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Where Are TheLeaks

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Section III the four part Fixing The Leaks Workshop covers the major customer touch in both for-profit and not-for-profit organizations, and identifies typical problem areas that often cause customer an donor attrition. The presentation also reviews briefly best practices for addressing these issues.

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Where Are TheLeaks

  1. 1. Section III “You Can Observe A Lot Just By Watching.” - Yogi Berra
  2. 2. Online Sales Process Online Sales Process Sales Center or Retail Store Fulfillment & Service Repeat Purchase Where Are the Leaks? Copyright @ 2013, Ronald D. Ryan 2
  3. 3. Online Sales Process Online Sales Process Sales Center or Retail Store Fulfillment & Service Repeat Purchase Copyright @ 2013, Ronald D. Ryan 3 Common Problem Areas: Where Are the Leaks?
  4. 4. Online Sales Process Online Sales Process Sales Center or Retail Store Fulfillment & Service Repeat Purchase • Right Traffic But Wrong Products/Services (or Vice Versa) • Difficult Customer Info Requirements For Purchase • Inconsistent Look & Feel At Order Processing Page • Confusing Interface With Poorly Articulated Funnel • Incomplete, Missing, Or Hard To Understand Call(s) To Action • Poor Follow-up To Non-buyers Copyright @ 2013, Ronald D. Ryan 4 Common Problem Areas: Where Are the Leaks?
  5. 5. In-Store Sales Process Online Sales Process Sales Center or Retail Store Fulfillment & Service Repeat Purchase • Poor Outdoor Signage and Lack of Curb Appeal • Right Traffic and Location But Wrong Products/Services (or Vice Versa) • Inappropriate In-store Merchandising and Product Placement • Inadequate Sales Staff Knowledge, Training and Monitoring • Confusing or Unappealing Store Layout & Organization • Long Checkout Lines • Non-existent Follow-up To Non-buyers Copyright @ 2013, Ronald D. Ryan 5 Common Problem Areas: Where Are the Leaks?
  6. 6. Telephone Order Process Online Sales Process Sales Center or Retail Store Fulfillment & Service Repeat Purchase • Confusing And Inconsistent Value Proposition from CSRs • Inadequate Scripting, Training, & Monitoring • Poor Sales Systems And Support • CSR Compensation Not Aligned with Company Profit Model • Inadequate Customer Information About After -Sales Process • No Systematic Follow-up To Non-buyers Copyright @ 2013, Ronald D. Ryan 6 Common Problem Areas: Where Are the Leaks?
  7. 7. Repeat Purchase Process Online Sales Process Sales Center or Retail Store Fulfillment & Service Repeat Purchase • No Customer Level Tracking of Purchases, Preferences or Needs • No Easy or Automatic Means of Repeat Purchase • Incomplete or Inadequate Reseller Follow-up • Wrong Channel Follow-up • No Satisfaction Monitoring or Feedback System • Inability to Adapt Offer To Changing Customer Needs Copyright @ 2013, Ronald D. Ryan 7 Common Problem Areas: Where Are the Leaks?
  8. 8. Repeat Purchase Process Online Sales Process Sales Center or Retail Store Fulfillment & Service Repeat Purchase • No Customer Level Tracking of Purchases, Preferences or Needs • No Easy or Automatic Means of Repeat Purchase • Incomplete or Inadequate Reseller Follow-up • Wrong Channel Follow-up • No Satisfaction Monitoring or Feedback System • Inability to Adapt Offer To Changing Customer Needs • Lack of support for repeat purchase process within company culture. Copyright @ 2013, Ronald D. Ryan 8 Common Problem Areas: Where Are the Leaks?
  9. 9. It’s All Connected Online Sales Process Sales Center or Retail Store Fulfillment & Service Repeat Purchase Copyright @ 2013, Ronald D. Ryan 9 What You Do Here Affects What Happens Here Where Are the Leaks?
  10. 10. It’s All Connected Online Sales Process Sales Center or Retail Store Fulfillment & Service Repeat Purchase Copyright @ 2013, Ronald D. Ryan 10 What You Do Here Affects What Happens Here • Clear Value Proposition On Web Site • Product Descriptions, Educational Content on Web Site • Call Me Buttons In Sales Sequence • Pick up Merchandise At Store …All Result In Lower Costs And More Sales In Sales Center or Retail Outlet Where Are the Leaks?
  11. 11. It’s All Connected Online Sales Process Sales Center or Retail Store Fulfillment & Service Repeat Purchase Copyright @ 2013, Ronald D. Ryan 11 And What You Do Here And Here Where Are the Leaks?
  12. 12. It’s All Connected And What You Do Here Online Sales Process And Here Sales Center or Retail Store Affect What Happens Here Fulfillment & Service Repeat Purchase • Properly Set Customer Expectations Regarding Product/ Service • Info on Contractual Post-Sale Requirements (e.g., Signatures, Returned Forms) • Defaulted (Profitable) Product Choices • Defaulted (Profitable) Payment Methods and Billing …All Result In Higher Customer Survivorship Where Are the Leaks? Copyright @ 2013, Ronald D. Ryan 12
  13. 13. It’s All Connected Online Sales Process Sales Center Fulfillment & Service Repeat Purchase Copyright @ 2013, Ronald D. Ryan 13 What You Do Here And Here And Here Where Are the Leaks?
  14. 14. It’s All Connected Online Sales Process Sales Center Fulfillment & Service Affect What Happens Here Repeat Purchase Copyright @ 2013, Ronald D. Ryan 14 What You Do Here And Here And Here • Great Overall Customer Experience • Value Proposition And Brand Promises Fulfilled • On-going Sense of Community • Easy Repurchase Process • Easy Referral Process …All Result In Higher Repurchase and Referral Purchase Rates Where Are the Leaks?
  15. 15. Summary – Where To Find The Leaks – 5 Steps 1. Identify Your Major Customer Touch Points 2. Observe And Measure Customer Behaviors At Each Touch Point 3. Correlate Data On Customer Attrition 4. Develop And Test Hypotheses 5. Start Fixing The Leaks! Copyright @ 2013, Ronald D. Ryan 15
  16. 16. Visit Our Deep Dive Presentations Where Are the Leaks? Copyright @ 2013, Ronald D. Ryan 16 Online Sales Process Sales Center or Retail Store Fulfillment & Service Repeat Purchase

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