Delight Your Customers!

(Part 2)

“Smooth” Touch Points: Get the basics incredibly right. Kill “dumb contacts” (3)

High barriers to switching

Sustainable Customer Loyalty

Maximising Value through Customer Management

Barriers to Switching include….•Legal contracts and similar

•Use of technology: hardware

•Use of technology: software

Maximising Value through Customer Management

Customisation is at the heart of amazon.com

And 56 more “Look Inside”

recommendations

Barriers to Switching include….•Legal contracts and similar

•Use of technology: hardware

•Use of technology: software

•Rewards and clubs

•Convenience and simplicity

•Market saturation

•More

“Smooth” Touchpoints: Get the basics incredibly right. Kill “dumb contacts” (3)

High barriers to switching

Put Relation-ships First

Sustainable Customer Loyalty

Maximising Value through Customer Management

Maximising Value through Customer Management

Relationships First!

•1200+ flights

•Still don’t know who I am

•Unable to detect patterns

1986 20132001

So much for CRM!

So much for CRM!

Me

Do you know who I am?Do you know who I am?

Maximising Value through Customer Management

Real smile - +41%

Smiley badge – +21%!

“Smooth” Touchpoints: Get the basics incredibly right. Kill “dumb contacts” (3)

High barriers to switching

Continuous value

innovation

Put Relation-ships First

Sustainable Customer Loyalty

Maximising Value through Customer Management

There are at least

82 ways to add value

for Your customers!

Getting to Unbelievable!

How can you add value to toilet paper?

Experience?

Relative

Price

Low

High

High

Perceived Quality of Experience

The Marketing Battleground

Low-Cost Producer

Differentiator

Blue

Ocean

Rip OffRip Off

• Few Substitutes: Monopoly/cartel, proprietary technology, high cost of switching, “grudge purchase”, desperate need, dominant brand equity, powerful loyalty programme

• Status, prestige & power

• Fashions or fads

• Exclusive, unique, one-of-a-kind

• Impulse buying purchase

• Emotional purchase: +ve or -ve

Maximising Value through Customer Management

Commodity or Speciality - Is It Worth It?

“There is no such thing as a commodity” (Ted Levitt)

R11/kg

R5,50/kg

R28.50c/kg

R66/kg

Experience

!

Experience

!Experie

nce!

Fish!Fish!Your Personal Power to Make a Difference

Maximising Value through Customer Management

Changi Airport

Changi Airport: But who can’t/won’t be friendly?

There is always a solution!

Value

Irritant

ValueIrritant

Company’s Reaction

Customer’s Reaction/Attitude

The Value-Irritant Grid

Simplify Make it easier to do business with

you

Leverage Opportunity

Use value innovation

Automate Migrate as much

as possible to self-service

Eliminate Kill all “dumb

contacts” at root cause!

And Customers from Hell?And Customers from Hell?

When someone behaves in this way, what are they saying about themselves?

When someone behaves in this way, what are they saying about themselves?

Maximising Value through Customer Management

“Time Out” sometimes helps

David may have fought Goliath…

but he didn’t choose to

wrestle him!

David may have fought Goliath…

but he didn’t choose to

wrestle him!

Maximising Value through Customer Management

7 Choices7 Choices• Laugh it off: water off a duck’s back• Allow the abuse to continue• Put the ball in their court: “I’m out of options?

What do you want?”• Confront them equally aggressively, or…• Confront assertively• Cut the anchor: let them loose, make it easy for

them to leave• Sort it out, whatever it takes. But tell them!

• Laugh it off: water off a duck’s back• Allow the abuse to continue• Put the ball in their court: “I’m out of options?

What do you want?”• Confront them equally aggressively, or…• Confront assertively• Cut the anchor: let them loose, make it easy for

them to leave• Sort it out, whatever it takes. But tell them!

Maximising Value through Customer Management

Don’t wrestle with pigs

You will get all muddy…

And the pigs will love it

Don’t wrestle with pigs

You will get all muddy…

And the pigs will love it

If it looks like bait and smells like bait, it must be bait!

Resentment is like drinking poison and expecting the other

person to get sick

Resentment is like drinking poison and expecting the other

person to get sick"Too often we get distracted by what is outside our control. You can't do anything about yesterday. The door to the past has been shut and the key thrown away. You can do nothing about tomorrow. It is yet to come. However, tomorrow is in

large part determined by what you do today. You have control over that.“ (John Wooden)

"Too often we get distracted by what is outside our control. You can't do anything about yesterday. The door to the past has been shut and the key thrown away. You can do nothing about tomorrow. It is yet to come. However, tomorrow is in

large part determined by what you do today. You have control over that.“ (John Wooden)

Maximising Value through Customer Management

Maximising Value through Customer Management

Your Personal Power: Are you a duck… or an eagle?

Aki Kalliatakis

Aki@DelightYourCustomers.co.za www.DelightYourCustomers.co.za

There are two kinds of people in life: ducks and eagles

Ducks act like victims, waddle around and go, “Quack! Quack! Quack!”

Eagles take the initiative and soar above the crowd

It doesn’t matter which way the wind blows…

The only thing that really counts is how you set your sail

Maximising Value through Customer Management

You can’t go anywhere unless you change it!

A bad attitude is like a flat tyre…

Here’s an example!

Maximising Value through Customer Management

Putting it All TogetherAki Kalliatakis

Aki@DelightYourCustomers.co.za www.DelightYourCustomers.co.za

•Doing the "boring everyday stuff" routinely right will make you stand out like an eagle…

•But it’s also about that “something little extra”

Customer of the YearCustomer of the Year

It’s very possible to

create a lot of perceived value

at not much cost to your

businessAnd it was unanimous

A Perfect Customer Experience?

But the opposite is also true… It is perfectly possible to

spend a fortune without creating much real value for customers!

http://www.youtube.com/watch?v=VVUtxdJaw10 download this video

The most important question?The most important question?

Why should this mercenary customer do business with us?

Why should this mercenary customer do business with us?

So stand up and make your statement - If there’s something that needs to be done, do it now

Choose joy and laughter and warmth rather than pessimism and despair, to go for more, rather than less

Choose more enthusiasm and passion, not less

Choose to appreciate all of the wonderful things around us, and to not dwell on the ugliness

Choose friendship and service rather than indifference

So stand up and make your statement - If there’s something that needs to be done, do it now

Choose joy and laughter and warmth rather than pessimism and despair, to go for more, rather than less

Choose more enthusiasm and passion, not less

Choose to appreciate all of the wonderful things around us, and to not dwell on the ugliness

Choose friendship and service rather than indifference

If you don’t like change, you sure will hate extinction!

Maximising Value through Customer Management

If not YOU, then

who?

If not YOU, then

who?

-

Every morning in Africa, a buck wakes up and knows that it must run faster than the fastest lion, or it will be killed. But

every morning in Africa, a lion wakes up, and knows that it must run faster than

the slowest buck, or it will starve to death.

In Africa, it doesn’t matter whether you are a lion or a buck…

Every morning in Africa, a buck wakes up and knows that it must run faster than the fastest lion, or it will be killed. But

every morning in Africa, a lion wakes up, and knows that it must run faster than

the slowest buck, or it will starve to death.

In Africa, it doesn’t matter whether you are a lion or a buck…

When the sun comes up, you’d better be running!

So just in case you need reminding…