Focus on the customer 3 21-12Presentation Transcript
SPRING INTO BUSINESS SUCCESS FOCUS on the CUSTOMER Captioning for this meeting provided by Voice to Print Captioning A free preview webinar, produced by:March 21, 2012 Presenters: Kathy Sipple | Larry Galler | Ursula Saqui
TODAY‟SPRESENTERS:KATHY SIPPLE• CEO (Chief Engagement Officer) at My Social Media Coach• Social Media Specialist at Forward ProgressLARRY GALLER• CEO Larry Galler & Associates Business Greatness Coach, One Year to Greatness• Weekly Business Columnist, Northwest Indiana TimesDR. URSULA SAQUI• President, Saqui Research• Lead Market Researcher
WHY BUILD A CUSTOMERFOCUSED BUSINESS?
Focus on THE CUSTOMER! … They are the most important people in your company! Presented by Larry Galler – Business GREATNESS Coach / ColumnistMarch 21, 2012
It‟s a huge universe out there and, nomatter what tool you use, it must be… IN FOCUS! Or your message will be… Fuzzy, Indistinct, Diluted, Obscure, Wasted, & Misunderstood
So, what does it mean toFocus on THE CUSTOMER? The FRAME Focuses your eye… If the FRAMEWORK of your company Focuses on the Customer….
Because…The CUSTOMER is the reasonFOR the businessSo “FOCUS on The Customer!”
Case Study:Hunt‟s Outdoor Upkeep, Inc. Landscape maintenance (mowing) and Snowplowing Clients – Corporate Campus‟ Sales on “Seasonal” Contracts Excellent Client Retention Difficult to attract New Clients
Problem Problem: Traditional sales effort – few weeks between snowmelt and grass grows Decision makers are not interested until this three / four week period So we Focused on the Customer’s Needs! WiBGi (Wouldn’t it be great if)
Strategy1. If current clients don‟t want to talk about Spring until there is an IMMEDIATE NEED…2. Create an IMMEDIATE NEED in the Fall and Winter – REVIEW MEETINGS3. Leave that short window in Spring to concentrate on attracting new clients
Results:Review meetings went very well: 90% of last season‟s clients renewed in October and December and bought 15% additional services. The remaining 10% renewed in late February – 100% retention! Most of February and all of March (to date) have been devoted to acquiring New Clients 6 new clients for this season sold in February and March with more to be closed
Sales Booked For TheSeason…UP 30% (with more to close) A “Listening to the Customer” BREAKTHROUGH!
In my March 29th “Focus on theCustomer” Session you will learn: Process for transforming what you learn from your customer into Customer-focused: Strategies Training Customer Service Policies Marketing … There IS a Process for it and, you will take this TRANSFORMATIONAL PROCESS with you!
FOCUS ON THE CUSTOMER:CUSTOMER LISTENING POSTSYOU SHOULDN‟T IGNORE Presented by Ursula Saqui, Ph.D.
WHAT DO WE ALL WANT? CUSTOMER LOYALTYWHERE DO WE NEED TOSTART? CUSTOMER EXPERIENCE TIP: Start with the end in mind and work backwards
WHY CUSTOMEREXPERIENCE?The Customer Experience Landscape isthe place where we can identify andcapture the „forward-looking‟ dimension ofrelationship commitment and identifytriggers that may change the basis of therelationship. TIP: Customer satisfaction is NOT the starting point for customer loyalty.
UNDERSTANDING THECUSTOMER EXPERIENCELANDSCAPELISTENING POSTany strategic position or place for obtaining information aboutanother country or area http://dictionary.reference.com/browse/listening post TIP: Be purposeful and strategic in your listening.
3 LISTENING POSTSMarket TrendsYour EmployeesYour Customers TIP: Listening is multi-dimensional.
MARKET TRENDSWHY?•Gives you a general snapshot of the customer‟s landscape.•Alerts you to possible changes in the future that may affect thecustomer‟s landscape.•Will help you assess alignment between general market trends andwhat your customers are saying.HOW?•Professional/Trade associations (e.g., National RestaurantAssociation)•Government (e.g., Bureau of Labor Statistics, Census)•Research Institutes of Universities (e.g., Indiana BusinessResearch Center at Indiana University)•Non-profit research institutes (e.g., Pew Research) TIP: General market trends help to define the landscape parameters.
YOUR EMPLOYEESWHY?•They are where the action is.•They understand the organization‟s internal operations.•They can articulate opportunities and challenges thatmay be outside of the customer‟s or executive team‟sawareness.HOW?•HR survey•Suggestion box•Town hall meeting•Online community TIP: Employee input gives the Customer Experience Landscape detail that can‟t be gained elsewhere.
YOUR CUSTOMERSWHY?• Feedback is often in real-time.• Customers use their own words, which can then be used to create a more connecting and engaging experience.• You may already have the data collected, you should use it. TIP: Start with the customer experience data you already have.
CUSTOMER LISTENINGPOSTS Email Focus Groups/ Mail Interview Direct POS Surveys Testimonials TIP: The best way to listen to the customer is to listen through multiple sources.
CUSTOMER LISTENINGPOSTS Online Ratings 3rd Blogs Party Surveys Indirect Public Social Media Media Word of Mouth TIP: What are your customers saying to others that they are not saying to you?
FOCUS ON THE CUSTOMER:WHAT YOU CAN LEARN ABOUTYOUR CUSTOMERS FROMTHEIR ONLINE HABITS Presented by Kathy Sipple, Social Media Trainer & Strategist
WHO ARE YOUR CURRENT CUSTOMERS?WHERE DO THEY COME FROM? Google Analytics: http://www.google.com/analytics/
COMMUNICATION PARADIGMSHIFT • Broadcasting vs. crowdsourcing • No longer one to many, but rather many to many • Are my clients part of this conversation? • What about my competitors? • My employees? Learn where your best prospects “talk” online
CONVERSATIONS HAPPENWHETHER OR NOT WE CHOOSETO LISTEN Tempted to tune out?
WHAT AM I LISTENING FOR? How do I join the conversation, or at least listen?
GOOGLE INDEXING, ALERTS • Free • Set alerts for mentions of your company name, competitors, brand names, employees, your own name… • Are my clients part of this conversation? Set a Google Alert: http://www.google.com/alerts
GOOGLE KEYWORD TOOL https://adwords.google.com/
TRAFFIC SOURCES Where does your traffic come from?
FACEBOOK INSIGHTS Demographic data about your fans
FACEBOOK INSIGHTS What‟s hot? What‟s not?
FACEBOOK INSIGHTS Demographic data about your fans