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The Customer Experience - Outstanding Service on a Shoestring Budget MPuleo 17Apr10
 

The Customer Experience - Outstanding Service on a Shoestring Budget MPuleo 17Apr10

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The experience of the customer is what can make or break loyalty. It doesn’t matter what you think you deliver, it is really what the customer perceives based upon their own needs. In this session, ...

The experience of the customer is what can make or break loyalty. It doesn’t matter what you think you deliver, it is really what the customer perceives based upon their own needs. In this session, we will explore different ways that customers may be experiencing your services and how you, the business owner, can learn more about and shape customer perceptions.

Critical to service delivery is the ability to capture and track key pieces of information so that you can use them it to increase loyalty and subsequently build your business. It doesn’t have to be a big effort - small, inexpensive changes can mean a lot to customers. Use what you learn to immediately increase loyalty and sales!

This session was recorded at the NJPCA conference “How to Thrive as a CEO - Chief Everything Officer” on April 17th, 2010 www.njcoaches.org/CEO

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    The Customer Experience - Outstanding Service on a Shoestring Budget MPuleo 17Apr10 The Customer Experience - Outstanding Service on a Shoestring Budget MPuleo 17Apr10 Presentation Transcript

    • The Customer Experience - Outstanding Service on a Shoestring Budget Marijo Puleo, PhD Make Change Positive++ ©2010 Make Change Positive++ All rights reserved.
    • To download the audio recording of this seminar, go to www.marijopuleo.podbean.com http://marijopuleo.podbean.com/2010/04/19/custom er-service-on-a-shoestring-budget/ ©2010 Make Change Positive++ All rights reserved.
    • Today’s Session When prospects should be treated like customers — How this can give you a head start on a great relationship What information is critical to listen for — And leverage in your services and relationship A different twist on time management — This is a way to focus your time, efforts and spending – focus on customer needs How to provide added value — Enhance the customer experience in ways that keeps clients coming back High tech vs. low tech vs. no tech — There are a variety of ways to deliver superior service that can cost very little to nothing ©2010 Make Change Positive++ All rights reserved.
    • Customer Relationship Cycle Purchase Advocate Aware Learn Consider / Service / Loyal Delivery Website Newsletter Phone call Contract Referrals Reference Repeat Radio spot Podcast Appointment check business LinkedIn / Search Promote Online Request Plaxo / Twitter/ engine Facebook Testimonials purchase Testimonials Your turn: What are you doing in each stage? turn List out your activities on your handout ©2010 Make Change Positive++ All rights reserved.
    • Where Are You Spending Your Money? Increasing Customer Needs Returns 1to1® Relationships Satisfied Share of customer Diminishing Traditional Marketing Returns Market share Source: Peppers and Rogers Group Customers Reached ©2010 Make Change Positive++ All rights reserved.
    • Nirvana – The Perfect Relationship Right Customer Right Place Right Time Right Interaction ©2010 Make Change Positive++ All rights reserved.
    • The “Learning Relationship” Help me be Customer tells more effective you what s/he wants FEEDBACK You tailor your product, service, or elements associated with it The more effort the customer invests, the greater their stake in making the relationship work. Now the customer finds it more convenient to remain loyal, rather than re-teach a competitor Source: Peppers and Rogers Group ©2010 Make Change Positive++ All rights reserved.
    • Four Steps to Build a “Learning Relationship” Learning 1. Identify customers Relationship individually Customize 2. Differentiate them, by Identify value and needs Customer 3. Interact with them more Interact cost-efficiently and effectively Differentiate 4. Customize some aspect of your behavior If an activity will not help you do one of these If an activity will not help you do one of these four steps, question why you are doing it four steps, question why you are doing it Source: Peppers and Rogers Group ©2010 Make Change Positive++ All rights reserved.
    • Enhancing the Customer Experience Learning Relationship Customize Identify Step 1 and 2: Identify and Differentiate Interact Customer Differentiate — Critical to service delivery is the ability to capture and track key pieces of information during each stage so that you can use it to increase loyalty and subsequently build business. » Many of these critical pieces of information are the needs of the customer » What are they telling you that they are not telling a competitor? That information is like gold! » How a customer is acquired has a lot to do with the future of the customer relationship — Consider building a “picket fence” – identify your most valuable customers and decide how to treat them differently ©2010 Make Change Positive++ All rights reserved.
    • Needs Are Classified In Different Ways … Increasingly Relevant and Impactful Interactions Deepening Individual Customer Relationship Common Needs Needs shared by a large majority of customers Differentiating Needs Needs shared across two or more Shared Needs needs groups Group Group Needs shared by customers in one Needs Needs needs group Needs specific to one individual customer Individual Needs This helps you focus on who... And what… Source: Peppers and Rogers Group ©2010 Make Change Positive++ All rights reserved.
    • Which Sets Up Your Customized Interaction Strategy Mass Common Needs Marketing Shared Needs Targeted Shared Needs marketing Shared Needs messages Shared Needs Shared Needs Needs Needs Needs Needs Needs Customized Group A Group B Group C Group D Group E Offerings Individualized Learning Relationships Right People, Right Place, Right Time, Right Interaction Right People, Right Place, Right Time, Right Interaction Source: Peppers and Rogers Group ©2010 Make Change Positive++ All rights reserved.
    • Coaching Example – Shared Needs ©2010 Make Change Positive++ All rights reserved. http://www.passionforbusiness.com/
    • Another Coaching Example – Group Need ©2010 Make Change Positive++ All rights reserved. http://www.theeblingroup.com/
    • Law Firm Example – Group Need http://www.weitzlux.com/ ©2010 Make Change Positive++ All rights reserved.
    • Massage Therapy Example – Common Need http://www.simplymassagenj.com/ ©2010 Make Change Positive++ All rights reserved.
    • Realtor Example http://www.joerlinggroup.com/ ++ ©2010 Make Change Positive All rights reserved.
    • Another Coaching Example ©2010 Make Change Positive++ All rights reserved.
    • Questions for Discussion Handout Part 2: — For each activity you listed, how do you identify your most valuable customers? Where are you learning more about their needs? — For each activity - it is a dialogue or a one way relationship? — At what stage do you treat a prospect like a customer? When should you? — Any insights or ideas of how can you listen differently? Is there anything that is surprising? Prioritize the Aware / Learn / Consider phase activities that will increase your chances of interaction with prospects and clients (personal or automated) ©2010 Make Change Positive++ All rights reserved.
    • Enhancing the Customer Experience Learning Relationship Customize Step 3 and 4: Interact and Customize Identify Customer Interact — Ask them questions that help you get to know them more Differentiate personally. For example » “If there was one thing that you want me to remember about you, what would that be?” » How can you help them save money and/or time? Ask them to fill in the blank: “Because of you, I never have to __” » How can you make their life easier, be more effective, feel special? “I can always count on you to ___” — Figure out your client’s “love language” (www.5lovelanguages.com) » Words of Affirmation » Quality Time » Receiving Gifts » Acts of Service » Physical Touch — Where “are” you already? Use your presence to interact And most importantly, ACT on that information ☺ — Create packages and offers that they value – is it easy, cost less? What need does it fulfill? ©2010 Make Change Positive++ All rights reserved.
    • Enhancing the Customer Experience Questions for Discussion — What are some of the ways that you treat different customers differently? What does it currently cost you? — Everything communicates – everything that a customer touches, hears, and sees creates an emotional bond with you. » Is there something that you should change right away to create the customer experience you want to create? — Think about the company that you keep. » Do you partner with anyone or use resources from others? » Are you using the highest quality that creates trust? — What is the difference between personalization and customization? ©2010 Make Change Positive++ All rights reserved.
    • High Tech, Low Tech, No Tech Purchase Advocate Aware Learn Consider / Delivery / Loyal Website Newsletter Phone call Contract Referrals Radio spot Podcast Reference Appointment Repeat biz check Search LinkedIn/Plaxo Promote Online Request engine Facebk /Twitter Testimonials purchase Testimonials = Potential time waster = Investment = Investment = Income ©2010 Make Change Positive++ All rights reserved. = Tech skills required
    • Customer Experience Map Example Corporate Receive roster from Center Process Database payment Capture enrollment Email details course Instructor Email welcome completion packet 1-2 days Instructor calls enters next Corporate packet on later w/ participants; steps info creates / ships Monday additional enter data into into DB binders with information form DB form included Copy Copy Center access Center prints any Local Notify Copy Copy Center to info for any Center Center missing info for Training Center onCenter onon customer who binders for class emailson emails attends course Center emails emails in center (if needed) Customer Receive Complete form Customer enrolls in welcome and return to attends course packet and Corporate up course incentive offer to 2 weeks to complete / later return form Customer Customer receives Customer receives Customer Receive phone automatic email receives Customer Customer 60 min post automatic email receives call 1 week before Customer each week with receives receives course group each week email automaticwith course to answer each basedemail automatic resourcesweek with resources week with folder with graduation follow up call each based upon information resources based questions course info certificate one week later upon interestsbased resources / form upon interests / key themes key themes / upon interests key themes ©2010 Make Change Positive++ All rights reserved.
    • Resources and Ideas ©2010 Make Change Positive++ All rights reserved.
    • Free Technical Resources Online content – websites / blogs (Aware, Learn, Consider, Purchase phases) — www.Wordpress.org - free — Google Blogspot – free — Starting Your First Blog? 29 Tips, Tutorials and Resources for New Bloggers from problogger.net http://is.gd/bfNEA — How to Build a Website for less than $500 from smallbusiness.yahoo.com http://bit.ly/amiOWz — Before you begin, have an exit strategy in place – avoid leaving “dead pages” out on the Internet — Have your website / blog send you an email for faster response Sharing your content (Aware, Learn phases) — BlogTalkradio.com – all you need is a phone and internet connection; free or premium services — Slideshare.com – share your presentations with others, share your expertise — PDFCreator – create PDF files from your documents for free How can you use these tools to not just create awareness How can you use these tools to not just create awareness but service your client? but service your client? ©2010 Make Change Positive++ All rights reserved.
    • Cost Effective Networking LinkedIn (Aware, Learn, Consider, Advocate phases) — Recognized as one of the top business networking sites — Detailed profile that comes up in many searches — Great interaction tool – many professional groups, alumni — Can get a personalized link e.g., www.linkedin.com/in/marijopuleo to include in your email signature — Membership is free; upgrade $25 / month or more Plaxo – “Your address book for life” — Provides one place to track information on all your contacts — Online update stream to stay in contact with others, links seamlessly to Twitter — Service is free; upgrade $60 / year ©2010 Make Change Positive++ All rights reserved.
    • Cost Effective Service Delivery Ideas Get a better headset – if it is core to your business, you want to create the best impression that you can Skype www.skype.com – free VOIP and video calls (convenience!), other services with upgrade MagicJack www.magicjack.com - $20/yr for unlimited calls through your computer and phone to US, Canada, Mexico SurveyMonkey www.surveymonkey.com – free for limited surveys (10 questions, 100 responses), or upgrade starting at $17/mo MagicJack ©2010 Make Change Positive++ All rights reserved.
    • More Cost Effective Ideas Professional Services (Aware, Loyalty, Service Delivery phases) — Constant Contact – unlimited newsletters as low at $15 per month — Mail Chimp (www.mailchimp.com) – free up to 500 subscribers, integrates with WordPress and other formats — Vistaprint – many offers including “free” offers (pay only shipping); print just about anything (business cards, flyers, brochures, t-shirts, pens) — Blue Mountain www.Bluemountain.com – ecards and printing; $30/year — Jacquie Lawson http://www.jacquielawson.com/ - ecards only $12/year ©2010 Make Change Positive++ All rights reserved.
    • More Cost Effective Ideas Online Services can free you up from admin tasks and offer convenience to your customer, increase their interaction with you (Consider / Purchase / Service Delivery phase) — Amazon Marketplace / Advantage / CreateSpace – develop and sell your books and other content » Sell training manuals online – let Amazon take care of the distribution! » Sell / distribute videos and mp3s — Paypal – invoices and accepts credit cards (saves time) — Google Checkout (saves time, convenience, trial offers) http://checkout.google.com/seller/integrate.html — Podbean.com – distribute your podcasts and/or integrate with your current blog; publish for free or you can build a subscription / download service for a percentage of the fee you charge — Box.net – store and distribute files, mp3s, etc.; free up to 1 Gig, upgrade for $9/month. Use Internet Explorer only ©2010 Make Change Positive++ All rights reserved.
    • Ideas for Resources For Your Client For your client — Harvard Business Review www.hbr.org – some content free; $99/yr online only — McKinsey www.mckinseyquarterly.com – some content free; $150/yr premium — New Scientist http://www.newscientist.com/ - free articles on health, medicine, science, technology; online subscription is $39/yr (search archives) — Science Daily http://www.sciencedaily.com/ - free — Fast Company www.fastcompany.com - free — Inc Magazine www.inc.com - free ©2010 Make Change Positive++ All rights reserved.
    • Ideas for Books and Resources For You For yourself to stay current in your area of expertise — www.kobobooks.com – reduced price ebooks that you can use on many popular readers and an online reader; many discount offers — World Public Library http://worldpubliclibrary.org/ - over 750,000 ebooks available; membership $9/yr. — WorldCat http://www.worldcat.org/ - find books in local libraries near you for free. In some cases, you can electronically check out ebooks for free (depends upon your library) — Google books www.books.google.com – many books or limited selections for free ©2010 Make Change Positive++ All rights reserved.
    • More Resources / Reports 10 Key Online Marketing Trends for 2010 http://www.1to1media.com/ct.aspx?f=20007671/117415/3109/07HBL3 www.1to1media.com – many articles about the topics we discussed today (customer strategy, technology, trends) Google “CRM” (customer relationship management) Older book, but great self help guide ©2010 Make Change Positive++ All rights reserved.
    • Marijo Puleo, PhD Make Change Positive www.makechangepositive.com www.linkedin.com/in/marijopuleo ©2010 Make Change Positive++ All rights reserved.