winning your customers minds, hearts and wallets - russell biggarts presentation
TRANSCRIPT
Loving the Customer
Heart - Mind - Wallet
One night stands or ?……..
Personalised Value for money
Expectations met or exceeded!
Recommend to others
Worth repeating
Hassle free
Memorable
A good experience?
Consistent
How do our customers perceive value?
• Service worth staying for • In relation to competitors• Emotional content • Trust and openness
It is about delivering customer value!
CUSTOMERVALUE Economic
Strategic
Operational
Behavioural
Nikolaos Tzokas Norwich Business School
STRATEGIC: Common Vision, Similar Goal Orientation, going in the same direction, thinking like them!!
ECONOMIC: Value for Money, understanding Cost Driversshared ROI/ROR
BEHAVIOURAL: Respond to the Customer, supporting, selling?, your dialogue with the customer
OPERATIONAL: Being there for them,Meeting their needs & Expectations/right channels, right time, ease of operation
Determining the value!!
This enables the company to ensure that its investment is aligned to those
processes that create value!
CustomerExpectations
BusinessIntentions
Mutual Value
Managing the value in respectful relationships
Expectation
Experience1
12
2
3 4
3
4
Implications of Customer Satisfaction
Source: John Murphy MBS
LOYALTY(Retention)
Zone of affection
Zone of indifference
Zone of defection
20
40
60
80
100
Terrorist
Advocate
25Somewhat
Dissatisfied
50Slightly
Dissatisfied
75Satisfied
100Excellent
Customer Value Index (CVI)
0Extremely
Dissatisfied
What’s important (all)?
5.05.56.06.57.07.5 8.08.59.09.510.0
5 Efficiency of service
2 Helpful friendly staff
6 Cleanliness & tidiness
10 Value for money
1 Location
3 Meeting facilities
3 Style atmosphere & ambience
6 Equipment & room
furnishings
6 Information, facts & data
11 Maintenance &
appearance
6 Brand
Ave
rage
Sco
re
Most Important
Least Important
A Guide to what bookers think
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1 Efficiency of
service (5)
2 Helpful friendly
staff (2)
3 Cleanliness &
tidiness (6)
4 Value for money 10
5 Location & transport
connections (1)
6 Meeting facilities (3)
7 Style atmosphere &
ambience (4)
7 Equipment & room
furnishings (8)
9 Information, facts
& data (9)
10 Maintenance &
appearance (11)
11 Brand (7)
Ave
rage
Sco
re
Most Important
Least Important
4.54.0
(Regular) Corporate Guests
5.05.56.06.57.07.5 8.08.59.09.510.0
3 Efficiency of service (3)
2 Helpful friendly staff (2)
1 Cleanliness & tidiness
(6)6 Value for money (10)
4 Location (1)
9 Meeting facilities (8)
7 Style atmosphere &
ambience (7)
4 Equipment & room
furnishings (8)
11 Information, facts
& data (9)
8 Maintenance &
appearance (11)
10 Brand (7)
Ave
rage
Sco
re
Most Important
Least Important
4.54.0
How To Improve Satisfaction by 70% (Guests)
Index 1 1.2 1.4 1.6 1.8 2 2.2 2.4 2.6 2.8 3 3.2 3.4 3.6 3.8 42.1610%
Q17 Quality of external appearance& surroundings
+ $
1.7617%
Q21 Helpfulness & friendliness ofstaff
+ $
1.68 22%
Q8 Size and layout of bedrooms + $
2.830%
Q14 Food and drinks in room + $
1.5635%
Q7 Knowledge & helpfulness of staffin orienting me on arrival
+ $
2.643%
Q26 Follow up contact and communication + $
1.9248%
Q19Cleanliness & tidiness of publicareas
+ $
1.5653%
Q13 Bathroom condition andToiletries range
+ $
1.3258%
Q15 Food and drinks around thehotel
+ $
1.1261%
Q11 Quality and range of in roomFacilities
+ $
1.5666%
Q18 Comfort and style of furnishingsin public areas
+ $
1.3669%
Q5 Speed of check-in and registration + $
1.272%
Q23 Accuracy of billing + $
We are all different? Business too?
Airport:• Safe and secure• Knowledgeable Helpful and Friendly • Clean and free of litter• Efficient and ‘no hassle’• Informed at all times
Data Issues
Number of Customers byRevenue Group
0
50
100
150
200
250
No. Customers
Revenue Group
<£50k£50-£150k£150k-250k>£250k
Profit Measurement
£0
£2,000,000
£4,000,000
£6,000,000
£8,000,000
£10,000,000
£12,000,000
Totals
Total GrossProfitTotal Cost
Average GrossProfitAverage Cost
Data Issues
0%10%20%30%40%50%60%
<£50k £150k-£250k
Revenue
Costs Split by Revenue Group
Sales Staff Salary &CarsSales Promotion
Marketing
%profit segments
Adjusted Revenue Segmentation
£0
£1,000,000
£2,000,000
£3,000,000
£4,000,000
£5,000,000
Total GrossProfitTotal Cost
Average GrossProfitAverage Cost
1,470.705,027.09
1,470.705,027.09
One night stands or ?……..
Some Definitions
Customer Experience – what the customer sees, hears, feels, tastes, touches, the ambience, atmosphere, emotional content
Sequence – as series of events that when combined describe part or all of the customer journey
Events – a set of interactions which when combined, make the ideal customer journey
Acts – are what support the customer experience and bring it to life ( behaviours, information, dialogue, technology etc. )
Why?• Research in this area tells us that a 5% increase in
positive employee behaviour leads to a 1.3% increase in customer retention
• A 1% increase in revenue and a • 0.4% increase in profit. • $1.2billion turnover = ‘do the maths’• 1% increase in CS = £150/£175 million value• 1% increase in CS = 2.73% increase in ROI
Do we want to be like the corner shop?
Experience to advocacy!!
“Random survey of 1500 adult consumers in the UK found that both word of mouth
advocacy rates and negative word of mouth were statistically predictors of sales growth.”
…
‘….would you recommend our services to your friends and business associates?’
Measuring the experience 21st century!!!
Business Organisation
Customers
Web
or
Phone or
Office
Email / IVR / SMS / Web Page
Service Feedback Report
-Management / Executive
-Web Team
-Call Centre Manager
-Product Manager
-Marketing Manager
Online / Call Centre / Branch Office
Service Console
Service Feedback Request
Benefits of ServiceTick…Customer Research
And Insight Benefits
Customer ServiceBenefits
Benefits of ServiceTick…Operational
Benefits
WiderBenefits
Loyalty & Rewards
It took some negotiation but she finally persuaded them she had enough reward points for the young man behind the fish counter
Staff
Marketing the proposition
Channel Integration/
good processes Customer Insight
(analytics)
Customer Insight
(research)
Customer Management
Strategy
IT Systems & quality data
The building blocks!!
Recommended Reading:
• Loyalty.com: Fred Newell• Why CRM hasn’t worked: Fred Newell• Secrets of Successful Complaint
Handling: Clare Moore• The Customer Driven Company: Richard Whiteley
And finally…..
“There are very few people who don’t become more interesting when they stop talking”
- MaryLowry