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

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/


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


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


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


Nirvana – The Perfect Relationship
Right Customer
Right Place
Right Time
Right Interaction


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


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

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


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…

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

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/

Massage Therapy Example – Common Need

http://www.simplymassagenj.com/

Realtor Example

http://www.joerlinggroup.com/
++
©2010 Make Change Positive All rights reserved.

Another Coaching Example


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)

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?



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?


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


Resources and Ideas


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?

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

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


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


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


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


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


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


Marijo Puleo, PhD
Make Change Positive

www.makechangepositive.com
www.linkedin.com/in/marijopuleo


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

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