Think Customer
Customers are not ‘buying’
products
…they are ‘selling’ money!
Buying Decision Process




                  80%              EMOTION


                  20%                LOGIC


    ...
Customer Experience
       ‘Moments of Truth’
Moment of Misery – Moment of Magic
Please answer these questions
Do you deliver the service you promised?
Did your customers have the same expectation?
Do you do this everytime and under ...
Do your staff have the right knowledge and skills
to deliver the service you promised?
Are they respectful of the customer...
Does your office including facilities look neat and
tidy at all times?
Equipment that you and your employees use look
attr...
Do you have a caring attitude towards your
customers?
Do you provide individualised attention to
customers?
Is your commun...
Are you willing to help the customer, provide
prompt service and resolve problems
satisfactorily even when there is no rev...
R.A.T.E.R.
The Client Relationship: What do they Want?

            64%
                                             61%
            ...
Trust Develops When the Salesperson is:




                        Candid

                Customer    Dependable
       ...
Trust Builders

                The salesperson knows what he/she
                 needs to know. The salesperson and
    ...
Trust Builders

             The salesperson’s presentation is fair
   Candid    and balanced.




             The salesp...
Trust Builders



   Compatible




    The buyer likes doing business with
    the salesperson. The buyer likes
    doing...
How do you communicate trustworthiness


 Knowledge          Industry

      Technology                 Company


        ...
How do you communicate trustworthiness



   Ethics refers to free and fair conduct of
   individuals and institutions of ...
Deceptive Practices          Illegal Activities
    Exaggerate                   Misuse Company
     Withhold             ...
What’s your business model?

                    Relationship Based
Transaction Based
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Lr 12 Think Customer

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Lr 12 Think Customer

  1. 1. Think Customer
  2. 2. Customers are not ‘buying’ products …they are ‘selling’ money!
  3. 3. Buying Decision Process 80% EMOTION 20% LOGIC * Harvard Research
  4. 4. Customer Experience ‘Moments of Truth’ Moment of Misery – Moment of Magic
  5. 5. Please answer these questions
  6. 6. Do you deliver the service you promised? Did your customers have the same expectation? Do you do this everytime and under all conditions? Is your service timely, consistent, accurate and dependable? RELIABILE
  7. 7. Do your staff have the right knowledge and skills to deliver the service you promised? Are they respectful of the customer? Do they convey trust and confidence? ASSURANCE
  8. 8. Does your office including facilities look neat and tidy at all times? Equipment that you and your employees use look attractive? Communication material used by yourself and your staff is appropriate at all times? TANGIBLES
  9. 9. Do you have a caring attitude towards your customers? Do you provide individualised attention to customers? Is your communication with customer clear and appropriate? EMPATHY
  10. 10. Are you willing to help the customer, provide prompt service and resolve problems satisfactorily even when there is no revenue visible? RESPONSIVENESS
  11. 11. R.A.T.E.R.
  12. 12. The Client Relationship: What do they Want? 64% 61% 56% Keeps my best Returns my A strong interests at heart calls promptly 45% performance 48% track record Helps me develop Keeps me regularly overall investment informed about strategy and asset performance allocation Source: SIA 2003 Investor Survey
  13. 13. Trust Develops When the Salesperson is: Candid Customer Dependable OrientedTrust Compatible Expert
  14. 14. Trust Builders The salesperson knows what he/she needs to know. The salesperson and Expert his/her company have the ability and resources to get the job done right. Buyers can depend on the Dependable salesperson. The salesperson keeps his/her promises.
  15. 15. Trust Builders The salesperson’s presentation is fair Candid and balanced. The salesperson truly cares about the Customer Oriented partnership. The salesperson will go to bat for the customer.
  16. 16. Trust Builders Compatible The buyer likes doing business with the salesperson. The buyer likes doing business with the salesperson’s company.
  17. 17. How do you communicate trustworthiness Knowledge Industry Technology Company Possible Competition Knowledge Product Bases Market/ Price/ Customer Promotion Service
  18. 18. How do you communicate trustworthiness Ethics refers to free and fair conduct of individuals and institutions of which they are a part. Clearly Ethical Clearly Wrong Dilemma Right
  19. 19. Deceptive Practices Illegal Activities Exaggerate Misuse Company Withhold Assets Deceive Defraud Hustle Con Scam Bluff Pushy Hard Sell Fast Talking High Pressure Non-Customer-Oriented Behavior
  20. 20. What’s your business model? Relationship Based Transaction Based
  21. 21. Back to Main Menu

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