Post on 18-Nov-2014
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How to be your customer’s first choice in a tough market
Amelia Young and Stuart BaltmanNovember 4, 2011
Services are…
• Intangible
• Consumed at the same time they are delivered
• It varies based on who is delivering – and experiencing – it
• Quality is difficult to define – much less measure
The experience is your product. You can’t afford to get it wrong.
2
Not just what’s urgent, but what’s necessary
Urgent Necessary
Resolving
customer issues
Fixing operational problems
Reporting
Setting targets
Learning about the
latest trends
shaping consumer
behaviour
Talking to
customers about
their business
Analyzing competitor
strategy
3
A model for winning customers
Encourage
Encourage
• Engage and excite your customers with a vision
• What should they expect to experience?
• What does “DONE” look like?• Why should they care? • How will they feel?
Empower Enable
Empower
• Provide your customers with the tools required to deliver on the vision
• Give your customers access to the people, processes, equipment, infrastructure, and other resources that they need
• Make it easy for your customers to choose you
Enable
• Ensure your customers have the knowledge & skills to use the tools you have provided
• Educate, teach and train your customers (if necessary)
• Leverage their capabilities and build the capabilities they need
• Show them how
4
The good news is that these are the only three things you need to do to….
Empower
Encourage
Enable
…. the challenge lies in the fact that you must do all three
5
Remember how you learned to skate?
• “It’s fun”• Watch mom/dad• Hot Chocolate
anyone?
• “Let’s go get some skates”
• Rink at City Hall• Teaching process
• Instill confidence (overcome fears)
• Teach (e.g. A. Stand, B. Walk, C. Glide…..)
Encourage
Empower
Enable
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Let’s talk about coffee
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Price
Value
• Teach the Starbucks “Language”• Guidance from well-trained “Baristas”• Ordering guides, calling orders• Where to pay, where to stand
• Product variety and customization capabilities.
• Layout, Décor, Location, Neighbourhood, etc.
• Outgoing, friendly and knowledgeable staff.
• Beans, Cups, insulators, toppings, napkins, etc.
• Your beverage, your way.• Your “3rd place”….refuge from home &
office• Premium service, product
and…..premium price.
En
ab
le
Em
pow
er
En
cou
rag
e
From “coffee” to “for-here, grande, half-decaf, non-fat, extra foam, hazelnut, latte”
8
Price
Value
• Teach the Starbucks “Language”• Guidance from well-trained “Baristas”• Ordering guides, calling orders• Where to pay, where to stand
• Product variety and customization capabilities.
• Layout, Décor, Location, Neighbourhood, etc.
• Outgoing, friendly and knowledgeable staff.
• Beans, Cups, insulators, toppings, napkins, etc.
• Your beverage, your way.• Your “3rd place”….refuge from home &
office• Premium service, product
and…..premium price.
En
ab
le
Em
pow
er
En
cou
rag
e
From “coffee” to “for-here, grande, half-decaf, non-fat, extra foam, hazelnut, latte”
9
What are the benefits of this approach?
3. Creates barriers that make it challenging for your customers to switch
4. Supports premium pricing, which drives margin growth
5. Builds a strong and deep relationship with customers which drives loyalty and increased share-of-wallet
2. Removes barriers, making it easy for your customers to do business with you
1. Ensures you don’t miss components of your customer’s experience that are critical in their process to choose you
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“This part looks expensive…I think
I’ll charge them enough to buy an i-
Pad”
The broken furnace…..
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From “I’ll fix the furnace when it breaks” to a multi-year service contract
• Low monthly fee vs. high unexpected repair bills
• Leverage print materials, web and call centre staff to educate customers
• Create multi-year service contract product/service.
• Call centre, billing capabilities, technicians, equipment, etc.
• Create need – “an unexpected breakdown could cost you $100’s or even $1,000’s
• Professional and highly skilled technicians in uniform at your home 24/7/365
En
ab
leEm
pow
er
En
cou
rag
e
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From “I’ll fix the furnace when it breaks” to a multi-year service contract
• Low monthly fee vs. high unexpected repair bills
• Leverage print materials, web and call centre staff to educate customers
• Create multi-year service contract product/service.
• Call centre, billing capabilities, technicians, equipment, etc.
• Create need – “an unexpected breakdown could cost you $100’s or even $1,000’s
• Professional and highly skilled technicians in uniform at your home 24/7/365
En
ab
leEm
pow
er
En
cou
rag
e
Price
Value
Invoice
$350
Invoice
$20 x36 mo.= $720
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Breakout Discussion: Which of the 3Es does your business do best? Gaps?
Enable
Empower
Encourage
Price
Valu
e
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Who do you need to Encourage, Empower and Enable?
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Retailer
Example: Product differentiated by service
Consumer
Enable
Empower
Encourage
• Pizza Pizza deal• School pizza lunches
• Small portion sizes make it easy for people to have a small, guilt-free indulgence
• Signaled to the consumer that this is a special product by merchandising it in the bakery
• They were able to demonstrate a process that would ensure freshness would be consistent
• Unique packaging made it possible for the product to belong in the bakery section
• Demonstrated strong consumer demand from the promotional opportunities
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Example: Multi-stakeholder service
Economic Buyer
Enable
Empower
Encourage
• Head of Operations• Owner/CEO
Indirect Influencers
• Clients• Regulators
Direct Influencers
• Portfolio Managers• Compliance• Admin staff
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Breakout Discussion: Stakeholder Identification
• Functions• Lines of business
• Decision-makers up the hierarchy
• Users down the hierarchy
Economic Buyer Direct Influencers
Indirect Influencers
• Influences outside the organization
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Unconventional tactics for identifying what will encourage, empower and enable your customers
What they say
What they do
What others
say about them
• LinkedIn profiles and discussion threads• Investor materials• Surveys of stakeholders other than the economic
buyer
• Mystery shopping and talking to call centre reps• Who they’re hiring and for what• Marketing campaigns• Comprehensive win/loss analysis
• LinkedIn discussions• Talking to your customers’ customers• Investor presentations of their customers and
competitors
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Taking Action
Commit to doing what’s necessary:
I will do the following in the next 30 days to enhance the value of the experience my organization delivers to its customers:
1.__________________________________________________
2.__________________________________________________
3.__________________________________________________
_______________________ ____________________Signed Date
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Focus on what’s necessary to identify what a great experience looks like for your customers
Economic Buyer
Direct Influencers
Indirect Influencers
Encourage
Empower
Enable
Insight ???Insight ??? Insight ???
Insight ???Insight ??? Insight ???
Insight ???Insight ??? Insight ???
Who?
Wh
at
?
How?
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Thank You