how to create emotional connections through compelling ...€¦ · mission. values. vision....

Achieving Excellence Series ©Arc Australia Consulting

TOWARDS GREATER CUSTOMER RELATIONSHIP AND LOYALTY

Program overview

Creating emotional connections through compelling experience

In this era of intense social media, offering products or services alone is not enough. A compelling experience that transcends business transactions is what customers greatly desire and value.

Yes, it’s still true, that offering great products or services satisfies customers, as they bring functional benefits. But customers’ relationship and loyalty can only be strengthened by emotional benefits through wholesome experiences.

When companies attentively focus on giving their customers experiences that are memorable⎯satisfaction will occur naturally. This also creates an emotional bonding with their customers.

Relationship between companies and customers strengthened through emotional connections is difficult to be broken by competitors.

Thus, companies that are capable of creating such relationship with their customers set apart from competitors: They create a competitive advantage that is difficult to match.

Towards Greater Customer Relationship and Loyalty focuses on application. It is designed to bring out the best in a team of varied functional positions, in order to be able to discover and provide compelling customer experiences that create emotional connections with customers.

This program will benefit employees in a company, who are involved in team-based business activities, and who are committed to work together as a team in order to achieve excellence in creating stronger customer relationship that generates loyalty.

About the program and who should attend …

How to create emotional connections through compelling experience


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This program is carefully designed to challenge company’s future success by

exploring new ways of selling and approaching customers to find a unique

competitive advantage.

The program brings together …

• Topics and discussions that are drawn from highly credential sources, such as

Harvard Business School, London Business School, MIT Sloan School of

Management; and well-founded theories and best practices from great

management strategists

• Timeless lessons that are presented in a form of case studies selected from

global competitive behaviors of great companies, and wisdom from influential

business leaders

• Evidence-based approach that can be applied to compelling business issues

PROGRAM OUTLINE

Why Arc Australia’s Program?

The program is organised into four sessions covering the fundamental elements of a company: people, core values, process, and business and competition.

To achieve the desired results, this program can be customized accordingly to address company’s special needs or the development and growth, and education of its people.


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Delivering excellent customer experiences starts from within: staff and management.

Everyone in a company, regardless of position

(manager, owner, administrative staff) and status

(full-time, part-time), is part of the success in

delivering compelling customer experiences.

Therefore it’s crucial to have this important

exercise in the beginning of the program, so that

everyone realises how important her/his role in

achieving the company’s success.

Topics and discussions, include:

• Set an understanding about customer

satisfaction vs. customer experience

• Tools and systems related to CRM

• How ready everyone in the team is in taking

up the new challenge

• Teamwork checklist: Characteristic of high

performers. Using self-test to see where

employees’ strengths and weaknesses are,

and how to improve their performance

“You can dream, create,

design, and build the

most beautiful place in

the world, but it requires

people to make it

reality”

--WALT DISNEY said

shortly before his

death.

5 Dec 1901 – 15 Dec 1966

SESSION 1: FOCUSING ON PEOPLE


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Mission. Values. Vision. Strategy.

How often do you remind yourself of your

company core values when carrying out

your business activities with your

customers?

How often do you communicate your

company core values to your team, your

customers, and act accordingly?


• Stories and timeless lessons from

inspirational great leaders

• A hierarchy of company statements:

Mission. Values. Vision. Strategy.

What are these?

• A case study: Southwest Airlines

• A time to find the leadership in you:

What makes a leader?

• How to create a great team: Find the

same purpose and meaning. Return to

your company core values

“I think if you ask me what

distinguishes Infosys from many

other companies, it is the following:

We have a very strong value

system”

“Powered by intellect, driven by

values” ⎯ that’s the Infosys credo.

--N.R. NARAYANA MURTHY

Founder of Infosys, India

SESSION 2: FOCUSING ON CORE VALUES

20 August 1946 –


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Customer experience is process-oriented.

Included in the process is understanding of the customers’ journey ⎯ start from

knowing their expectations before the experience occurs to obtaining the final

assessments they make when the experience is over.

Process-oriented means it’s not what you sell but how you sell.

Customers compare the performance of the product with their expectations of it. If

it is above expectations, they are satisfied. In customer satisfaction framework,

expectations and performance are viewed in product-driven terms: purely

functional. What is absent from this approach is how the product/service makes

customers feel, what emotional associations they have with it.


• Introduction to a fixed mindset and a growth mindset*

• How to approach customers with the right mindset

• Reviewing your company selling and solutioning process

• How to find the right ground and start afresh from it

*Recently discovered by a Stanford University’s professor of psychology, Carol Dweck.

SESSION 3: FOCUSING ON PROCESS


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Finding the best way to optimise your customer experience:

Identify a solution that explicitly links to customer’s business objectives: Define their drivers for business.

Create a solution that helps customer’s business ⎯ a solution that increases its revenues, lowers its costs, or reduce its risks. And communicate them clearly back to the customer.

Achieving such a solution will require a great team of expertise who works together to investigate what customers really want that will drive them to being a loyal and committed buyer.


• Competitive strategy: what is this?

• Analysing the current competition landscape

• Create value: Finding your company’s unique

competitive position against main competitors’

• Case studies

• Overall review by answering one crucial

question: Has your company always been

providing a solution that explicitly links to

customers’ business objectives?

“There is only one valid

definition of business

purpose: To create a

customer”

--PETER DRUCKER

19 Nov 1909 – 11 Nov 2005

SESSION 4: FOCUSING ON BUSINESS AND COMPETITION


Visit Fourteena’s profile

http://www.linkedin.com/pub/fourteena-p-d-halim/27/41a/932

Fourteena Halim, MBA, MMIT

Fourteena, with more than 15 years experience in global business development and strategic bid management in the air-transport communications and IT solutions, has strong multi-cultural business knowledge.

She has studied in Australia’s prestigious business school, Macquarie Graduate School of Management (MGSM), and trained by world-class professors, including from Harvard Business School (in business strategy)

and London Business School (in leadership). She is also a certified professional in P3O® (Portfolio, Programme, Project Offices) and a TESOL (Teaching English to Speakers of Other Languages) instructor.

Therefore, in designing the program that is challenging and engaging, she uniquely uses a mix of academically rigorous environment and depth experience from global business arena.

Fourteena, an Indonesian-born Australian, lives in Sydney. She believes that to grow is to share, especially in sharing valuable knowledge. For this reason she is very passionate about teaching that motivates and inspires others.

Program presenter and founder of Arc Australia Consulting

www.14arcaustralia.com

how to create emotional connections through compelling ...€¦ · mission. values. vision....

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