- 1. No customer, no glory Its all about connecting with
people
2. Who is the customer? 3. A customer is not a number 4. A
customer is not a target group 5. A customer is the person you are
working for. The one you serve. He is the user of your products. He
knows the best how to use your products and make them even better.
He talks about you and your products. He experiences your services.
He should be feeling important, welcome, embraced, connected,
recognized. He is the one why you are in business. Without him
youll be out of that. 6. But Do you know your customer? Do you
understand his needs, wishes, plans, values? Do you know what your
customer expects from you, and your products or services? And are
you delivering at these expectations? Or even beyond them? Do you
offer him the best value possible? Are you consistently delivering
in a way that satisfies and even surprises your customer? 7. And Do
you think that your customer will give the same answers to those
questions as you did? 8. Many companies spend most of their
marketing budgets in lead generation/new customer acquisition and
invest 20% or less in their own customers 9. Thats an unwise policy
10. Thats an unwise policy Because 80% of revenues come from
customer retention 11. Treat your customers well, and they will
stay with you (and will come back to you at the next purchase) 12.
Surprise your customers, and they will share their surprise with
their friends (and will convince them to become a fan as well) 13.
So, find ways to genuinely surprise your customers 14. creating
WOWMOMENTS 15. In our competitive, over-communicated society,
theres more to deepen customer relationships than delivering
operational excellence 16. Managing efficiencyManaging affection
17. Its about Being interested in human beings, not in figures,
numbers etc. Spending time and money to get to know the users of
your products Continuously engaging with real people Willing to
build a customer-centric business Delivering lasting moments on top
of valuable products and services 18. A deep understanding of the
users of your products and services, leads to new perspectives
which, in turn, spawn novel solutions d.school 19. Research shows:
Most customers will put service ahead of price - if you give them
the chanceBIGresearch 20. Unfortunately 79% of business leaders
have only a generalized or superficial/ absent understanding of
their customersIBM research 21. And 60% of marketers doubt if they
can identify their loyal customersAcxiom/Loyalty360 22. And 60% of
marketers doubt if they can identify their loyal customers let
alone their customers needs and expectations 23. Do you know what
your customers EXPECT from your products and services? 24. Do you
know what your customers EXPECT from your products and services?
90% of businesses dontSmart Advantage 25. Reasons why: no direct
interactions with customers unwillingness to ask about expectations
unpreparedness in addressing themPheng & Nguan 26. When
decision makers do not fully understand customers expectations,
they may cause a chain of bad decisions and suboptimal resource
allocations that result in poor service quality Gap analyses 27.
Management perceptions of customers expectations gap 2 ORGANISATION
Ineffective management of customer expectations Overpromising
Inadequate horizontal communicationsCommunications with
customersTranslation of perceptions into services quality
specifications gap 3gap 4Service/product delivery Absence of
customer driven standards Inadequate service leadership Poor
service design Deficiencies of human resource policies Failure to
match supply and demand Customers not fulfilling rolesgap 1Actual
service/productCUSTOMERSClosing this customer gap will: enhance
customer satisfaction enhance customer loyalty develop the lifetime
value of the customerPast experiencesPerceived service/ product gap
5 Expected service/ product Actual personal problems, needs &
wishesWorth of mouth Inadequate market research orientation Lack of
upward communication Insufficient relationship focus 28. A customer
experience starts with a personal question, need or wish; which
solution is worth paying for 29. But why should people choose YOUR
COMPANY to solve their problems? 30. Why should consumers spend
their most valuable and scarce resources - money, time and
attention - on you? 31. You only EARN these by meeting the needs of
your customers surprisingly well 32. HOW? By putting your customers
in the heart of your organization 33. In high performing
organizations, everything starts and ends with the customer. This
is a radical shift from organizations whose business design puts
customers as the end-receiver of the chain.Ken Blanchard 34.
Marketers might think that putting their customers in the heart of
their organization equals CRM, database marketing or marketing
intelligence 35. But having a customer-centric organization is not
the same as: Having an up-to-date client database Using profiles
and scenarios of your average client or target group Asking
feedback from clients when product modifications have been
developed 36. Customer-centricity means before making any decision,
find out how that decision will have impact on your customers 37.
It means watching at and listening to real people when you have a
business or product idea or assumption; focusing on your customers
needs, whishes and perspectives 38. If you do so, youll let real
customers involve in the way your products and services are
conceived, designed, delivered and experienced 39. But how do you
get in contact, and keep in touch with your customers? And how can
this contact be effective? 40. THE GOOD NEWS: your customers are
willing to help you 41. Nowadays, consumers increasingly want to
participate in the organizations they feel connected with 42.
Rather than receiving e-mails, news letters or push-tweets
consumers want to engage in debate, co-create, share experiences
and stories, and build engaging relationships with organizations
that are truly looking for customer insights to make their
customers happy 43. Especially with organizations that are
reliable, value sustainability, adopt mindful consumption, and have
the drive to innovate, and are able to make a difference 44. Its a
fact: Organizations that work closely with their customers and
end-users, design and develop better, more relevant and more
consistent high-impact solutions for peoples problems, needs or
wishes 45. So, empower your organization to engage with customers
to design sustainable products and excellent service which creates
lasting interactions and experiences 46. Most executives believe
that customer engagement is extremely important to their business.
Nearly 90% say that customer relationships are very important to
the success of their businessThe Economist 47. More important;
companies with engaged customers enjoy: improved customer loyalty
(80%), increased revenue (76%), and increased profits (75%)The
Economist 48. REMEMBER, Customer engagement isnt realized by a set
of isolated interactions. Its about cooperation, involvement,
consultation and dialogue. You have to recognize that the
interactions with your customers are based on an ongoing dialogue
of equals to nurture trust and form meaningful relationships 49.
These interactions create valuable experiences and outcomes for
your customers 50. It all starts and ends with connecting with your
customers 51. Inge KeizerEmail: [email protected] Twitter:
@ingejk March 18, 2012
