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how to create  ‘devoted’  customers a practical guide by andy hanselman
UK consultant says “forget ‘delighted’ customers, start thinking ‘devoted’ customers”
‘ devoted’ customers?
not ‘satisfied’ customers
not even ‘delighted’ customers
why?
86 % of defectors express  satisfaction   with the previous supplier frederick reicheld  –  ‘the loyalty effect’
so
forget   ‘satisfaction’ think   ‘devotion’
some customers have
high expectations
some customers have
low expectations
all customers either have
a ‘great’  experience
or
a ‘poor’  experience
look at it like this
high expectations low expectations a ‘poor’ experience a ‘great’ experience
high expectations low expectations a ‘poor’ experience a ‘great’ experience ‘ delighted’
‘ delighted’ customers
are surprised by the level of service you provide
are surprised by the level of service you provide ( positively surprised please!)
so
‘ delighting’ customers  is  ‘a good start’
but
with time
expectations will rise
(which is a good thing)
the challenge is to consistently deliver
a ‘great’ experience
high expectations low expectations a ‘poor’ experience a ‘great’ experience ‘ devoted’
why?
‘ devoted’ customers
stick with you
spend more
shout about you to others
the goal therefore is to create
‘ devoted’ customers
how?
“  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
so
give your customers a  damn good listening to give your customers ‘a damn good listening to ’
44% of consumers say the majority of their customer experiences are   bland
so
stand in your own queues
identify your  barriers   to giving  a great experience
“ in every single industry  there is now overcapacity of production and  lack of capacity  in terms of people” sir martin sorrell, chief executive WPP
so
think 3D
d ramatically  and  d emonstrably   d ifferent be
it’s an ongoing process
be an  ‘ enemy of  the status quo ’
aim for
this
high expectations low expectations a ‘poor’ experience a ‘great’ experience
high expectations low expectations a ‘poor’ experience a ‘great’ experience
so
raise the bar
“ stand out” and deliver consistently
it’s not easy
occasionally customers will have
a ‘poor’ experience
high expectations low expectations a ‘poor’ experience a ‘great’ experience ‘ disappointed’
so
spot  ‘disappointment’
ask
were you  completely  happy with our service?
act and
get back
this to
high expectations low expectations a ‘poor’ experience a ‘great’ experience ‘ devoted’
this not
high expectations low expectations a ‘poor’ experience a ‘great’ experience ‘ disaffected’
“ executives say that the way their organisations interact with customers will be the greatest challenge in their operations between  now and 2010” Economist Intelligence Unit  –  Business 2010
so
go  for ‘delighted’
aim  for ‘devoted’
spot  ‘disappointed’
avoid  ‘disaffected’
creating  ‘ devoted ’ customers
means taking  action, not notes
so
don’t just stand there….. do something! dick dastardly
andy hanselman   is  one of the uk’s leading experts in business competitiveness. he writes, consults and speaks  on issues that help organisations maximise their competitive advantage, their customer relationships and their competence. you can find out more at  www.andyhanselman.com you can email him at  [email_address] andy hanselman consulting sheffield technology park 60 shirland lane sheffield s9 3sp uk telephone: +44 114 243 4666

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