Forget CRM, Think MCR! MAXIMISE Your Customer Relationships!

Andy Hanselman's slides from his webinar for the Forward Ladies network, February 2012

Transcript

1. forget CRM, think MCR! maximise your customer relationships 22nd february 2012
2. who the hell is andy hanselman?
3. i help develop „remarkable‟ businesses...
4. i research, write about, talk about and work with high performance businesses (and have been for over 20 years!)
7. awareness assessment action
8. www.andyhanselman.com andy@competeorgetbeat.com www.twitter.com/andyhanselman
9. what are we up against when it comes to customers
10. we‟re in „the age of abundance‟
11. “in every single industry there is now overcapacity of production and lack of capacity in terms of people” sir martin sorrell, chief executive wpp
13. there‟s so much „noise‟
15. customers are putting up more „barriers‟
17. there‟s greater „transparency‟
19. 25% of holiday makers use TripAdvisor before they book their holidays
20. customer expectations are rising
21. 90% of business leaders believe customers are more demanding than they were a few years ago
22. 2 minutes = the average time the uk consumer is prepared to queue (compared to 5 minutes 6 years ago) Source: Barclaycard
23. “the beach was too sandy” “no one told us there would be fish in the sea. our children were startled.” “i think it should be explained in the brochure that the local store does not sell proper biscuits like custard creams or ginger nuts” “it’s lazy of the local shopkeepers to close in the afternoons. i often want to buy things in ’siesta’ time. it should be banned”
24. there‟s greater promiscuity!
26. 73% of customers end a relationship with a company because of bad service source: genesys telecommunications laboratories report – the cost of poor customer service
27. „trust in institutions is declining‟
29. % of consumers don‟t believe that companies tell the truth in advertisements
30. „word of mouth (and of mouse!) is increasing‟
31. 93 = percentage of customers who identify word of mouth as the best, most reliable source about ideas and information on products and services - up 26 pts. vs. 25 years ago Source: NOP World
32. “79% who had a negative experience with a business told others about it” source: right now report – customer service impact
33. beware the „rage‟ rover driver!
35. so, what does it all mean?
36. businesses have to work harder at building and maintaining trust
38. seriously.....
39. you‟ve got do stuff that makes your business „stand out‟!
40. stuff that gets people talking!
41. what exactly is „marketing‟?
42. classic definition of marketing “marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others”
43. my definition of marketing “finding, attracting and keeping the customers that you want while maximising your profits”
44. “marketing is the tax you pay for being unremarkable” robert stephens, founder, the geek squad
45. 5 principles...
46. be easy to „buy from‟ and „deal with‟ principle 1:
47. the „sales prevention officer‟!
48. • being charged to park in the customer car park! • ringing at 4.45pm and getting an answerphone • receiving a letter that says „dear sir/madam‟ from a personal business advisor! • being told „everything is on hold because we‟ve got our quality assessment coming up‟ • being passed to 4 different people when enquiring about customer care training! • being asked „can you call back next week - there‟s no one here today‟ • the website that has the „latest news‟ 6 months old! some examples…
49. typical causes of „sales prevention officers‟ •systems and processes •attitudes •policies •„scriptease‟
50. it could be you!
51. what sort of role model are you?
52. 7 tell tale signs you‟re a „sales prevention officer‟
53. “how about "never"? is “never" good for you?”
54. “i can see your point, but i still think it‟s irrelevant”
55. “i'll try being nicer if you'll try being less stupid”
56. “you want this done by a deadline? i love deadlines. i especially like the whooshing sound they make as they go flying by”
57. “tell me what you need, and I'll tell you how to get along without it”
58. “i don't have an attitude problem. you have a perception problem”
59. “i can only please one person per day. today is not your day. tomorrow is not looking good either”
60. who, what and where are your „sales prevention officers‟?
61. exterminate them!
62. stand in your own queues!
64. delight your customers! surprise them with the level of service you provide principle 2....
65. now that‟s customer delight!
66. - produces a „wow‟ reaction - appears spontaneous or unexpected - it‟s the personal touch - makes customers feel valued - is memorable - creates a talking point - is „dramatically different‟ the ingredients of „customer delight‟
67. milk and two sugars!
68. it‟s a mug‟s game!
69. i saw this and thought of you!
70. subscribe me!
71. plink plink fizz!
72. thanks for paying on time!
73. a ‟personalised‟ experience!
74. little acts of kindness – „planned spontaneity‟ in action!
75. how to „delight‟ my mum!
76. how can you delight your customers
77. complete this sentence... “yes, they dealt with me professionally, but what completely blew me away was.....”
78. “in a business to business engagement, „delighted‟ clients are FIVE TIMES more likely to plan on repurchasing than merely satisfied clients” source: ipsos loyalty report: the role of customer delight in achieving customer loyalty
79. foster „devotion‟ through consistency principle 3:
80. high expectations a „poor‟ experience a „great‟ experience „devoted‟ „delighted‟ „disappointed‟ „disaffected‟ low expectations
82. Approach customers with a personalized warm welcome Probe politely to understand all the customer‟s needs Present a solution for the customer to take home today Listen for and resolve any issues or concerns End with a fond farewell and an invitation to return
83. Rub up your customers the wrong way Yes, go on, all the way Apathy is encouraged Never bother to try and make them smile Approach them with indifference Infer it‟s them who are the problem Remember, we‟re right behind you to help you do this
84. champion your champions!
85. why not get your customers to do it?
86. spot disappointment!
87. 2 great questions......
88. were you completely happy?
89. how likely is it that you would recommend us to your friends or colleagues?
90. “we entrust every single ritz-carlton staff member, without approval from their general manager, to spend up to $2,000 on a guest. and that's not per year. it's per incident” simon f cooper, president ritz carlton
91. “forget CRM, think MCR” maximise customer relationships principle 4:
92. “proactively developing relationships that give the best to, and get the best from, the customers you want”
93. „TAKING‟ RELATIONSHIP „LOSING‟ RELATIONSHIP „MAXIMISED‟ RELATIONSHIP „GIVING‟ RELATIONSHIP Y o u r O b j e c t I v e s A C H I E V E D A C H I E V E D NOT ACHIEVED ACHIEVED Their objectives N O T
94. how do your relationships „measure up‟?
95. educate them!
96. dialogue, not diatribes
97. sell up and sell on!
98. think..„share of customer, not share of market‟
99. HIGH SPEND LOW SPEND HIGH SHARE LOW SHARE KEY QUE? KEEP IN TOUCH KEEP OUT!
100. leverage!
101. conclusions
102. 5 steps..... 1. be „easy to buy from‟ 2. „delight‟ your customers 3. foster „devotion‟ through consistency 4. forget CRM, think MCR! 5. ......
103. take action, not notes!
104. “the more you engage with customers the clearer things become and the easier it is to determine what you should be doing” john russell, president, harley-davidson europe
105. if you can‟t demonstrate you‟re dramatically different, you‟re invisible!
106. “stand out” and deliver!
107. how do you measure up?
108. “vision without action is hallucination” andy law, st.lukes
109. “take the first step in faith. You do not have to see the whole staircase. just take the first step.” martin luther king
110. scare yourself, otherwise you‟re not doing anything new Mary Murphy Hoye, Head Of R & D, Int
111. don‟t just stand there….. do something! dick dastardly
112. people can be divided into three groups
113. those who make things happen those who watch things happen those who ask „what happened‟?
114. MISSING YOU ALREADY! want more? visit: www.andyhanselman.com
115. it‟s time for questions!
116. you can find out more at: www.andyhanselman.com you can follow me at: www.twitter.com/andyhanselman you can email me at: andy@competeorgetbeat.com Download the slides and your... „forget CRM- think MCR!‟ toolkit at