Customer-Focused Communication: Module1 - Manage Your Intended Outcomes - SAMPLE

ClearAction
ClearActionMarketing Ops & Customer Experience Expert, CCXP at ClearAction
www.ClearActionCX.com
Customer-Focused Communication
Module 1:
Manage Your Intended Outcomes
© Copyright 2013 ClearAction LLC. All rights reserved.
Customer-Focused Communication
Keep your objective in mind during conversations with your customer
1 Manage Your Intended Outcomes
2
3
4
5
6
Modules:
© Copyright 2013 ClearAction LLC. All rights reserved.
Customer-Focused Communication
Keep your objective in mind during conversations with your customer
1 Manage Your Intended Outcomes
Beware of jumping to conclusions
2 Check Your Assumptions
3
4
5
6
Modules:
© Copyright 2013 ClearAction LLC. All rights reserved.
Customer-Focused Communication
Keep your objective in mind during conversations with your customer
1 Manage Your Intended Outcomes
Beware of jumping to conclusions
2 Check Your Assumptions
Make it easy for customers to share their thoughts
3 Ask the Right Questions
4
5
6
Modules:
© Copyright 2013 ClearAction LLC. All rights reserved.
Customer-Focused Communication
Keep your objective in mind during conversations with your customer
1 Manage Your Intended Outcomes
Beware of jumping to conclusions
2 Check Your Assumptions
Make it easy for customers to share their thoughts
3 Ask the Right Questions
Pay attention to customers’ tone, body language, and underlying message
4 Listen Effectively
5
6
Modules:
© Copyright 2013 ClearAction LLC. All rights reserved.
Customer-Focused Communication
Keep your objective in mind during conversations with your customer
1 Manage Your Intended Outcomes
Beware of jumping to conclusions
2 Check Your Assumptions
Make it easy for customers to share their thoughts
3 Ask the Right Questions
Pay attention to customers’ tone, body language, and underlying message
4 Listen Effectively
Be perceived as you intend via email or telephone communication
5 Communicate Accurately Remotely
6
Modules:
© Copyright 2013 ClearAction LLC. All rights reserved.
Customer-Focused Communication
Keep your objective in mind during conversations with your customer
1 Manage Your Intended Outcomes
Beware of jumping to conclusions
2 Check Your Assumptions
Make it easy for customers to share their thoughts
3 Ask the Right Questions
Pay attention to customers’ tone, body language, and underlying message
4 Listen Effectively
Be perceived as you intend via email or telephone communication
5 Communicate Accurately Remotely
Achieve your intended outcome while building trust and strengthening the
customer relationship
6 Communicating with Customer-Focus
Modules:
© Copyright 2013 ClearAction LLC. All rights reserved.
What is Customer-Focused Communication?
all other concerns
Customer must be your
primary focus
Everything else is secondary
© Copyright 2013 ClearAction LLC. All rights reserved.
What is Customer-Focused Communication?
Primary
Motives
Secondary
Motives
Get work done,
get bonus &
get promotion
© Copyright 2013 ClearAction LLC. All rights reserved.
What is Customer-Focused Communication?
Primary
Motives
Secondary
Motives
Make it easier & nicer
for customers
to get & use solutions
Get work done,
get bonus &
get promotion
© Copyright 2013 ClearAction LLC. All rights reserved.
What is Customer-Focused Communication?
Yes,
Customer
-focused
Think of a time when you
were a customer somewhere:
Not
Customer
-focused
• _________
• _________
• _________
• _________
• _________
• _________
• _________
• _________
How did you feel when they were
focused on you as a customer, or not?
Intended Outcome
= the reason for the
discussion
Purpose
© Copyright 2013 ClearAction LLC. All rights reserved.
What is an Intended Outcome?
Start
• Stated generally
• Sets meeting tone
Intended Outcome
= the reason for the
discussion
Purpose
© Copyright 2013 ClearAction LLC. All rights reserved.
What is an Intended Outcome?
= the result you hope
to achieve
Start Finish
• Initially unstated
• Agreed-on
specific next steps
• Stated generally
• Sets meeting tone
Intended Outcome
= the reason for the
discussion
Purpose
© Copyright 2013 ClearAction LLC. All rights reserved.
Plan for Your Next Customer Conversation
= the result you hope
to achieve
• _________
• _________
• _________
• _________
• _________
• _________
• _________
• _________
© Copyright 2013 ClearAction LLC. All rights reserved.
Anticipate Your Customers’ Needs &
Expectations
• Underlie the wants
• Often stated as concerns
• Can be met many ways
Wants
Needs
• Specific request
• Can be met only 1 way
© Copyright 2013 ClearAction LLC. All rights reserved.
Anticipate Your Customers’ Needs &
Expectations
• What they expect
you to say, share,
and do
• Underlie the wants
• Often stated as concerns
• Can be met many ways
Expectations
Wants
Needs
• Specific request
• Can be met only 1 way
© Copyright 2013 ClearAction LLC. All rights reserved.
• They will ask:
_________________
• They want to hear:
_________________
• They want to see:
_________________
• They want us to do:
_________________
• Their concerns:
_________________
_________________
_________________
Expectations
Wants
Needs
• They requested:
_________________
_________________
Plan for Your Next Customer Conversation
To continue the remaining pages
of this module, please let us know that you
would like to enroll your staff in this course
OptimizeCX@ClearActionCX.com
tel +1 408 687 9700
Customer Experience Optimization
Talk Show
Hear interviews with companies such as:
Adobe, Aon, CenturyLink, Cisco, Citrix,
Coca Cola Enterprises, Dell, EMC, GE, HP,
ICW, Intuit, Kimpton, NCR, Philips, Safelite,
Sungard, SunTrust, Symantec, TELUS,
tw telecom, Virgin Mobile, Wells Fargo
http://ClearActionCX.com/cx-podcasts
e-books available at
ClearActionCX.com/cx-books
or Amazon Kindle:
Metrics You Can Manage For Success
Customer Experience Improvement Momentum
Innovating Superior Customer Experience
white paper available at
ClearActionCX.com/cx-articles
Employee Engagement in Superior
Customer Experience: 4 Overlooked Key
Competencies for Sustainable Results
Resources about customer experience optimization
See more at
http://ClearActionCX.com/best-practices
© Copyright ClearAction LLC. All rights
Do you like these concepts?
Let us help you master them
to increase your company’s growth!
Contact us today:
OptimizeCX@ClearActionCX.com
tel +1 408 687 9700
ClearAction clients praise our insights on actionability & engagement
“ClearAction taught us things
that wouldn’t readily cross our
minds and has increased our
efficiency & accuracy in many
areas. We highly recommend
ClearAction as a business
consultant.”
“The cross-functional collaboration
necessary to successfully manage
the customer experience requires
big picture, systems thinking.
ClearAction brings very practical,
well-thought out approaches to get
the internal cooperation needed.”
“ClearAction is very dependable
and detail-oriented, and has an
extremely high sense of integrity.
There's no question ClearAction
will do what's needed to ensure
the work is done correctly and the
client's best needs are taken into
account.”
© Copyright ClearAction LLC. All rights
Consulting Roles
We have provided ClearWisdom™ to dozens of companies
Partial List© Copyright ClearAction LLC. All rights
© Copyright ClearAction LLC. All rights reserved.
For More About Customer Experience:
www.ClearActionCX.com/best-practices
OptimizeCX@ClearActionCX.com
tel +1 408 687 9700
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Customer-Focused Communication: Module1 - Manage Your Intended Outcomes - SAMPLE

  • 2. © Copyright 2013 ClearAction LLC. All rights reserved. Customer-Focused Communication Keep your objective in mind during conversations with your customer 1 Manage Your Intended Outcomes 2 3 4 5 6 Modules:
  • 3. © Copyright 2013 ClearAction LLC. All rights reserved. Customer-Focused Communication Keep your objective in mind during conversations with your customer 1 Manage Your Intended Outcomes Beware of jumping to conclusions 2 Check Your Assumptions 3 4 5 6 Modules:
  • 4. © Copyright 2013 ClearAction LLC. All rights reserved. Customer-Focused Communication Keep your objective in mind during conversations with your customer 1 Manage Your Intended Outcomes Beware of jumping to conclusions 2 Check Your Assumptions Make it easy for customers to share their thoughts 3 Ask the Right Questions 4 5 6 Modules:
  • 5. © Copyright 2013 ClearAction LLC. All rights reserved. Customer-Focused Communication Keep your objective in mind during conversations with your customer 1 Manage Your Intended Outcomes Beware of jumping to conclusions 2 Check Your Assumptions Make it easy for customers to share their thoughts 3 Ask the Right Questions Pay attention to customers’ tone, body language, and underlying message 4 Listen Effectively 5 6 Modules:
  • 6. © Copyright 2013 ClearAction LLC. All rights reserved. Customer-Focused Communication Keep your objective in mind during conversations with your customer 1 Manage Your Intended Outcomes Beware of jumping to conclusions 2 Check Your Assumptions Make it easy for customers to share their thoughts 3 Ask the Right Questions Pay attention to customers’ tone, body language, and underlying message 4 Listen Effectively Be perceived as you intend via email or telephone communication 5 Communicate Accurately Remotely 6 Modules:
  • 7. © Copyright 2013 ClearAction LLC. All rights reserved. Customer-Focused Communication Keep your objective in mind during conversations with your customer 1 Manage Your Intended Outcomes Beware of jumping to conclusions 2 Check Your Assumptions Make it easy for customers to share their thoughts 3 Ask the Right Questions Pay attention to customers’ tone, body language, and underlying message 4 Listen Effectively Be perceived as you intend via email or telephone communication 5 Communicate Accurately Remotely Achieve your intended outcome while building trust and strengthening the customer relationship 6 Communicating with Customer-Focus Modules:
  • 8. © Copyright 2013 ClearAction LLC. All rights reserved. What is Customer-Focused Communication? all other concerns Customer must be your primary focus Everything else is secondary
  • 9. © Copyright 2013 ClearAction LLC. All rights reserved. What is Customer-Focused Communication? Primary Motives Secondary Motives Get work done, get bonus & get promotion
  • 10. © Copyright 2013 ClearAction LLC. All rights reserved. What is Customer-Focused Communication? Primary Motives Secondary Motives Make it easier & nicer for customers to get & use solutions Get work done, get bonus & get promotion
  • 11. © Copyright 2013 ClearAction LLC. All rights reserved. What is Customer-Focused Communication? Yes, Customer -focused Think of a time when you were a customer somewhere: Not Customer -focused • _________ • _________ • _________ • _________ • _________ • _________ • _________ • _________ How did you feel when they were focused on you as a customer, or not?
  • 12. Intended Outcome = the reason for the discussion Purpose © Copyright 2013 ClearAction LLC. All rights reserved. What is an Intended Outcome? Start • Stated generally • Sets meeting tone
  • 13. Intended Outcome = the reason for the discussion Purpose © Copyright 2013 ClearAction LLC. All rights reserved. What is an Intended Outcome? = the result you hope to achieve Start Finish • Initially unstated • Agreed-on specific next steps • Stated generally • Sets meeting tone
  • 14. Intended Outcome = the reason for the discussion Purpose © Copyright 2013 ClearAction LLC. All rights reserved. Plan for Your Next Customer Conversation = the result you hope to achieve • _________ • _________ • _________ • _________ • _________ • _________ • _________ • _________
  • 15. © Copyright 2013 ClearAction LLC. All rights reserved. Anticipate Your Customers’ Needs & Expectations • Underlie the wants • Often stated as concerns • Can be met many ways Wants Needs • Specific request • Can be met only 1 way
  • 16. © Copyright 2013 ClearAction LLC. All rights reserved. Anticipate Your Customers’ Needs & Expectations • What they expect you to say, share, and do • Underlie the wants • Often stated as concerns • Can be met many ways Expectations Wants Needs • Specific request • Can be met only 1 way
  • 17. © Copyright 2013 ClearAction LLC. All rights reserved. • They will ask: _________________ • They want to hear: _________________ • They want to see: _________________ • They want us to do: _________________ • Their concerns: _________________ _________________ _________________ Expectations Wants Needs • They requested: _________________ _________________ Plan for Your Next Customer Conversation
  • 18. To continue the remaining pages of this module, please let us know that you would like to enroll your staff in this course OptimizeCX@ClearActionCX.com tel +1 408 687 9700
  • 19. Customer Experience Optimization Talk Show Hear interviews with companies such as: Adobe, Aon, CenturyLink, Cisco, Citrix, Coca Cola Enterprises, Dell, EMC, GE, HP, ICW, Intuit, Kimpton, NCR, Philips, Safelite, Sungard, SunTrust, Symantec, TELUS, tw telecom, Virgin Mobile, Wells Fargo http://ClearActionCX.com/cx-podcasts e-books available at ClearActionCX.com/cx-books or Amazon Kindle: Metrics You Can Manage For Success Customer Experience Improvement Momentum Innovating Superior Customer Experience white paper available at ClearActionCX.com/cx-articles Employee Engagement in Superior Customer Experience: 4 Overlooked Key Competencies for Sustainable Results Resources about customer experience optimization See more at http://ClearActionCX.com/best-practices © Copyright ClearAction LLC. All rights
  • 20. Do you like these concepts? Let us help you master them to increase your company’s growth! Contact us today: OptimizeCX@ClearActionCX.com tel +1 408 687 9700
  • 21. ClearAction clients praise our insights on actionability & engagement “ClearAction taught us things that wouldn’t readily cross our minds and has increased our efficiency & accuracy in many areas. We highly recommend ClearAction as a business consultant.” “The cross-functional collaboration necessary to successfully manage the customer experience requires big picture, systems thinking. ClearAction brings very practical, well-thought out approaches to get the internal cooperation needed.” “ClearAction is very dependable and detail-oriented, and has an extremely high sense of integrity. There's no question ClearAction will do what's needed to ensure the work is done correctly and the client's best needs are taken into account.” © Copyright ClearAction LLC. All rights
  • 22. Consulting Roles We have provided ClearWisdom™ to dozens of companies Partial List© Copyright ClearAction LLC. All rights
  • 23. © Copyright ClearAction LLC. All rights reserved.
  • 24. For More About Customer Experience: www.ClearActionCX.com/best-practices OptimizeCX@ClearActionCX.com tel +1 408 687 9700