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Creative Customer Retention and Engagement Strategies: 10 ways to increase team productivity and keep customers satisfied Are you committed to a workforce development strategy that focuses on skills that retain, engage, and cultivate customers? As organizations invest time, money, and other valuable resources in products and services for customers, it is critical not to overlook the intangible value that employees can provide customers with increased interpersonal effectiveness, focused communication strategies, and proven methods that increase customer loyalty. As competition increases and the economy fluctuates, it is more important than ever to ensure that front line employees and leaders throughout the organization have the skills to transform the customer experience. This seminar will explore top ten real-world strategies that create cultures where customers and employees are loyal and happy. Learning Outcomes: Increase productivity and customer engagement skills At the end of this seminar, participants will be able to: a) Examine common mistakes that businesses make with loyal customers b) Explore communication strategies and questioning techniques that clarify customer needs and values c) Identify tools to increase customer loyalty and satisfaction d) Examine strategies to encourage a customer centric culture and increase team productivity
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Creative Customer Retention and Engagement Strategies
Engagement with Value
Daniel L ScottNorthrop Grumman Aerospace Systems
Business and Advanced Systems Development
Setting Expectations through Engagement
Shaping Your Competition Requires Shifting Engagement Focus,….Demands Increasingly Greater Energy Over Time
Engagement with Integrity• Authenticity and integrity are two key characteristics required to
retain, engage and cultivate customer relationships.• Partnering with your customer requires that you continually strive
to anticipate their needs.• Recognize and develop a sense of community with your customers.• Avoid the pitfall of de-personalizing the customer.• Practice intentional warmth through communication.• Establish and maintain trust through promoting both integrity and
accountability. • Reframe and expand your understanding of organizational
community.
Strategic and Tactical Engagement
• Market Analysis
• Customer Relationship Development
• Formulate Overarching Domain Positioning Strategy and Plans
• Identify High-Level Customer Needs and Vision
• Cultivate Relevant Technology/Services Portfolio
• Develop High-Level Value Propositions
• Evaluate Potential Opportunities
Critical to Success
• Customer Relationship Development– Target customer (acquisition and end-user) thought leaders and influencers– Identify existing relationships (personal and program)– Engage in capability demonstrations (services / technical), conferences, and
advocacy
• Identify High-Level Customer Needs and Vision– Key requirements, mandates, priorities, and hot buttons– Relevant customer investments (Technology /Services, National Labs, etc)
• Develop High-Level Value Propositions– Mission satisfaction– Discriminators and Differentiators– Evolution and/or leverage of existing company programs/services
Incumbents Know Too Much!
6
As the Incumbent Dreamt it
As the Customer specified it
As it appeared in the RFP
As it was Proposed by the Challenger
What the Customer wanted
As the Incumbent Team Proposed it
7
Value Proposition Within Trade Space
Source: RMD
Value = Quality
Price
(Real and Perceived Benefits [and Risks])
(Acquisition $ + Switching Cost $ and Switching Headaches $)
Higher Performance
Longer Schedule
Higher Cost
8
Build Winning Value Propositions
Source: NGC CLC
Building blocks for winning Value PropositionsBuilding blocks for winning Value Propositions
Value Proposition
"All Benefits”"Favorable Points of
Difference""Resonating Focus"
Consists of:All benefits customer receives from an offering
All favorable points of difference an offering has relative to the next best alternative
One of two points of difference (plus parity) whose improvement will deliver the greatest value to customer
Answers the customer question:
"Why should customer purchase Our offering?"
"Why should customer purchase our offering instead of the competitor's?"
"What is most worthwhile for our customer to keep in mind about our offering?"
Requires: Knowledge of own product offering
Knowledge of own product offering and next best alternative
Knowledge of how our marketing offering delivers superior value to customer compared with next best alternative
Potential pitfall:
Benefit assertion Value presumptionRequires customer value research
Product/Service Value PropositionVisual Depiction
9
Four Simple Takeaways
Perform on Current Contracts; Capture and
Execute Profitable Follow-On and New
Business
Perform on Current Contracts; Capture and
Execute Profitable Follow-On and New
Business
Evaluate All New Capital and Investment ; Eliminate Non-Performing Assets
Evaluate All New Capital and Investment ; Eliminate Non-Performing Assets
Conduct Customer Engagement with Authenticity and Integrity
Conduct Customer Engagement with Authenticity and Integrity
Reduce Program and Enterprise Costs;
Perform and Achieve Higher Margins
Reduce Program and Enterprise Costs;
Perform and Achieve Higher Margins
Result:
Increased Customer Value
Creation
Result:
Increased Customer Value
Creation
Q&A
Increase Productivity and Customer Engagement
• Develop your workforce to ensure a focus on customer engagement through– Customer relationship and intimacy– Clarity of Needs and Vision– Understanding of your discriminators and differentiators
• Provide customers with responsive communication strategies, and evidence of methods that reflect previous customer input
• Transform your customer’s experience through Value Propositions that are founded on Customer Benefits
