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Loving the Customer
Heart - Mind - Wallet
One night stands or ?……..
Personalised Value for money Expectations met  or exceeded! Recommend  to others Worth repeating Hassle free Memorable A g...
How do our customers perceive value? <ul><li>Service worth staying for  </li></ul><ul><li>In relation to competitors </li>...
It is about delivering customer value! CUSTOMER VALUE Economic Strategic Operational Behavioural Nikolaos Tzokas Norwich B...
<ul><li>STRATEGIC : Common Vision, Similar Goal Orientation,  going in the same direction, thinking like them!! </li></ul>...
Determining the value!! This enables the company to ensure that its investment is aligned to those processes that  create ...
Managing the value in  respectful relationships Expectation Experience 1 1 2 2 3 4 3 4
Implications of  Customer Satisfaction Source: John Murphy MBS LOYALTY (Retention) Zone of affection Zone of indifference ...
What’s important (all)?  5.0 5.5 6.0 6.5 7.0 7.5 8.0 8.5 9.0 9.5 10.0 5 Efficiency of service  2 Helpful friendly staff 6 ...
A Guide to what bookers think  5.0 5.5 6.0 6.5 7.0 7.5 8.0 8.5 9.0 9.5 10.0 1 Efficiency of  service  (5) 2 Helpful friend...
(Regular) Corporate Guests  5.0 5.5 6.0 6.5 7.0 7.5 8.0 8.5 9.0 9.5 10.0 3 Efficiency of service (3) 2 Helpful friendly st...
How To Improve Satisfaction by 70% (Guests)
We are all different? Business too? <ul><li>Airport: </li></ul><ul><li>Safe and secure </li></ul><ul><li>Knowledgeable Hel...
Data Issues
Profit Measurement
Data Issues
%profit segments
One night stands or ?……..
 
Some Definitions Customer Experience  –  what the customer sees, hears, feels, tastes, touches, the ambience, atmosphere, ...
Why? <ul><li>Research in this area tells us that a 5% increase in positive employee behaviour leads to a 1.3% increase in ...
Do we want to be like the corner shop?
Experience to advocacy!! <ul><li>“ Random survey of 1500 adult consumers in the UK found that both word of mouth advocacy ...
Measuring the experience 21st century!!! Business Organisation Customers Web  or  Phone or Office Email / IVR / SMS / Web ...
Benefits of ServiceTick… Customer Research And Insight Benefits Customer Service Benefits
Benefits of ServiceTick… Operational Benefits Wider Benefits
Loyalty & Rewards <ul><li>It took some negotiation but she finally persuaded them she had enough reward points for the you...
The building blocks!! Staff Marketing the  proposition Channel  Integration/ good processes  Customer  Insight  (analytics...
Recommended Reading: <ul><li>Loyalty.com:  Fred Newell </li></ul><ul><li>Why CRM hasn’t worked:  Fred Newell </li></ul><ul...
And finally….. “ There are very few people who don’t become more interesting when they stop talking”   - MaryLowry
[email_address] 07973329669 @russellbiggart: Twitter
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Winning your Customers Minds, Hearts and Wallets - Russell Biggarts presentation

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Winning your Customers Minds, Hearts and Wallets - Russell Biggarts presentation

  1. 1. Loving the Customer
  2. 2. Heart - Mind - Wallet
  3. 3. One night stands or ?……..
  4. 4. Personalised Value for money Expectations met or exceeded! Recommend to others Worth repeating Hassle free Memorable A good experience? Consistent
  5. 5. How do our customers perceive value? <ul><li>Service worth staying for </li></ul><ul><li>In relation to competitors </li></ul><ul><li>Emotional content </li></ul><ul><li>Trust and openness </li></ul>
  6. 6. It is about delivering customer value! CUSTOMER VALUE Economic Strategic Operational Behavioural Nikolaos Tzokas Norwich Business School
  7. 7. <ul><li>STRATEGIC : Common Vision, Similar Goal Orientation, going in the same direction, thinking like them!! </li></ul><ul><li>ECONOMIC: Value for Money, understanding Cost Drivers </li></ul><ul><li>shared ROI/ROR </li></ul><ul><li>BEHAVIOURAL: Respond to the Customer, supporting, selling?, your dialogue with the customer </li></ul><ul><li>OPERATIONAL: Being there for them,Meeting their needs </li></ul><ul><li> & Expectations/right channels, right time, ease of operation </li></ul>
  8. 8. Determining the value!! This enables the company to ensure that its investment is aligned to those processes that create value! Customer Expectations Business Intentions Mutual Value
  9. 9. Managing the value in respectful relationships Expectation Experience 1 1 2 2 3 4 3 4
  10. 10. Implications of Customer Satisfaction Source: John Murphy MBS LOYALTY (Retention) Zone of affection Zone of indifference Zone of defection 20 40 60 80 100 Terrorist Advocate 25 Somewhat Dissatisfied 50 Slightly Dissatisfied 75 Satisfied 100 Excellent Customer Value Index (CVI) 0 Extremely Dissatisfied
  11. 11. What’s important (all)? 5.0 5.5 6.0 6.5 7.0 7.5 8.0 8.5 9.0 9.5 10.0 5 Efficiency of service 2 Helpful friendly staff 6 Cleanliness & tidiness 10 Value for money 1 Location 3 Meeting facilities 3 Style atmosphere & ambience 6 Equipment & room furnishings 6 Information, facts & data 11 Maintenance & appearance 6 Brand Average Score Most Important Least Important
  12. 12. A Guide to what bookers think 5.0 5.5 6.0 6.5 7.0 7.5 8.0 8.5 9.0 9.5 10.0 1 Efficiency of service (5) 2 Helpful friendly staff (2) 3 Cleanliness & tidiness (6) 4 Value for money 10 5 Location & transport connections (1) 6 Meeting facilities (3) 7 Style atmosphere & ambience (4) 7 Equipment & room furnishings (8) 9 Information, facts & data (9) 10 Maintenance & appearance (11) 11 Brand (7) Average Score Most Important Least Important 4.5 4.0
  13. 13. (Regular) Corporate Guests 5.0 5.5 6.0 6.5 7.0 7.5 8.0 8.5 9.0 9.5 10.0 3 Efficiency of service (3) 2 Helpful friendly staff (2) 1 Cleanliness & tidiness (6) 6 Value for money (10) 4 Location (1) 9 Meeting facilities (8) 7 Style atmosphere & ambience (7) 4 Equipment & room furnishings (8) 11 Information, facts & data (9) 8 Maintenance & appearance (11) 10 Brand (7) Average Score Most Important Least Important 4.5 4.0
  14. 14. How To Improve Satisfaction by 70% (Guests)
  15. 15. We are all different? Business too? <ul><li>Airport: </li></ul><ul><li>Safe and secure </li></ul><ul><li>Knowledgeable Helpful and Friendly </li></ul><ul><li>Clean and free of litter </li></ul><ul><li>Efficient and ‘no hassle’ </li></ul><ul><li>Informed at all times </li></ul>
  16. 16. Data Issues
  17. 17. Profit Measurement
  18. 18. Data Issues
  19. 19. %profit segments
  20. 20. One night stands or ?……..
  21. 22. Some Definitions Customer Experience – what the customer sees, hears, feels, tastes, touches, the ambience, atmosphere, emotional content Sequence – as series of events that when combined describe part or all of the customer journey Events – a set of interactions which when combined, make the ideal customer journey Acts – are what support the customer experience and bring it to life ( behaviours, information, dialogue, technology etc. )
  22. 23. Why? <ul><li>Research in this area tells us that a 5% increase in positive employee behaviour leads to a 1.3% increase in customer retention </li></ul><ul><li>A 1% increase in revenue and a </li></ul><ul><li>0.4% increase in profit. </li></ul><ul><li>$1.2billion turnover = ‘do the maths’ </li></ul><ul><li>1% increase in CS = £150/£175 million value </li></ul><ul><li>1% increase in CS = 2.73% increase in ROI </li></ul>
  23. 24. Do we want to be like the corner shop?
  24. 25. Experience to advocacy!! <ul><li>“ Random survey of 1500 adult consumers in the UK found that both word of mouth advocacy rates and negative word of mouth were statistically predictors of sales growth.” … </li></ul><ul><li>‘… .would you recommend our services to your friends and business associates?’ </li></ul>
  25. 26. Measuring the experience 21st century!!! Business Organisation Customers Web or Phone or Office Email / IVR / SMS / Web Page Service Feedback Report <ul><li>Management / Executive </li></ul><ul><li>Web Team </li></ul><ul><li>Call Centre Manager </li></ul><ul><li>Product Manager </li></ul><ul><li>Marketing Manager </li></ul>Online / Call Centre / Branch Office Service Console Service Feedback Request
  26. 27. Benefits of ServiceTick… Customer Research And Insight Benefits Customer Service Benefits
  27. 28. Benefits of ServiceTick… Operational Benefits Wider Benefits
  28. 29. Loyalty & Rewards <ul><li>It took some negotiation but she finally persuaded them she had enough reward points for the young man behind the fish counter </li></ul>
  29. 30. The building blocks!! Staff Marketing the proposition Channel Integration/ good processes Customer Insight (analytics) Customer Insight (research) Customer Management Strategy IT Systems & quality data
  30. 31. Recommended Reading: <ul><li>Loyalty.com: Fred Newell </li></ul><ul><li>Why CRM hasn’t worked: Fred Newell </li></ul><ul><li>Secrets of Successful Complaint Handling : Clare Moore </li></ul><ul><li>The Customer Driven Company:  </li></ul><ul><li>Richard Whiteley </li></ul>
  31. 32. And finally….. “ There are very few people who don’t become more interesting when they stop talking” - MaryLowry
  32. 33. [email_address] 07973329669 @russellbiggart: Twitter

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