making service an experience
TRANSCRIPT
INSIDE – 1. POINT OF VIEW – making service an experience 2. STORIES – who’s doing it well, what can we learn 3. FIVE GOLDEN RULES – how you can do it
LIFE IS TOUGH
Build and motivate successful teams
Maximise income
Drive growth
Increase life-time value
Navigate change
Stay relevant
“Our purpose now is to deliver a nothing less than a brilliant customer experience”
Lucy Crowther, HR Director Argos October 2016
AND GETTING TOUGHER: WE’RE EXPECTED TO GO EVER FURTHER...
OMNICHANNEL STRATEGY
SERVICE DESIGN
CUSTOMER JOURNEY OPTIMISATION
CRM SYSTEM
BECAUSE THE TOOLS THAT SERVE US ARE INCOMPLETE
“The store is a social centre, not merely a place for shopping” Harry Gordon Selfridge, 1906
BUT SHOPPERS WANT MORE THAN A TRANSACTION!
TIME FOR US GRASP THE OPPORTUNITY TO BECOME A MORE MEANINGFUL PART OF THE CUSTOMER’S LIFE! They’re having fun despite our efforts. Not because of them.
70% of people say they were willing to spend more with companies they believe provide excellent customer service. 70% of buying experiences are based on how the customer feels they are being treated Almost 90% say they would pay more to ensure a superior customer experience
80% of companies say they deliver "superior"
customer service
8% of their customers agree with them
Sources: American Express, McKinsey, Harris Interactive
1. DEFINE YOUR SERVICE PROPOSITION • What experience are you promising? • How is it different? 2. TRANSLATE IT INTO BEHAVIOURS AND HALLMARKS • What does your proposition look like in the real word? • How is it expressed through the way your people act? 3. EMBED IT IN THE BUSINESS • Bring your managers into the fold • Retune your procedures:
recruitment, induction, training, reward
4. MAKE IT TRUE TO YOUR BRAND • Coherent message • Seamless idea • Consistency between
promise and reality
DELIVERING AN EXPERIENCE: FIVE GOLDEN RULES
① Affinity trumps capability ② Be part of the gang ③ Knowledge is king ④ Diversity is human ⑤ Trust will be rewarded