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“customer intimacy” Custom er Care & Intera ction The Inner Workin gs
| Date post: | 19-May-2015 |
| Category: |
Business |
| Upload: | ric-dragon |
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“customer intimacy”Customer Care & Interaction
The Inner Workings
a “Value Discipline”“achieved by the cultivation of
lasting relationships with customers and striving to satisfy their unique needs”
“To be customer-oriented, get out and meet customers on their home turf - in their homes, on job sites, in their offices.”
- John Quelch
Customers are like snow...
Or Reindeer…
HIGH LOWH
IGH
LO
W
RETAIN
ATTAIN ABSTAIN
CONTAIN
SPENDING IN MARKET AREAS
PEN
DIN
G W
ITH
YO
U
Spenders
SendersSpen
ders
Senders
Ideal
Spenders
“Do What you love in service to the people who love what you do.”Steve Farber
Ideal Customer
FirstOffer
LOW Risk
Slow Death
• Low product investment
• Low marketing investment
Ideal Customer2nd Generation Customer
FirstOffer
LOW Risk
Slow Death
• Low product investment
• Low marketing investment
When you work within
Communities of
Customers:
• Intimacy• More senders• Economies of
marketing
Ideal Customer2nd Generation Customer
FirstOffer
New VersionOf
FirstOffer
LOW Risk
Medium Risk
Medium Risk
Slow Death Tailoring the Offer
Filling next logical need
• Low product investment
• Low marketing investment
• Low to Medium product investment
• Medium to High Marketing
• High product investment
• Low to Medium Mktg Invest
The nature of BAD customer service?
Superb customer service = When YOU care more about your customer’s problems than yours.
Care + Empathy = Customer Intimacy
Means you can ANTICIPATE their
NEEDS and KNOW their FRIENDS
Ideal Customer2nd Generation Customer
FirstOffer
New VersionOf
FirstOffer
LOW Risk
Medium Risk High Risk
Medium Risk
Slow Death Tailoring the Offer
Filling next logical need SUDDEN Death
• Low product investment
• Low marketing investment
• Low to Medium product investment
• Medium to High Marketing
• High product investment
• Low to Medium Mktg Invest
• High product investment
• High Mktg Investment
Ideal Customer2nd Generation Customer
FirstOffer
New VersionOf
FirstOffer
LOW Risk
Medium Risk High Risk
Medium Risk
Slow Death Tailoring the Offer
Filling next logical need SUDDEN Death
• Low product investment
• Low marketing investment
• Low to Medium product investment
• Medium to High Marketing
• High product investment
• Low to Medium Mktg Invest
• High product investment
• High Mktg Investment
• Right Customer Base
• Build WITH & THROUGH
• Competition: IRRELEVANT
