Recognising the Customers / Clients / Audiences Needs rather than just presenting the same old same old material -- make it applicable and relevant to them

1. Hi There !
I Am Your Customer !

2. So you have a business !

3. Products Markets

4. Products Markets
Single
Multiple

5. Products Markets
Single
Multiple

6. Products Markets
Single Single
Multiple Multiple

7. Business Formula
 Profit = Revenue UP & Costs DOWN
 Revenue = Customers X Freq of Sales X Price
 Costs Down
 Retrenchment
 Reduce Production
 Cut Corners
 Increase Efficiencies
 Cut Budgets
 Reduce Quality
Gain
and
Retain
Lifetime
Value
Will Pay
Higher
Price

8. “There are only two things of importance.
One is the customer
and the other is the product.
If you take care of the customers,
they come back.
If you take care of the products,
they don’t.
It’s just that simple.
and that difficult.”
A Simple Business Truth
Stanley Marcus, Neiman Marcus.

9. Are you ?
Producing
Products
and
Services

10. What are you delivering ?

11. Can you ?

12. Back in 1960
 Ted Levitt suggested that:-
 The purpose of a business was to
"create and keep a customer".
 He advocated that the modern business
should view “the entire business process” as
consisting of a tightly integrated effort to .
discover, create, arouse, and satisfy
customer needs.
It has taken us 56 years to Catch On!!!

13. What is a Customer ?
• A customer is the most important
person in our business.
• A customer is a person –
not a number or a statistic.
• A customer CANNOT interrupt our work
He / She IS our work.
• A customer is a friend not the enemy.
• A customer is the person
who pays our salary.

14. Why Customers Leave & Stay
 Why They Leave
 Help Desk Institute
 68% - Treatment
 14% - Product
 9 % - Competition
 5 % - Alternatives
 3 % - Move
 1% - Die
 Why They Buy Again
 Wall Street Journal
 64% - Service
 53% - Delivery
 42% - Range
 42% - Privacy
 22% - Ease of Order
 20% Web Site
 20% Price
Treat Me Nice !
 Give me what I want , when I want it !
 Give me the ability to manage it myself !

15. So Who Is The Customer?
The Need for Non University Training

16. Formal vs. Informal Training
SAPTA Members Training Challenge

17. Service Please

18. Some Not So Good Service
Do you do Customer Service Audits?

19. 10
9
8
7
6
5
4
3
2
1
0
Neutral
% Delighted
% Satisfied
% Dissatisfied
Respondents are asked to indicate their
satisfaction on a scale from 0 to 10,
where
10 means ‘extremely satisfied’ and
0 means ‘extremely dissatisfied’.
Boxes 6 to 10 represent respondents’
satisfaction with the service, while the
Top Boxes 9 and 10 represent delighted
respondents.
Boxes 0 to 4 represent respondents’
dissatisfaction.
Mean
The 11-point scale on the left illustrates the different types of statistics
that can be calculated to indicate overall performance.
Customer Delight Survey

20. Service vs. Relationship
 Sugar is made of three molecules:
oxygen, hydrogen, and carbon.
 So - Where is the sweetness?
 In the relationship!
Fritjof Capra, Tao of Physics
 Question?
 What Value Proposition are you
wanting to offer Your Customer to
Gain, Retain, and WOW them?
Its all about the 1 to 1 Relationship!

21. What is a Customer Relationship ?
 The Business Strategy,
Process, Culture and
Technology to enable
organisations to optimise
revenue and increase
shareholder value
through better
understanding the needs
of the customers
Doing For and
Giving the
Customer
What He / She
Wants and
Needs !
Its All About the Customer !

22. The 3 Components of C R
You Need All 3 – To Make it Work
Customer – Who are They
Their Needs and Wants ?
Staff Who Live to Serve
The Culture of the Company
M.I.S and Data Integrity
Keeping It Going

23.  When Delivery > Expectations
we have thrilled and
excited customers
 When Delivery = Expectations
we have satisfied and
indifferent customers
 When Delivery < Expectations
we have unhappy and
disappointed customers
Delivery vs. Expectations

24. Expectations
Restaurant Toilet Caretaker

25. Your Customer Touch Points
Identify your customer TOUCH Points

26. So How & Where Do I Find You ?

27. Customer Touch Points
 The Office – Reception, Switchboard, Till, Pub Address,
Security, Cleaners, Customer meetings, Client Surveys, Office
toilets, Packers, Dispatch
 The Reps – The Mobile Office, Laptops, Documents, Reps
Cars, Quotes, Orders, Invoices, Letters
 The POS – Kiosks, ATM, Speed point etc
 The Cell Phone – SMS, Messaging, Voice, Twitter, Apps
 The Call Centre – Phone, IVR, Fax, e-Mail
 The Web – Web Site, e-Mail, Forms, Apps, Web Chat, e-
Zines, Blog, Social Media Sites,
 Other – Note Pads, Interactive TV, Manual Records, Adverts
 Legacy Systems – Dumb Terminals in your office
All Points of Contact Must Be C R Friendly

28. E R M
 Employee Relationship
Management
What Employees Experience and Receive
is
What they will Give
to
the Customers
High E R M = High C R M !

29. It Starts with Attitude
We determine our own attitude

30. Why Bother ?
Because
it costs 5 times more
to gain a new customer,
than to
keeping an existing one!

31. 8 Rules for Great Customer Service 1
"You will be judged by what you do, not what you say.“
 Answer your phone.
 Don't make promises unless you will keep
them.
 Listen to your customers.
 Deal with complaints - Quickly
Source: Susan Ward

32. 8 Rules for Great Customer Service 2
"You will be judged by what you do, not what you say.“
 Be helpful - even if there's no immediate profit in it.
 Train your staff (if you have any) to always
be helpful, courteous, and knowledgeable.
 Take the extra step.
 Throw in something extra.
Source: Susan Ward

33. Going The Extra Mile
FedEx – We deliver every package!

34. Some C R “Killer” Apps
 IVR Phones
 Charging Existing Customers More than New
Customers for the same service.
 Selling/Abusing Customers lists and data
 Treating customers as if they were born, or
certainly acquired, for the sole benefit of the
firm
R = Relationship vs. Rip-off!

35. The C R Mantra
market to the right customer
with the right message
about the right product
on the right channel
at the right time
Doctor Dave Shrader
Focus – Focus – Focus !

36. So Who Is The Boss
“There is only one boss,
the customer,
and he / she can fire
everybody in the company
from the chairman on down,
simply by
spending his / her money elsewhere.”
Sam Walton

37. C R M Requires 3 Beliefs
I
CAN
I
WILL
I
DO

38. Richard Branson
7 Secrets!

39. Thank You
Web: www.adolph.co.za
Web: www.mentorzone.co.za
e-Mail adolph@adolph.co.za
Tel: 011- 794 - 5352
Cell: 082 - 493 – 9093
Skype: adolphk