Chief Customer Boot Camp: Evaluate Your Company Power Core

Become a Beloved and Prosperous Company

www.customerbliss.com All Rights Reserved ©Jeanne Bliss 2010. CustomerBLISS

Evaluate Your Company POWER COREMake Customers a True Priority of Your Business



1

A C R U C I A L S T E P

F O R K N O W I N G H O W

T O P R O C E E D

Your Company Power Core©

(Where to Gain Traction First)



The Six Basic Power Cores©

(Where to Gain Traction First)



VulnerabilityStrength

Reliability in Key

Customer Contacts

Clarity in Silo

Hand-offs

Deliver What

Customers Value

Rewards Based on

Operational Metrics

Integrated Customer Experience

FeedbackDrives

Improve- ment

1. MARKETING Power Core“Brand” may not connect across the silos. Marketing communications define

the tenor and tone of the relationship. Strong focus on campaigns and tactics.




2. SALES Power CoreMotivation to make the numbers. Performance measured in short-term targets.

After sale experience doesn’t always deliver on the promise of the sale.

Reliability in Key

Customer Contacts

Clarity in Silo

Hand-offs

Deliver What

Customers Value

Rewards Based on Operational Metrics


FeedbackDrives

Improve- ment

Rewards Based on

Operational Metrics



Resources and success metrics center on product development, not automatically customer focus.


3. PRODUCT Power Core

Reliability in Key

Customer Contacts

Clarity in Silo

Hand-offs

Deliver What

Customers Value

Rewards Based on Operational

Metrics


FeedbackDrives

Improve- ment



Executing internal tasks (ex: insurance) is how success is defined & measured and forms the core of power. Easy to lose sight of the customer.

4. VERTICAL Power Core


Reliability in Key

Customer Contacts

Clarity in Silo

Hand-offs

Deliver What

Customers Value


Metrics


FeedbackDrives

Improve- ment




5. IT / ENGINEERING Power CorePowerful impact as an inordinate of the business is dependent on their

capacity, scheduling and prioritization process.

Reliability in Key

Customer Contacts

Clarity in Silo

Hand-offs

Deliver What

Customers Value


Metrics


FeedbackDrives

Improve- ment



When the Power Core is the Customer:

Product

Marketing

Customer

Sales

ITEngineering

6. CUSTOMER Power CoreCompany decisions come from understanding what will drive the greatest

value to customers in the short and long-term.



What Is Your Company Power Core? What predominant priority in our organization drives the action? How do werank each of these, starting with the priority that most drives the corporate agenda? Mark your primary Power Core “A” and your secondary “B”

Sales – Quarterly targets and sales goals pull the weight in the company. “The sale” is the focus, sometimes at the expense of the rest of the experience.

Product – Resources, success metrics center on product development, not necessarily customers focus.

IT – Drives the agenda / priorities of the organization as the majority of projects are driven by their prioritization.

Other – You may have another power core, such as finance.

Customer – You begin with customer needs and build your operation from there.

A Vertical Business –Execution in the vertical business (such as insurance) is how success is defined and measured and forms the core of power.

Marketing – the marketing department “owns” the tenor and tone of the relationship with customers

Boot Camp Exercise 1: Identify Your Company Power Core




Deliver What

Customers Value

Reliability in Key

Customer Contacts

Rewards Based on

Operational Metrics

Clarity in Silo Hand-Offs

Feedback Drives

Improvement

Your Power Core Impacts Traction

In the Customer DNA Competencies:



Your Power Core Impact on Driving Customer DNA:


Deliver What

Customers Value

Reliability in Key

Customer Contacts

Rewards Based on

Operational Metrics

Clarity in Silo Hand-Offs

Feedback Drives

Improvement

Boot Camp Exercise 2: Assess Your Power Core

Vulnerability

Strength

Vulnerability

Strength

Vulnerability

Strength

Vulnerability

Strength

Vulnerability

Strength

High Moderate Low

Vulnerability

Strength



1. Gain agreement for scope of work.

2. Create process and change management competencies.

3. Map customer experience/priority contacts.

4. Manage priority contact performance.

5. Introduce Guerrilla Metrics.

MARKETING Power Core Kick-Start



NPS/Recommend by Customer Segment

Renewals by Segment

New Customers by Volume and Value

Net gain or loss of customers by value.

Lost Customers, Volume And Value With Reasons

0

20

40

6080

100

Profitability/Revenue by

Customer Segment

MARKETING Power Core Kick-start:

Guerrilla Metrics: Elevate Customers

as the Asset of Your Business



PRODUCT Power Core Kick-Start

1. Focus on product development, based on customer priorities.

2. Establish a customer feedback system.3. Create initial performance standards.4. Institute tracking and reporting.5. Introduce Guerrilla Metrics.



SALES Power Core Kick-Start

1. Commit to customer retention, not just acquisition.

2. Establish a defector pipeline.3. Commit to no more than five new actions to

manage retention.4. Begin to track and manage retention

performance.5. Introduce Guerrilla Metrics.



MARKETING Power Core Kick-Start

New CustomerAddress questions or issues two weeks after purchase

Claim CustomerFollow-up mid-stage and after claimIs closed

Managing Across the Defector Pipeline

Service Issues Follow up after inbound service call or poor feedback on outbound survey

Win-back Contactcustomers who left to resolve their issues and regain their business

Service Renewal One month prior to renewal – resolve issues before reselling



1. Redefine business for customer relevance.2. Clarify what you want to deliver and why. 3. Map the experience and top ten customer

interactions.4. Begin to track and manage performance in

top ten interactions.5. Introduce the Guerrilla Metrics.

VERTICAL BUSINESS Power Core Kick-Start



Redefine Purpose for Customer Relevance:

Delivering The American Dream Home Builder

Customer Escape Artist

Spa Technician

VERTICAL BUSINESS Power Core Kick-Start



INFORMATION TECHNOLOGY Power Core Kick-Start

1. Make IT a partner in the customer mission.2. Identify the customer priorities. 3. Create an oversight process for aligning IT

resources with customer priorities. 4. Recast IT priorities = customer priorities. 5. Engage IT in the Guerrilla Metrics.



From Lip Service to Passionate Action:Chief Customer Officer Virtual Boot Camp.

[email protected]

mailto:[email protected]

http://www.customerbliss.com/

Documents

Chief Customer Boot Camp: Evaluate Your Company Power Core