Download - Compete or get beat
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compete or get beat!BY
MUHAMMAD NADEEM
MDS/NBP PAKISTAN
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i try to help forward thinking organisations
improve their competitiveness and profitability
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how I work…….
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awarenessassessment
action
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about today
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competitiveness
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customers
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competence
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why ‘devoted’ customers?
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high expectations
low expectations
a ‘poor’experience
a ‘great’experienc
e
‘devoted’
‘delighted’
‘disappointed’
‘disaffected’
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creating ‘devoted’ customers means
•consistently providing a ‘great experience’
•creating a passion for customers throughout your business at every level
•building ‘trust’ and raising the expectations of your customers
•continually ‘raising the bar’
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why it’s getting more difficult
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‘greater transparency = more customer control
and choice’
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“ to find something comparable, you have to go back 500 years to the printing press, the birth of mass media – which, incidentally, is what really destroyed the old world of kings and aristocracies. technology is shifting power away from the editors, the publishers, the establishment, the media elite. now it’s the people who are taking control ”
Rupert Murdoch
Wired Magazine
July 2006
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‘never satisfied customers’
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90%
of business leaders believe customers are more demanding than they were a few years ago NFI Research
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10 ideas to help you
think ‘devoted’
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idea 1: stand in your own queues
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£31 Billion!
the cost of businesses failing to respond to email enquiries Vodafone UK
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the ‘sales prevention officer’!
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Typical Causes of ‘sales prevention officers’
•Systems and processes
•Culture•Policies•YOU!
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what sort ofrole model
are you?
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7 tell tale signs you’re a ‘sales
prevention officer’
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“I can see your point, but I still
think it’s irrelevant”
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“How about "never"?
Is “never" good for you?”
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“I'll try being nicer if you'll try
being less stupid”
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“You want this done by a deadline? I love
deadlines. I especially like the whooshing sound they make as they
go flying by”
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“Tell me what you need, and I'll tell you how to
get along without it”
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“I don't have an attitude problem.
You have a perception problem”
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“I can only please one person per
day. Today is not your day.
Tomorrow is not looking good
either”
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idea 2:
exterminateyour ‘sales
prevention officers’
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idea 3:
ring up
your own
business
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‘delight’ your customerssurprise customers with the
level of service you provide
idea 4:
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We don’t sell cosmetics, we sell hope
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- produces a ‘wow’ reaction- appears spontaneous or
unexpected- it’s the personal touch- makes customers feel valued- is memorable- creates a talking point- is ‘dramatically different’
the ingredients of ‘customer delight’
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some ideas for ‘customer delight’
• Milk and two sugars…• I saw this and thought of you…• Welcome• Remember me!• Cards• Ps......• Thank you• How are things?• Subscribe me!• Thanks for prompt payment
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‘we’re drowning in data’
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‘trust’ in institutions is
declining
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76%
of consumers don’t believe that companies tell the truth in advertisements
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increase in ‘word of mouth’ (and word of
mouse)
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= percentage of customers who identify word of mouth as the best, most reliable source about ideas and information on products and services - up 26 pts. vs. 25 years ago Source: NOP World
93
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we all have to work harder at building and maintaining trust
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if only advertisements told the
truth
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‘the age of abundance’
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“in every single industry
there is now overcapacity of production
and lack of capacity
in terms of people”
sir martin sorrell, chief executive WPP
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competitive advantage:
“a ‘bundle’ of distinct and unmatchable skills, methods and practices that differentiate
the business from its competitors”
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want it
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know about it
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are prepared to pay (more) for it
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why should I buy from you?
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• Our expertise and experience• Our reputation• Our pricing• Our personal service• Our quality / facilities• Our people• Our speed of response• Our flexibility to customer needs• Our ability to solve problems • Our ‘Uniqueness’
sit down if you heard something like…
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“Better, faster, cheaper is not enough. Others will always get there first or
quickly catch you up. You need to be profoundly different, with a radically
different customer-centred offer”Gary Hamel, Leading The Revolution
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idea 5:
think ‘3D’
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dramatically and demonstrably
different
be
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•first direct has 1.2 million customers.
•It sends around 3.5 million text messages to customers every month.
•More than 1 in 3 of first direct's customers join because of personal recommendation.
•first direct takes over 13,000 calls a day outside working hours.
According to NOP research, first direct has been the most recommended bank in the UK for the past 13 years.
•According to NOP research, first direct has had the most satisfied customers of any UK bank for the past 13 years
•first direct has been in profit every year since 1995.
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if you can’t demonstrate
you’redramatically
different, you’re invisible
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44% of consumers say the majority of their customer
experiences are
bland
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how do you demonstrate
you are ‘dramatically
different’?
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‘dialogue, not
diatribes’
idea 6:
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give your customers a damn good listening to
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“ the more you engage with customers the clearer things become and the easier it is to determine what you should be
doing”John Russell, President, Harley-Davidson Europe
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raise the bar
idea 7
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high expectations
low expectations
a ‘poor’experience
a ‘great’experienc
e
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high expectations
low expectations
a ‘poor’experience
a ‘great’experienc
e
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be an ‘enemy of
the status quo’
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“if you are setting out
to be different, don’t
ask customers what
they want. sometimes
it’s up to you to take
the lead, because the
customer has no reference point. they simply don’t
know”
steve ridgway ceo, virgin atlantic
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“ you can’t just ask customers what they want and then try to give that to them. By the time you get it built, they’ll want something new.”
steve jobs, apple
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dame anita roddick
“ to succeed you have to believe in
something with such a passion that it becomes
a reality ”
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scare yourself, otherwise
you’re not doing
anything newMary Murphy Hoye, Head Of R & D, Intel
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idea 8:
‘champion your
champions’
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idea 9 : spot ‘disappointment’
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high expectations
low expectations
a ‘poor’experience
a ‘great’experienc
e
‘disappointed’
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were you completely
happy with our service?
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How likely is it that you would recommend us to your friends or colleagues?x
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idea 10:take
action, not notes
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people can be divided into three groups
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those who make things happen
those who watch things happen
those who ask ‘what happened’?
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don’t just stand there….. do something!
dick dastardly