how to create ‘devoted’ customers
DESCRIPTION
how to create ‘devoted’ customers. a practical guide by andy hanselman. UK consultant says “forget ‘delighted’ customers, start thinking ‘devoted’ customers”. ‘devoted’ customers?. not ‘satisfied’ customers. not even ‘delighted’ customers. why?. 86. - PowerPoint PPT PresentationTRANSCRIPT
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how to create ‘devoted’ customers
a practical guide by andy hanselman
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UK consultant says “forget ‘delighted’ customers, start thinking ‘devoted’ customers”
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‘devoted’ customers?
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not ‘satisfied’ customers
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not even ‘delighted’ customers
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why?
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86 % of defectors express satisfaction with the previous
supplierfrederick reicheld – ‘the loyalty effect’
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so
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forget ‘satisfaction’
think ‘devotion’
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some customers have
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high expectations
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some customers have
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low expectations
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all customers either have
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a ‘great’ experience
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or
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a ‘poor’ experience
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look at it like this
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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‘delighted’
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‘delighted’ customers
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are surprised by the level of service you provide
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are surprised by the level of service you provide
( positively surprised please!)
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so
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‘delighting’ customers is ‘a good start’
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but
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with time
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expectations will rise
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(which is a good thing)
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the challenge is to consistently deliver
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a ‘great’experienc
e
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high expectations
low expectations
a ‘poor’experience
a ‘great’experienc
e
‘devoted’
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why?
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‘devoted’ customers
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stick with you
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spend more
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shout about you to
others
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the goal therefore is to create
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‘devoted’ customers
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how?
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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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so
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give your customers ‘a damn good listening to’
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44% of consumers say the majority of their customer
experiences are
bland
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so
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stand in your own queues
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identifyyour barriers to giving a greatexperience
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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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so
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think 3D
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dramatically and demonstrably
different
be
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it’s an ongoing process
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be an ‘enemy of
the status quo’
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aim
for
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this
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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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so
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raise the bar
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“stand out” and deliver
consistently
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it’s not easy
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occasionally customers will have
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a ‘poor’experience
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high expectations
low expectations
a ‘poor’experience
a ‘great’experienc
e
‘disappointed’
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so
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spot ‘disappointment’
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ask
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were you completely
happy with our service?
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actand
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get
back
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this
to
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high expectations
low expectations
a ‘poor’experience
a ‘great’experienc
e
‘devoted’
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this
not
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high expectations
low expectations
a ‘poor’experience
a ‘great’experienc
e
‘disaffected’
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“executives say that the way their organizations interact with customers
will be the greatest challenge in their
operations between now and 2010”
Economist Intelligence Unit – Business 2010
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so
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go for ‘delighted’
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aim for ‘devoted’
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spot ‘disappointed’
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avoid ‘disaffected’
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creating ‘devoted’
customers
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meanstaking action,
not notes
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so
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don’t just stand there….. do something!
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andy hanselman is one of the uk’s leading experts in business competitiveness. he writes, consults
and speaks on issues that help organisations maximise their competitive advantage, their
customer relationships and their competence.
you can find out more at www.andyhanselman.com
you can email him at [email protected]
andy hanselman consultingsheffield technology park60 shirland lanesheffields9 3spuktelephone: +44 114 243 4666