling? What makes a service business thrive? We believe it is delivering on your promise every time. We call the tuning of this service Strategic Service Design. It is about thinking differently. It is about the possible service you could deliver. What service would your customers love! How do we answer customer needs? To differentiate yourself you need to use imagination to create that service that your customers would love.
  • Digital Strategy How you communicate that promise online Customer Centric Service Marketing Audit Research Position Promote Measure Where are we and where do we need to be? Where are your customers What do we want to be known for? What are the best digital platforms to promote and engage What is the conversion rate? The 7 Steps to Customer Centric Service Marketing 1. Understand what your customers want and what you deliver 2.Check the reality of your service 3.Your brand is your touchpoints 4.Services are selling a relationship 5.Customer centric people are your greatest asset 6.Learning is in the doing 7.Keep Listening Sunday, 11 August 13 4. Services are selling a relationship. Every touchpoint makes an impact on your business. From the receptionist to your invoice, these are all opportunities to create a better relationship and serve your customer. We are all craving Trust Understand us, build a relationship based on our needs. Recognise how to make your customer service better Faster more personal more consistent This could be based on IT, touchpoints, insights, Were do your customers hang out. What touch points are meaningful for them. Digital touchpoints have become more important but it all depends on your ideal customer’s frame of reference. One thing for sure is we all like to get the opinions of our peers so testimonials and open forums like Facebook, LinkedIn and WOMO have become important in building your brand and relationship with staff and customers. Some of your best investments maybe with training your staff on how to be more customer centric in their dealings with customers.
  • Strategic Service Design Digital Strategy How you deliver that promise every time Customer Centric Service Marketing Audit Research Position Promote Measure What is your current service delivery? What do your customers think? What can we improve and what are the priorities? How do you want to leverage the improvements ? What is our customer satisfaction benchmarks and WOM? The 7 Steps to Customer Centric Service Marketing 1. Understand what your customers want and what you deliver 2.Check the reality of your service 3.Your brand is your touchpoints 4.Services are selling a relationship 5.Customer centric people are your greatest asset 6.Learning is in the doing 7.Keep Listening Sunday, 11 August 13 5. Services are selling a relationship People are buying a feeling of dealing with you. Feelings are about personality. It is so important, that journey especially when there are so many options. Why go to a store when you can buy online. Unless that shop attendant is really helpful, cheerful and it makes for a great shopping experience. Purposefully planning your customers interactions ensures that you deliver a consistent service. This involves insight, empathy and adaptation. This is a never ending process.
  • Strategic Service Design Digital Strategy How you deliver that promise every time Customer Centric Service Marketing Audit Research Position Promote Measure What is your current service delivery? What do your customers think? What can we improve and what are the priorities? How do you want to leverage the improvements ? What is our customer satisfaction benchmarks and WOM? The 7 Steps to Customer Centric Service Marketing 1. Understand what your customers want and what you deliver 2.Check the reality of your service 3.Your brand is your touchpoints 4.Services are selling a relationship 5.Customer centric people are your greatest asset 6.Learning is in the doing 7.Keep Listening Sunday, 11 August 13 5. Customer centric people are your greatest asset If your staff are givers rather than takers, are concern at making sure the customer is happy, has customer centricity at their heart, hold on to them tight! Promote and reward those that are customer centric. Build it into your values and the how of your business. As a service business it is your greatest asset. Create forums to build better customer centric practices.
  • Strategic Service Design Digital Strategy How you deliver that promise every time Customer Centric Service Marketing Audit Research Position Promote Measure What is your current service delivery? What do your customers think? What can we improve and what are the priorities? How do you want to leverage the improvements ? What is our customer satisfaction benchmarks and WOM? The 7 Steps to Customer Centric Service Marketing 1. Understand what your customers want and what you deliver 2.Check the reality of your service 3.Your brand is your touchpoints 4.Services are selling a relationship 5.Customer centric people are your greatest asset 6.Learning is in the doing 7.Keep Listening Sunday, 11 August 13 6. Learning is in the doing Take little bets. Take chances, fail quickly but measure everything. Benchmark your customer satisfaction. You can use Net Promoter Score but frankly just asking three questions each year would work: What are we doing well? How could we improve? Would you recommend us?
  • Strategic Service Design Digital Strategy How you deliver that promise every time Customer Centric Service Marketing Audit Research Position Promote Measure What is your current service delivery? What do your customers think? What can we improve and what are the priorities? How do you want to leverage the improvements ? What is our customer satisfaction benchmarks and WOM? The 7 Steps to Customer Centric Service Marketing 1. Understand what your customers want and what you deliver 2.Check the reality of your service 3.Your brand is your touchpoints 4.Services are selling a relationship 5.Customer centric people are your greatest asset 6.Learning is in the doing 7.Keep Listening Sunday, 11 August 13 7. Keep listening. To know that you are ontrack you need to keep listening to your customers. Look for there cues. Tune your whole team to listen carefully. This insight can create the greatest opportunity for a competitive advantage. This is an ongoing dialogue between you and your customers. A real relationship.