How To Create Devoted Customers

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A practical guide to creating competitive advantage and improving business performance. Forget customer satisfaction. Go for 'devotion'. Heres how....

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How To Create Devoted Customers

  1. how to create ‘devoted’ customers a practical guide by andy hanselman
  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. stick with 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 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 experience
  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. d ramatically and d emonstrably d ifferent be
  52. it’s an ongoing process
  53. be an ‘ enemy of the status quo ’
  54. aim for
  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. get back
  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
  85. andy hanselman is one of the uk’s leading experts in business competitiveness. he writes, consults and speaks on issues that help organisations maximise their competitive advantage, their customer relationships and their competence. you can find out more at www.andyhanselman.com you can email him at [email_address] andy hanselman consulting sheffield technology park 60 shirland lane sheffield s9 3sp uk telephone: +44 114 243 4666

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