This document provides 10 ideas for businesses to help them think about creating "devoted" customers. The ideas focus on: 1) Standing in your own queues to understand customer experiences firsthand. 2) Identifying and removing "sales prevention officers" within the company who make it difficult to serve customers. 3) Calling your own business to experience it from a customer perspective. 4) "Delighting" customers with unexpected positive experiences to create memorable interactions. 5) Thinking "3D" - being dramatically and demonstrably different from competitors. 6) Giving customers a good listening to understand their needs and feedback. 7) Continually raising the bar on customer experience by exceeding expectations

1. compete or get beat!
BY
MUHAMMAD NADEEM
MDS/NBP PAKISTAN

3. i try to help forward thinking
organisations improve their
competitiveness
and profitability

4. how I work…….

8. awareness
assessment
action

9. about today

10. competitiveness

11. customers

12. competence

13. why ‘devoted’ customers?

14. high expectations
low expectations
a ‘poor’
experience
a ‘great’
experience
‘devoted’
‘delighted’
‘disappointed’
‘disaffected’

15. creating ‘devoted’ customers means
• consistently providing a ‘great
experience’
• creating a passion for customers
throughout your business at every
level
• building ‘trust’ and raising the
expectations of your customers
• continually ‘raising the bar’

16. why it’s getting more difficult

17. ‘greater transparency = more
customer control and choice’

18. “ to find something
comparable, you have to go
back 500 years to the
printing press, the birth of
mass media – which,
incidentally, is what really
destroyed the old world of
kings and aristocracies.
technology is shifting
power away from the
editors, the publishers, the
establishment, the media
elite. now it’s the people
who are taking control ”
Rupert Murdoch
Wired Magazine
July 2006

19. ‘never satisfied customers’

21. 90%of business leaders believe customers are more demanding than they
were a few years ago NFI Research

22. 10 ideas to
help you
think ‘devoted’

23. idea 1: stand in your own queues

24. £31
Billion!the cost of businesses failing to respond to email enquiries
Vodafone UK

25. the ‘sales prevention officer’!

26. Typical Causes of ‘sales prevention officers’
•Systems and processes
•Culture
•Policies
•YOU!

27. what sort of
role model
are you?

28. 7 tell tale signs
you’re a ‘sales
prevention officer’

29. “I can see your
point, but I still
think it’s
irrelevant”

30. “How about "never"?
Is “never" good for
you?”

31. “I'll try being nicer if
you'll try being less
stupid”

32. “You want this done by a
deadline? I love
deadlines. I especially
like the whooshing sound
they make as they go
flying by”

33. “Tell me what you
need, and I'll tell you
how to get along
without it”

34. “I don't have an
attitude problem. You
have a perception
problem”

35. “I can only please one
person per day. Today
is not your day.
Tomorrow is not
looking good either”

36. idea 2:
exterminate
your
‘sales
prevention
officers’

37. idea 3:
ring
up
your
own
business

38. ‘delight’ your
customers
surprise customers with the
level of service you provide
idea 4:

39. We don’t
sell
cosmetics,
we sell
hope

40. - produces a ‘wow’ reaction
- appears spontaneous or unexpected
- it’s the personal touch
- makes customers feel valued
- is memorable
- creates a talking point
- is ‘dramatically different’
the ingredients of ‘customer delight’

41. some ideas for ‘customer delight’
• Milk and two sugars…
• I saw this and thought of you…
• Welcome
• Remember me!
• Cards
• Ps......
• Thank you
• How are things?
• Subscribe me!
• Thanks for prompt payment

42. ‘we’re drowning in data’

44. ‘trust’ in institutions
is declining

46. 76%of consumers
don’t believe
that companies
tell the truth in
advertisements

47. increase in ‘word of mouth’
(and word of mouse)

48. = percentage of customers who identify word of
mouth as the best, most reliable source about ideas
and information on products and services - up 26
pts. vs. 25 years ago Source: NOP World93

49. we all have to work harder at
building and maintaining trust

50. if only
advertisements
told the truth

57. ‘the age of abundance’

58. “in every single
industry
there is now
overcapacity
of production and
lack of capacity
in terms of people”
sir martin sorrell, chief executive WPP

59. competitive advantage:
“a ‘bundle’ of distinct and unmatchable skills,
methods and practices that differentiate
the business from its competitors”

60. want it

61. know about it

62. are prepared to pay (more) for it

63. why should I buy from you?

64. • Our expertise and experience
• Our reputation
• Our pricing
• Our personal service
• Our quality / facilities
• Our people
• Our speed of response
• Our flexibility to customer needs
• Our ability to solve problems
• Our ‘Uniqueness’
sit down if you heard something like…

65. “Better, faster, cheaper is not enough. Others will
always get there first or quickly catch you up. You
need to be profoundly different, with a radically
different customer-centred offer”
Gary Hamel, Leading The Revolution

66. idea 5:
think ‘3D’

67. dramatically and
demonstrably
different
be

68. •first direct has 1.2 million customers.
•It sends around 3.5 million text messages to
customers every month.
•More than 1 in 3 of first direct's customers
join because of personal recommendation.
•first direct takes over 13,000 calls a day
outside working hours.
According to NOP research, first direct has
been the most recommended bank in the UK
for the past 13 years.
•According to NOP research, first direct
has had the most satisfied customers of any
UK bank for the past 13 years
•first direct has been in profit every year
since 1995.

70. if you can’t
demonstrate
you’re
dramatically
different,
you’re invisible

71. 44% of consumers
say the majority of
their customer
experiences are
bland

72. how do you
demonstrate
you are
‘dramatically
different’?

73. ‘dialogue,
not
diatribes’
idea 6:

74. give your customers
a damn good listening to

75. “ the more you engage with
customers the clearer things become
and the easier it is to determine what
you should be doing”
John Russell, President, Harley-Davidson Europe

76. raise the bar
idea 7

77. high expectations
low expectations
a ‘poor’
experience
a ‘great’
experience

78. high expectations
low expectations
a ‘poor’
experience
a ‘great’
experience

79. be an
‘enemy of
the status quo’

80. “if you are setting out
to be different, don’t
ask customers what
they want. sometimes
it’s up to you to take
the lead, because the
customer has no
reference point.
they simply don’t
know”
steve ridgway ceo, virgin atlantic

81. “ you can’t just ask customers what they want
and then try to give that to them. By the time
you get it built, they’ll want something new.”
steve jobs, apple

82. dame anita roddick
“ to succeed you
have to believe in
something with such
a passion that it
becomes a reality ”

83. scare yourself,
otherwise you’re
not doing
anything new
Mary Murphy Hoye, Head Of R & D, Intel

84. idea 8:
‘champion
your
champions’

85. idea 9 : spot ‘disappointment’

86. high expectations
low expectations
a ‘poor’
experience
a ‘great’
experience
‘disappointed’

87. were you
completely happy
with our service?

88. How likely is it that
you would
recommend us to
your friends or
colleagues? x

89. idea 10:
take
action,
not notes

90. people can be
divided into
three groups

91. those who make things happen
those who watch things happen
those who ask ‘what happened’?

92. don’t just stand
there….. do
something!
dick dastardly