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Trains, Planes & Toilet Cleaners - How to Become and Customer Centric Company

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Hamish Taylor, former CEO of Eurostar and Sainsburys Bank, through real wartime stories, discusses the four steps to becoming a customer centric company.

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Trains, Planes & Toilet Cleaners - How to Become and Customer Centric Company

  1. 1. hamish@hamishtaylor.comHow to become a customer centric company @HamishWTaylor Hamish Taylor “How to become a customer centric company” or Trains, Planes ………and Toilet Cleaners
  2. 2. hamish@hamishtaylor.comHow to become a customer centric company @HamishWTaylor ✗
  3. 3. hamish@hamishtaylor.comHow to become a customer centric company @HamishWTaylor ✗
  4. 4. hamish@hamishtaylor.comHow to become a customer centric company @HamishWTaylor ✔
  5. 5. hamish@hamishtaylor.comHow to become a customer centric company @HamishWTaylor4 Customer challenges Price Waterhouse Hamish Taylor
  6. 6. hamish@hamishtaylor.comHow to become a customer centric company @HamishWTaylor “If you want a breakthrough….. look outside your current environment”
  7. 7. hamish@hamishtaylor.comHow to become a customer centric company @HamishWTaylor “If you want a breakthrough….. look outside your current environment” 6
  8. 8. hamish@hamishtaylor.comHow to become a customer centric company @HamishWTaylor7
  9. 9. hamish@hamishtaylor.comHow to become a customer centric company @HamishWTaylor8
  10. 10. hamish@hamishtaylor.comHow to become a customer centric company @HamishWTaylor9 (External and internal) Relevance to you?SUPERIOR CUSTOMER INSIGHT SUPERIOR PRODUCT & SERVICE SUPERIOR CUSTOMER ENGAGEMENT SUPERIOR CUSTOMER PROMISE My Customer lessons = f
  11. 11. hamish@hamishtaylor.comHow to become a customer centric company @HamishWTaylor10 SUPERIOR CUSTOMER INSIGHT SUPERIOR PRODUCT & SERVICE SUPERIOR CUSTOMER ENGAGEMENT SUPERIOR CUSTOMER PROMISE 1. We need to change the way we “understand” customers! External Internal Customers Partners Shareholders Team Boss Other Departments
  12. 12. hamish@hamishtaylor.comHow to become a customer centric company @HamishWTaylor10 SUPERIOR CUSTOMER INSIGHT SUPERIOR PRODUCT & SERVICE SUPERIOR CUSTOMER ENGAGEMENT SUPERIOR CUSTOMER PROMISE 1. We need to change the way we “understand” customers! How do we get them?What new insights?
  13. 13. hamish@hamishtaylor.comHow to become a customer centric company @HamishWTaylor THEIR WORLD! •Language •Barriers •Their story •Feelings 11 SOFT INSIGHTS SUPERIOR CUSTOMER INSIGHT SUPERIOR PRODUCT & SERVICE SUPERIOR CUSTOMER ENGAGEMENT SUPERIOR CUSTOMER PROMISE “Small insights matter!” What Insights?
  14. 14. hamish@hamishtaylor.comHow to become a customer centric company @HamishWTaylor13 Soft Insight = Mood ABC1 Social Groups Finance Product needs What?
  15. 15. hamish@hamishtaylor.comHow to become a customer centric company @HamishWTaylor • Office functions • Engineering Depot • Trains (Maintenance, cleaning, catering etc) • Operations (check-in, security, lounges, control etc) • Train crews (Drivers, Managers) 15 £206m loss Brand management Government Railwayman CEO Leisure Revenue Overall service is good The Customer’s Customer? The Person? What?
  16. 16. hamish@hamishtaylor.comHow to become a customer centric company @HamishWTaylor The (Business) Goals The Customer’s Customer The PeopleThe Specific Task 15 What? SUPERIOR CUSTOMER INSIGHT SUPERIOR PRODUCT & SERVICE SUPERIOR CUSTOMER ENGAGEMENT SUPERIOR CUSTOMER PROMISE
  17. 17. hamish@hamishtaylor.comHow to become a customer centric company @HamishWTaylor Service Delivery Customer Expectation A BC 16 A B C ✔ ✗ What? – do you understand expectations?
  18. 18. hamish@hamishtaylor.comHow to become a customer centric company @HamishWTaylor Haamsh Amech Hameesh 17 Get it right …. or don’t do it at all! eg Personalisation
  19. 19. hamish@hamishtaylor.comHow to become a customer centric company @HamishWTaylor17
  20. 20. hamish@hamishtaylor.comHow to become a customer centric company @HamishWTaylor Pre-conceptions are the enemy of customer insight! 17 How you collect insights?
  21. 21. hamish@hamishtaylor.comHow to become a customer centric company @HamishWTaylor 18 Old Customer Understanding:- “We are a railway company” New Customer Understanding:- “Who is the Competition?” Blank Sheet of Paper? How you collect insights?
  22. 22. hamish@hamishtaylor.comHow to become a customer centric company @HamishWTaylor Seniority Director Manager “Front Line” Customer “closeness” Low High Seniority Director Manager “Front Line” Decision “influence” Low High Seniority Director Manager “Front Line” Decision “influence” Low High Customer “closeness” “Customer Gap” 21 Shower/redeye How?
  23. 23. hamish@hamishtaylor.comHow to become a customer centric company @HamishWTaylor22 “Real Time Insight” How?
  24. 24. hamish@hamishtaylor.comHow to become a customer centric company @HamishWTaylor22 SUPERIOR CUSTOMER INSIGHT SUPERIOR PRODUCT & SERVICE SUPERIOR CUSTOMER ENGAGEMENT SUPERIOR CUSTOMER PROMISE Change the way we understand customers • “Soft” insights • Customer’s customer • The person • Ability to share • Blank sheet • Real time insight What? How?
  25. 25. hamish@hamishtaylor.comHow to become a customer centric company @HamishWTaylor 22 SUPERIOR CUSTOMER INSIGHT SUPERIOR PRODUCT & SERVICE SUPERIOR CUSTOMER ENGAGEMENT SUPERIOR CUSTOMER PROMISE Change what you sell! Best Leadership Tool
  26. 26. hamish@hamishtaylor.comHow to become a customer centric company @HamishWTaylor23 ask a brand manager Customer Benefit “The customer does not care about your product or service!” ConvenienceSpeed and Ease ConfidenceEconomy …. as your platform SUPERIOR CUSTOMER INSIGHT SUPERIOR PRODUCT & SERVICE SUPERIOR CUSTOMER ENGAGEMENT SUPERIOR CUSTOMER PROMISE
  27. 27. hamish@hamishtaylor.comHow to become a customer centric company @HamishWTaylor
  28. 28. hamish@hamishtaylor.comHow to become a customer centric company @HamishWTaylor BA Club World 24 Challenge? 1990/91 Recession plus
  29. 29. hamish@hamishtaylor.comHow to become a customer centric company @HamishWTaylor •Customer at centre (focus!) •Ideas 30 Employees Customer •Benefit: Arrive Ready for Business •Reason Why: More sleep Less Hassle Refreshment •Listening •Innovation Club World
  30. 30. hamish@hamishtaylor.comHow to become a customer centric company @HamishWTaylor Business Class Airline or Arrive Ready for Business Railway ticket or Paris! Best Bank or Your Ambition Best audit or Best confidence What are you selling?? 31
  31. 31. hamish@hamishtaylor.comHow to become a customer centric company @HamishWTaylor Ease of Use, Customer Journey, Service Product Quality/Price How I feel What is your Customer Promise? 33 Customer Centricity Innovation and Competitive Advantage
  32. 32. hamish@hamishtaylor.comHow to become a customer centric company @HamishWTaylor “Guilt free night off for mums” What “Business” are you in?? SUPERIOR CUSTOMER INSIGHT SUPERIOR PRODUCT & SERVICE SUPERIOR CUSTOMER ENGAGEMENT SUPERIOR CUSTOMER PROMISE 34 Take away Healthy Low cost Family appeal Mums target Location Opening hours
  33. 33. hamish@hamishtaylor.comHow to become a customer centric company @HamishWTaylor The reasons why they will believe in this benefit is when they see… The benefit to my customer will be….. 1. 2. 3. 35 ? (NOT “what are we good at” !!)
  34. 34. hamish@hamishtaylor.comHow to become a customer centric company @HamishWTaylor SUPERIOR CUSTOMER INSIGHT SUPERIOR PRODUCT & SERVICE SUPERIOR CUSTOMER ENGAGEMENT SUPERIOR CUSTOMER PROMISE Change where we look for answers “Look outside our current environment” Yachts/Disney = Product and Service Process Communication Leadership etc
  35. 35. hamish@hamishtaylor.comHow to become a customer centric company @HamishWTaylor37 School Teacher Sports Team ATC Magic Physio Referee Sports Coach Dating Bullying Marriage Guidance Cabin Crew Pilot MusicDance Coast Guard Fire Service Army Education Psychology SPORT ARTS SERVICES INDUSTRY TEACHING RELATIONSHIPS
  36. 36. hamish@hamishtaylor.comHow to become a customer centric company @HamishWTaylor SUPERIOR CUSTOMER INSIGHT SUPERIOR PRODUCT & SERVICE SUPERIOR CUSTOMER ENGAGEMENT SUPERIOR CUSTOMER PROMISE Change the way we engage with (internal) Customers! 37
  37. 37. hamish@hamishtaylor.comHow to become a customer centric company @HamishWTaylor Inspired to deliver extraordinary business and personal results The Benefit Reasons to believe A Fully Engaged and Challenged workforce The Right People in the Right Place at the Right Time The Ability to respond quickly and with the right tools Activity Focused on the big wins Our customers will believe in this benefit is because they experience……… As a result of HR expertise, our customers will be….. 38 Internal Customer promises!
  38. 38. hamish@hamishtaylor.comHow to become a customer centric company @HamishWTaylor Solution + Ownership + Make it easy 43 Change the way we engage
  39. 39. hamish@hamishtaylor.comHow to become a customer centric company @HamishWTaylor SUPERIOR CUSTOMER INSIGHT SUPERIOR PRODUCT & SERVICE SUPERIOR CUSTOMER ENGAGEMENT SUPERIOR CUSTOMER PROMISE Change the way we understand customers Change where we look for answers Change the way we engage with (team) Customers! • Customer Benefit • Innovation Impact • Staff Impact • Internal Customer Promises • Product and Service • Leadership/Process • CUSTOMER • Ambition • Communication • Internal Customer Promises • “Make it Easy” 45 Donald “Look outside our current environment” • “Soft” insights • Customer’s customer • The person • Ability to share • Blank sheet • Real time insight What? How? Change what you sell! TOOLSET

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