How to-create-devoted-customers
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Transcript

  • 1. how to create ‘devoted’ customers a CUSTOMER SERVICE experience… For a CISP Customer Relations Staff.
  • 2. UK consultant says “forget ‘delighted’ customers, start thinking ‘devoted’ customers”
  • 3. ‘devoted’ customers?
  • 4. not ‘satisfied’ customers
  • 5. not even ‘delighted’ customers
  • 6. why?
  • 7. 86% of defectors express satisfaction with the previous supplier frederick reicheld – ‘the loyalty effect’
  • 8. so
  • 9. forget ‘satisfaction’ think ‘devotion’
  • 10. some customers have
  • 11. high expectations
  • 12. some customers have
  • 13. low expectations
  • 14. all customers either have
  • 15. a ‘great’ experience
  • 16. or
  • 17. a ‘poor’ experience
  • 18. look at it like this
  • 19. high expectations low expectations a ‘poor’ experience a ‘great’ experience
  • 20. high expectations low expectations a ‘poor’ experience a ‘great’ experience ‘delighted’
  • 21. ‘delighted’ customers
  • 22. are surprised by the level of service you provide
  • 23. are surprised by the level of service you provide ( positively surprised please!)
  • 24. so
  • 25. ‘delighting’ customers is ‘a good start’
  • 26. but
  • 27. with time
  • 28. expectations will rise
  • 29. (which is a good thing)
  • 30. the challenge is to consistently deliver
  • 31. a ‘great’ experience
  • 32. high expectations low expectations a ‘poor’ experience a ‘great’ experience ‘devoted’
  • 33. why?
  • 34. ‘devoted’ customers
  • 35. stickwith you
  • 36. spend more
  • 37. shout about you to others
  • 38. the goal therefore is to create
  • 39. ‘devoted’ customers
  • 40. how?
  • 41. “ the more you engage with customers the clearer things become and the easier it is to determine what you should be doing” John Russell, President, Harley-Davidson Europe
  • 42. so
  • 43. give your customers ‘a damn good listening to’
  • 44. 44% of consumers say the majority of their customer experiences are bland
  • 45. so
  • 46. stand in your own queues
  • 47. identify your barriers to giving a great
  • 48. “in every single industry there is now overcapacity of production and lack of capacity in terms of people” sir martin sorrell, chief executive WPP
  • 49. so
  • 50. think 3D
  • 51. dramatically and demonstrably different be
  • 52. it’s an ongoing process
  • 53. be an ‘enemy of the status quo’
  • 54. aimfor
  • 55. this
  • 56. high expectations low expectations a ‘poor’ experience a ‘great’ experience
  • 57. high expectations low expectations a ‘poor’ experience a ‘great’ experience
  • 58. so
  • 59. raise the bar
  • 60. “stand out” and deliver consistently
  • 61. it’s not easy
  • 62. occasionally customers will have
  • 63. a ‘poor’ experience
  • 64. high expectations low expectations a ‘poor’ experience a ‘great’ experience ‘disappointed’
  • 65. so
  • 66. spot ‘disappointment’
  • 67. ask
  • 68. were you completely happy with our service?
  • 69. act and
  • 70. getback
  • 71. this to
  • 72. high expectations low expectations a ‘poor’ experience a ‘great’ experience ‘devoted’
  • 73. this not
  • 74. high expectations low expectations a ‘poor’ experience a ‘great’ experience ‘disaffected’
  • 75. “executives say that the way their organisations interact with customers will be the greatest challenge in their operations between now and 2010” Economist Intelligence Unit – Business 2010
  • 76. so
  • 77. go for ‘delighted’
  • 78. aim for ‘devoted’
  • 79. spot ‘disappointed’
  • 80. avoid ‘disaffected’
  • 81. creating ‘devoted’ customers
  • 82. means taking action, not notes
  • 83. so
  • 84. don’t just stand there….. do something! dick dastardly