3 steps to ensure customer engagement

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Excellent Customer Service will not guarantee profitability and future loyalty, especially behavioral loyalty including repurchase, cross/up-sell. To make budget effective and efficient, customer service need to shift to customer engagement. Customer engagement is creating behavioral loyalist, by identifying right segment (able to serve and satisfy, and will engaged), learning why customer engaged and provide better reason to engage.

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3 steps to ensure customer engagement

  1. 1. 3 Steps to Ensure Customer Engagement 3 Steps to Ensure Customer Engagement Customer Engagement Stephanus Taufan Wibowo stevewibowo@gmail.com Tuesday, 11 March 2014
  2. 2. ONTARGET Service-Profit Chain 3 Steps to Ensure Customer Engagement Putting the Service-Profit Chain to Work by James L. Heskett, Thomas O. Jones, Gary W. Loveman, W. Earl Sasser, Jr., and Leonard A. Schlesinger http://hbr.org/2008/07/putting-the-service-profit-chain-to-work/ar/1
  3. 3. ONTARGET Broken Service-Profit Chain 3 Steps to Ensure Customer Engagement
  4. 4. ONTARGET Broken Service-Profit Chain Satisfied Customer not necessarily Profitable Building WOW experience which not end-up in 3 Steps to Ensure Customer Engagement end-up in profit would be a bad investment
  5. 5. ONTARGET Broken Service-Profit Chain Customer Satisfaction no longer ensure repurchase Future repurchase is only one condition among various Satisfaction HOSTAGES LOYALISTS 3 Steps to Ensure Customer Engagement among various ladder of Engagement Why Satisfied Customers Defect by Thomas O. Jones and W. Earl Sasser, Jr. DEFECTORS MERCENARIES Repurchase
  6. 6. ONTARGET HOW TO ENGAGE CUSTOMER? 3 Steps to Ensure Customer Engagement
  7. 7. ONTARGET 1. Identify the Right Segment AwareAwareNew Customer Engaged Segments are: • Referring to others • Repurchase, inc Cross/ Up sell • Have good evaluation • Tell what need to be improved • Like FB page … and other measurement of good leads and prospects 3 Steps to Ensure Customer Engagement PurchasePurchase ReRe--PurchasePurchase Refer to othersRefer to others ConsiderConsider Satisfied + Not Engaged (Hostages) Not satisfied + Not Engage (Defectors) Satisfied + Engage (Loyalist) Not satisfied + Engage (Mercenaries) Retention & DevelopmentRetention & Development
  8. 8. ONTARGET 2. Learn from Them AwareAware InterestInterest ConsiderConsider IntentIntent • My friends told me • It’s a new cool things on the FB • The design is awesome • They tell the alternative product • They sell solution not only product • We can try for free • We can pay later WHY “Engaged Segment” engage*Sales Funnel 3 Steps to Ensure Customer Engagement (Re(Re--) Purchase) Purchase EvaluateEvaluate • We can pay later • Indeed no product better than this • Its habitual buying • They phone back for our feedback • They remember my name • They give add service for ex customer • They are nice people *) also learn why they still engaged while they are not satisfied Retention & DevRetention & Dev
  9. 9. ONTARGET 3. Give Better Reason to Engage Satisfaction HOSTAGES LOYALISTS Engagement program CS program 3 Steps to Ensure Customer Engagement DEFECTORS MERCENARIES Engagement
  10. 10. ONTARGET Give Better Reason to Engage Example Engagement programCS programWHY They Engaged • It’s a new cool things on FB • Like/ Dislike button on our FB page • Upload your picture on our FB page • Share to friends • They sell solution not only product • Direction & Maps of our store • Parts availability warranty • Delivery service • Smartphone Application to chat with service officer, check parts available, request f/u and delivery 3 Steps to Ensure Customer Engagement • Its habitual buying • CS line • Volume & variety discount • Customer Story • Indeed no product better than this • Service warranty • Full money back guarantee • Special offering for next product (cross/up-sell) • Customer get customer • They are nice people • Free dinner • Feedback call • Birthday greetings • Customer community • Free dinner for Couple • Comment on our page to activate warranty • Tell us what you wish on birthday
  11. 11. ONTARGET FACT ABOUT ME • 2 years experience as a Consultant of Purple Analytics Indonesia (till now 2014) • 5 years experience as a Credit Operation Head for a car portfolio of PT.Adira Multifinance, Tbk • 7 th experience as Head of Product Development of PT. Astra International, Tbk - AstraWorld • 5 years teaching experience of Trisakti School of Management Stephanus Taufan Wibowo Linkedin: http://id.linkedin.com/in/stephanuswibowo Blog: stevewibowo.blogspot.com adayatworks.wordpress.com For further discussion please contact: 3 Steps to Ensure Customer Engagement • 5 years teaching experience of Trisakti School of Management • Bachelor and Masters in Marketing Management and Human Resources Management from Satya Wacana Christian University and Post Graduate degree from University of Gadjah Mada (International Program) SKILL SET • Management System & Performance Management • Productivity Improvement & Organizational Development • Business Process & Change Management • Marketing Strategy Formulation & Marketing Analytic • Customer Relationship Management • Credit Risk & Operation

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