creating a great customer experience it’s not magic!

Creating A Great Creating A Great Customer ExperienceCustomer Experience

It’s NOT magic!It’s NOT magic!

It’s NOT Magic!

Constructing

insightsLean

Masterclass

It’s NOT Rocket

Science!

Events & Training

Value Stream

Mapping

Visual Controls

Study Tours

Toronto2008

Scotland2009

Visit Programmes

w w w . o n s i t e i n s i g h t s . c o . u k

SixSigma

Germany2009

© THM Business Simulations Ltd 2008

Some basics!Some basics!


Garry Marsh


AgendaAgenda 10.0010.00 Welcome and outline of the dayWelcome and outline of the day 10.1510.15 Holodeck – Making Customer Experience Holodeck – Making Customer Experience

RealReal 11.1511.15 BreakBreak 11.3011.30 Customer Experience Research – intrepidCustomer Experience Research – intrepid 12.1512.15 The Woburn Customer Experience – Chris The Woburn Customer Experience – Chris

WebsterWebster 13.0013.00 Lunch & NetworkingLunch & Networking 13:4513:45 Ten customer experience lessons from Ten customer experience lessons from

MicrosoftMicrosoft 14.3014.30 It’s NOT magic! - customer experience It’s NOT magic! - customer experience

seminarseminar 16.0016.00 Close and visit the parkClose and visit the park

The HolodeckThe Holodeck

Making “Customer Experience” Making “Customer Experience” realreal


HolodeckHolodeck

Star TrekStar Trek A simulation to build skills and A simulation to build skills and

understanding understanding Your chance to feel what customers Your chance to feel what customers

feelfeel An illustration of how easy it is to An illustration of how easy it is to

lose customer loyaltylose customer loyalty A bit of a laugh!A bit of a laugh!

The HolodeckThe Holodeck

THM Business Simulations LtdTHM Business Simulations Ltd


SummarySummary

Customers live in a multi-supplier Customers live in a multi-supplier worldworld

Somebody, somewhere did this to Somebody, somewhere did this to them today!them today!

Many processes make no sense for Many processes make no sense for the customerthe customer

If it’s too hard they go awayIf it’s too hard they go away


What the **** was that What the **** was that all about?all about?

LexwatLexwat ElectricityElectricity

Reputation and trustReputation and trust Blame cultureBlame culture Customer run-aroundCustomer run-around

WaterWater IVR and corporate body languageIVR and corporate body language



MetallincMetallinc SpoonsSpoons

Misdirected marketing (offers Misdirected marketing (offers customers don’t want or need)customers don’t want or need)

Disjointed CRM and data managementDisjointed CRM and data management KettlesKettles

Technical complexity Technical complexity Bureaucratic admin Bureaucratic admin



Crock-Up PLCCrock-Up PLC SaucersSaucers

Wrong productsWrong products Attitude – personal ownershipAttitude – personal ownership Inconsistent responses/message to customerInconsistent responses/message to customer

CupsCups The web experience – one poor experience The web experience – one poor experience

driving customers to the “wrong” driving customers to the “wrong” (expensive) channel(expensive) channel

Sales & Marketing databaseSales & Marketing database



BasicShop LtdBasicShop Ltd TeaTea

Customer run-aroundCustomer run-around Campaign knowledgeCampaign knowledge

SugarSugar The easy (inferior) competitive offerThe easy (inferior) competitive offer

MilkMilk Upgrading and inertia – compelling Upgrading and inertia – compelling customercustomer

reasonsreasons Product complexity – put off or drive awayProduct complexity – put off or drive away


Customer experience Customer experience

Polite, friendly service (mostly!)Polite, friendly service (mostly!) Delivered their processesDelivered their processes Did what they were trained to doDid what they were trained to do Nobody was wrongNobody was wrong 9 products, 9 processes, lots of 9 products, 9 processes, lots of

frustrationfrustration Would you want to buy again?Would you want to buy again? Would you recommend to friends and Would you recommend to friends and

family?family?


What lessons can you What lessons can you take away for your take away for your

business?business? Everybody influences what a Everybody influences what a

customer experiences – good or bad. customer experiences – good or bad. Look at you and your company Look at you and your company

processes from the customers side – processes from the customers side – would you want to be served by you?would you want to be served by you?

Improve something – think differentlyImprove something – think differently If its too hard your customers WILL If its too hard your customers WILL

go somewhere else!go somewhere else!


Customer satisfaction – Customer satisfaction –

where are you looking where are you looking from?from?


Time to voteTime to vote

Our customer survey:Our customer survey:

Who would buy again from these Who would buy again from these companies?companies?

Who would recommend to friends Who would recommend to friends and family?and family?

What score would you give this What score would you give this experience?experience?

intrepidintrepid

WoburnWoburn

LunchLunch

10.5 things I 10.5 things I learned at learned at MicrosoftMicrosoft

About customer experience!About customer experience!


1. Eat your own dog food 1. Eat your own dog food and don’t believe your own and don’t believe your own

press releasespress releases All software tested on employees firstAll software tested on employees first Marketing messages are there to sell!Marketing messages are there to sell! Your customers know what you’re really Your customers know what you’re really

like – do you?like – do you?


2. Satisfaction is what 2. Satisfaction is what customers SAY. Loyalty is customers SAY. Loyalty is

what customers DOwhat customers DO.. Customers can say they are satisfied and still Customers can say they are satisfied and still

leave you tomorrow…we had the opposite!leave you tomorrow…we had the opposite! Research is an excellent tool…Research is an excellent tool… ……IF you can see past the top level numbers IF you can see past the top level numbers

to the key driversto the key drivers


Really understandingReally understanding


3. You can’t buy your way out 3. You can’t buy your way out of something you behaved your of something you behaved your

way intoway into


4. Don’t believe what you read 4. Don’t believe what you read in the papers…but your in the papers…but your

customers do!customers do!

Customers build Customers build perceptions about you perceptions about you and the experience and the experience you will deliver based you will deliver based on very few personal on very few personal interactions and a interactions and a handful of sound biteshandful of sound bites

Give customers Give customers positive stories. Build positive stories. Build a “John Lewis” a “John Lewis” reputationreputation


5. CPE = Customer and 5. CPE = Customer and Partner Partner ExperienceExperience

Partners are Partners are customers toocustomers too

And they deliver And they deliver some of your some of your customer customer experienceexperience

Do you know how Do you know how well they do it?well they do it?


6. You CAN turn a tanker 6. You CAN turn a tanker (but not by whipping the (but not by whipping the

crew)crew) 1996 and the shift to the internet1996 and the shift to the internet The CPE culture shift – forcing the The CPE culture shift – forcing the

convertsconverts


7. The customer isn’t 7. The customer isn’t always rightalways right

24 x 7 consumer support24 x 7 consumer support IM and FacebookIM and Facebook


8. The data isn’t always 8. The data isn’t always rightright

But if you know it well enough you can But if you know it well enough you can convince people that it is and use it to convince people that it is and use it to your customers advantageyour customers advantage


9. Why let customer needs 9. Why let customer needs spoil a good process?spoil a good process?

MYR – feeding the beastMYR – feeding the beast Contracts Contracts Woking stationWoking station


10. Stay paranoid10. Stay paranoid

Don’t take customer Don’t take customer “loyalty” for granted “loyalty” for granted (Windows v Linux)(Windows v Linux)

Don’t expect to keep Don’t expect to keep market share (boxes market share (boxes of Office v free of Office v free online apps)online apps)

Don’t get Don’t get complacent complacent (Facebook and (Facebook and Google)Google)

10.5 In the land of the 10.5 In the land of the blind, the one-eyed man is blind, the one-eyed man is

kingking


It’s NOT magic!It’s NOT magic!


Competition in a tough Competition in a tough marketmarket

David Blaine

Seen him

Like him

Would recommend

David Copperfield

Seen him

Like him

Would recommend

Who?

Seen him

Like him

Would recommend


How can he compete?How can he compete?

1. Have GREAT magic!

2. Have us watch him, like him, and want to recommend him!

3. Do something different to the others!

The Magic Formula

Deliver excellent basics

+

Build strong relationships

+

Create competitive differentiation

=

Excellent customer experiences

=

Achieve business goals


Competition in a tough Competition in a tough marketmarket

David Blaine

Seen him

Like him

Would recommend

David Copperfield

Seen him

Like him

Would recommend

Who?

Seen him

Like him

Would recommend

Introducing…Introducing…

Etienne PradierEtienne Pradier


What every company What every company wantswants

““Excellent”, “Amazing”, “Fantastic”Excellent”, “Amazing”, “Fantastic” ““I want to see more”I want to see more” ““I’m going to tell other people”I’m going to tell other people”

These are desired behaviours!

These are the drivers of customer loyalty!


Is it really magic?Is it really magic?

ProcessesProcesses Right first time, Right first time,

every timeevery time Attention to Attention to

detaildetail Getting the Getting the

basics rightbasics right

The Magic Formula


+


+


=


=



The menuThe menu

Vegetarian curryVegetarian curry Chicken in oyster sauceChicken in oyster sauce Golden beetroot Golden beetroot Fish and chipsFish and chips


Thinking wideThinking wide

Attention to detail and getting the Attention to detail and getting the basics right are critical…..basics right are critical…..

……..across the ..across the wholewhole customer customer experienceexperience

““It’s the way I It’s the way I tell ‘em!” tell ‘em!”

Frank CarsonFrank Carson


The difference The difference

Magic is process delivered Magic is process delivered spectacularly well and packaged spectacularly well and packaged with creativity, style, confidence, with creativity, style, confidence, and a positive attitudeand a positive attitude


Dear Mr. Marsh,

On behalf of all my colleagues atTaj Residency, Bangalore, I take this

opportunity to wish you 'A Very Happy Birthday and best wishes for many more to come

in the years ahead'. Regards,

SALEEM YOUSUFFGENERAL MANAGER

Style and creativity can Style and creativity can cost nothing!cost nothing!

Good ideas are all around you - steal

them!

Getting the basics wrongGetting the basics wrong

What happens when you What happens when you don’t listen and don’t caredon’t listen and don’t care


Word of mouthWord of mouth This is how many people they tell based on how well you This is how many people they tell based on how well you

handled their complaint:handled their complaint:

3 – if you do a good job3 – if you do a good job 10 – if you do a great job10 – if you do a great job 25 – if you do a bad job25 – if you do a bad job 50 – if you get into an argument50 – if you get into an argument And if the argument turns into a And if the argument turns into a

fight you’ll make the 6pm news!fight you’ll make the 6pm news!

Yours is a Very Yours is a Very Bad HotelBad Hotel

A graphic complaint prepared A graphic complaint prepared for:for:

G. ManagerG. ManagerGeneral ManagerGeneral Manager

ABC HotelsABC HotelsAmericaAmerica


In the Early Morning Hours ofIn the Early Morning Hours ofNovember 15, 2001, at the November 15, 2001, at the

ABC Hotel, We Were Treated ABC Hotel, We Were Treated Very Badly Indeed.Very Badly Indeed.

We held guaranteed, confirmed We held guaranteed, confirmed reservations at the ABC Hotel for the reservations at the ABC Hotel for the night of November 14-15.night of November 14-15.

These rooms were held for late arrival These rooms were held for late arrival with a major credit card.with a major credit card.

One of us is an ABC Gold Card VIP One of us is an ABC Gold Card VIP membermember

Yet when we arrived at 2:00am… Yet when we arrived at 2:00am… we were we were refused rooms!refused rooms!


Refused Rooms… Even When Refused Rooms… Even When We’reWe’re

“Confirmed” and “Confirmed” and “Guaranteed”?“Guaranteed”?

Mike, your Night Clerk, said the Mike, your Night Clerk, said the only rooms left were off-limits only rooms left were off-limits because their plumbing and air-because their plumbing and air-conditioning had broken! conditioning had broken!

He’d done nothing about finding He’d done nothing about finding us accommodation elsewhere!us accommodation elsewhere!

And he was deeply unapologetic!And he was deeply unapologetic!


Quotations from Night Clerk Quotations from Night Clerk MikeMike

““Most of our guests don’t arriveMost of our guests don’t arriveat two o’clock in the morning.”at two o’clock in the morning.”

-- -- 2:08 am, November 15, 20012:08 am, November 15, 2001

Explaining why it was OUR fault that the ABC Hotel could not honor our guaranteed reservation


Quotations from Night Clerk Quotations from Night Clerk MikeMike

““I have nothing to apologize to you I have nothing to apologize to you for”for”

-- -- 2:10 am, November 15, 20012:10 am, November 15, 2001Explaining why we were wrongto be upset that our “guaranteed” rooms weren’t saved for us


The Career Path of Night The Career Path of Night Clerk MikeClerk Mike

(He peaked last week.)(He peaked last week.)

November 15, 2001:Rude Hotel Clerk

1985:Paper Boy

1995:Subway Sandwich Maker 2004:

McDonald’sSandwich Maker

2014:ToiletCleaner


We Are Very Unlikely to We Are Very Unlikely to Return to theReturn to theABC Hotel.ABC Hotel.

Lifetime chances of dying in a bathtub: Lifetime chances of dying in a bathtub: 1 in 1 in 10,45510,455

(National Safety Council)(National Safety Council)

Chance of Earth being ejected from the solar Chance of Earth being ejected from the solar system by the gravitational pull of a passing star: system by the gravitational pull of a passing star: 1 in 2,200,0001 in 2,200,000

(University of Michigan)(University of Michigan)

Chance of winning the UK Lottery: Chance of winning the UK Lottery: 1 in 1 in 13,983,81613,983,816

(UK Lottery)(UK Lottery)

Chance of us returning to the ABC Hotel : Chance of us returning to the ABC Hotel : worse worse than any of thosethan any of those

(And what are the chances you’d save rooms for us anyway?)(And what are the chances you’d save rooms for us anyway?)


Revenue Lost to the ABC Hotel as a Revenue Lost to the ABC Hotel as a result of our November 15 Incidentresult of our November 15 Incident

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

18,000

Our firm's totalexpenditures on hotelsin this areaDollars we'll bespending at the ABCHotel

Calendar2001

Calendar2002

Shown in U.S. dollars


We’ll Be Sending This We’ll Be Sending This PresentationPresentationto your HQ.to your HQ.

And to some friends.And to some friends. We hope they’ll share it with We hope they’ll share it with theirtheir

friends!friends! If you’d like a hard copy, email us.If you’d like a hard copy, email us. Good luck!Good luck! And give our best to Mike!And give our best to Mike!


The sequelThe sequel

Went out on November 21stWent out on November 21st 4 weeks later = 2500 responses to the authors4 weeks later = 2500 responses to the authors PR Director of ABC received the file 80 times PR Director of ABC received the file 80 times Millions of inboxes and countless web sitesMillions of inboxes and countless web sites Media frenzyMedia frenzy Stock market uncertaintyStock market uncertainty The authors removed the file from their The authors removed the file from their

website fearing job losses and damage to the website fearing job losses and damage to the companycompany


The moral of the storyThe moral of the story

Getting the basics right is CRITICALGetting the basics right is CRITICAL

Every person and every process in Every person and every process in the business must be aligned behind the business must be aligned behind the concept of delivering a great the concept of delivering a great customer experiencecustomer experience


Impact of problems on Impact of problems on repurchaserepurchase

Repurchase intention

Industry Problem No problemFinancial Services 56% 81%Vehicle repair services 57% 84%Telecommunications 83% 95%Travel & Leisure 82% 97%Petrochemicals 80% 94%Utilities 75% 88%

Source: F. Reichheld – The Loyalty Effect


The magic formula The magic formula

The Magic Formula


+


+


=


=



The menuThe menu



The trickThe trick

Think like a customer - act like a Think like a customer - act like a small businesssmall business


Relationships and desired Relationships and desired behavioursbehaviours

Get inside the mind of Get inside the mind of the customer – use the the customer – use the data, tools and processes data, tools and processes available. Deliver insight.available. Deliver insight.

CRM

CEM+




Drive desired behaviours – move the attention or discussion to where you want it to be

CRM

CEM+




Drive desired behaviours – move the attention or discussion to where you want it to be

Build strong relationships – make the customer feel good and look good. Become an ally not a supplier.

CRM

CEM+

Turning Turning relationships into relationships into

revenuerevenueA great trick if you can do it!A great trick if you can do it!


The menuThe menu

Vegetarian curryVegetarian curry Chicken in oyster sauceChicken in oyster sauce Golden beetrootGolden beetroot Fish and chipsFish and chips


MSNMSN

Managed accounts researchManaged accounts research Advocacy up 15% points in 18 monthsAdvocacy up 15% points in 18 months If average revenue per customer was If average revenue per customer was

£100 (index calculated to protect £100 (index calculated to protect confidentiality):confidentiality): Advocates expenditure Advocates expenditure £161£161 Liberal expenditureLiberal expenditure £ 93£ 93 Cynic expenditureCynic expenditure £ 45£ 45



The Magic Formula


+


+


=


=



In the words of a winning In the words of a winning team coachteam coach

““We have to change the way we do things. We have to change the way we do things. Not just on the pitch but off it as well. We Not just on the pitch but off it as well. We have to learn to think differently about have to learn to think differently about every aspect of what we do, and look at it in every aspect of what we do, and look at it in a way that our competitors fail to notice……a way that our competitors fail to notice……There are two parts to this concept: lateral There are two parts to this concept: lateral thinking or thinking differently, and vertical thinking or thinking differently, and vertical thinking or thinking detail”. thinking or thinking detail”.

Taken from Clive Woodward’s book – “Winning”Taken from Clive Woodward’s book – “Winning”


The menuThe menu



The Ashvale Fish The Ashvale Fish Restaurant - AberdeenRestaurant - Aberdeen


Return to the AshvaleReturn to the Ashvale

ConciergeConcierge 12 shops12 shops ““Going for an Ashvale”Going for an Ashvale” 16000 fish a week – pay the next day16000 fish a week – pay the next day £18 or £42 a stone£18 or £42 a stone MaintenanceMaintenance



The Magic Formula


+


+


=


=



Competitive Competitive differentiation!differentiation!

David Blaine

Seen him

Like him

Would recommend

David Copperfield

Seen him

Like him

Would recommend

Who?

Seen him

Like him

Would recommend

Fantastic!


Thank-youThank-you52 extra ideas to take away52 extra ideas to take away

[email protected]@thmbiz.co.uk

creating a great customer experience it’s not magic!

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