trains, planes & toilet cleaners - how to become and customer centric company
TRANSCRIPT
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[email protected] to become a customer centric company@HamishWTaylor
Hamish Taylor
“How to become a customer centric company”
or
Trains, Planes
………and Toilet Cleaners
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[email protected] to become a customer centric company@HamishWTaylor4
Customer challenges
Price Waterhouse
Hamish Taylor
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[email protected] to become a customer centric company@HamishWTaylor
“If you want a breakthrough…..look outside your current environment”
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[email protected] to become a customer centric company@HamishWTaylor
“If you want a breakthrough…..look outside your current environment”
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[email protected] to become a customer centric company@HamishWTaylor7
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[email protected] to become a customer centric company@HamishWTaylor8
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[email protected] to become a customer centric company@HamishWTaylor9
(External and internal)
Relevance to you?
SUPERIOR
CUSTOMER INSIGHT
SUPERIOR PRODUCT
& SERVICE
SUPERIOR
CUSTOMER ENGAGEMENT
SUPERIOR
CUSTOMER PROMISE
My Customer lessons = f
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[email protected] to become a customer centric company@HamishWTaylor10
SUPERIOR
CUSTOMER INSIGHT
SUPERIOR PRODUCT
& SERVICE
SUPERIOR
CUSTOMER ENGAGEMENT
SUPERIOR
CUSTOMER PROMISE
1. We need to change the way we “understand” customers!
External Internal
Customers
Partners
Shareholders
Team
Boss
Other Departments
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[email protected] to become a customer centric company@HamishWTaylor10
SUPERIOR
CUSTOMER INSIGHT
SUPERIOR PRODUCT
& SERVICE
SUPERIOR
CUSTOMER ENGAGEMENT
SUPERIOR
CUSTOMER PROMISE
1. We need to change the way we “understand” customers!
How do we get them?What new insights?
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[email protected] to become a customer centric company@HamishWTaylor
THEIR WORLD!
•Language
•Barriers
•Their story
•Feelings
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SOFT INSIGHTS
SUPERIOR
CUSTOMER INSIGHT
SUPERIOR PRODUCT
& SERVICE
SUPERIOR
CUSTOMER ENGAGEMENT
SUPERIOR
CUSTOMER PROMISE
“Small insights matter!”
What Insights?
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[email protected] to become a customer centric company@HamishWTaylor13
Soft Insight = Mood
ABC1 Social Groups
Finance Product needs
What?
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[email protected] to become a customer centric company@HamishWTaylor
• Office functions
• Engineering Depot
• Trains (Maintenance, cleaning, catering etc)
• Operations (check-in, security, lounges, control etc)
• Train crews (Drivers, Managers)
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£206m loss
Brand management
Government
Railwayman
CEO
Leisure Revenue
Overall service is goodThe Customer’s Customer? The Person?
What?
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[email protected] to become a customer centric company@HamishWTaylor
The (Business)Goals
The Customer’s Customer
The PeopleThe Specific Task
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What?
SUPERIOR
CUSTOMER INSIGHT
SUPERIOR PRODUCT
& SERVICE
SUPERIOR
CUSTOMER ENGAGEMENT
SUPERIOR
CUSTOMER PROMISE
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[email protected] to become a customer centric company@HamishWTaylor
Service Delivery
Customer
Expectation
A BC
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A
B
C
✔
✗
What? – do you understand expectations?
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[email protected] to become a customer centric company@HamishWTaylor
Haamsh Amech Hameesh
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Get it right …. or don’t do it at all!eg Personalisation
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[email protected] to become a customer centric company@HamishWTaylor17
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[email protected] to become a customer centric company@HamishWTaylor
Pre-conceptions are the
enemy of customer insight!
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How you collect insights?
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[email protected] to become a customer centric company@HamishWTaylor
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Old Customer Understanding:- “We are a railway company”
New Customer Understanding:- “Who is the Competition?”
Blank Sheet of Paper? How you collect insights?
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[email protected] to become a customer centric company@HamishWTaylor
Sen
iori
ty
Director
Manager
“Front Line”
Customer “closeness”
Low High
Se
nio
rity
Director
Manager
“Front Line”
Decision “influence”
Low High
Se
nio
rity
Director
Manager
“Front Line”
Decision “influence”
Low High
Customer “closeness”
“Customer Gap”
21Shower/redeye
How?
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[email protected] to become a customer centric company@HamishWTaylor22
SUPERIOR
CUSTOMER INSIGHT
SUPERIOR PRODUCT
& SERVICE
SUPERIOR
CUSTOMER ENGAGEMENT
SUPERIOR
CUSTOMER PROMISE
Change the way we understand customers
• “Soft” insights
• Customer’s customer
• The person
• Ability to share
• Blank sheet
• Real time insight
What?
How?
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[email protected] to become a customer centric company@HamishWTaylor
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SUPERIOR
CUSTOMER INSIGHT
SUPERIOR PRODUCT
& SERVICE
SUPERIOR
CUSTOMER ENGAGEMENT
SUPERIOR
CUSTOMER PROMISE
Change what you sell!
Best Leadership Tool
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[email protected] to become a customer centric company@HamishWTaylor23
ask a brand manager
CustomerBenefit
“The customer does not care about your product or service!”
ConvenienceSpeed and Ease ConfidenceEconomy
…. as your platform
SUPERIOR
CUSTOMER INSIGHT
SUPERIOR PRODUCT
& SERVICE
SUPERIOR
CUSTOMER ENGAGEMENT
SUPERIOR
CUSTOMER PROMISE
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[email protected] to become a customer centric company@HamishWTaylor
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[email protected] to become a customer centric company@HamishWTaylor
BA Club World
24
Challenge?
1990/91 Recession
plus
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[email protected] to become a customer centric company@HamishWTaylor
•Customer at centre (focus!)
•Ideas
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Employees Customer•Benefit: Arrive Ready for Business•Reason Why: More sleep
Less HassleRefreshment
•Listening
•Innovation
Club World
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[email protected] to become a customer centric company@HamishWTaylor
Business Class Airline or Arrive Ready for Business
Railway ticket or Paris!
Best Bank or Your Ambition
Best audit or Best confidence
What are you selling??
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[email protected] to become a customer centric company@HamishWTaylor
Ease of Use, Customer
Journey, Service
Product Quality/Price
How I feel
What is your Customer Promise?
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Customer Centricity
Innovation
and
Competitive
Advantage
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[email protected] to become a customer centric company@HamishWTaylor
“Guilt free night off for mums”
What “Business” are you in??
SUPERIOR
CUSTOMER INSIGHT
SUPERIOR PRODUCT
& SERVICE
SUPERIOR
CUSTOMER ENGAGEMENT
SUPERIOR
CUSTOMER PROMISE
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Take away
Healthy
Low cost
Family appeal
Mums target
Location
Opening hours
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[email protected] to become a customer centric company@HamishWTaylor
The reasons why they will believe in this benefit is when they see…
The benefit to my customer will be…..
1.
2.
3.
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?
(NOT “what are we good at” !!)
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[email protected] to become a customer centric company@HamishWTaylor
SUPERIOR
CUSTOMER INSIGHT
SUPERIOR PRODUCT
& SERVICE
SUPERIOR
CUSTOMER ENGAGEMENT
SUPERIOR
CUSTOMER PROMISE
Change where we look
for answers
“Look outside our
current environment”
Yachts/Disney = Product and Service
Process
Communication
Leadership
etc
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[email protected] to become a customer centric company@HamishWTaylor37
SchoolTeacher
SportsTeam
ATC
Magic
Physio Referee
SportsCoach
Dating
Bullying
MarriageGuidance
CabinCrew
Pilot
MusicDance CoastGuard
FireService
ArmyEducationPsychology
SPORT
ARTS SERVICES
INDUSTRY
TEACHING
RELATIONSHIPS
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[email protected] to become a customer centric company@HamishWTaylor
SUPERIOR
CUSTOMER INSIGHT
SUPERIOR PRODUCT
& SERVICE
SUPERIOR
CUSTOMER ENGAGEMENT
SUPERIOR
CUSTOMER PROMISE
Change the way we engage
with (internal) Customers!
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[email protected] to become a customer centric company@HamishWTaylor
Inspired to deliver extraordinary
business and personal results
The Benefit
Reasons to believe
A Fully Engaged and Challenged workforce
The Right People in the Right Place at the Right Time
The Ability to respond quickly and with the right tools
Activity Focused on the big wins
Our customers will believe in this benefit is because they experience………
As a result of HR expertise, our customers will be…..
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Internal Customer promises!
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Solution + Ownership + Make it easy
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Change the way we engage
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[email protected] to become a customer centric company@HamishWTaylor
SUPERIOR
CUSTOMER INSIGHT
SUPERIOR PRODUCT
& SERVICE
SUPERIOR
CUSTOMER ENGAGEMENT
SUPERIOR
CUSTOMER PROMISE
Change the way we understand customers
Change where we look
for answers Change the way we engage
with (team) Customers!
• Customer Benefit• Innovation Impact
• Staff Impact
• Internal Customer Promises
• Product and Service
• Leadership/Process
• CUSTOMER
• Ambition
• Communication
• Internal Customer Promises
• “Make it Easy”
45Donald
“Look outside our current environment”
• “Soft” insights
• Customer’s customer
• The person
• Ability to share
• Blank sheet
• Real time insight
What?
How?
Change what you sell!
TOOLSET