Be Nice To Customers? Really?

Be Nice To My Customers?
(The unthinkable...meets the inevitable)
www.excellence-associates.com

“Sorry I'm Late........
...but I knew you'd understand:”
Customers do this. Fact. You let them.
In your customers’ eyes, you stand for value for money, quality,
innovation, fun and a sense of competitive challenge. You deliver a
quality service by empowering your employees; ensuring customers’
experience is continually improved through innovation.

The Reason You Let Them Do This?
To deliver your needs and requirements
This is done by allowing them to be a customer
Happy customer: your infinite happiness

Strategic Goal
The basics of the strategy will be consistent at
the fundamantal level.
Targets, goals and performance are all a
"given" item, and can be treated ultimately as
tactical decisions and actions.
The overriding goal is the achievement of the
strategic requirement of your happiness.
This goal is part of the business plan, and may
itself have many levels and milestones in it

The Plan?
Set by you.
Growth?
Consolidation?
Performance?
Listing?
Exit?
This is your choice.

What are you about?

Things Change
The Offer to your customer
cost
convenience
concept
communication
relationship
consistency

Have You Lost These?
Are they important as part of the strategy?
product
place
price
promotion

What must you be?
You must supply unbeatable, top-notch,
irresistable Products, Services and Brand
Ambassadors
The effectiveness of your people will be
revered and envied by both customers and
competitors.
"You want clean? Train clean"
(Walt Disney)

Do We All Have a Clear Brief?
Be nice to your customer
Do not shout at your customer
Do not blame your customer
Do not lose your customer
A profitable customer does not have to be nice

There is a reason you are nice
Be nice to your customer
They will tell a friend
Make their friend your customer
You are the difference
You are why they buy
Advertising is not the reason they buy - you are

Summary
You need to be innovative and involved with
the customer at all stages
You need to give your excellently trained
people clear and effective direction, with strong
leadership
You need all of your people to appreciate the
definition and consequences of success and
failure
Your business is all about your PEOPLE

Embrace your new technology
carefully:
“Prior to the internet, the last
technology that had any real effect
on the way people sat down and
talked together was the table”
(Prof Clay Shirky)

Thank you for your attention
Ray Bradnock
ray@excellence-associates
@raybradnock

Be Nice To Customers? Really?

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