Customer experience: 5 Steps that Deliver Remarrkable Results

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Customer experience: 5 Steps that Deliver Remarrkable Results

  1. 1. Improve Your Customer’s Experience<br />5 Simple, Proven Steps That Deliver Tremendous Results.<br />
  2. 2. You work hard – and spend a lot of your resources – trying to attract new customers.<br />Whether you target consumers or businesses, this eBook is designed to help you attract and retain more profitable customers.<br />
  3. 3. Ask. Listen. Learn.<br />Most businesses focus on generating leads and turning those leads into sales.<br />Few businesses make the time to ask questions that can help identify ways to improve conversion rates, retention rates, referrals…<br />This eBook is created for those of you that want to improve sales and marketing performance and that understand that a uniquely valuable customer experience can turn opportunity into a profitable reality.<br />
  4. 4. 1<br />Interview Long-term Customers<br />Do you consider us your primary, secondary or tertiary source for the products/services you buy?<br />How did you become aware of us?<br />What motivated you to buy from us the first time?<br />How have your needs changed since you first began doing business with us?<br />Do we consistently meet or exceed your expectations?<br />What do we do well?<br />What do we need to improve?<br />What do we need to do that we currently don’t do at all?<br />Who do you see as our competitors? <br />Why?<br />Would you recommend others to buy from us?<br />Why/Why not?<br />They keep coming back.<br />They love you.<br />Why?<br />And can they refer others?<br />
  5. 5. 2<br />Interview New Customers<br />How did you become aware of us?<br />Before buying from us, who did you turn to in order to fill your needs?<br />What motivated you to look for a new supplier?<br />What is our unique value to you?<br />What do we do well?<br />What do we need to improve?<br />What don’t we do at all but need to offer?<br />Who do you view as our competitors?<br />When compared with us, what do you see as their strengths and weaknesses?<br />What do we need to do in order to strengthen our relationship so we become your primary source?<br />They used to buy elsewhere.<br />They just bought from you.<br />Why?<br />And bring them back again?<br />
  6. 6. 3<br />Interview former customers<br />Interview Former Customers<br />Who did you buy from prior to buying from us?<br />What motivated you to buy from us for the first time?<br />Were we your primary, secondary or tertiary source?<br />Why?<br />What did we do well?<br />What could we have done better?<br />What didn’t we do that you wish we had done?<br />Why did you take your business elsewhere?<br />Is your new supplier meeting or exceeding your expectations?<br />Is there anything we could do to win-back your business?<br />They liked you.<br />Then they didn’t.<br />Why?<br />And can you win them back?<br />
  7. 7. 4<br />Interview prospective customers<br />Who have you been buying from?<br />What do you feel they do well?<br />What do you feel they could improve?<br />What do you wish they did?<br />Why are you considering us as a supplier?<br />What is your perception of our business and products?<br />What are your expectations?<br />To date, have we met or exceeded your expectations?<br />Ask for specifics.<br />What could I do right now to motivate you to buy from us?<br />You have what they want.<br />They haven’t bought from you.<br />Why?<br />And what do you need to do?<br />
  8. 8. 5<br />Be Your Own Customer<br />Call and see how your team handles your inquiry.  <br />How long does it take to get literature and product information?  <br />Are your calls returned promptly?<br />Are you told accurate information?<br />Does that information answer your questions – or is it missing the mark and need to be modified?  <br />Call the wrong department and see if they can quickly get you to the right person to answer your questions.  <br />Buy something and see how long it takes to arrive – then try to return it.<br />Walk a mile in their shoes…<br />Experience your experience.<br />See if your vision is alive.<br />Learn what needs to improve.<br />
  9. 9. Talk is cheap.<br />But when properly combined with listening and followed up with appropriate actions, it can deliver incredible rewards.<br />
  10. 10. Please share this document with anyone you feel might benefit from its contents.<br />If you have any questions or comments, please contact Pat McGraw at 410-977-7355 or<br />pat@mcgrawmarketing.com.<br />For new white papers, presentations and special offers, visit www.mcgrawmarketing.com<br />

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