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7 Steps to Survive (and Thrive) in 2016 with Raving Customers

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7 Steps to Survive (and Thrive) in 2016 with Raving Customers

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Today’s customer expects self-directed, real-time problem solving on demand in unquenchable quantity and lives (along with you and I) in an experience culture where they are in control and expectations at every touchpoint along the customer journey are increasing daily. As markets cycle and turbulence in domestic and global economies demand more discipline in your operational and go-to-market processes, these 7 steps will give you a framework to build your strategy and alignment around customer experience in every silo.

Today’s customer expects self-directed, real-time problem solving on demand in unquenchable quantity and lives (along with you and I) in an experience culture where they are in control and expectations at every touchpoint along the customer journey are increasing daily. As markets cycle and turbulence in domestic and global economies demand more discipline in your operational and go-to-market processes, these 7 steps will give you a framework to build your strategy and alignment around customer experience in every silo.

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7 Steps to Survive (and Thrive) in 2016 with Raving Customers

  1. 1. 7 Steps to Survive (and Thrive) in 2016* (*if you market to humans in a digital world)
  2. 2. Today’s customer expects self-directed, real-time problem solving on demand in unquenchable quantity.
  3. 3. AGENDA Let’s get started. 2 Commitments to Make For 2016 5 Competencies to Embed In 2016 Customers Define Modern Search Thank you Adapted from customerbliss.com © Jeanne Bliss
  4. 4. Chris J Snook Brand Humanizer At-Large At Ethology I am tasked with helping client brands audit and strategically develop/implement a consumer-first (humanized brand) roadmap. I am responsible and accountable for our commercial strategy, client experience, and business development. I help connect the dots between marketing & sales, product development, IT, finance, people, and operations to insure that the company optimizes a client-centric experience that drives business growth and market share.
  5. 5. In 2016 commit to two things: Customer experience reliability. Customer experience innovation. Adapted from customerbliss.com © Jeanne Bliss
  6. 6. Customer Experience Reliability Your customer is in a fluid state of relationship with your brand and offering (and competitors) throughout their buyer’s journey. By making a commitment to reliability you are choosing to see this relationship through the lense of how every decision you make impacts your core asset (The Customer). Adapted from customerbliss.com © Jeanne Bliss
  7. 7. Customer Experience Innovation Your brand and offering is facing unprecedented external threats to stability in 2016 (shifting consumer values, market forces, indirect competitors, etc.) Innovation cannot be reserved solely for the product design silo. Innovate around your customer experience as you go to market in 2016 or you are vulnerable to losing ground slowly then suddenly. Adapted from customerbliss.com © Jeanne Bliss
  8. 8. In 2016 Embed These 5 Competencies. MANAGE customers as assets. ALIGN everything around CX. BUILD unified customer listening paths. CULTIVATE audacity and innovation. ESTABLISH accountability around CX .
  9. 9. Manage Customers as Assets Shift attitude from numbers/sales-centric to client asset nurturing and growth. Connect experience with business impact across the silos. Measure ROI by increased new customer sales, trust, renewals, and referrals. LAND the right new customers the right way, and seamlessly earn the right to EXPAND and retain that business year over year. Adapted from customerbliss.com © Jeanne Bliss Expansion of existing clients and new clients Associated KPI/ROI: Net gain or loss of the customer segment-by volume and value Rigorous lost customer outreach Segmentation of promoters and recommendations Connect ROI to experience
  10. 10. Align Everything Around CX Shift from silo priorities to customer/client experience-centric journey priorities. Adapted from customerbliss.com © Jeanne Bliss Create empathy mapping around your customers Associated KPI: Net gain or loss in NPS and eNPS scores. Identify gaps vs. optimal experiences at moments of truth Strategic Partnership Service Support Service Delivery SOW Contracts Solution Dev Assess Review Awareness Research
  11. 11. Align Everything Around CX Does each stage of the journey present a “one company” experience? Adapted from customerbliss.com © Jeanne Bliss Do I believe and value the promises “Your Brand” makes me? Is “Your Brand” there for me to provide the client experience and results I desire? Does “Your Brand” clearly demonstrate a plan for me get what I need and give my customers what they want? Did “Your Brand” implementatio n and service delivery exceed what I expected? Has a partnership begun? Does “Your Brand” make it easy for me to do business with them? Do they think of me and how I work/run my business? Does “Your Brand” anticipate my needs, wants, and work with my culture? Is “Your Brand” my partner? Are their solutions and channel partner providers the only ones I want? Strategic Partnership Service Support Service Delivery SOW Contracts Solution Dev Assess Review Awareness Research
  12. 12. Align Everything Around CX Recognize the Defector Pipeline. RESCUE customers at risk • GROW revenue • EMBED relationship Adapted from customerbliss.com © Jeanne Bliss Seek Other Options Benefit Grow Use Optimize Buy Implement EvaluateDiscover Follow up to request info Onboarding followup Less than X% of purchased services are in use Follow up to NPS detractors Followup during and after contract experience After X number of calls to support for help Follow up and pursue lost clients Prerenewal contact: Proactive review of business and experience
  13. 13. Build Unified Customer Listening Paths Integrating feedback into daily decisions-connected to prioritize ‘client experiences’ not just silo work streams Adapted from customerbliss.com © Jeanne Bliss Listening category alignment Inventory and optimize our listening systems Associated KPIs: NPV (gain or loss) in Volume and Value and LTV of your client base Net gain or loss in organic referrals Closed loop client feedback pilots Minimum of 12 per year 11 125 6 7 8 9 103 421 Strategic Partnership Service Support Service Delivery SOW Contracts Solution Dev Assess Review Awareness Research
  14. 14. Cultivate Audacity and Innovation Drive proactive operational accountability and focus at our priority customer touch points to give us predictive reliability to the health of our business looking ahead. Adapted from customerbliss.com © Jeanne Bliss Operational KPI dashboard and goals Cross Company: focused and fluid client- experience improvement, redesign, and service innovation Associated KPIs: Speed of Inquiry Response Contract Success Rate Recovery time on client issues Ratio: Production dates met/missed Cross company issue resolution
  15. 15. Establish Accountability Around CX Leading and delivering a “one company” experience to our clients requires unified leadership, clarity of purpose to unite decisions and accountability to collaborate across the silos and embody the “YOUR BRAND” culture for the sake of consistently raising the bar on our internal service standards. Adapted from customerbliss.com © Jeanne Bliss United clarity of purpose. Associated KPIs: Everyone is held to “experience” accountability People are enabled to ‘act’ One unified executive team Decision making lens: “Why” and “how” we will grow. Employee engagement. Leadership permission regardless of the title. One-company accountability, leadership and culture.
  16. 16. Modern customers see modern search through the human understanding of self- directed, real-time, problem solving on demand. If you are not 100% confident that you are exceeding this expectation we should talk.
  17. 17. A Modern Search Agency One focus: great customer experiences. No politics. No jerks. No drama. Only accountability.
  18. 18. Thank you for taking the time to give this a thorough review and we look forward to a discovery call and discussing any needs you may have to implement your strategy or modern search tactics with these two commitments and five competencies in 2016. Thank you! Chris J Snook chris.snook@ethology.com 858.883.7529 Cell 602.734.5934 Ext 3036 Offi

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