Creative Customer Retention
and Engagement Strategies
Engagement with Value

Daniel L Scott
Northrop Grumman Aerospace Sys...
Setting Expectations through Engagement

Shaping Your Competition Requires Shifting Engagement Focus,
….Demands Increasing...
Engagement with Integrity
• Authenticity and integrity are two key characteristics required to
retain, engage and cultivat...
Strategic and Tactical Engagement
• Market Analysis
• Customer Relationship Development
• Formulate Overarching Domain Pos...
Critical to Success
• Customer Relationship Development
– Target customer (acquisition and end-user) thought leaders and i...
Incumbents Know Too Much!

As the Incumbent
Dreamt it

As it appeared in the RFP

As it was Proposed by the
Challenger

6
...
Value Proposition Within Trade Space
Quality

(Real and Perceived
Benefits [and Risks])

Price

(Acquisition $ + Switching...
Build Winning Value Propositions
Value
Proposition

"Favorable Points of
Difference"

"Resonating Focus"

Consists of:

Al...
Product/Service Value Proposition
Visual Depiction

9
Four Simple Takeaways
Conduct Customer
Engagement with
Authenticity and
Integrity

Perform on Current
Contracts; Capture a...
Q&A
Increase Productivity and Customer Engagement
• Develop your workforce to ensure a focus on customer
engagement through
– ...
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Creative Customer Retention and Engagement Strategies: 10 ways to increase team productivity and keep customers satisified

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Creative Customer Retention and Engagement Strategies: 10 ways to increase team productivity and keep customers satisfied

Are you committed to a workforce development strategy that focuses on skills that retain, engage, and cultivate customers? As organizations invest time, money, and other valuable resources in products and services for customers, it is critical not to overlook the intangible value that employees can provide customers with increased interpersonal effectiveness, focused communication strategies, and proven methods that increase customer loyalty. As competition increases and the economy fluctuates, it is more important than ever to ensure that front line employees and leaders throughout the organization have the skills to transform the customer experience. This seminar will explore top ten real-world strategies that create cultures where customers and employees are loyal and happy.
Learning Outcomes: Increase productivity and customer engagement skills
At the end of this seminar, participants will be able to:
a) Examine common mistakes that businesses make with loyal customers
b) Explore communication strategies and questioning techniques that clarify customer needs and values
c) Identify tools to increase customer loyalty and satisfaction
d) Examine strategies to encourage a customer centric culture and increase team productivity

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  • Professional Enhancement: Creative Customer Retention and Engagement Strategies: 10 ways to increase team productivity and keep customers satisfied.Learning Outcomes: Increase productivity and customer engagement skills.Are you committed to a workforce development strategy that focuses on skills that retain, engage, and cultivate customers? As organizations invest time, money, and other valuable resources in products and services for customers, it is critical not to overlook the intangible value that employees can provide customers with increased interpersonal effectiveness, focused communication strategies, and proven methods that increase customer loyalty.As competition increases and the economy fluctuates, it is more important than ever to ensure that front line employees and leaders throughout the organization have the skills to transform the customer experience. This seminar will explore top ten real-world strategies that create cultures where customers and employees are loyal and happy .At the end of this seminar, participants will be able to:a) Examine common mistakes that businesses make with loyal customers.b) Explore communication strategies and questioning techniques that clarify customer needs and values.c) Identify tools to increase customer loyalty and satisfaction.d) Examine strategies to encourage a customer centric culture and increase team productivity.
  • Professional Enhancement: Creative Customer Retention and Engagement Strategies: 10 ways to increase team productivity and keep customers satisfied.Learning Outcomes: Increase productivity and customer engagement skills.Are you committed to a workforce development strategy that focuses on skills that retain, engage, and cultivate customers? As organizations invest time, money, and other valuable resources in products and services for customers, it is critical not to overlook the intangible value that employees can provide customers with increased interpersonal effectiveness, focused communication strategies, and proven methods that increase customer loyalty.As competition increases and the economy fluctuates, it is more important than ever to ensure that front line employees and leaders throughout the organization have the skills to transform the customer experience. This seminar will explore top ten real-world strategies that create cultures where customers and employees are loyal and happy .At the end of this seminar, participants will be able to:a) Examine common mistakes that businesses make with loyal customers.b) Explore communication strategies and questioning techniques that clarify customer needs and values.c) Identify tools to increase customer loyalty and satisfaction.d) Examine strategies to encourage a customer centric culture and increase team productivity.
  • Content Slide
  • Professional Enhancement: Creative Customer Retention and Engagement Strategies: 10 ways to increase team productivity and keep customers satisfied.Learning Outcomes: Increase productivity and customer engagement skills.Are you committed to a workforce development strategy that focuses on skills that retain, engage, and cultivate customers? As organizations invest time, money, and other valuable resources in products and services for customers, it is critical not to overlook the intangible value that employees can provide customers with increased interpersonal effectiveness, focused communication strategies, and proven methods that increase customer loyalty.As competition increases and the economy fluctuates, it is more important than ever to ensure that front line employees and leaders throughout the organization have the skills to transform the customer experience. This seminar will explore top ten real-world strategies that create cultures where customers and employees are loyal and happy .At the end of this seminar, participants will be able to:a) Examine common mistakes that businesses make with loyal customers.b) Explore communication strategies and questioning techniques that clarify customer needs and values.c) Identify tools to increase customer loyalty and satisfaction.d) Examine strategies to encourage a customer centric culture and increase team productivity.
  • Creative Customer Retention and Engagement Strategies: 10 ways to increase team productivity and keep customers satisified

    1. 1. Creative Customer Retention and Engagement Strategies Engagement with Value Daniel L Scott Northrop Grumman Aerospace Systems Business and Advanced Systems Development
    2. 2. Setting Expectations through Engagement Shaping Your Competition Requires Shifting Engagement Focus, ….Demands Increasingly Greater Energy Over Time
    3. 3. Engagement with Integrity • Authenticity and integrity are two key characteristics required to retain, engage and cultivate customer relationships. • Partnering with your customer requires that you continually strive to anticipate their needs. • Recognize and develop a sense of community with your customers. • Avoid the pitfall of de-personalizing the customer. • Practice intentional warmth through communication. • Establish and maintain trust through promoting both integrity and accountability. • Reframe and expand your understanding of organizational community.
    4. 4. Strategic and Tactical Engagement • Market Analysis • Customer Relationship Development • Formulate Overarching Domain Positioning Strategy and Plans • Identify High-Level Customer Needs and Vision • Cultivate Relevant Technology/Services Portfolio • Develop High-Level Value Propositions • Evaluate Potential Opportunities
    5. 5. Critical to Success • Customer Relationship Development – Target customer (acquisition and end-user) thought leaders and influencers – Identify existing relationships (personal and program) – Engage in capability demonstrations (services / technical), conferences, and advocacy • Identify High-Level Customer Needs and Vision – Key requirements, mandates, priorities, and hot buttons – Relevant customer investments (Technology /Services, National Labs, etc) • Develop High-Level Value Propositions – Mission satisfaction – Discriminators and Differentiators – Evolution and/or leverage of existing company programs/services
    6. 6. Incumbents Know Too Much! As the Incumbent Dreamt it As it appeared in the RFP As it was Proposed by the Challenger 6 As the Customer specified it As the Incumbent Team Proposed it What the Customer wanted
    7. 7. Value Proposition Within Trade Space Quality (Real and Perceived Benefits [and Risks]) Price (Acquisition $ + Switching Cost $ and Switching Headaches $) Value = Higher Performance Longer Schedule Higher Cost 7 Source: RMD
    8. 8. Build Winning Value Propositions Value Proposition "Favorable Points of Difference" "Resonating Focus" Consists of: All benefits customer receives from an offering All favorable points of difference an offering has relative to the next best alternative One of two points of difference (plus parity) whose improvement will deliver the greatest value to customer Answers the customer question: "Why should customer purchase Our offering?" "Why should customer purchase our offering instead of the competitor's?" "What is most worthwhile for our customer to keep in mind about our offering?" Requires: Knowledge of own product offering Knowledge of own product offering and next best alternative Knowledge of how our marketing offering delivers superior value to customer compared with next best alternative Potential pitfall: Benefit assertion Value presumption Requires customer value research "All Benefits” Building blocks for winning Value Propositions 8 Source: NGC CLC
    9. 9. Product/Service Value Proposition Visual Depiction 9
    10. 10. Four Simple Takeaways Conduct Customer Engagement with Authenticity and Integrity Perform on Current Contracts; Capture and Execute Profitable Follow-On and New Business Result: Increased Customer Value Creation Evaluate All New Capital and Investment ; Eliminate Non-Performing Assets Reduce Program and Enterprise Costs; Perform and Achieve Higher Margins
    11. 11. Q&A
    12. 12. Increase Productivity and Customer Engagement • Develop your workforce to ensure a focus on customer engagement through – Customer relationship and intimacy – Clarity of Needs and Vision – Understanding of your discriminators and differentiators • Provide customers with responsive communication strategies, and evidence of methods that reflect previous customer input • Transform your customer’s experience through Value Propositions that are founded on Customer Benefits

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